Do 404 Errors Really Hurt Your SEO Rankings? Here’s What You Need to Know
If you’ve ever encountered a 404 error page on a website, you may have wondered whether these errors can impact your site’s SEO rankings. After all, search engines like Google are constantly crawling websites to index their pages and deliver relevant results to users. So, does having 404 errors on your site harm your SEO performance? In this article, we will dive into the details of 404 errors and explore how they can affect your website’s search engine optimization (SEO). We will also provide troubleshooting tips to minimize the negative impact of 404 errors on your SEO rankings.
What Are 404 Errors?
A 404 error is a standard HTTP response code that indicates that the page a user is trying to access cannot be found on the server. This typically happens when a page has been deleted, moved without proper redirection, or when there is a broken link leading to the page. When a user encounters a 404 error, they usually see a page that says, “404 Not Found” or something similar.
Do 404 Errors Affect SEO Rankings?
There is a common misconception that 404 errors directly hurt SEO rankings. However, the reality is a bit more nuanced. While 404 errors themselves don’t have a direct negative impact on your SEO rankings, they can create issues that affect the user experience (UX) and ultimately influence your SEO performance in indirect ways.
How 404 Errors Can Impact User Experience
User experience is an important factor in SEO, and 404 errors can severely impact it. Here’s how:
- Increased Bounce Rate: When users land on a 404 error page, they are more likely to leave your website immediately, increasing your site’s bounce rate. A high bounce rate can signal to search engines that your website isn’t offering valuable content, which can negatively affect rankings.
- Frustration and Loss of Trust: Frequent 404 errors can frustrate visitors, leading them to lose trust in your site. If users can’t find the content they expect, they may be less likely to return, which can decrease repeat traffic.
- Negative Impact on Conversion Rates: Broken links and missing pages can prevent users from completing key actions, like signing up for newsletters or making a purchase, which can directly hurt your website’s conversion rate.
Indirect Impact on SEO
While 404 errors may not directly impact SEO rankings, they can have an indirect effect on your site’s SEO in the following ways:
- Link Equity Loss: If external sites are linking to pages on your website that return a 404 error, you could lose valuable link equity. Link equity, also known as “link juice,” helps improve your site’s authority and rankings in search engine results pages (SERPs).
- Crawling Efficiency: Search engine bots spend valuable time crawling your website. If they encounter numerous 404 errors, they may spend less time crawling the rest of your site, meaning that new or updated pages might not be indexed as quickly.
- Indexation Issues: Google and other search engines may stop indexing pages that consistently return 404 errors. This can impact your site’s visibility in search engine results, particularly if important pages are affected.
How to Fix 404 Errors on Your Website
Now that we understand the potential SEO consequences of 404 errors, let’s look at how to fix them and improve your website’s performance. Addressing 404 errors promptly can help minimize any potential SEO impact and enhance user experience.
Step 1: Identify 404 Errors
The first step in fixing 404 errors is identifying where they are occurring on your website. Fortunately, there are several tools you can use to scan your site for broken links and missing pages:
- Google Search Console: This free tool from Google allows you to monitor your site’s health, including 404 errors. Under the “Coverage” section, you’ll find a report that lists any pages on your site that return a 404 error.
- Screaming Frog SEO Spider: This powerful desktop tool can crawl your website and provide a list of all broken links, including 404 errors.
- Broken Link Checker: This online tool scans your site for broken links and generates a report that identifies 404 errors.
Step 2: Implement Redirects
If you have pages that have moved or been deleted, the best way to handle them is by setting up 301 redirects. A 301 redirect is a permanent redirect from one URL to another. By using 301 redirects, you ensure that both users and search engines are automatically directed to the correct page when they try to access a broken link.
For example, if you’ve moved a blog post from /old-blog-post to /new-blog-post, setting up a 301 redirect will send both users and search engine crawlers to the new location of the content, preserving any link equity and ensuring a smooth user experience.
Step 3: Fix or Remove Internal Links
Sometimes 404 errors arise from broken internal links within your website. If you link to a page that no longer exists, users will encounter a 404 error. Regularly audit your internal links to ensure they are all functioning properly. You can do this manually or by using tools like Screaming Frog SEO Spider or Ahrefs to crawl your site and identify broken links.
Step 4: Update External Links
External links (or backlinks) pointing to your 404 error pages can negatively affect your SEO. If you discover that other websites are linking to your broken pages, consider reaching out to the site owners and asking them to update their links. Alternatively, you can create new content that aligns with the intent of the broken page and request them to link to your updated content.
Step 5: Use Custom 404 Pages
While fixing 404 errors is crucial, it’s also important to create a user-friendly 404 page for when errors do occur. A custom 404 page can help guide users back to relevant content on your site, improving their experience and reducing frustration. Here’s what your custom 404 page should include:
- Clear Message: Let users know that the page they are looking for cannot be found.
- Search Box: Include a search bar so users can quickly find the content they’re looking for.
- Suggested Links: Provide links to your most popular or relevant pages to keep users engaged with your site.
- Contact Information: Offer a way for users to contact you if they need further assistance.
Troubleshooting Tips for 404 Errors
Dealing with 404 errors can be frustrating, but with the right troubleshooting techniques, you can minimize their impact. Here are some additional tips to help:
- Regularly Monitor for 404 Errors: Set up automated alerts to notify you whenever a 404 error occurs. This allows you to address problems as soon as they arise.
- Use Tools for Monitoring Backlinks: Use tools like Ahrefs, Moz, or SEMrush to monitor backlinks to your site. If any of these links are broken, contact the referring website for a fix.
- Don’t Overload Redirects: Avoid setting up too many redirects, as this can slow down your site and confuse search engines. Only redirect pages that are truly necessary.
Conclusion: 404 Errors and Your SEO Strategy
In conclusion, while 404 errors don’t directly hurt your SEO rankings, they can have significant indirect effects on your website’s performance. By addressing 404 errors promptly, implementing redirects, and optimizing your site’s user experience, you can minimize their negative impact on your SEO efforts.
Remember, the key to maintaining a healthy website is to regularly monitor for broken links, fix any issues as they arise, and provide users with a seamless browsing experience. By staying proactive, you can ensure that 404 errors don’t hurt your SEO rankings in the long run.
For more insights on SEO best practices, check out Moz’s SEO Blog for in-depth guides and tips. Additionally, be sure to explore our complete SEO checklist to stay on top of your optimization game!
This article is in the category SEO and created by SiteRankLab Team