Skip to main content

Error 404

An HTTP status code that tells visitors a webpage cannot be found on a server, typically displayed when someone attempts to access a URL that doesn't exist or has been moved without a proper redirect. If you've spent any time online, you've probably encountered an Error 404 page. It's one of the most common website errors, and while it might seem like a minor inconvenience, these broken or dead links have real implications for your website's performance and search engine rankings. For marketers, a single broken link might not seem like a big deal. Yet, when you have dozens or hundreds of pages returning 404 errors, it becomes one of those marketing mistakes that can quietly damage your site's credibility and search visibility. Keep reading to learn everything you need to know about Error 404, from what causes it to how you can minimize its impact on your website. We'll walk through the technical details, SEO considerations, and practical strategies for creating 404 pages that actually help your visitors instead of sending them away.

What is a 404 error?

Error 404 is a type of HTTP status code indicating that a requested web page cannot be found on the server. When a website visitor tries to go to a URL that doesn't exist or has been removed, the server sends back this specific code along with a message –– usually something like "Page Not Found" or "The page you're looking for doesn't exist."

The error code is part of the standard HTTP protocol that governs how web servers communicate with browsers. The "404" designation falls into the 4xx category of status codes, which indicate client-side errors where the request was made correctly but the resource isn't available.

It's worth noting that a 404 error doesn't mean there's anything wrong with your server or website infrastructure. The server is working exactly as it should –– it's simply reporting that the specific page requested doesn't exist at that location.

This differs from other error codes like 500 (server error) or 503 (service unavailable), which indicate actual technical problems.

Why error 404 are important

Error 404 might seem like a minor technical hiccup, but its effects ripple through every aspect of your website's performance. From the moment a visitor lands on a broken page to how search engines evaluate your site, these errors create problems that compound over time:

  • Impacts user experience: When visitors encounter a broken link, they often leave your site entirely rather than trying to find what they need elsewhere. Instead of navigating back to your home page or using your search function, users will just close the tab and move on to a competitor's website.
  • Affects SEO: While a few 404 errors won't tank your rankings, a pattern of broken links signals poor site maintenance to search engines. Google's crawlers have a limited crawl budget for each website, and when they waste time hitting dead ends, they may not index your important pages as frequently or thoroughly.
  • Damage to brand credibility: A website full of broken links looks unprofessional and outdated. These small technical issues can undermine your messaging and make visitors question whether your business is reliable or even still operating.

Marketers and website owners must monitor and fix 404 errors to maintain site credibility and traffic. Ignoring these issues can quietly erode the trust you've worked hard to build, while addressing them proactively keeps your site running smoothly and your visitors engaged.

Common causes of a 404 error

Understanding what triggers 404 errors helps you prevent them in the first place. While some causes are outside your control, many of the most frequent culprits are preventable with proper site maintenance and planning. Common causes of 404 errors are:

  • Mistyped URLs: The simplest cause is human error. Someone types in a web address incorrectly, misspells a word, or adds extra characters. While you can't prevent this entirely, you can make your 404 page helpful enough that these visitors still find what they need.
  • Deleted or moved pages without proper redirects: This is one of the most frequent causes of 404 errors on established websites. When you restructure your site, remove old products, or update your website architecture, pages that used to exist suddenly disappear. If you don't set up proper redirects, anyone who bookmarked these pages or found them in search results will hit a dead end.
  • Broken internal or external links: Links break for various reasons. You might have changed a URL structure without updating all your internal links. External websites linking to you might have copied the URL incorrectly. Over time, as you make changes to your site, these broken connections accumulate.
  • Incorrect server configuration: Sometimes, technical issues cause 404 errors even when the page actually exists. File permission problems, .htaccess file errors, or case-sensitivity issues on certain servers can all trigger false 404 responses. These require troubleshooting at the server level.

How error 404 works

The process happens in just a few milliseconds, but understanding how Error 404 works can help clarify why these errors occur and how to prevent them. The steps are:

  1. User clicks a link or enters a URL: When someone tries to go to a page on your website, their browser initiates an HTTP request asking the server for that specific content.
  2. Browser sends a request to the server: The request includes the exact URL path the user is trying to reach. The browser essentially asks, "Do you have this page?"
  3. Server cannot find the requested page: The server checks its directories and database to locate the file. If the page was deleted, moved, renamed, or never existed in the first place, the server comes up empty.
  4. Server returns a 404 HTTP status code: Along with that status code, the server delivers whatever content you've designated as your 404 page. This might be a default server message that's plain, or it could be a custom page you've designed with navigation options and helpful information.

How 404 errors impact SEO

Search engines handle 404 errors more gracefully than many marketers realize. 

Google's algorithm doesn't penalize 404 errors, meaning they won't hurt your website's SEO ranking. If someone deletes a page from their site, Google will eventually remove it from search results, but that's expected behavior –– not a penalty.

The real SEO impact comes from how these errors affect crawling efficiency. When search engine bots encounter multiple broken links, they're wasting part of your crawl budget on pages that don't exist. 

That means they might not discover your new content as quickly, or they might not crawl your entire site as thoroughly during each visit.

The solution isn't to eliminate every 404 error –– that's impossible. Instead, focus on maintaining your important pages and redirecting URLs that have accumulated backlinks or traffic. 

Use Google Search Console to identify which broken pages people are actually trying to reach, then decide whether to restore them, redirect them to similar content, or let them fade away naturally.

Search engines also factor in the overall user experience of your site. A well-designed custom error page that helps visitors find relevant content is far better than a generic error message. This kind of thoughtful microcopy shows that you care about your users, which indirectly supports your SEO efforts.

Best practices for handling error 404

You can't eliminate every 404 error, but you can minimize its impact and turn potentially frustrating moments into positive experiences. Here's how to manage these errors:

Create a custom 404 page that guides users back to useful content

Your 404 page should match your site's branding and provide clear next steps. Include your logo, maintain your site's navigation structure, and use friendly language that acknowledges the error. A good custom page can recover visitors who would otherwise leave immediately.

Implement 301 redirects for moved pages

When you change URLs, remove products, or restructure your site, always set up 301 redirects from the old location to the new one. This preserves any search engine authority you've built up and ensures that external links still work properly.

Regularly audit website for broken links

Use tools like Google Search Console, Screaming Frog, or dedicated broken link checkers to identify broken internal links and missing pages.

Schedule quarterly reviews to catch issues before they pile up. Pay special attention to navigation menus and popular blog posts that might contain outdated links.

Include navigation, search functionality, and contact info on 404 pages

Make your 404 page genuinely useful. Include a search bar so visitors who end up on a 404 page can look for what they need. Add links to your most popular pages or products.

Consider showing recent blog posts, current promotions, and contact info. Some sites even use humor, though make sure it fits your brand voice and doesn't feel forced.

Track 404 errors using analytics tools to identify patterns

Set up monitoring so you can see which broken URLs get the most traffic. This data helps you prioritize which pages to redirect or recreate. Look for patterns that reveal whether the errors stem from outdated marketing materials, your website's internal links, orphan pages, or specific site sections that need attention.

Examples of error 404 pages

A default server 404 page typically looks bare-bones and unhelpful for visitors.

You might see something like "404 Not Found" in plain text, followed by technical details like "nginx/1.18.0" or "Apache/2.4.41 Server at example.com Port 80" –– these are the web server software and version numbers, information that's only useful to developers troubleshooting issues.

There's no branding, no navigation, and no guidance for what to do next. These generic pages essentially tell visitors they're on their own, leading to a poor user experience.

A well-designed custom 404 page takes a completely different approach. Picture a page that maintains your site's header and footer, uses your brand colors and fonts, and includes a message like "Looks like this page took a wrong turn."

Below that, you might have a search box with the prompt "Try searching for what you need," followed by quick links to your homepage, product categories, and contact page. Some effective 404 pages include a list of popular articles or trending products, giving visitors immediate alternatives to explore.

The best custom pages balance personality with utility. They acknowledge the error, offer clear paths forward, and maintain the professional tone that fits their brand.

Whether you choose humor, straightforward helpfulness, or creative design, the goal is the same –– keep visitors engaged instead of sending them away.

Minimize 404 errors for better user experience

Monitoring and managing 404 errors improves both website usability and SEO performance.

Regular audits help you catch broken links before they pile up, while custom 404 pages and proper redirects keep visitors engaged instead of sending them away frustrated. These small maintenance tasks add up to a smoother experience that protects your site's credibility and search rankings.

Beyond fixing technical issues, effective marketing means giving your audience the tools they need to connect with your brand. With Mailchimp, you can create email and SMS campaigns, landing pages, and automated workflows that turn website visitors into loyal customers.