Google’s Martin Splitt Warns Against Redirecting 404s To Homepage
In its “SEO Office Hours Shorts” video series, Google has released a new episode where Developer Advocate Martin Splitt addresses a common question among website owners: Should all 404 error pages be redirected to the homepage?
The Clear Answer: Don’t Do It
In the latest installment of this condensed Q&A format, Splitt responds to a user named Chris, who asks whether “redirecting all 404 pages to the homepage with 301 redirects can have a negative impact on rankings or overall website performance in search.”
Splitt’s response is unambiguous: “Yes, and also it annoys me as a user.”
See more: Google Explains 404 and Redirect Validation in Search Console
Why 404s Serve A Purpose
404 error pages signal to users and search engine crawlers that a URL is broken or no longer exists. This transparency prevents confusion and provides clarity instead of unexpectedly redirecting visitors to an unrelated page.
Splitt elaborates:
“A 404 is a very clear signal this link is wrong and broken or this URL no longer exists because maybe the product doesn’t exist or something has changed.”
Impact on Search Crawlers
According to Splitt, redirecting all 404 pages to the homepage disrupts search engine crawlers’ efficiency.
When a crawler encounters a legitimate 404, it recognizes that the content is gone and moves on. However, redirecting them to the homepage creates a confusing loop.
Splitt explains:
“For a crawler, they go like homepage and then click through or basically crawl through your website, finding content, and eventually they might run into a URL that doesn’t exist. But if you redirect, they’re kind of like being redirected, and then it all starts over again.”
Best Practices for Handling Missing Content
Splitt offers clear guidance on proper redirect strategies:
- If content has moved to a new location, use a redirect to that specific new URL.
- If content is permanently removed, maintain the 404 status code.
- Avoid redirecting to the homepage or what seems like the “closest” match.
Splitt emphasizes:
“If it moved somewhere else, use a redirect. If it’s gone, don’t redirect me to the homepage.”
This aligns with Google’s longstanding recommendation to use accurate HTTP status codes, ensuring that users and search engines correctly interpret your website structure.
New Format
The SEO Office Hours Shorts format is Google’s latest approach to answering SEO queries.
Previously, the series was a live show where users could ask questions. Over time, it transitioned to recorded sessions featuring responses to pre-approved questions. This new format condenses valuable insights into shorter, digestible clips, making SEO guidance more accessible to website owners.
Sarosh Khan has been a content writer and strategist at CyberX Studio since 2024. With a degree in Media and Communication Studies, she is passionate about creating informative and engaging content. She specializes in researching topics and crafting content strategies that boost engagement and support the studio’s marketing goals.