404 Error

A 404 error is an HTTP status code that means the server cannot find the requested resource. When you click a link or type a URL that leads to a page that doesn't exist - because it's been deleted, moved without a redirect, or the URL was mistyped - the server responds with a 404 status code. It's one of the most recognisable error codes on the internet.

From an SEO perspective, 404 errors aren't inherently harmful. Google has stated that having 404 pages is completely normal - every site has them. The problem arises when important pages return 404 errors (losing their accumulated link equity and rankings), when there are so many 404s that they waste Googlebot's crawl budget, or when users frequently encounter them and have a poor experience.

Smart website owners turn 404 errors into opportunities. A well-designed custom 404 page can redirect users to relevant content, offer a search function, suggest popular pages, or inject personality and humour. Some of the best 404 pages on the internet are memorable brand moments - because how you handle mistakes says a lot about your brand.

The best practice for handling 404 errors is prevention through proper redirects. When you move or delete a page, implement a 301 redirect to the most relevant alternative. Regularly audit your site for broken links using tools like Google Search Console, Screaming Frog, or Ahrefs. The goal isn't zero 404s - it's ensuring that important pages never 404 and that users always have a path forward when they hit a dead end.