A soft 404 is a page that tells a user that it is not found, but it tells a search engine that it is. This happens when a page with no content returns a 200 OK HTTP status code instead of a 404 Not Found. This is a confusing signal for search engines and can lead to a variety of SEO issues. This guide will explain why soft 404s are a problem and how to fix them.

Think of it as a ghost in the machine. The page appears to be there for search engines, but for users, it’s just an empty room. For a broader look at content optimization, see our guide on the content category.

An illustration of a ghost, symbolizing the importance of fixing soft 404 pages.

Why Soft 404s Are a Problem

As explained in Google’s own guide to soft 404 errors, these pages can be problematic.

  • Wasted Crawl Budget: Search engines will continue to crawl pages that they think are live, even if they have no content.
  • Poor User Experience: Users who land on a soft 404 page will be confused and frustrated.

A Step-by-Step Guide to Fixing Soft 404s

The goal is to ensure that your server is sending the correct HTTP status codes. For more on this, check out this guide to HTTP status codes from Moz.

Example: The Fix

Imagine you have a page that is out of stock. Instead of showing an empty page with a 200 OK status code, you should:

  • Return a 404 or 410 status code to signal that the page is gone.
  • 301 redirect the page to a relevant category page.
  1. Identify Your Soft 404s: Use Google Search Console to find any pages that are being flagged as soft 404s.
  2. Determine the Cause: Is the page truly empty, or is it just thin on content?
  3. Take Action:
    • If the page should not exist, configure your server to return a 404 or 410 status code.
    • If the page is thin on content, add more relevant content to it.
    • If the page is a duplicate of another page, use a 301 redirect to point it to the canonical version.

Frequently Asked Questions

What is the difference between a soft 404 and a hard 404?

A hard 404 is a page that correctly returns a 404 HTTP status code, which tells search engines that the page does not exist. A soft 404 is a page that returns a 200 OK status code, but displays a ‘not found’ message to the user. This is a confusing signal for search engines.

Why are soft 404 pages bad for SEO?

Soft 404 pages are bad for SEO because they can waste your crawl budget, as search engines will continue to crawl pages that have no real content. They can also lead to a poor user experience, as users are expecting to find a specific page but are instead met with a ‘not found’ message.

How can I find and fix soft 404 pages?

The best way to find soft 404 pages is to use Google Search Console, which has a dedicated report for them. Once you’ve identified them, you can either add content to the page, implement a 301 redirect to a relevant page, or configure your server to return a proper 404 or 410 status code.

Ready to find your ghosts in the machine? Start your Creeper audit today and see how you can improve your website’s content.