SEO Best Practice Consensus Why to use What Redirect 301 302 307 404 410 Feb 2025
SEO Best Practice for Non-Existent Web Pages
When handling non-existent pages (dead links, deleted content, mistyped URLs, etc.), the best approach depends on the intent, user experience, and SEO impact. Below is a breakdown of different options and their implications.
1. 404 (Not Found) – Recommended for Truly Non-Existent Pages
Best Practice: If a page does not exist and has no direct replacement, return a proper 404 HTTP status code.
Why?
- SEO Benefits: Google and other search engines recognize a 404 as a “this page doesn’t exist” signal, preventing it from being indexed.
- User Experience: Users understand the page is missing instead of getting misleading content.
- Link Equity Management: Helps avoid passing link juice to an irrelevant page.
- Prevents Soft 404 Issues: If a default page is served instead of a 404, Google might still index it incorrectly, considering it “soft 404,” which can negatively impact SEO.
When to Use
- The page never existed.
- The page was removed, and there is no suitable alternative.
Alternative Enhancement
- Custom 404 Pages: Instead of a blank 404 page, display a friendly message with links to popular or related pages.
- Example:
- “Oops! This page doesn’t exist. Try searching or visit our homepage.”
2. 410 (Gone) – Stronger than 404 for Permanently Removed Pages
Best Practice: Use 410 Gone if a page is permanently deleted and will never return.
Why?
- SEO Benefits: Google treats 410 as a more definitive “this page is gone forever” signal and removes it from the index faster than a 404.
- Use Case: If you intentionally remove a product, article, or content with no replacement.
3. 301 (Permanent Redirect) – Recommended for Pages with a Direct Replacement
Best Practice: If the old page has been moved or replaced, use a 301 redirect to point users and search engines to the most relevant new page.
Why?
- Preserves SEO Value: Passes 90-99% of the link equity (ranking power) from the old page to the new one.
- Improves User Experience: Instead of a dead end, visitors land on a useful page.
When to Use
- A page’s URL has changed.
- A discontinued product has a similar replacement.
- An article has been rewritten under a new URL.
⚠️ Avoid: Redirecting all deleted pages to the homepage (Google considers this a “soft 404” and may penalize the site).
4. 302 or 307 (Temporary Redirect) – Only for Temporary Moves
Best Practice: Use 302 (Found) or 307 (Temporary Redirect) only if the move is temporary (e.g., a seasonal page that will return later).
Why?
- SEO Impact: Does not transfer link equity like 301.
- Use Case: A page is down for maintenance or content is temporarily unavailable.
5. Showing a Default Page (Bad Practice)
Some sites show a generic default page (like the homepage or a category page) when a page is missing. This is not recommended.
Why Not?
- SEO Problem: Google might classify it as a “soft 404,” which can harm rankings.
- User Confusion: If users expect a product page but get the homepage, they may leave (higher bounce rate).
- Indexing Issues: Search engines may keep outdated URLs indexed incorrectly.
⚠️ Exception: If a page structure remains consistent (e.g., a missing product in a catalog), a well-structured category or search page might be acceptable instead of a hard 404.
SEO Results Comparison
| Method | SEO Impact | When to Use | Notes |
|---|---|---|---|
| 404 Not Found | Neutral | No replacement for a missing page | Standard practice, prevents soft 404 issues |
| 410 Gone | Faster removal | Permanently removed content | Stronger signal than 404 |
| 301 Redirect | Positive | Permanent move to a new relevant page | Passes link equity, best for replaced content |
| 302/307 Redirect | Neutral | Temporary move (maintenance, seasonal content) | Does not pass SEO value |
| Default Page (Homepage or Section Page) | Negative (Soft 404 risk) | Not recommended | Confuses users, bad for SEO |
Final Recommendation
- Use 404 if there’s no replacement.
- Use 410 if the page is permanently deleted.
- Use 301 redirects if there’s a suitable replacement page.
- Use 302/307 only for temporary moves.
- Avoid redirecting missing pages to the homepage or a generic page unless absolutely necessary.
