How to Fix 404 Errors & Redirects for SEO
How to Fix and Manage 404 Errors for Better SEO Performance
404 errors occur when a requested page is not found on a website, leading to a poor user experience and potential SEO issues. While occasional 404s are normal, too many broken links can harm rankings, reduce crawl efficiency, and frustrate visitors. This guide explains how to identify, fix, and manage 404 errors and redirects for better SEO performance.
1. What Are 404 Errors?
A 404 error ("Page Not Found") happens when a URL no longer exists or is unavailable. It occurs due to:
Deleted pages without proper redirects.
Broken internal or external links.
Typos in URLs.
Incorrect or changed URL structures.
Expired content (e.g., discontinued products, removed blog posts).
Why Fix 404 Errors?
Improves user experience by preventing dead-end pages.
Helps retain link equity by redirecting valuable backlinks.
Ensures search engines can properly crawl your site.
Reduces bounce rates caused by missing pages.
2. How to Identify 404 Errors
Use SEO tools to find broken links and missing pages.
2.1 Google Search Console
Open Google Search Console → Coverage Report.
Look for "Not Found (404)" errors.
Click on affected URLs to inspect issues.
2.2 Screaming Frog SEO Spider
Crawl your website to find broken internal links.
Go to Response Codes → Filter Client Error (4XX).
Check inbound links pointing to 404 pages.
2.3 Ahrefs / SEMrush Site Audit
Use Ahrefs Site Explorer → Best by Links → Filter "404 errors".
SEMrush: Site Audit Tool → Find broken internal & external links.
3. How to Fix 404 Errors
Once you identify broken links and missing pages, use these SEO-friendly solutions.
3.1 Set Up 301 Redirects for Valuable Pages
Use 301 redirects for pages that have been removed but still receive traffic or backlinks.
Redirect to a relevant, closely related page.
Avoid redirecting all 404s to the homepage (Google considers this a soft 404).
How to Add a 301 Redirect (WordPress/HTAccess):
Redirect 301 /old-page/ https://yourwebsite.com/new-page/
301 redirects pass link equity and help maintain rankings.
3.2 Restore or Recreate Important Pages
If a deleted page was driving high traffic or backlinks, consider restoring or recreating it.
Recover content from Wayback Machine (Archive.org) if needed.
Rewrite updated content and optimize it for SEO.
Add internal links to the restored page for faster indexing.
3.3 Fix Broken Internal Links
Update all internal links pointing to 404 pages.
Use Screaming Frog or Ahrefs Site Audit to detect broken links.
Replace broken links with updated URLs.
3.4 Fix Broken External Links (Backlinks)
If external websites link to a missing page, recover link equity by:
Redirecting the broken URL to a similar or related page.
Contacting the site owner to update the link to a new page.
Disavowing spammy backlinks in Google Disavow Tool (if needed).
3.5 Improve the 404 Page Design
If users land on a 404 page, help them navigate easily.
Add a search bar to help users find content.
Include suggested or related content.
Provide a clear call-to-action (CTA) (e.g., "Go Back to Home").
Use a friendly message instead of the default error page.
Example of a User-Friendly 404 Page:
4. How to Prevent Future 404 Errors
4.1 Monitor 404 Errors Regularly
Check Google Search Console every 1-2 months.
Run site audits with Ahrefs, SEMrush, or Screaming Frog.
4.2 Use a Consistent URL Structure
Avoid changing URLs frequently.
If restructuring, set up 301 redirects beforehand.
Standardize URL formats to prevent accidental duplication.
4.3 Update Links in Content Regularly
Periodically check & update internal links in blog posts.
Fix outdated links in menus, footers, and sidebar widgets.
4.4 Use Permanent Redirects for Page Changes
Always use 301 redirects for removed or updated pages.
Avoid temporary 302 redirects unless necessary.
Summary: Fixing & Preventing 404 Errors
Find 404 errors using Google Search Console & SEO tools.
Set up 301 redirects for valuable missing pages.
Restore or recreate deleted pages if they have high traffic.
Fix broken internal & external links to prevent ranking loss.
Create a custom 404 page for a better user experience.
Monitor & prevent future 404 errors by regularly auditing links.
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