Google warns against redirecting all 404 error pages to the homepage, as it can confuse search crawlers and negatively impact SEO. Instead, website owners should use appropriate redirects or maintain the 404 status code when content is no longer available.
Avoid Redirecting 404s to the Homepage
Redirecting all 404 pages to the homepage is not a good practice. It disrupts the user experience and misleads search engines. In a recent episode of Google’s “SEO Office Hours Shorts,” Developer Advocate Martin Splitt addressed this common question.
A user named Chris asked whether using 301 redirects to send all 404 pages to the homepage could harm search rankings and website performance. Splitt’s response was clear: “Yes, and also it annoys me as a user.”
The Importance of 404 Pages
404 errors indicate that a page is missing or no longer exists, helping users and search engines understand the situation. Instead of being redirected to an unrelated page, users should receive a proper 404 message, signaling that the content is unavailable.
Splitt explained:
“A 404 is a very clear signal this link is wrong and broken or this URL no longer exists because maybe the product doesn’t exist or something has changed.”
Impact on Search Crawlers
Redirecting all 404 pages to the homepage can also confuse search crawlers. When a crawler encounters a genuine 404 page, it understands that the content is gone and moves on. However, if every missing page redirects to the homepage, it creates a frustrating loop that disrupts crawling efficiency.
Splitt elaborated:
“For a crawler, they go to the homepage, click through or crawl the website, and eventually, they might find a URL that doesn’t exist.
But if you redirect everything, they’re just sent back to the homepage, and the process starts all over again.”
Best Practices for Handling 404 Pages
Splitt provided clear guidance on the right way to manage missing content:
- If content has moved, use a redirect to the new URL.
- If the content is permanently gone, let the 404 status code remain.
- Don’t redirect users to the homepage or what seems like the closest match.
He emphasized:
“If it moved somewhere else, use a redirect. If it’s gone, don’t redirect me to the homepage.”
This aligns with Google’s long-standing recommendation to maintain accurate HTTP status codes, ensuring both users and search engines can properly navigate your site.
A New Approach to SEO Office Hours
Google’s “SEO Office Hours” series has evolved into shorter, more digestible videos. Originally, it was a live Q&A where users could call in with questions, later transitioning to recorded sessions with pre-selected topics. Now, the format delivers quick, focused answers to common SEO issues.
If you prefer previous formats, Google encourages feedback in the comments section of the video below: