Choose wisely: 301 Redirect or 404 Error? Learn the less harmful option to optimize your website.

1. What’s Less Harmful:
301 Redirect or “404
Error Pages”?
When visitors try to access a page that no longer exists, they're shown a
"404 error page" or redirected to a new URL with a "301 redirect." Which
option is less harmful for your website?
by Brand Diaries

2. What are 301 Redirects?
1
Definition
A "301 redirect" is a permanent redirect from one URL to
another that signals to search engines that the original
content has moved permanently.
2
When to use
When you've updated or moved content, or when merging
websites.
3
Advantages
Maintains search rankings, passes link juice, and
improves user experience for visitors who don't know the
old URL.

3. What are 404 Error Pages?
Definition
A "404 error page" is the default page
displayed to a user when a page
cannot be found.
When to use
When a page is permanently deleted or
temporarily unavailable, or when the
user types an invalid URL.
Disadvantages
Conveys a negative impression to
users, discourages repeat visits, and
reduces search rankings by diluting the
flow of link equity.

4. When to Use a 301 Redirect?
Migrating a Website
If you're moving your domain, URL
structure, or consolidation of pages,
use a 301 to preserve rankings.
Site Restructure
If you're changing the navigation,
merge pages, or delete pages, use
a 301 to ensure users and bots can
navigate your site.
International Sites
If you're targeting different countries
or languages, use a 301 to redirect
users to the relevant pages.

5. When to Use a 404 Error Page?
1 Temporary Page
Unavailability
If a page is temporarily
unavailable, a 404 error page
can send a signal to bots that the
page is not available at the
moment.
2 Inbound Broken links
When a page is deleted, the
inbound link to the page still
exists. A 404 error page can help
to reduce the impact of broken
links.
3 Entertainment &
Creativity
Make 404 error pages interactive
or funny, or offer
recommendations, promotions,
or other useful information to
visitors.

6. Conclusion
301 Redirect
• Preserves search rankings
• Passes link equity
• Improves user experience
• Requires more technical knowledge
404 Error Page
• Informs visitors about broken links
• Offers opportunities for creativity
• Conveys a negative impression
• Dilutes link equity

7. Choose Wisely for Better Website Experience
Consider User Experience
Choose the option that provides better
user experience by minimizing friction
and improving usability.
Consider SEO Impact
Choose the option that preserves
search rankings, passes link equity,
and reduces broken links.
Consider Customer Satisfaction
Choose the option that delights
customers, enhances brand image, and
drives positive feedback.

8. THANKS FOR WATCHING
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