Distinguish error sources
Record the requested URL, referring page, frequency and date. A typo in an internal link should be fixed at source; an old external link may warrant a redirect; a guessed address does not automatically need a new page.
Check slash variants, old campaigns and downloads. Server logs and monitoring tools reveal different cases. Prioritise addresses linked from the site or actually requested.
- URL and source recorded.
- Internal link fixed at source.
- Priority follows real use.
Choose status and destination
If content has a clear equivalent, redirect directly to it. If it disappeared without replacement, keep a genuine 404 or 410 as appropriate and offer useful navigation. Sending every error to the homepage loses context.
Avoid redirect chains and loops. During a migration, use a map of old and new addresses. The migration guide
- Real equivalent before redirect.
- Missing status retained where needed.
- No chains or loops.
Help on the error page
The 404 page should plainly say the address has no matching content, then offer reliable routes: main navigation, search, categories or contact as appropriate. Do not promise the page will return unless that decision has been made.
Test the error page on phone and by keyboard. It must retain the correct HTTP status, a clear heading and working links. An attractive illustration cannot replace a concrete way forward.
- Clear, non-blaming message.
- Exit links work.
- HTTP status correct.
Watch after changes
After publishing, renaming or removing content, check internal links, sitemap and several important old addresses. Repeat a few days later: links from emails, bookmarks and partners may then emerge.
Record the fix and its outcome. A still-visited URL may indicate an external link to update or a content need. The content operations guide
- Post-release check.
- Old URLs tested.
- Fixes documented.