Handling Your 404 Page Properly

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We don’t know for sure if Google pays much attention to the site 404 pages but it does show them within Webmaster Tools report as an error that makes many webmasters nervous.

404 pageAnyway handling your 404 page properly is an essential part of on-site optimization that is helpful both for your site visitors and search engines.

Both people and search engine spiders might get to an error page because:

  • A page linked to externally (internally) was moved/deleted;
  • You/your HTML editor confuses relative and absolute URLs;
  • Spammers generate non-existent URLs followed by a search engine;
  • A (socially) bookmarked page was moved/deleted.

Once Google Webmaster Tools report a number of 404 pages:

  1. Make sure you do not link to non-existent pages throughout your site – Xenu is a great free tool to search for broken links on your site.
  2. Make sure your server returns the proper 404 header when redirecting from the non-existent page. A 404 error is meant to alert you, you visitors an search engines that the page no longer exists. (This Google Groups thread, for example, describes the case when a non-existent page was using 302 redirect to 404.php, which returned a ‘200 OK’.)
  3. Include important navigation links at your 404 page: this will both give your readers and search spiders an alternative to go. The following links are recommended at a 404 page: links to popular posts/articles, a link to the home page, a link to your site map.
  4. If you have multiple 404 pages reported that follow the same pattern (often: /search.php?xxx, member.php&xxx etc) – block them with robots.txt to make Google forget about them.
  5. Set up automatic notification once 404 page is visited – you will thus have good chances to find out about the errors before Google.
Ann Smarty
Ann Smarty is the blogger and community manager at Internet Marketing Ninjas. Ann's expertise in blogging and tools serve as a base for her writing, tutorials and her guest blogging project, MyBlogGuest.com.
Ann Smarty
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  • Rob Woods

    What’s a good tool to set up automatic 404 notification?

  • http://www.suninway.com/ jeok

    good tool for 404?

  • http://www.seosmarty.com/ Ann Smarty

    For 404 notification I am using internally built script for my sites.
    I also heard that this WordPress plugin for 404 notification might be useful (but never tried it myself).

  • http://matt-cutts.blogspot.com/ Pratheep

    I have custom 404 page for the website, but still i can see a huge list of pages listed in my webmaster tool. how to eliminate it. should we completely block those pages from the bot?

    FYI: we have removed many pages of our old html website and it is creating the 404 problem.


  • http://www.seosmarty.com/ Ann Smarty

    @Pratheep – the best way to handle this is to remove ALL references to the nonexistent pages from your site and wait. After the bot revisits your site and sees no references to them, it will update the WT stats (in a time).

    You can also block these pages with Robots.txt if they belong to one non-existent directory.

  • http://www.arielis.com David

    Seems like Google continues to spider 404 pages for years. I wish they supported 410 Gone headers and removed those pages from all future spidering.

  • http://www.getbalivillas.com kiwi freelancer

    how to seeting on web to to set up automatic 404 notification

  • http://www.otssolutions.com Rohit

    thnaks for nice suggestioon

  • http://www.webplatform.co.in tanveer

    how can i remove Delete all the references to the 404 page in google web master tool, i have deleted all the pages from server

  • http://jarmarok.com.ua/ Taras

    Just something to think about. Google reports some pages as not found in my site, but I can view those pages in my browser and they certainly do not return 404 ūüôā