How to Fix “Not found (404)” in Google Search Console

404 Not Found (HTTP)

404 Not Found (HTTP): A client-side HTTP response status code indicating the server could not find the requested resource at the given URL; commonly returned when the resource does not exist, the URL is mistyped, or the resource has been moved without a redirect.

Fixing “Not found (404)” Errors

Identify and prioritize

• In Google Search Console, go to Coverage → Not found (404) and export the list.


• Prioritize by traffic, backlinks, and internal links using Analytics, Search Console, and a site crawl.

Choose the correct fix

• Restore the page: Reinstate original content and metadata if the page should exist.


• 301 redirect: Redirect the old URL to the most relevant active page (via server configuration or a CMS redirect tool). Use 301 for permanent moves.


• 410 Gone: Return HTTP 410 when the content is intentionally removed and should not return—useful for permanently deleted resources.


• Leave as 404: If the URL is bogus or transient and has no links or value, let it remain 404.


• Noindex + accessible content: Avoid using noindex to hide content while leaving the URL reachable; prefer removal or a redirect.

Fix internal and external links

• Update internal links: Replace or remove links pointing to 404 URLs (use site search, CMS link reports, and a crawl tool).


• Update sitemaps: Remove 404 URLs from XML sitemaps and submit the updated sitemap in GSC.


• Contact external sites: Request link updates from high‑value referring domains when appropriate.

Implement and test redirects

• Server-side examples: Apache (.htaccess) RewriteRule or Redirect 301; Nginx return 301/redirect.


• Test with curl or a browser: Confirm correct HTTP status codes (301 → new page; 410 → 410; 200 for restored pages).


• Avoid redirect chains and loops; aim for a single 301 to the final destination.

Handle parameters and trailing slashes

• Normalize URLs: Enforce a canonical with trailing slash or without using redirects and rel=canonical tags.


• Configure parameter handling in GSC or use canonical tags to prevent parameter‑generated 404s.

Use rel=canonical and sitemap best practices

• Add rel=canonical on duplicate or preferred versions.


• Ensure sitemaps list only canonical, live URLs.

Request reindexing and monitor

• In GSC, use URL Inspection → Request Indexing for fixed URLs.


• Re‑run a site crawl and monitor the Coverage report and search performance over the following weeks.

Automate and prevent future 404s

• Implement 404 logging and alerting (server logs, analytics events).


• Add a helpful custom 404 page with a search box, sitemap links, and suggestions to reduce user exits.


• Establish content deletion and redirect SOPs for editors and developers.

When to escalate

• If many 404s originate from CMS or routing bugs, involve developers promptly.


• For large sites, use batch redirects via server configuration or CDN edge rules; consider a rewrite map for scale.

How to Prevent “Not found (404)” Errors from Reappearing in Google Search Console

1. 
   

   Audit and verify

   
   
   
   
   • In GSC, open Coverage > Not found (404), and export the list.
   
   
   • Check affected URLs in a crawl (Screaming Frog) and server logs to confirm 404s and their origin (internal link, external link, bot, sitemap).
   
   
   
   


2. 
   

   Fix the root cause

   
   
   
   
   • If the page should exist, restore the page at the exact URL or recreate equivalent content.
   
   
   • If the URL changed or content moved, implement a 301 redirect from the old URL to the new, relevant URL.
   
   
   • If the URL is intentionally removed, return a 410 (Gone), or a 404 only if temporary; 410 signals permanent removal.
   
   
   
   


3. 
   

   Correct links and references

   
   
   
   
   • Update all internal links, navigation, templates, and sitemaps to point to the live URL.
   
   
   • Contact high‑value external sites linking to the removed URL and request updates.
   
   
   • Remove or correct references in structured data, hreflang, canonical tags, and RSS/feeds.
   
   
   
   


4. 
   

   Sitemaps and index management

   
   
   
   
   • Remove obsolete URLs from the XML sitemap; regenerate and submit the sitemap in GSC.
   
   
   • Use GSC’s URL Inspection to request reindexing for fixed or redirected URLs.
   
   
   • Use the Removals tool only for urgent temporary removals; don’t rely on it to fix 404s permanently.
   
   
   
   


5. 
   

   Server and status‑code hygiene

   
   
   
   
   • Ensure the server returns correct HTTP status codes (200 for live content, 301 for permanent redirects, 410 for permanently removed).
   
   
   • Avoid soft 404s (pages that show “not found” content but return 200). Fix the content or status codes.
   
   
   
   


6. 
   

   Implement durable redirects and redirect mapping

   
   
   
   
   • Use server‑side 301 redirects (Apache/Nginx/edge CDN) or proper redirect rules in the CMS.
   
   
   • Maintain redirect maps for site changes and migrations; avoid redirect chains and loops.
   
   
   • Keep redirects in place long term (years) to prevent reappearance in GSC.
   
   
   
   


7. 
   

   Custom 404 UX and crawl guidance

   
   
   
   
   • Provide a helpful custom 404 page with links to popular sections and a search box; include a sitemap link.
   
   
   • Add rel=canonical on similar or duplicate pages to prevent indexing of incorrect URLs.
   
   
   
   


8. 
   

   Robots, parameters, and caching

   
   
   
   
   • Ensure robots.txt does not block URLs you want Google to see (sitemaps, canonical pages).
   
   
   • Configure URL parameter handling in GSC if parameters cause many crawlable 404s.
   
   
   • Purge CDN cache after fixes so Googlebot sees updated responses.
   
   
   
   


9. 
   

   Monitor and validate

   
   
   
   
   • After fixes, use GSC URL Inspection and mark items as fixed in Coverage.
   
   
   • Re‑crawl affected URLs or request indexing; monitor server logs and GSC for reappearance.
   
   
   • Set recurring checks (weekly or monthly) with automated crawls or uptime tools to catch regressions.
   
   
   
   


10. 
    

    Content and process controls

    
    
    
    
    • Add QA steps for link updates when deleting or moving pages.
    
    
    • Maintain a content inventory and change log for redirects and removals.
    
    
    • When migrating or redesigning, prepare a pre‑launch redirect map and post‑launch verification.
    
    
    
    


11. 
    

    When to use 410 vs. 301 vs. 404

    
    
    
    
    • 301: Content moved permanently — use to preserve SEO value.
    
    
    • 410: Content intentionally and permanently removed — use for faster deindexing.
    
    
    • 404: Use for temporary or miscellaneous cases; avoid as the primary choice for planned removals.
    
    
    
    


12. 
    

    If 404s keep reappearing

    
    
    
    
    • Verify redirects aren’t being overwritten (deployments, CDN rules).
    
    
    • Check for multiple domains, trailing‑slash or case variations, and query‑parameter variants.
    
    
    • Look for crawling from old sitemaps, external links, or hacked content recreating URLs; fix the source.
    
    
    
    


13. 
    

    Checklist to prevent reappearance (quick)

    
    
    
    
    • Restore or 301‑redirect fixed URLs.
    
    
    • Update internal links and the sitemap.
    
    
    • Submit the sitemap and request reindexing.
    
    
    • Use correct HTTP status codes; avoid soft 404s.
    
    
    • Maintain redirects and monitor logs and GSC regularly.