Website Maintenance: 404 error pages

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By Joost de Valk

Google Analytics report showing 404 error pages

This is a republish: we’ve made some minor changes to it. We decided to republish it, because this post and its content are still applicable and important now.

If your website means anything for your business, you should regularly schedule time to do maintenance on it. This post will be the first of a series on website maintenance. The series is intended as a guide to things you should check while doing maintenance. We start of with the most basic of all: checking for 404 error pages.

Note: this post does not cover how to create a good 404 page, we do have an extensive post on that though: Practical Guide to creating a 404 error page.

Checking for 404 error pages and broken links

One of the most annoying things that can happen to your visitor is to hit a 404 on your website. Search engine spiders tend to not like such errors much either. Annoyingly search engines often encounter other types of 404s than your visitors, which is why the first section of this post is split in two:

Measuring visitor 404 error pages

If you use our Google Analytics plugin, it’ll automatically tag your 404 pages for you. If you go to Behavior → Site Content → Content Drilldown and search for “404.html”, you’ll find a ton of info about your 404s (click for larger version):

You’ll see URLs like this:


This tells you two things:

  • The 404 URL was /wordpress/plugin/local-seo/ (it lacks an s after plugin)
  • It was linked to from our WordPress SEO article.

Using this info, you can fix the 404 and actually also go into the article and fix the link.

As you can see from the above screenshot, we actually get 404s too. We break things all the time because our website is a constant work in progress. I don’t think anyone can totally prevent creating 404 errors on his or her site. Making sure that you notice it when you’re breaking things is a good way of not looking stupid for too long though.

Measuring bot 404 error pages

Next to 404s for visitors, search engines will also encounter 404s on your site that can be quite different.You can find the 404s that search engine spiders encounter by logging into their respective Webmaster Tools programs. There are three webmaster tools programs that can give you indexation reports, in which they tell you which 404s they encountered:

  • Bing Webmaster Tools under Reports & Data → Crawl Information
  • Google Search Console under Crawl → Crawl Errors
  • Yandex Webmaster under Indexing → Excluded Pages → HTTP Status: Not Found (404)
  • One of the weird things you’ll find if you’re looking into those Webmaster Tools programs is that search engine spiders can encounter 404s that normal users would never get to. This is because a search spider will crawl just about anything on most sites, so even links that are hidden will be followed.

    If you’re serious about website maintenance, you might want to find these 404s before search engines encounter them. In that case, spidering your site with a tool like Xenu or (our favorite) Screaming Frog will give you a lot of insight. These tools are built specifically to behave just like search engine spiders and will thus help you find a lot of issues.

    Fixing 404 errors

    Now that we’ve found all these 404 errors, it’s time to fix them. If you know what caused the 404 and you can fix the link that caused it, it’s best to do that. This will be the best indication of quality of your site both for users and search engines.

    As search engines will continue to hit those URLs for quite a while, it actually makes sense to still redirect those faulty URLs to the right pages as well. To create those redirects, there are several things you can do:

    • Create them manually in your .htaccess or your NGINX server config
      While this is not for the faint of heart, it’s often one of the fastests methods available if you have the know-how and the access to do it.
    • Create them with a redirect plugin
      There are several redirect plugins on the market, the most well known one being Redirection. This is a lot easier but has the disadvantage of being a lot slower as to do the redirect, the entire WordPress install has to load first. This usually adds half a second to a second to the load time for that particular redirect.
    • Create them with our Yoast SEO Premium plugin
      Our Yoast SEO Premium plugin has a redirect module that allows you to make redirects with the ease of the WordPress interface, but also allows you to save those to your .htaccess file or an NGINX include file so they get executed with the speed of the first option above. It actually also has another few nifty options: you can get the 404 errors from Google Search Console straight in your WordPress install and redirect them straight away and it’ll add a nice button in your WordPress toolbar if you’re on a 404 page:
      Redirect button WordPress SEO Premium

    Our Yoast SEO Premium plugin is currently in Summer Sale! Save up to 33% on your license and even more if you extend your license now!

    Check for image / embed errors

    If you’d look at your server logs, you’d get 404 errors of a different type too: 404s for broken images or broken video embeds. You might also have errors that don’t show up in your logs, like broken YouTube video embeds. They don’t cause the entire page to not work, but they do look sloppy. These types of errors are harder to find because webmaster tools programs don’t report them as reliably and you can’t track them with something like Google Analytics either.

    The easiest method to find these broken images and embeds is using one of the aforementioned spiders. Screaming Frog in particular is very good at finding broken images. Another method is to check your server logs and go through them searching for a combination of 404 and “.jpg” and “.png”.

    How often should you check for 404 errors?

    You should be checking your 404s at least once every month and on a bigger site, every week. It doesn’t really depend on how much visitors you have but much more on how much content you have and create and thus how much can go wrong. The first time you start looking into and trying to fix your 404 error pages you might find out that there are a lot of them and it can take quite a bit of time… Try to make it a habit so you’ll at least find the important ones quickly.

    If you can’t wait and want to make sure you’re doing the best you can right now, why not order a website review?

    This post first appeared as Website Maintenance: 404 error pages on Yoast. Whoopity Doo!

    Source:: SEO