Glossary
What is 404 error?
Also called: page not found, broken link, dead link, HTTP 404.
Every time a browser asks for a page, the server replies with a number called a status code. 404 means ‘not found’: the address does not lead to anything.
404s happen when a page has been deleted, its address changed, or someone mistyped a link. The odd one is normal and harmless. Lots of them, especially on pages people used to visit, is a problem.
A good 404 page apologises briefly and points people to your main services and contact details, rather than a blank error.
Why it matters for your business
When you rebuild a website and page addresses change, old links from Google, directories and people's bookmarks can all lead to 404s. Visitors hit a dead end and leave, and pages that used to rank can lose their place. Redirects fix this.
Example. A roofer's old site had a page at /services/flat-roofs. The new site uses /flat-roofing. Without a redirect, anyone clicking the old Google result lands on ‘Page not found’.
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