Red SEO Logo White

Our approach to SEO is uniquely built around what we know works and what we know doesn’t work.


Client Resources

Why is it important to have a custom 404 page on a website?

This resource article focuses on the importance of having a custom 404 page on a website. In the realm of website auditing and SEO, a custom 404 page holds significant relevance. It plays a crucial role in optimizing website performance, enhancing user experience, and improving search engine rankings. This article aims to provide concise information and actionable tips to address related issues effectively. By understanding and implementing the recommendations presented here, you will be well-equipped to ensure a seamless user journey and achieve your SEO goals.

Custom 404 Page Overview:

A custom 404 page serves as an error page that appears when a user attempts to access a URL on your website that does not exist or has been moved. Unlike generic and unhelpful error messages, a custom 404 page is specifically designed to inform users about the error and guide them back to relevant content on your website.

The significance of a well-crafted custom 404 page cannot be overstated. Firstly, it helps retain visitors who may have encountered a broken link or mistyped URL, preventing them from leaving your website in frustration. Secondly, it acts as a safety net, ensuring that users do not reach a dead end and providing them with alternative navigation options. Finally, it sends a positive signal to search engines, showcasing that your website is actively maintained, cares about user experience, and ultimately contributing to improved search engine rankings.

Common Custom 404 Page Issues:

When it comes to custom 404 pages, certain common issues or challenges may arise, including:

  1. Default Error Pages: Many websites rely on default error pages provided by their server or content management system. These pages are generic and lack customization, failing to align with your website’s branding and provide relevant instructions to users.
  2. Absence of Customization: Some websites do not have a custom 404 page at all, resulting in users encountering a plain and confusing error page. This absence of customization can lead to user frustration and potentially drive them away from your website.
  3. Lack of Navigation: In certain cases, custom 404 pages do not include navigation elements or search functionality. As a result, users find it challenging to navigate back to the desired content, increasing the likelihood of high bounce rates.

Impact and Consequences:

The identified issues related to custom 404 pages can have negative consequences on your website’s performance, user experience, and SEO efforts. When users encounter poorly designed or non-existent custom 404 pages, they may become frustrated and leave your website, resulting in lost conversions and diminished user satisfaction.

From an SEO perspective, search engines prioritize websites that offer a positive user experience. If your website consistently leads users to dead ends or unhelpful error pages, search engines may perceive it as a lower quality website, potentially impacting your search engine rankings. Additionally, broken links and inadequate error handling can hinder search engines’ ability to effectively crawl and index your pages.

Addressing Custom 404 Page Issues:

To address the common issues surrounding custom 404 pages, here are some actionable tips and best practices:

  1. Create a Custom 404 Page: Design and develop a custom 404 page that aligns with your website’s branding. Ensure that it provides clear instructions, includes relevant navigation links, and offers a search box for users to find desired content easily. Keep the page visually appealing, user-friendly, and concise.
  2. Optimize Error Page Content: Craft error messages that are helpful, friendly, and easily understood by users. Avoid using technical jargon and language that may confuse or intimidate users. Instead, use reassuring language that guides users to explore other parts of your website. Take care not to blame the user or make them feel responsible for the error.
  3. Include Navigation Elements: Make sure your custom 404 page includes navigation elements such as a menu, related links, or a sitemap. This helps users quickly find their way back to relevant content on your website and reduces the chances of them leaving in frustration.
  4. Add a Search Functionality: Incorporate a search box on your custom 404 page to allow users to directly search for the content they were originally seeking. This empowers users to find the information they need without having to navigate through multiple pages.
  5. Monitor and Fix Broken Links: Regularly perform link audits to identify broken links on your website. When broken links are detected, ensure they are promptly fixed or redirected to relevant pages. This proactive approach helps minimize the occurrence of 404 errors and enhances the overall user experience.
  6. Track and Analyze 404 Errors: Utilize web analytics tools to track and analyze the occurrence of 404 errors on your website. Understanding the frequency and sources of these errors can provide insights into areas of your website that may require improvement or further attention. Use this data to continuously refine your custom 404 page and address underlying issues causing these errors.


In conclusion, having a custom 404 page on your website is vital for optimizing website performance, improving user experience, and boosting search engine rankings. By addressing common issues such as default error pages, lack of customization, and absence of navigation, you can ensure that users who encounter errors on your website are provided with helpful guidance and alternative options to explore.

A well-crafted custom 404 page demonstrates your commitment to user satisfaction and assists in retaining visitors who may have encountered dead ends. Additionally, it signals to search engines that your website is well-maintained, resulting in improved rankings and visibility.

Implement the actionable tips provided in this article, including creating a custom 404 page, optimizing error page content, including navigation elements, and adding search functionality. Continuously monitor and analyze 404 errors to refine and enhance your custom 404 page over time.

Remember, a seamless user journey and positive user experience are key factors in achieving website success and improving your SEO efforts. Incorporate a custom 404 page as an essential component of your website audit and optimization strategy.


Larry Norris

With over 5 years of experience in agency work as an SEO Manager, I am proud to have assisted many clients in achieving higher search engine rankings and a stronger online presence. My successful track record includes top 3 rankings in SERPS, the attainment of featured snippets, and increased website domain authority.