Technical SEOPublished02.05.2026

404 Not Found: page not found

What a 404 error is, how it affects SEO, how to properly design a 404 page, and how to fix broken links.

In brief

404 Not Found is an HTTP response status code returned by the server when the requested resource does not exist (never existed or has been deleted). Unlike 410 (Gone), 404 does not clearly signal to search engines whether the page is permanently gone or may reappear later.

What is a 404 error

When a user or search bot tries to open a URL that does not exist on the server, the server returns a 404 Not Found status. This is the standard behavior for deleted pages or mistyped addresses. Unlike 410, 404 does not guarantee that the page is permanently gone — it might be temporarily unavailable or return in the future (though in practice, 404 usually means deletion).

Google does not penalize sites for having 404 pages per se. Problems arise when internal links point to 404s (broken links) or when thousands of pages are deleted without 301 redirects.

Impact of 404 on SEO

404 errors themselves do not hurt the overall ranking of the site. However, they create indirect problems:

  • Loss of link equity: external links pointing to a 404 do not pass PageRank.
  • Poor UX: users leave the site, increasing bounce rates.
  • Inefficient crawl budget: the crawler spends time on dead pages.
  • Reduced trust: Google may consider the site neglected if many broken links exist.

Google eventually removes 404 pages from the index — typically within a few weeks after discovery. But if internal links point to the page, the crawler will keep revisiting it, creating unnecessary load.

How to properly design a 404 page

A custom 404 page not only helps retain visitors but can also improve usability. Key principles:

  • Clear error message without technical jargon (e.g., 'Page not found, but we'll help you find what you need').
  • A search box — users can immediately find what they were looking for.
  • Links to the homepage, popular sections, and sitemap.
  • A back button or link to the previous page.
  • No redirect to homepage via JavaScript (such redirects do not pass equity and are bad for SEO).
Never return a 200 OK on a 404 page. Some CMSs default to 200, leading to indexing of thousands of non‑existent pages and diluting the site's theme. Check the response code using developer tools.

Finding and fixing broken links

Broken links (internal and external) are the main cause of 404s on your site. Detection methods:

  • Google Search Console → Coverage → 404 errors.
  • Screaming Frog SEO Spider: crawl and filter by 404 status.
  • Ahrefs / Semrush — broken link reports.
  • Server logs — lines with 404 status.

How to fix broken links:

  • If a page is permanently gone and a similar page exists — set up a 301 redirect to the current one.
  • If the page no longer exists and there are no alternatives — leave the 404, but remove all internal links pointing to it.
  • If the page was deleted by mistake — restore it.
APACHE
# Create a custom 404 page in .htaccess
ErrorDocument 404 /404.html
FAQ

Common questions

No, that will only confuse the crawler. Google understands 404 and will remove such pages from the index on its own. Blocking in robots.txt prevents the crawler from seeing the 404 status.
If 404s are caused by broken internal links — yes, it signals poor site maintenance. If you intentionally removed pages without redirects — it's better to use 410 (Gone) for faster removal from the index.
410 explicitly says the resource is permanently gone. Google removes 410 from the index faster. For mass page deletions (e.g., old products), use 410.
Depends on the URL's popularity and crawl frequency. If links point to the page, the crawler may check it for weeks. Over time, the frequency drops, and the URL falls out of the index.
Technically possible, but it's bad practice. The user expected specific content but lands on the homepage. Google may treat it as a soft 404 and start ranking the homepage worse.
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