Don’t Redirect 404 Error Pages to the Homepage

The Clear Answer: Don’t Do It

Google’s Developer Advocate Martin Splitt recently answered a common question in the “SEO Office Hours Shorts” video series: “Should all 404 error pages be redirected to the homepage?” His response was straightforward: “Yes, and also it annoys me as a user.”

Why 404s Serve A Purpose

404 error pages provide a clear signal to users and search engine crawlers that a URL is broken or nonexistent. This transparency helps people understand what they’re dealing with rather than being unexpectedly redirected to an unrelated page. 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 error pages to the homepage can disrupt search engine crawlers’ efficiency. When crawlers encounter a legitimate 404, they recognize that the content no longer exists and can move on to other URLs. However, redirecting them to the homepage creates a confusing loop. Splitt noted, “For a crawler, they go like homepage and then click through or basically crawl through your website, finding content, and eventually they might run into a URL that doesn’t exist. But if you redirect, they’re kind of like being redirected, and then it all starts over again.”

Best Practices for Handling Missing Content

Splitt offered clear guidance on proper redirects:

1. If content has moved to a new location, use a redirect to that specific new URL
2. If content is truly gone, maintain the 404 status code
3. Don’t redirect to the homepage or what you think is the “closest” match

Splitt emphasized, “If it moved somewhere else, use a redirect. If it’s gone, don’t redirect me to the homepage.”

New Format

The SEO Office Hours Shorts format is a new approach from Google’s Search Relations team. The original format was a live show, then transitioned to recorded sessions, and now is presented as short videos. If you prefer a different format, Splitt encourages feedback in the comments section of the video below:

Conclusion

In conclusion, it’s essential to maintain accurate HTTP status codes to help users and search engines understand your site structure. By following the best practices outlined by Splitt, you can ensure a smoother user experience and better search engine crawling. Remember, redirecting 404 error pages to the homepage is not the best solution, and it’s crucial to use redirects wisely when content is moved to a new location or removed altogether.