Server header status codes are essential in conveying a page’s status to search engines, indicating whether it is available, moved, or, in the case of 404s, doesn’t exist. However, a subtle yet consequential variation can cause confusion: the soft 404.
A soft 404 is similar to a 404 in that it shows visitors that content is missing. However, it doesn’t signal the page’s absence to search engines, instead directing users to indexed “error” pages that provide little value. Understanding the difference between soft and regular 404s and why these errors should be corrected is important for anyone looking to optimize their site accurately for search engine optimization (SEO).
For example, let’s say you want to visit ww.example.com/example-page. When you load the page in your browser, you see an error page, and the server returns a 404 server header status. This is proper behavior. A soft 404, however, occurs in this scenario: When you load ww.example.com/example-page in your browser, the page returns a 302 server header status, temporarily redirecting the browser to a page that looks like an error page but returns a 200 OK server header status.
As a visitor, you still see an error page. However, bots interpret the 302 redirect as a signal to keep the bad URL indexed (since the redirect is temporary), and the 200 OK status on the error page means that the error page can get indexed as well. So, in the latter scenario, you end up with two URLs indexed that you don’t want in the index.
Understanding Server Header Status Codes
Server header status codes are integral to the hypertext transfer protocol (HTTP) response. These codes guide users and search engines through the web’s pathways.
Server header status codes are organized into five categories:
- Informational (1xx): Acknowledges a request receipt, indicating continued processing is underway;
- Success (2xx): Signifies the request was successfully received, understood, and accepted;
- Redirection (3xx): Informs the client that further action must be taken, usually a URL redirect;
- Client Error (4xx): Indicates an error on the client’s part, such as a request for a nonexistent page;
- Server Error (5xx): Points to server failures in fulfilling valid requests due to internal issues.
A handful of common codes include 200 OK (successful requests), 301 Moved Permanently (page relocations), and 500 Internal Server Error (server struggles). Within that list is the 404 Not Found code, which signals a dead-end where content was expected. As with any technical SEO element, its importance lies in maintaining a clean, user-friendly site experience, as well as the need for diligent site development and management.
What are Soft 404s?
A soft 404 is an error indicating that a page appears non-existent to users yet fails to signal search engines with the correct status code. Unlike a standard 404, which straightforwardly declares a page’s nonexistence with an explicit status code, soft 404s are more elusive, often arising from misconfigured servers or misplaced redirects. In essence, a soft 404 returns a dead-end page without properly informing search engine crawlers of the error, which leads to indexing issues.
Soft 404s threaten SEO efforts by creating a rift between user experience and search engine expectations. These faux errors mislead search engines into indexing pages devoid of value, which can waste crawl budgets on content that contributes nothing to the user’s search queries.
Identifying Soft 404s
The first step in fixing these tricky code errors is identifying the soft 404s. Google Search Console (GSC) is a perfect place to start, particularly if you’ve received an email informing you that this type of error was discovered in GSC. To find where soft 404s are specifically flagged, go to Indexing > Pages > Why pages aren’t indexed. Locate Soft 404 under the Reason column and click to view the list of URLs.
Manually checking for soft 404s involves navigating to pages that you suspect are not valuable or might be incorrectly configured to display content. Look for pages that render error messages or no content with a 200 OK status code, a telltale sign of a soft 404. Pay close attention to URLs resulting from broken links or outdated redirects, as these are common culprits. With a thorough sweep of your site, you can find and rectify these to help strengthen your SEO efforts.
Crawling tools like Ahrefs, Screaming Frog, and Semrush can also flag pages that exhibit soft 404 characteristics by analyzing response codes and content signals. Running an audit is a good idea in general, as it can guide you on what adjustments need to be made and confirm which parts of your site communicate effectively.
Fixing Soft 404 Issues
Once you’ve located any soft 404s, correct them to retain your site’s SEO health and provide a positive user experience. Several options exist for rectifying these issues depending on the page type, time available, and your tech capabilities.
Fix soft 404 errors by:
- Correcting HTTP Status Code: Verify pages meant to be non-existent return a 404 Not Found or 410 Gone status code;
- Designing a Custom 404 Page: A custom page redirects visitors to content on your site instead of leaving. Offer value to visitors by showing a search bar, navigation options, or links to new, trendy, or relevant content;
- Optimizing Content on Thin Pages: If a page is flagged due to lack of content but is meant to exist, improve it with long-form relevant content that may help to remove the ambiguity;
- Properly Using Redirects: For pages that have moved or no longer exist, implement the 301 Moved Permanently code to redirect it to the most relevant existing page
When you discover a soft 404, consider the most suitable fix from the three page-specific options: correcting the code, optimizing, or redirecting. A custom page is not required, but it’s a practical broad-coverage supplement and safeguard of sorts for any 404 pages users may encounter. Depending on your site goals and strategy, implementing one or more of these fixes can improve its overall health and usability.
Effectively handling soft 404s is necessary for preserving your website’s integrity and search engine ranking. Focusing on routine vigilance, strategic content management, and technical accuracy allows you to navigate these challenges confidently.
