One of the most asked questions that rises when it comes to eCommerce SEO is whether or not 404 are bad for SEO, and if so – how to handle them properly. In this article we’ll tackle the topic and try to offer some useful solutions to handle these annoying errors the right way.

The Potential Negative Impacts of 404 Errors on eCommerce SEO

1. Bad User Experience:
   • Frustration: When users encounter 404 errors, they often feel frustrated and may leave the site, increasing bounce rates.
   • Lost Trust: Consistent 404 errors can erode trust in the website, making users less likely to return.
2. Crucial Impact on Search Engine Crawling and Indexability:
   • Wasted Crawl Budget: Search engines allocate a limited crawl budget to each site. 404 errors can waste this budget, meaning fewer pages get indexed.
   • Reduced Indexing: Important pages might not get indexed or re-indexed if search engines repeatedly encounter 404 errors.
3. Link Equity Loss:
   • Broken Links: Internal and external links pointing to a 404 page lose their value, wasting potential link equity that could have benefited other pages.

How to Monitor and Manage 404 Errors Effectively?

It’s important to use dedicated SEO tools and Google Search Console to determine how many 404 error one’s site has, and then decide on what to do with them.

1. Regular Monitoring:
   • Use Tools: Employ tools like Google Search Console, Screaming Frog, or third-party SEO tools to regularly check for 404 errors. We normally use Screaming Frog and GSC.
   • Error Logs: Monitor server logs to identify 404 errors that users encounter. We recommend pulling a list of the 404’s to a sheet and then randomly test some, to make sure the list is accurate.
2. Implement 301 Redirects (Crucial for SEO):
   • Permanent Redirects: Redirect users and search engines to the most relevant existing page, ensuring link equity is preserved.
   • Automated Solutions: Consider using plugins or automated solutions to manage redirects, especially if you have a large number of products.
3. Custom 404 Page:
   • User Guidance: Create a custom 404 page that helps users find what they’re looking for, such as search functionality, links to popular products, or categories.
   • Branding: Ensure the 404 page aligns with your store’s branding to maintain a consistent user experience.
4. Update Internal Links:
   • Link Management: Regularly audit and update internal links to ensure they point to live pages.
   • Content Updates: When products are discontinued, update links in blogs, product descriptions, and other content.
5. Communicate with External Linkers:
   • Outreach: If external websites link to pages that no longer exist, reach out to them to update their links to the appropriate pages. Make sure the links on the various listings are accurate and point to live/evergreen pages, if applicable.
6. Product Lifecycle Management – keep SKU’s up to date:
   • Temporary Pages: For seasonal products or those temporarily out of stock, use temporary pages with relevant information and a clear return date.
   • Discontinued Products: Redirect discontinued products to the most relevant category or similar product page.

Who Should Handle the 404 Error Management?

It depends. Some SEO’s might feel comfortable to handle or eliminate the 404 errors, especially when the eCommerce website is small. On the other hand, when there are hundreds or thousands of 404 errors, we might need to involve a developer for the tasks (also to make sure nothing breaks in the process).
In some cases, the ecommerce platform might have a dedicated plugin or a feature in the backend to handle redirects. In other case, we’d might want to tweak the “htaccess” file, and apply the redirects manually, so in that case a developer might be needed.

Conclusion:

One should definitely monitor and manage the 404 error as they could drive a bad impact not on just the SEO but also on the user experience and the buyer’s journey – what could result in crappier shopping experience and lower conversion rate.

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