When it comes to SEO and user experience, broken pages and incorrect redirects can hurt your website more than you think. If visitors land on a missing page (404 error) or if search engines see too many broken links, your site’s rankings and credibility may drop.
In this blog, we’ll explain 404 errors, redirects (301 & 302), and broken links, and how to fix them for better SEO performance.
What is a 404 Error?
A 404 error means that a page is missing or cannot be found on your website.
Example:
If a user visits www.yoursite.com/old-page but that page has been deleted or moved, the server will show a 404 Not Found error.
Causes of 404 Errors:
- Deleted or moved pages without redirects
- Typo in the URL
- Incorrect internal/external linking
- Expired products or outdated content
Why 404 Errors Matter:
- Bad User Experience – Visitors may leave immediately.
- Negative SEO Impact – Too many broken pages waste your crawl budget.
- Lost Conversions – Potential customers may drop off.
What are Redirects?
A redirect automatically sends users and search engines from one URL to another.
There are two main types of redirects in SEO:
- 301 Redirect (Permanent Redirect)
- Tells search engines that a page has moved permanently.
- Passes around 90–99% of link equity (SEO value) to the new page.
- Best for:
- Changing your domain name
- Merging duplicate content
- Redirecting old pages to new versions
Example:
Redirect 301 /old-page.html https://www.yoursite.com/new-page.html
- 302 Redirect (Temporary Redirect)
- Tells search engines the page is moved temporarily.
- SEO value is not fully passed to the new page.
- Best for:
- A/B testing
- Maintenance pages
- Seasonal promotions
Example:
Redirect 302 /offer.html https://www.yoursite.com/holiday-offer.html
What are Broken Links?
A broken link is a hyperlink that no longer works. It usually leads to a 404 error page.
Types of Broken Links:
- Internal Broken Links – Broken links within your website (bad for SEO).
- External Broken Links – Links pointing to other sites that no longer exist.
Causes of Broken Links:
- Linked page deleted or moved
- Incorrect URL format
- Expired content or external website shutdown
Why Broken Links Are Harmful:
- Frustrates visitors
- Hurts SEO and crawlability
- Reduces site credibility
How to Fix 404 Errors and Broken Links
- Set Up Proper 301 Redirects
- Redirect deleted/moved pages to relevant new ones.
- Update Internal Links
- Fix URLs inside menus, posts, and navigation.
- Check for External Broken Links
- Replace or remove links pointing to dead websites.
- Create a Custom 404 Page
- Add a helpful message, site search bar, or links to popular pages.
- Keeps users engaged instead of leaving.
- Use SEO Tools to Find Errors
- Google Search Console
- Screaming Frog SEO Spider
- Ahrefs / SEMrush
Best Practices for Redirects & Error Handling
- Always use 301 redirects for permanent page changes.
- Avoid redirect chains (e.g., page A → B → C). Redirect directly (A → C).
- Don’t overuse 302 redirects; only for temporary cases.
- Regularly monitor your site for 404 errors.
- Keep a clean internal linking structure.
404 errors, redirects, and broken links are an unavoidable part of managing a website. But if handled properly, they won’t harm your SEO.
- Use 301 redirects for permanent changes.
- Use 302 redirects only for temporary moves.
- Regularly audit your site for broken links and 404 errors.
- Always provide a custom 404 page to guide visitors.