Why 404 Errors Matter in SEO and Google Ranking

If you’re reading this, you’re probably wondering:

Do 404 errors actually hurt your SEO and Google ranking, or is this just another overhyped myth from digital marketers trying to sell you something?

Let me answer that straight out of the gate:

Yes—404 errors matter in SEO and Google ranking.

Google’s top priority is delivering the best possible user experience... fast, relevant, frustration-free. That’s why 404 errors are a red flag. When users click a link and hit a dead end, it breaks the flow, damages trust, and tells Google your site isn’t fully maintained. SEO today isn’t just about keywords—it’s about usability. Google rewards pages that load fast, link logically to other relevant pages, and include custom, helpful content like original images and internal navigation. Broken links, missing pages, and generic 404s? They send the opposite message—and your rankings suffer for it.

In this ultimate guide, I’ll show you:

  1. Why 404 errors can quietly kill your Google rankings
  2. How to tell which 404s are harmless vs. harmful
  3. Real examples of SEO damage from neglected 404s
  4. Step-by-step strategies to find and fix every SEO-killing 404
  5. How to create high-converting, brand-aligned 404 pages that keep users engaged
  6. Tools, templates, and tricks to make sure 404s never tank your site again

No fluff. No vague theory. Just what works—because that’s what we do at Crown Digital Marketing. Let’s dive in.


🔍 What Is a 404 Error?

A 404 error occurs when a user (or Googlebot) tries to visit a page on your website that doesn’t exist.

It’s the digital equivalent of walking into a store, looking for an aisle, and getting told, “Sorry, that’s gone.”

Technically speaking:

  1. It’s an HTTP status code that means “Not Found”
  2. The server is telling the browser: “There’s nothing here”
  3. These can happen because a page was deleted, moved, mistyped, or never existed in the first place

Here’s the kicker:

Google expects some 404s. But the moment they become excessive, unhandled, linked to unimportant pages or isn't supportively redirecting your visitor—you’re bleeding SEO equity.


💀 Why 404 Errors Are an SEO Nightmare (If You Let Them Be)

Not all 404s are created equal. Some are harmless. Others are SEO grenades.

Here’s why they matter:

1.They Break User Experience

Your visitor clicks a link expecting value. Instead?

Boom. Dead end.

You’ve just told them (and Google): “We don’t have what you’re looking for.” Cue the back button. Cue the bounce. Cue the drop in trust.

2.They Hurt Your Site Authority

Every page on your site has authority — earned from backlinks, engagement, internal linking, and relevance.

When a high-authority page 404s, that link equity?

Gone. Unless you recover it with a redirect.

3.They Sabotage Crawl Efficiency

Google allocates a “crawl budget” to your site—how many pages it will crawl per session.

If it wastes that budget hitting useless 404s instead of ranking pages? You’re losing visibility.

4.They Burn Your Hard-Earned Backlinks

Let’s say a blog links to your site. That link leads to a page you later delete.

If there’s no redirect? That link is now dead — and your backlink profile just took a hit.

Backlinks drive authority. 404s erase them. See the problem?


Google’s Official Stance on 404 Errors

Google has said time and again that 404s are normal…

But only when they’re handled properly.

If you’re deleting useless or outdated pages, that’s fine.

If your important pages are breaking, and you’re doing nothing about it?

That’s SEO negligence — and Google notices.

Google Search Advocate John Mueller clarified:

“404s are fine. But if you delete a page with backlinks or traffic and don’t redirect it, you’re wasting value.”

Translation:

Google doesn’t punish 404s by default…

But you’re the one losing rankings if you ignore them.


The Real SEO Impact of 404 Errors (Data Doesn’t Lie)

Let’s talk damage.

Bounce Rates Go Up

Users who hit a 404 page are far more likely to bounce — and Google uses bounce rates as a ranking signal.

Conversions Plummet

If someone lands on a broken product page, service page, or blog post in your funnel, they don’t convert. They leave. That’s lost sales.

Domain Authority Drops

When you lose links pointing to deleted pages (and don’t redirect), you’re throwing away the SEO juice those links gave you.

Googlebot Gets Wasted

Google’s crawler spends time hitting dead pages, not fresh content. This delays indexing and ranking of your new content.

Your Brand Takes a Hit

A sloppy 404 says: “We don’t care enough to fix our site.” That’s not the message of a leader in your industry.


Not All 404s Need Fixing: Here's When to Let Them Be

There’s nuance here. Not every 404 is worth your time. Here’s a quick cheat sheet:

Table showing which 404 errors matter in SEO and Google ranking and when to fix them with redirects

How to Identify and Fix 404 Errors (Step-by-Step)

Let’s roll up our sleeves.

Step 1: Audit Your Site for 404 Errors

Use tools like:

  1. Google Search Console (Coverage Report)
  2. Screaming Frog SEO Spider
  3. Ahrefs Site Audit
  4. Semrush Audit Tool
  5. Broken Link Checker
  6. Web Sniffer

Step 2: Prioritise the Critical 404s

Focus on:

  1. Pages with backlinks
  2. Pages getting organic traffic
  3. Core pages in your internal linking structure

Step 3: Fix with 301 Redirects

301 = “This page moved permanently.”

Redirect broken URLs to:

  1. A closely related page (ideal)
  2. The homepage (only if nothing else makes sense)
  3. A category or updated version

Step 4: Update Internal Links

Fix outdated links across your:

  1. Navigation menus
  2. Blog posts
  3. Product pages
  4. Footers

Broken internal links kill crawl paths. Don’t ignore them.

Step 5: Reach Out for External Link Fixes

Find sites linking to broken pages, and ask them to update their link to the new URL (or at least remove it).


Create a Custom 404 Page That Converts

Even if you fix everything, someone will still mistype a URL or click a rogue link. That’s why your 404 page needs to work for you — not against you.

Your 404 Page Should:

  1. Be on-brand (design + tone)
  2. Include a search bar and key links (popular pages, products, blog)
  3. Offer clear next steps (call-to-action buttons)
  4. Be friendly, maybe even funny (to keep bounce rates low)

Example CTA:

“Lost? Happens to the best of us. Let’s get you back on track: [Return to Homepage] [Explore Services] [Contact Us]”

If you want a really cracking example, type in our generic url with an odd name at the end. e.g. www.crowndigitalmarketing.com.au/errorexample


Hard 404 vs. Soft 404: Know the Difference

Hard 404

  1. The page is gone
  2. Server returns a proper 404 response
  3. Google deindexes it over time
  4. ✅ This is okay if intentional

Soft 404

  1. Page still loads and returns a 200 OK, but content is missing or useless
  2. Google gets confused
  3. Wastes crawl budget and indexing space
  4. ❌ This is BAD for SEO

Pro Tip:

Avoid soft 404s by making sure empty pages return the correct 404 status.


How to Steal Competitor Traffic Using 404s

Want to get ninja with it? Here’s how 404s become your secret weapon.

Step 1: Find Broken Pages on Competitor Sites

Use tools like Ahrefs > Site Explorer > Best by Links > filter by 404

Step 2: Create Better Versions of Their Dead Content

Rebuild their lost pages — only stronger, faster, and optimised

Step 3: Reach Out to the Sites Linking to the Broken Page

Pitch your new (and better) content as a replacement.

Boom — you just stole their link and traffic.


Ongoing 404 Monitoring Plan (Set It and Forget It)

Let’s face it—things change. URLs break. Content evolves. New team members accidentally nuke links.

Here’s how to stay on top of it:

  1. Set monthly audits using Screaming Frog or Semrush
  2. Monitor GSC for new crawl errors
  3. Review server logs quarterly
  4. Get alerts via plugins like Redirection (WordPress)
  5. Train your team on proper URL hygiene


Case Study: 404s Fixed, Rankings Recovered

Client: eCommerce and service business selling dance classes

Problem: Traffic dipped massively... like a nuke... after a site migration

Diagnosis: Product pages deleted without redirects

Fix: Redirected all 404s to category pages or new products

Result:

  1. Bounce rate dropped 28%

  2. Organic traffic rebounded within 6 weeks

  3. Sales went up 17% MoM

This is the power of fixing your foundation.


Recap: Why 404 Errors Matter in SEO and Google Ranking

Let’s wrap it up.

  1. 404 errors matter in SEO and Google ranking — when ignored, they erode traffic, kill backlinks, and hurt crawlability
  2. Not all 404s are bad, but you must know which ones to fix
  3. Redirect smart, monitor regularly, and build a 404 page that helps, not hurts
  4. You can even turn your competitors' 404s into new backlinks

Bottom line?

Fix your broken pages. Protect your authority. Steal their traffic.


Ready to Stop Losing Traffic to Dead Pages?

Crown Digital Marketing helps businesses fix 404s, boost SEO, and scale visibility without fluff or fairy dust. If your site has broken links, broken rankings, or broken ROI…

It’s time to stop bleeding traffic — and start outranking your competitors.

👉 Book a FREE Strategy Call

No pressure. Just clarity, insight, and the roadmap to dominate search.

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