Introduction
Every website has them — pages that used to exist but no longer do, links that were typed incorrectly, or URLs that changed without a proper redirect. When users or search engines land on one of these broken URLs, they hit a 404 error page.
A 404 error means the server could not find the requested page. While a single 404 page is not the end of the world, a site with many unresolved 404 errors sends negative signals to Google — and creates a frustrating experience for your visitors.
This is part of the 7-Day SEO Checklist for Growth by Malama Digital — your step-by-step guide to building a stronger digital presence in Hawaii and beyond.
What Is a 404 Error Page?
A 404 error (also called “Page Not Found”) is an HTTP status code that tells the browser — and Google — that the requested URL does not exist on the server. It can happen for several reasons:
- A page was deleted without setting up a redirect
- A URL was changed and the old URL was not redirected
- An internal or external link was typed incorrectly
- Content was moved to a new location without updating old links
404s are different from soft 404s, where a page loads but shows “no results” or empty content — these can be equally harmful to SEO and are worth fixing too.
Why 404 Pages Matter for SEO
- Google wastes crawl budget visiting broken URLs instead of indexing your real content
- Pages with inbound backlinks that return 404s lose all their link equity — valuable SEO authority disappears
- A high number of 404s signals poor site maintenance to Google, which can affect your overall domain authority
- Visitors who land on a 404 page typically leave immediately, increasing your bounce rate
- Unresolved 404s can prevent important pages from being indexed properly
How to Find 404 Errors on Your Website
Google Search Console
This is the fastest and most reliable way to find 404 errors. Go to Google Search Console → Pages → Not Found (404) under the “Why pages aren’t indexed” section. This shows every URL Google has tried to crawl that returned a 404.
Screaming Frog SEO Spider
Run a full crawl of your website. Go to Response Codes → filter by Client Error (4xx). This will surface all internal links on your site that point to broken URLs — including ones Google Search Console may not have found yet.
Google Analytics
In GA4, you can create a custom report filtering by page title containing “404” or “not found.” This shows you which broken pages real users are actually landing on — prioritize fixing these first.
How to Fix 404 Pages: Step-by-Step
Step 1: Set Up 301 Redirects for Deleted or Moved Pages
A 301 redirect permanently sends users and search engines from the old broken URL to the correct new one. This is the most important fix — it preserves link equity and ensures visitors land on a working page.
Example:
Old URL: /services/seo-hawaii-old New URL: /services/hawaii-seo → 301 Redirect
In WordPress, use a plugin like Redirection or Rank Math to set up 301 redirects without touching code.
Step 2: Fix Broken Internal Links
If your own pages link to a URL that no longer exists, update those links to point to the correct destination. Use Screaming Frog to export a list of all internal links returning 404 errors, then update them directly in your CMS.
Step 3: Reach Out to Fix Broken External Backlinks
If external websites are linking to your broken pages, contact the site owners and ask them to update the link to your new URL. This recovers lost link equity that is currently going nowhere.
Step 4: Create a Custom 404 Page
Not every 404 can be fixed immediately. For cases where no redirect makes sense, create a helpful custom 404 page that keeps visitors on your site rather than sending them away.
A good custom 404 page should include:
- A clear, friendly message explaining the page was not found
- A search bar so visitors can find what they were looking for
- Links to your most important pages (homepage, services, contact)
- Your branding — keep it consistent with the rest of your site
Step 5: Monitor Regularly
New 404 errors appear over time as content changes. Set a monthly reminder to check Google Search Console for new 404 errors and address them promptly before they accumulate.
301 vs 302 Redirect: Which Should You Use?
Always use a 301 redirect (permanent) for deleted or moved pages — this passes full link equity to the new URL. A 302 redirect (temporary) tells Google the move is temporary and does not pass link equity, so avoid it unless you genuinely plan to restore the original page.
✅ 301 Redirect — Page permanently moved or deleted
❌ 302 Redirect — Do not use for permanent changes
Common 404 Mistakes to Avoid
- Deleting pages without setting up redirects
- Redirecting everything to the homepage — send users to the most relevant page instead
- Using 302 redirects instead of 301s for permanent changes
- Ignoring 404 errors in Google Search Console for months
- Not having a custom 404 page — the default server error page drives users away instantly
Pro Tips
- Before deleting or renaming any page, always set up the 301 redirect first — do it at the same time, not after
- Prioritize fixing 404 pages that have backlinks pointing to them — these represent real lost SEO value that can be recovered quickly
- Check your 404 report in Google Search Console at least once a month as part of your regular SEO maintenance routine
Why This Matters for Hawaii Businesses
For Hawaii businesses that have redesigned their website, changed their service offerings, or migrated platforms, 404 errors are extremely common — and often go unnoticed for months. Each broken page is a lost opportunity to capture local search traffic.
Our Hawaii SEO services include a full technical audit that identifies and resolves 404 errors as part of building a clean, crawlable website that Google trusts and ranks.
What’s Next
With your 404 errors under control, the next step is building a smart internal linking strategy that passes authority to your most important pages.
Read next: How to Build an Internal Linking Strategy for SEO →
About Malama Digital
Malama Digital is a Hawaii-based digital marketing agency specializing in SEO, web design, and online growth strategies. From local SEO to full-scale digital campaigns, we provide the tools and expertise needed to compete in today’s search landscape and drive consistent, long-term results.
Visit us at malamadigitalhi.com