Understanding 404 Errors (Redirects, Broken Links & Missing Pages)
A 404 error happens when someone tries to visit a page on your site that no longer exists. The link is broken, the page has been moved, or the URL is wrong — so the server can’t find it.
You’ll usually see this as “404 Not Found.”
The problem? Most store owners don’t even realize these broken links exist — and unfixed 404s can hurt your SEO and your customer experience.
Why Do I Have a 404 Error?
Common causes include:
The page has moved
Example: You switched to a new domain but still have links pointing to the old one.The page was deleted
Example: You removed a product but forgot to update links to it.The URL is misspelled
Example: You meant to link to/about-usbut accidentally wrote/about.
How to Fix a 404 Error
The best way is to create a redirect — this sends visitors (and search engines) from the old broken link to a working page.
Redirects also preserve your SEO value so you don’t lose ranking power from that link.
If you’re using Ongoing SEO, the app will:
Automatically find all your 404 errors
Let you create redirects in seconds
➡️ Just enter the new URL you want the link to go to, and we’ll handle the rest.
Why 404 Errors Are Bad for SEO
Hurt rankings: Lots of broken links (aka “link rot”) tell Google your site isn’t maintained.
Lose customers: If shoppers hit a dead link, they’re likely to leave your store.
Waste traffic: If another site links to your broken page, you lose that referral traffic.
Increase bounce rate: Clicking “back” tells Google your page didn’t deliver what the visitor wanted.
Will Fixing 404s Improve My SEO?
Yes! Fixing broken links is good for both shoppers and search engines.
When customers can find what they’re looking for, they stay longer — which signals to Google that your site is relevant and well maintained. That can lead to higher rankings.
Working links keep people on your site longer and help them find what they need.
This shows Google your content is fresh, relevant, and maintained.
Better experience → better engagement → potential lift in rankings.
Bottom line:
404 errors are bad for SEO, bad for customers, and bad for business.
Find them, fix them, and keep your store healthy.
Congrats! You now have a solid understanding of what 404 pages are, why they happen, why they hurt, and how to fix them with redirects. Keep an eye out for broken links, fix them as you go, and your store will stay healthy.