When managing a website, you’re bound to encounter broken pages that return a 404 status. Many site owners assume that redirecting all 404s to the homepage is a smart move, but according to Google’s Martin Splitt, this practice can actually harm your rankings and frustrate users.
Splitt was asked whether using a 301 redirect to send all 404 pages to the homepage negatively impacts SEO. His response was crystal clear:
“Yes, and also, it annoys me as a user.”
That’s a strong statement from a Google expert. But why is this a problem, and what should site owners do instead?
Let’s break it down.
What are 404 pages?
A 404 page is an error page that appears when a user tries to access a URL that no longer exists on a website. This can happen for several reasons, including:
- Deleted content – If a page was removed from a website without a proper redirect, users trying to access that URL will see a 404 error.
- Broken links – If another website or internal link points to a non-existent page, users will be met with a 404.
- Typos in URLs – Sometimes, users mistype a URL, which can lead them to a 404 page.
- Changes in site structure – When websites undergo redesigns or restructuring without proper redirects, old URLs may no longer work.
While 404 errors are a natural part of a website’s lifecycle, they can impact user experience and SEO if not managed correctly. A well-designed 404 page can provide helpful navigation options to keep visitors engaged instead of frustrating them.
Why redirecting 404s to the homepage is a bad idea
A 404 page exists for a reason—it tells users and search engines that the requested URL doesn’t exist. When all 404 pages are redirected to the homepage, it creates confusion and leads to a poor user experience.
Here’s why this tactic can backfire:
- User confusion: Visitors expect to land on a relevant page or at least see an error message explaining the issue. Instead, they end up on the homepage without context.
- SEO issues: Google’s crawlers rely on 404 pages to understand site structure and index content correctly. Redirecting all 404s disrupts this process.
- Crawling inefficiencies: Search engines may struggle to differentiate between valid pages and broken ones, leading to wasted crawl budget.
Google wants websites to handle 404 errors properly, rather than masking them with homepage redirects.
Why should 404 pages be redirected?
Redirecting 404 pages is sometimes necessary to maintain a smooth user experience and ensure that valuable traffic is not lost.
Here’s why handling 404 pages properly is sometimes crucial:
- Preserves user experience – A broken link can be frustrating, causing users to leave a site. Redirecting them to a relevant page ensures they find useful content instead of hitting a dead end. For instance, if a popular blog post was removed, redirecting users to a similar article can keep them engaged rather than having them exit the site.
- Maintains SEO value – Pages that once ranked well and had backlinks pointing to them lose their SEO value if they result in 404 errors. Redirecting them to relevant pages helps retain link equity and ensures that search engines continue recognizing the value of your content. If an old product page is removed, directing traffic to a similar product or category page prevents ranking loss.
- Prevents crawl inefficiencies – Search engines spend crawl budget on pages they index. If crawlers encounter too many 404 errors, they may waste time rechecking non-existent pages instead of indexing valuable content. Properly redirecting important 404 pages helps Google allocate its crawl budget more efficiently.
- Reduces bounce rates – Users who land on a 404 page may immediately leave, increasing your site’s bounce rate. A redirect to a relevant page keeps users engaged and browsing longer, reducing the likelihood of them abandoning the site altogether.
However, it’s important to use redirects strategically.
Moreover, not all 404 pages should be redirected, and improper redirects—such as sending all 404s to the homepage—can create confusion for users and search engines alike.
Why do 404 pages serve a purpose?
404 pages aren’t just error messages—they play an important role in website management. They indicate missing or removed content, helping both users and search engines navigate your site.
Martin Splitt explains:
“A 404 is a very clear signal this link is wrong and broken or this URL no longer exists because, maybe, the product doesn’t exist, or something has changed.”
A well-designed 404 page can improve the user experience by:
- Providing helpful navigation back to key pages or categories.
- Explaining why the page doesn’t exist instead of leaving users frustrated.
- Encouraging users to continue browsing instead of leaving the site.
Rather than treating 404 pages as a problem, think of them as an opportunity to keep users engaged while ensuring search engines properly handle missing URLs.
The impact on search crawlers
Google’s crawlers expect 404 errors to clearly indicate missing content. When all 404s are redirected to the homepage, crawlers struggle to understand site structure and content availability.
Splitt describes how Googlebot processes 404 pages:
“For a crawler, they go like homepage and then click through or basically crawl through your website, finding content, and eventually they might run into a URL that doesn’t exist. But if you redirect, they’re kind of like being redirected, and then it all starts over again.”
This means:
- Googlebot gets caught in a loop, trying to re-crawl pages that shouldn’t exist.
- Indexing becomes inefficient, reducing the likelihood of new or important pages getting discovered.
- Search rankings can suffer because Google struggles to understand the true state of your website.
Instead of forcing all broken links to the homepage, websites should follow Google’s recommended best practices for handling 404s.
Martin Splitt’s best practices for handling 404 pages
If a page no longer exists, it’s essential to handle it correctly. Martin Splitt suggests the following:
- If content has moved → Use a 301 redirect to the most relevant page.
- If content is permanently gone → Leave it as a 404 or use a 410 for an even stronger removal signal.
- Avoid redirecting to the homepage or unrelated pages.
As Splitt emphasizes:
“If it moved somewhere else, use a redirect. If it’s gone, don’t redirect me to the homepage.”
This means being intentional about redirects rather than applying a blanket rule for all 404 errors.
When should you leave a page as a 404?
Not every missing page needs to be redirected. Sometimes, keeping a page as a 404 is the best choice.
Here are scenarios where a 404 status is appropriate:
- The page is truly gone with no relevant replacement.
- A product or service is permanently discontinued and won’t return.
- The URL was never intended to be indexed, such as test pages or one-time event pages.
When to use a 410 status instead of a 404
A 404 tells Google the page is missing, but it may continue trying to crawl it for a while. A 410 (Gone) status sends a stronger signal, telling Google that the page is permanently removed and should be deindexed sooner.
If you want Google to drop a page from its index faster, a 410 is the better option.
A quick checklist for handling 404 pages the right way
To maintain a healthy website and avoid common mistakes, follow this checklist:
- Audit your 404 pages regularly to identify broken links.
- Use 301 redirects only when a relevant alternative exists.
- If a page is permanently gone, let it return a 404 or 410 status.
- Provide a user-friendly 404 page with helpful navigation options.
- Avoid redirecting all 404s to the homepage.
By following these best practices, you’ll improve both user experience and search performance.
Final thoughts
Google’s official stance is clear—redirecting all 404 pages to the homepage is bad for both SEO and usability. Instead, 404 errors should be handled strategically:
- Redirect only when necessary.
- Leave 404s when pages are truly gone.
- Use a 410 status for quicker deindexing.
Taking the time to manage 404 pages properly can prevent wasted crawl budget, reduce user frustration, and ensure your site maintains strong search rankings. If you haven’t already, conduct an audit of your 404 errors and make sure they’re being handled the right way.
