Google Warns Against 404 Redirects to Homepage

Google’s Advice on Handling 404 Pages

Google has issued a warning against redirecting all 404 error pages to the homepage, stating that this practice can cause confusion for both users and search crawlers. When a page no longer exists, redirecting it incorrectly can mislead search engines, making it harder for them to understand a website’s structure. Instead, Google recommends either setting up appropriate redirects to relevant pages or allowing the 404 status code to remain when no suitable alternative exists.

Why It Matters

Redirecting every 404 page to the homepage might seem like a simple solution to broken links, but it can actually harm a website’s SEO. When search crawlers encounter this type of redirect, they may struggle to determine whether the page was removed, moved, or if an error has occurred. This can lead to indexing issues, negatively affecting a site’s visibility in search results.

From a user experience perspective, landing on a homepage instead of a relevant page or a clear error message can be frustrating. Visitors might feel lost or confused, increasing bounce rates and reducing engagement. Properly handling 404 errors ensures that both users and search engines receive accurate signals about missing content.

What Google Recommends

Google’s Martin Splitt suggests taking a more strategic approach when dealing with 404 pages:

If a page has been permanently removed and a relevant alternative exists, use a 301 redirect to guide users to the closest matching content.
If no suitable replacement exists, it’s best to let the 404 status code remain, signalling to search engines that the page is gone.
For temporary issues, a 410 status code can indicate that the page is no longer available but was intentionally removed.

By implementing these best practices, website owners can maintain a well-structured site that is both user-friendly and search engine optimised. Properly handling 404 pages not only improves user experience but also helps preserve a website’s SEO integrity, ensuring that search engines accurately understand and rank its content.

Google’s Advice on Handling 404 Pages

Why It Matters

What Google Recommends

Google’s Martin Splitt suggests taking a more strategic approach when dealing with 404 pages:

If a page has been permanently removed and a relevant alternative exists, use a 301 redirect to guide users to the closest matching content.
If no suitable replacement exists, it’s best to let the 404 status code remain, signalling to search engines that the page is gone.
For temporary issues, a 410 status code can indicate that the page is no longer available but was intentionally removed.