The 404 error is one of those problems that everyone has encountered when browsing the Internet. A page that should appear, but instead what appears is a message saying that the content was not found.
For those on the other side — whether it’s an e-commerce site, a blog or an institutional website — this can be a real nightmare!
In addition to frustrating visitors and affecting the User Experience, the recurrence of this error negatively affects search engine rankings, harming the overall performance of the website.
After all, the 404 error represents a barrier that prevents access to the desired content — and creates frustration to the point of making visitors abandon the site.
So, how can you solve this problem and ensure a smooth browsing experience without compromising SEO?
In this text, I will explore the impact of the 404 error on navigation and SEO, as well as present effective strategies for identifying, monitoring and correcting this problem, ensuring that your website remains healthy and performing well.
Come with me!
What is a 404 error and why is it so common?
The 404 error is a standard message displayed when the page we are trying to access is not found on the server. It is part of the HTTP code, which is a set of rules that allows communication between browsers and servers.
This message is a clear indication that the server is operating normally, but the requested page cannot be located. Some of the most common causes of a 404 error include:
- Pages deleted or renamed;
- Broken links;
- Incorrectly typed URLs.
This error is very common, especially on sites with large volumes of content and constant updates.
So, simple typing errors, such as an extra letter or a missing character, can result in frustration for the user, who is faced with the message “404 Page not found”.
Additionally, many websites can accumulate 404 errors over time due to changes in content or structure. This becomes a recurring problem that requires constant attention because lack of maintenance affects the User Experience and can lead to loss of traffic or authority for the website.
How does 404 error impact SEO?
The 404 error, as harmless as it may seem, can significantly harm a website’s SEO! For starters, when Google crawls your website and finds multiple links leading to non-existent pages, it interprets this as mismanagement, which can negatively impact your authority and relevance in search results.
This impact can have lasting consequences for the site’s visibility in search engines. After all, when too many internal links point to non-existent pages, it signals that the site is not well managed.
Furthermore, in an increasingly competitive environment, with paid media costs rising year after year, the dependence on well-structured SEO becomes even more relevant. Unlike paid media, whose results stop immediately when investment ceases, SEO accumulates value over time.
In this way, the constant presence of 404 errors harms the indexing of the website, which results in a decrease in the ranking in search results.
Another important point is that poor management can result in an increase in the bounce rate, as users tend to abandon the page when they encounter this error.
And let’s be honest: if I’m not participating in educating my potential customers, my competitors are!
This applies directly to the importance of keeping a website free of errors because a frequent presence of this problem reduces the authority and relevance of the website — and harms its online positioning.
Search engines like Google consider User Experience to be one of the most important ranking factors. This means that effective error resolution can improve the user experience and also improve your website ranking.
How to identify and monitor 404 errors on your website?
Here at Orgânica, we use tools like Google Search Console, which identifies these errors automatically and free of charge.
This tool is very useful because it provides detailed reports on which URLs generated the 404 error and allows me to take corrective action quickly.
Other options include broken link tracking plugins and tools like Screaming Frog and Broken Link Checker, which offer deeper analysis of your site structure.
Additionally, performing regular SEO audits can help identify 404 errors and other issues that may be affecting your site’s performance. Hence, it’s important to regularly monitor your pages to fix these issues and ensure that visitors always have access to the content they’re looking for.
Remember: a website that is constantly reviewed and maintained improves the User Experience and also reflects a commitment to quality and relevance!
How to resolve 404 errors: solutions and best practices
Now that we know what a 404 error is and how to identify it, it’s time to explore ways to resolve this issue. This way, you can prevent problems and strengthen your website’s online presence!
Redirecting old URLs
One of the best-performing solutions is 301 redirects. This practice allows you to redirect old URLs to new, relevant pages, which preserves the integrity of your site and improves the User Experience.
A 301 redirect is a form of communication that informs search engines that a page has been permanently moved, and this helps transfer authority and traffic from the old URL to the new one.
This approach also minimizes visitor frustration and helps maintain domain authority. So by strategically implementing redirects, I can ensure that users are guided to the most relevant content, even if the original URL is no longer available.
Recreating deleted pages
Another strategy is to recreate deleted pages, especially those that had a lot of traffic or important backlinks.
After all, content that attracts visitors and generates engagement is an indispensable asset for any website, and the presence of an error can result in low visibility of your pages and the reputation of your brand.
That’s why maintaining relevant content is so important, and recreating these pages can help restore the visibility I’ve lost. Plus, by updating the content and optimizing the page for SEO, I can further improve its performance.
This makes it easier to ensure that it meets the needs of users and the demands of search engines — as well as helping to build a solid base of returning visitors.
Creating an updated XML sitemap
Creating an up-to-date XML sitemap and submitting it to Google Search Console is another important practice.
Confused? Let me explain: an XML sitemap is a file that lists all the URLs on a website, making it easier for search engines to crawl and index the content.
By ensuring your sitemap is always up to date with the latest changes and new pages, you can improve indexing and reduce the occurrence of 404 errors.
This practice helps search engines understand the structure of the website and also makes the most relevant content easily accessible.
Additionally, a well-structured sitemap can result in better rankings, as it contributes to improved navigation for both users and search engine crawlers.
Creating Custom 404 Error Pages
Website optimization goes beyond just fixing technical issues. It influences the success of the goals a company intends to achieve with a website, such as converting leads and sales.
And as research from companies like Nielsen shows, every millisecond saved on page load time can significantly increase conversion rates.
One creative approach is to create custom pages, as a well-designed 404 error page can reduce user frustration and keep the visitor engaged.
Here are some tips to ensure this page doesn’t give you a headache.
Consistent design
Make sure your 404 error page design is consistent with the rest of your site. This helps maintain your brand identity and gives the user a sense of continuity — even when they encounter an error.
Friendly message
Include an explanatory message about the error that is understandable and straightforward. This can help defuse user frustration by letting them know that the error is not a reflection of their navigational ability.
Navigation options
Add links to other areas of your site, such as a search bar or links to popular content, which can help increase time spent on your site, improve User Experience, and also increase your chances of conversion.
This is because your solution presents alternatives to the visitor who was initially looking for other information.
And I always say that website optimization influences both the experience and the success of the company’s objectives with that website.
Therefore, investing in a custom 404 error page can improve User Experience and reduce bounce rate.
Tips to prevent 404 errors in the future
My grandmother used to say: prevention is better than cure! And even if she doesn’t know anything about SEO, this ancient wisdom applies here too. Some practical tips can help you avoid 404 errors and protect your SEO strategy. Check it out:
- Regularly review your site’s links: Broken links are one of the main causes of 404 errors, and they can seriously harm your performance in search engines. Regularly reviewing your site’s internal and external links helps ensure that your content remains accessible and that your visitors don’t encounter error pages. This practice also helps search engines view your site as trustworthy;
- Implement preventive maintenance routines: URLs may be updated, content may be moved or removed, and these factors increase the chance of 404 errors. Maintaining a routine of checking and updating these URLs prevents future problems, helping to maintain a good user experience and intact SEO performance;
- Automate broken link detection: Automated broken link monitoring tools are a great ally. With the use of automatic alerts, you can quickly identify and fix problematic links before they impact User Experience and your SEO;
- Quickly fix existing 404 error pages: If there are already 404 errors on your website, it is essential to fix them as soon as possible. Repositioning pages or creating redirects (301) can be an excellent solution to avoid losing traffic and, at the same time, preserve your website’s authority in the eyes of Google;
- Rely on a specialized technical team: here at Orgânica, we have a technical team that constantly monitors these and other problems. Professionals focused on proactively fixing broken links and 404 errors keep the site running efficiently, optimized for search engines and free from penalties for technical problems.
Maintaining these prevention and maintenance routines not only prevents 404 errors but also improves your website’s performance in terms of SEO, ensuring that it remains functional, fast and well-positioned in search results.
After all, 404 errors not only affect User Experience but can also seriously harm your ranking strategy.
Better performance, more SEO results!
In short, keeping your website free of 404 errors is essential to improve User Experience and optimize SEO results!
To this end, applying the good practices discussed in this article can improve the website’s performance — which should attract and retain visitors, as well as making it more trustworthy by search engines, which translates into better rankings and increased traffic.
In fact, having the support of a Digital Marketing agency specialized in SEO makes all the difference! Orgânica has the expertise needed to optimize your website — such as avoiding mistakes that can harm its performance and ranking.
For more information on how we can help, get an SEO diagnosis with us!
