404 error

Definition

A 404 Error is an HTTP status code that indicates the requested webpage could not be found on the server. It typically occurs when a user clicks a broken link, enters an incorrect URL, or when a page has been removed without a proper redirect. Instead of showing the intended content, the browser displays a “Page Not Found” message.

404 errors do not mean the server is down but simply that the specific resource is unavailable at the requested address. While common on the internet, frequent 404 errors can frustrate users, damage brand perception, and negatively impact search engine rankings.

Advanced

Technically, a 404 error is part of the 4xx class of client-side HTTP status codes. It is returned when the server is reachable but cannot locate the requested resource. Unlike a 410 status code (“Gone”), which indicates a resource has been permanently removed, a 404 leaves the removal status undefined.

Advanced website management practices involve creating custom 404 error pages with helpful navigation, search functions, and branding to reduce bounce rates. Redirect strategies, such as 301 redirects, are often applied to guide users from outdated URLs to relevant pages. Regular site audits help identify and fix broken links that trigger 404 errors.

Why it matters

• Impacts user experience and increases bounce rates.
• Can reduce search engine rankings if many broken links exist.
• Wastes crawl budget for search engine bots.
• May cause revenue loss if users cannot find key pages.
• Provides an opportunity to redirect traffic to useful content.

Use cases

• A retailer removing outdated product pages without a redirect.
• A blogger renaming a post URL, leaving old links broken.
• A company restructuring its website and causing internal navigation errors.
• A user mistyping a URL in the browser address bar.

Metrics

• Number of 404 errors logged in server analytics.
• Bounce rate on 404 error pages.
• Frequency of broken internal and external links.
• SEO impact measured by lost organic traffic.
• Redirect recovery rate after fixing errors.

Issues

• Frustrates users and decreases trust in the brand.
• Increases page abandonment and reduces conversions.
• Can harm SEO if unresolved at scale.
• May reflect poor website maintenance or outdated content.

Example

An e-commerce store discovered thousands of 404 errors after a site redesign. By implementing 301 redirects from old product URLs to new ones and creating a custom 404 page with navigation links, the company restored traffic flow, reduced bounce rates, and preserved SEO rankings.