Managing 404 Errors in Google Search Console

404 errors flagged in Google Search Console are amongst the most common technical SEO alerts, yet they are often underestimated. For a comprehensive overview of Search Console (indexing, crawling, reporting), consult our Google Search Console guide. This article focuses specifically on the strategic management of 404 and soft 404 errors, prioritising their impact on visibility and traffic.

Managing 404 Errors in Google Search Console: Understand, Prioritise and Resolve Without Losing Visibility

Why Does Google Flag Pages as "Not Found (404)"?

Google flags a "Not Found (404)" issue when your server returns an HTTP 404 status code whilst Googlebot is crawling a URL. The URL has been discovered (via links, sitemaps or historical data), but the page no longer exists. A 404 is a technical signal rather than a penalty, yet it represents a genuine opportunity for action when it affects high-value pages or when errors multiply and begin to waste crawl resources.

404 "Not Found" vs "Soft 404": How to Differentiate and Avoid Wrong Decisions

A standard 404 is explicit: the server responds with a clear HTTP 404 code indicating the resource does not exist. A soft 404, conversely, is a page Google considers effectively empty or unhelpful, often served with a 200 status code despite offering little or no relevant content (for example, an empty listing template, a no-results page, or an incoherent redirect). Treating soft 404s without proper analysis can lead to poor redirects, thin pages or unnecessary content that causes cannibalisation.

What Impact Do 404 Errors Have on Crawl, Indexing and Search Performance?

A 404 URL typically drops out of the index, resulting in lost visibility, traffic and the potential value of any links pointing to it. At scale, 404 errors can also harm user experience and brand perception. Given that most web traffic originates from Google (close to 90% according to our SEO statistics), prioritising fixes on the pages that matter most is essential to avoid performance decline.

Accessing the Console and Locating URLs in Error

How Do I Access Google Search Console and Select the Correct Property?

Log in to your Google Search Console account, then select the appropriate property. In most cases, a Domain property is the safest option as it covers all variants (HTTP/HTTPS and subdomains). This ensures your analysis remains comprehensive, particularly for complex or multi-site configurations.

Where to Locate 404 Errors in Indexing and Crawling Reports

404 and soft 404 issues are visible within the indexing and crawling reports. The key is not merely to list them, but to understand their origin: broken internal links, intentional removals, outdated sitemaps or automatically generated URLs.

Analyse a URL with URL Inspection: Status, Last Crawl and Referring Page

The URL Inspection tool enables you to verify the actual status of an individual URL: crawl outcome, discovery source and any potential blocks. It is also useful for separating current issues from historical remnants and for identifying the origin (internal link, sitemap entry, redirect or external backlink).

Diagnosing the Cause of a 404 to Choose the Right Action

Deleted Page, Modified URL, Migration, Internal Linking: The Most Common Scenarios

404 errors often emerge following information architecture changes, page deletions, migrations or content clean-ups. The first question to ask is straightforward: should this URL still exist? If yes, you need to restore it or provide an equivalent. If no, you should manage its removal without damaging internal linking.

URL Parameters and Faceted Navigation: When Google Discovers "Ghost" URLs

Filters, facets, tracking parameters and pagination can generate "ghost" URLs that Google crawls and subsequently reports as 404 errors. The objective is not to bulk-redirect everything, but to limit the creation of unwanted URLs whilst preserving (or properly managing) those that provide genuine indexable value.

Server-Side Issues, CDN Behaviour and Rewrite Rules: Priority Technical Checks

Occasionally, a 404 is caused by a rewrite rule, an incorrect CDN configuration or a caching issue. Verify consistency between internal sources and external access points, test on mobile, and compare server-side behaviour with what appears in the browser.

External Links Pointing to a Missing Page: What to Fix and What to Avoid

Backlinks landing on a 404 represent lost authority. Prioritise any 404 URLs that still have inbound links, but avoid redirecting them to unrelated pages. Redirects should maintain semantic relevance; otherwise you risk diluting topical authority and triggering soft 404 signals.

Resolving a 404 Error in Search Console: A Scenario-Based Action Plan

How to Fix a 404 Error: A Repeatable Four-Step Method

An effective method consists of:

1. Qualify the URL: assess importance (traffic, backlinks, conversions).
2. Identify the cause: internal link, sitemap, redirect or legacy discovery.
3. Choose the appropriate action: restore, redirect, leave as 404 or resolve a soft 404.
4. Clean up internal links and sitemaps, then validate the fix.

Implement a Relevant 301 Redirect and Avoid Redirect Chains

A 301 redirect is appropriate when a page has been moved. It should point to the closest equivalent page, avoid chains (A → B → C…), and be paired with internal link updates so the 301 does not become a permanent workaround.

Restore the Page or Publish an Equivalent: SEO Decision Criteria

Restore a page if it still matches a valid search intent or carries strong signals (rankings, links, demand). Otherwise, publish an equivalent (a new version or consolidated page) and redirect to it, whilst removing outdated references. Your decision should reflect SEO potential and the value of traffic at stake (top positions capture most clicks; refer to our SEO statistics for benchmarks).

When Retaining the 404 (or Returning a 410) Is the Best Option

If there is no relevant equivalent, retaining a 404 can be the most honest option (or returning a 410 for permanently removed content). Remove internal links and sitemap entries so Google ceases re-discovering the URL, and avoid artificial redirects.

Clean Up Internal Linking and Sitemaps to Stabilise More Quickly

Update internal links, remove the URL from XML sitemaps, and review robots.txt so the issue does not resurface. This improves technical hygiene and helps Google recalibrate more swiftly.

Handling Soft 404 Errors Without Cannibalising Your Content

Thin Content, Empty Pages and Internal Search: Why Google Treats Them Like 404 Errors

Google may classify pages as soft 404s when they provide no useful content, such as empty results pages, underdeveloped tag pages or very thin listings. HTTP status codes are not the sole factor: Google also evaluates usefulness and relevance for users.

Fix Without Over-Optimising: Enrichment, Consolidation and Low-Value Page Management

Avoid padding pages merely to satisfy algorithms. Enrich legitimate pages (helpful copy, FAQs, structured data), consolidate overlapping pages, or apply noindex when a page must exist for UX purposes but offers no SEO value.

Avoid False 200 Status Codes: HTTP Codes, Templates and "Product Unavailable" Pages

A false 200 confuses both Google and users (for example, an out-of-stock product page displaying little more than a blank template). Align your HTTP status with your editorial and business logic: if the product is returning, keep the page informative; if it is permanently discontinued, redirect appropriately or remove it cleanly.

Validate, Measure and Prevent 404 Errors from Recurring

Validate Fixes: When to Do It and Which Signals to Monitor

Once fixes are in place, use URL Inspection and validation where applicable. Monitor error reduction, traffic stability, and whether the same root causes recur (for example, a template issue). A weekly routine is often sufficient to catch problems early.

Measure Impact with Google Analytics: Entrances, Exits, Conversions and Landing Pages

Google Analytics helps quantify the impact via exit rate, landing pages and associated conversions. Fixing a 404 on a key landing page can improve sessions and retention. Segment by device to confirm improvements on mobile as well as desktop.

Establish a Prevention Routine: Redesigns, Content Removals and URL Changes

Prevent recurring 404 errors by planning URL mapping and redirect rules before releases, choosing the correct HTTP status when removing content, and updating internal links and sitemaps after each deployment. This process reduces the cycle of repeated 404 clean-up.

FAQ on 404 Errors in Google Search Console

Why Does Google Show a 404 Error When the Page Works for Me?

This discrepancy is often explained by caching, CDN rules, security or rewrite logic, client-side rendering that Googlebot cannot access, or conditional redirects. Use URL Inspection to check the actual HTTP response Google is receiving.

Should You Always Redirect a 404?

No. Redirect only when there is a genuinely relevant equivalent. Otherwise, clean up internal links and sitemaps, retain the 404, or return a 410.

How Long Does Google Take to Acknowledge the Fix?

It depends on crawl frequency and the importance of the URL on your site. URL Inspection can expedite matters for critical pages. In practice, resolution can take anywhere from a few days to several weeks.

How Do You Manage 404 Errors on an E-Commerce Site (Out of Stock, End of Season, Variations)?

If a product is likely to return, maintain an informative page that supports users. If it is permanently discontinued, redirect to the closest alternative or remove it cleanly (404/410), avoiding empty pages that can create soft 404 signals.

Centralise Monitoring in Incremys to Improve Operational Reliability

Connect Google Search Console and Google Analytics via API to Prioritise More Effectively

When error volumes increase, prioritisation becomes essential. Incremys (a 360° SEO SaaS solution) connects Google Search Console and Google Analytics via API, enabling you to combine technical and business signals to focus on the fixes that are genuinely strategic.

Transform 404 and Soft 404 Signals into an Editorial Action Plan and Measurable ROI

Once qualified, 404 and soft 404 issues can become optimisation levers: relevant redirects, restoring pages with potential, consolidating thin content and cleaning up internal linking. By tracking impressions, clicks and conversions before and after changes, you can measure ROI. For further analysis, visit the Incremys blog.

Further reading

Explore the other sections of our Google Search Console guide:

• Google Search Console
• 403 errors
• 301 redirects
• HTTPS
• indexing
• performance
• Search Console and Google Analytics
• API