Google Recommends Using Custom 404 pages as a way to help visitors who reach missing URLs, while making clear that the errors themselves do not harm search rankings. Gary Illyes and Cherry Sireetorn Prommawin discussed the issue in a podcast, framing it around users and business needs. The source report on Google’s advice describes that discussion.
A 404 response means a page was not found. Illyes said Google does not penalize a site because a URL is gone, and healthy pages are not harmed when Googlebot encounters one. Pages disappear when events pass, products are discontinued, topics become outdated or owners delete old URLs for a reason.
Recommends Using Custom Pages for a Better Visitor Experience
Search Console can show site owners a list of 404 errors, which may prompt concern. Illyes said a 404 is a normal part of the web and does not require an SEO fix by itself. Google eventually drops a missing URL from its index.
That does not mean every dead link should be ignored. Illyes described fixing a 404 as optional, but potentially useful for a business. If an e-commerce store removes a popular product page, a visitor arriving at a blank error page may leave instead of finding another option.
Prommawin said a redirect can help when the old URL still receives visits from links or social media and a newer product model is a suitable destination. The key is a genuine replacement. Illyes recommended a one-to-one redirect to an updated article or a newer model of the same product, rather than sending visitors somewhere unrelated.
Choose a Redirect Only for a True Replacement
When no natural successor exists, Prommawin said the site can return a 404 or 410 response. Her example was a product that a business has stopped selling entirely, with no replacement. Google can remove such a URL from its index, and the source says this does not damage the site’s SEO status.
Both speakers cautioned against redirecting every deleted URL to the home page. Prommawin said that approach can confuse people and make site data confusing. The destination should match the old page only when a relevant replacement exists; otherwise, the missing status can remain.
This choice sits within broader SEO benefits beyond rankings: the article cited by this site discusses visibility across search experiences, while the podcast guidance here centers on the people arriving at a dead URL. Those are separate topics, but both concern how visitors encounter a site.
Make the Missing Page Useful
For URLs without replacements, Prommawin recommended improving the custom 404 page rather than disguising the error. She suggested a friendly message, a search bar and links to useful sections or recent content. Those features give visitors ways to continue browsing on their own terms.
A custom page acknowledges that the requested page is gone and offers clear paths onward. It does not replace the missing URL or act as a ranking fix.
That approach connects with responsive design and user experience. Site owners can check for an equivalent page, redirect only when one exists, and otherwise let the 404 or 410 stand while making the error page helpful.
The podcast’s advice leaves the final decision with the site’s goals and the value of the missing page to visitors. A 404 is not a reason for panic, but the experience on that page can still merit attention. A clear search option and relevant navigation give visitors a next step without sending them to an unrelated destination.
Site owners considering how people find content through changing search tools can also read about AI search and small businesses. For a deleted URL, however, the immediate choice remains specific: use a redirect when a real successor exists, or keep the missing response and help users find another route.
