404 errors and 301 redirects

What a 404 error is

A 404 error appears when a visitor tries to access a page that doesn't exist or no longer exists. This happens after a page is deleted, an address is mistyped or a link becomes obsolete. For the user, it's a frustrating dead end that can push them to leave your site.

The role of the 301 redirect

When a page changes address or disappears in favour of another, the 301 redirect automatically sends the visitor to the right page. The "301" signals that it's a permanent move, which lets it pass on most of the old page's SEO value.

• Redirect a deleted page to a relevant related page
• Avoid sending everyone to the homepage with no logic
• Update the internal links that pointed to the old address

Handling these situations well

Not all 404s are serious: a genuinely obsolete page, with no equivalent, can legitimately return an error. In that case, customise your error page to offer a menu or a useful return link.

Regularly monitor the 404s reported in your tools to act on the ones that matter. Skywebis sets up the necessary redirects and takes care of the 404 page so you don't lose visitors along the way.

Frequently asked questions