Google explains when missing pages should stay gone, when redirects make sense, and why they recommend custom 404 pages.

Googlers Gary Illyes and Cherry Sireetorn Prommawin recently explained that 404 errors aren’t an SEO problem to worry about. They recommended approaching 404s like a business problem instead, suggesting that a custom 404 error page is an ideal way to handle missing pages.

The most interesting part of the podcast is how they contextualized 404 errors as a business and user experience issue rather than a strictly technical SEO problem that needs solving. They explained that a missing web page is not in itself a search problem. They also explained that whether a site owner needs to take action depends on the value that missing page does or does not provide to website visitors.

Many people see 404 error reports in Google Search Console and the way it’s set up gives the impression that it’s an issue that needs taking care of. Naturally, if Google shows you something is in error the natural response is to fix it. But that’s actually not the right approach to this kind of error.

The first point they explained is that 404 errors are a natural part of the web. Pages disappear, events come and go, products are discontinued, topics become outdated and eventually URLs are deleted, usually for a good reason. Google’s Gary Illyes explained that 404 errors are generally not a problem.

“You open Search Console, see a list of 404 errors, and boom, instant panic.

Source link