404 Errors and SEO: How to Find and Fix Broken Pages

What Is a 404 Error?

A 404 error occurs when a visitor (or search engine crawler) tries to access a page that doesn't exist. The server returns a "404 Not Found" response. This happens when:

• A page is deleted without a redirect

• A URL is changed without updating old links

• A link is mistyped

• A page is moved to a new location

Do 404 Errors Hurt SEO?

404 errors have different impacts depending on the situation: 404 on a page with no backlinks or internal links: Minor issue. Google will eventually remove it from the index. 404 on a page that has backlinks or internal links: More serious. You're wasting the link equity those links were passing. If the page had rankings, those are gone. 404 on a page visitors are actively trying to access: Direct user experience problem that can also signal site quality issues to Google.

How to Find 404 Errors

Google Search Console: The Coverage report shows pages Google tried to crawl that returned errors, including 404s. SEO audit tools: Most crawl tools flag 404 errors as part of an audit. Your server logs: Technical but comprehensive — shows every URL that returned a 404.

How to Fix 404 Errors

Option 1: Restore the Page

If the page was deleted by mistake or is still needed, restore it.

Option 2: 301 Redirect

If the content has moved to a new URL, set up a 301 (permanent) redirect from the old URL to the new one. This passes most of the original page's link equity to the new destination. 301 redirects are the right fix when:

• A page has moved permanently

• You've restructured your site

• You've merged two similar pages into one

Option 3: Redirect to the Most Relevant Page

If the original page content no longer exists, redirect to the most relevant alternative — a similar product, a parent category, or in the worst case, the homepage.

Option 4: Leave It (Sometimes Correct)

If a page never had any backlinks, never ranked, and is never linked to internally, a 404 is fine. Google will eventually deindex it. No redirect needed.

How to Set Up Redirects

Shopify: Online Store → Navigation → URL Redirects. Shopify also automatically creates redirects when you change a page's URL handle. WordPress: Use a plugin like Redirection. Or add redirect rules to your .htaccess file. Wix/Squarespace: Both have built-in redirect management in the SEO settings.

FAQ

How many 404 errors is too many? A handful of 404s on obscure pages is normal and harmless. Dozens of 404s on previously important pages is a problem worth addressing. Does having a custom 404 page help SEO? A well-designed custom 404 page improves user experience (helping visitors find what they were looking for) but doesn't directly improve SEO. It's a nice-to-have, not a priority. Can 404 errors cause Google to deindex my site? Not unless a huge portion of your site is returning 404s. Individual page 404s are normal and expected.