Google’s John Mueller recently provided insights on Reddit regarding handling 404 errors caused by inbound broken links. He emphasised that while some broken links merit attention, others do not require fixing.
Identifying and addressing inbound broken links
A query on Reddit about locating broken links for free sparked a detailed response from Mueller. He suggested monitoring the analytics of the 404 page and checking referrers, excluding one’s domain, to identify relevant broken links. He recommended accessing server logs to see which links search engine bots crawl for a more comprehensive view. This approach involves technical work but requires no external tools, offering a better estimation of links worth fixing or redirecting.
When not to fix 404 pages
Mueller advised that not all 404 pages need fixing, as it’s normal for some content to become unavailable. He noted that the SEO value gained from reviving a 404 page might be less than the effort required to fix it.
Differentiating between fixable and non-fixable 404s
Mueller pointed out that 404 errors from inbound links can be categorised into those that are easily fixable and those that are not worth the effort. He didn’t specify the criteria for this differentiation, leading to some confusion.
Easy-to-fix inbound broken links
In cases where another site incorrectly links to your page or when a webpage URL changes without a proper redirect, these broken links are relatively easy to find and fix. Tools like Google Search Console and WordPress plugins like Redirection can aid in identifying and resolving these issues. Alternatively, contacting the external site to request a link update is also an option.
Broken links to removed pages
Sometimes, a webpage is legitimately removed, making a 404 response appropriate. Attempting to replace such pages or redirecting them to the homepage may not be beneficial, as Google may treat these redirects as Soft 404s, which carry no SEO advantage.
Mueller’s advice highlights the importance of discerning which 404 errors are worth addressing based on their potential SEO value versus the effort required.