Alexander Lushin
Jan 11, 2021 | 9 min read

Visitors usually see a 404 page after clicking on a non-existing URL. It informs users that the page they have been searching for is missing. 

It may seem plain and simple, but in fact, plenty of things can go wrong when it comes to crafting a proper 404 page. Let’s find out what mistakes webmasters and developers make when setting up a 404 page.  

Why users see a 404 page

A 404 page is the HTTP standard response code that indicates that a user reached a non-existent page because of clicking on a broken link, mistyping a URL, or because the page has been deleted.

In such cases, a user usually sees one of the standard messages: 

  • 404 Not Found
  • 404 Error
  • HTTP 404 Not Found
  • The page cannot be found
  • The requested URL was not found on this server
404 meme

Yet, there is another option. Instead of the standard messages, a user may see a well-designed page with customized navigation elements. This scenario is much better, and later we’ll explain why. In the meantime, let’s figure out why a user sees a 404 page: 

  • Broken inbound links. Let’s say that you have a page with subscription plans that looks like this https://seranking.com/subscription.html. If we add one letter “s” to the word “subscription”, the link will lead to a non-existing page https://seranking.com/subscriptions.html.
  • Incorrect internal links on your website. For example, a webmaster or a content manager forgot to add “.html” to the URL https://seranking.com/subscription.html. If users follow the link https://seranking.com/subscription, they will see a 404 page. 
  • User mistakes. A user can type an incorrect URL in the address bar. 
  • Hidden content. When users try to access hidden pieces of content on a website, they will be redirected to a 404 page as well. 
  • Deleted pages. Finally, you could have deleted a page from your site and someone would try to access it from saved bookmarks or by following a link on another website. Although there is nothing wrong with having such 404 pages on the website, webmasters should keep tabs on them to make sure all the removed pages were deleted on purpose. You can find all the 404 pages a website has and fix possible errors in the course of a website audit. 

Once you know the reason for 404 pages, here’s what you can do about it: 

  1. Minimize the chance of displaying a 404 page to a visitor. Of course, you cannot make users enter a URL address correctly. Yet, you can fix the broken internal links as well as broken inbound links. 
  2. If a user ends up seeing a 404 page, you have to make sure that it is well-thought-out. Thus, you can minimize reputational and usability damages.

A good and bad 404 page

No matter how hard you try fixing all the errors, users will occasionally bump into your 404 page for one reason or another. That’s why your main goal is to provide a user with a rather pleasant experience. 

First, let’s take a look at Google’s recommendations to create the right 404 pages:

  • Notify users in a polite form that the requested page is not available. 
  • Design a 404 page in the same way as other pages of the website. Navigation elements should look the same too.
  • Link your 404 page to the most popular articles or comment sections, as well as to the main page.
  • Provide users with an opportunity to report broken links. 
  • Even if your 404 page is useful and looks great, you don’t want it to appear in Google search results. Make sure that the webserver returns an actual 404 HTTP status code when a missing page is requested. It is necessary to prevent such pages to be indexed by search engines.

Let’s take a look at each of these recommendations in more detail. The classic example is a server error page that doesn’t have any design and what’s worse—it doesn’t help visitors navigate to a valid page. 

standard 404 page

No one is happy to see such pages. What if you were trying to find a product and click a link expecting to find needed information only to see a 404 page? Most users would be annoyed and just leave your website to look somewhere else. In other words, you’ll turn many potential customers off to your brand. Studies also show that plain 404 error pages are definitely not the best solution because users are spoiled nowadays and make quick decisions. 

Finally, this is the exact opposite of what Google recommends. After realizing that the needed page is not found, users are not encouraged to look further into your website. That’s why your main goal is to turn this error into something beautiful.

So, what is an amazing 404 page? Google describes it as follows:

  1. A 404 page should be similar to other pages of the website, except for the textual content. And that makes sense because the main goal of this page is to inform users that even when the page is missing, they are still on the same website and everything’s going to be fine. Visitors should see the familiar colors, logo, menu, and navigation elements. 
  1. Add a navigation block with links to your best-selling or the most popular categories to make a user stay on the website.
404 links
  1. Feature a search bar. There is a chance that visitors will use it, enter a more relevant request, and find exactly what they need. 
404 search bar
  1. Add a contact form to allow users to notify you about the problem and report a broken link. This way, you can effectively communicate with users, improve the quality of your website, and even find hidden errors.
add a contact form
  1. Get rid of the scroll bar. It is important to fit the webpage exactly as the screen size without scrolling.
scroll bar
  1. If a 404 page shows up because of an authorization request, you should provide the login form on the page. 
404 login

Yet, there is something more. By creating a brilliant 404 page, you can turn the situation to your advantage and become viral—people might share your masterpiece and forget about all negative emotions associated with non-existent pages. You can find examples of great themed pages here or just search for “best 404 pages.” 

themed 404 page

These guys really did a great job as this is something people want to share on social networks.

Don’ts for 404 pages

Poor information on 404 is not the only problem with error pages. There are a few other common mistakes to avoid. 

Redirect to the main page

A 404 page is still a 404 page, thus you should not set up a redirect from this page. The only exceptions are the cases that we described above. Web crawler should understand that the page is not found (in case of 404 status code) or deleted (in case of 410 status code). Learn more about HTTP response status codes here.

Thus, you shouldn’t redirect users to an irrelevant page, such as the homepage. John Mueller, the search advocate at Google, stated the same in one of his twits:

You may still find WordPress plugins that redirect non-existent pages to the main page, but we strongly advise against using them. 

We can mention only one situation when such redirects are reasonable—these are redirects to other similar pages that solve the same problem of a user. 

Other HTTP status codes for error pages 

According to Google Search Central, there is only one HTTP response status code for a non-existent page, and this code is 404. Very often, webmasters intentionally make a custom 404 page send a 200 status code when it should return 404. 

200 status code indicates that the request has succeeded, but there is no result. That’s why serving up a 200 status code on the not found page to crawlers is not a good idea and can eventually lead to negative consequences:

  • 200 status code allows robots to scan and index the page if there are no other limitations;
  • The page is not tagged as non-existent and thus is not blocked from crawling. 

That’s why you need to monitor servers’ response codes. You can do it with the help of SE Ranking’s Website Audit tool. In the “Page Analysis” section, you can see how many 404 pages are on your website. In the “Crawled Pages” section, you can filter the needed pages by HTTP response status codes. 

404 pages in the Website Audit report-min

HTTP status codes key takeaways:

  • After finding a 404 error, a web crawler will continue visiting the page for a while. It assumes that the error response has been accidentally displayed and the page will be back. Eventually, a bot will understand that the page does not exist and remove it from the index.   
  • Pages can be deleted faster if a 410 status code is used. However, this is usually not a big deal for webmasters, so they tend to use a 404 code.  
  • The 200 status code shows that the request has succeeded and the page exists. 
  • When a browser displays a 200 message when technically the page doesn’t exist, the page can be flagged as a Soft 404. You can read more about Soft 404 on Google Search Central. Here, John Mueller also explains why pages may become Soft 404s. 
  • The 301 (Moved Permanently) code shows that the non-existing URL has been redirected to a new permanent URL.

So, let’s sum it up. What should you do to avoid problems with 404 pages? Just create an amazing 404 page that will deliver the 404 response code and provide users with all necessary options to keep them on-site.

Share article
Post Views: 880
4 comments
  1. There is nothing perfect in the world, including flawless sites. I think that’s a good idea to optimize 404 pages, especially adding a search bar and internal links.

    1. Thanks for your comment, Mike. Hope these little tricks will help you improve your website’s UX.

Leave a Reply

Your email address will not be published. Required fields are marked *

More Articles
SEO Insights
Why are your existing customers more valuable than new ones?
Jun 30, 2021 9 min read

In e-commerce marketing, the focus always falls on new customer acquisition. However, to keep growing in a sustainable way, a business should be focusing on the clients who already have ordered from you. In this post, we explore why existing customers are so important to e-commerce businesses and offer practical tips on how you can work with them.

Svetlana Shchehel
SEO Insights
Google’s PageRank: does it still matter and how
Jun 29, 2021 13 min read

It’s been a while since Google’s PageRank algorithm was introduced. Is it still relevant? In this post, we explain the original and updated PageRank formula and analyze how backlink profiles correlated with web authority and search engine rankings.

Anastasia Osypenko