Google Recommends Using Custom 404 Error Pages

Google has clarified that 404 errors are a normal part of websites and do not negatively affect search rankings. Google's Gary Illyes and Cherry Sireetorn Prommawin recommend redirecting deleted URLs only when a relevant replacement exists, while permanently removed pages can return a 404 or 410 status code. Google also encourages website owners to create custom 404 pages with helpful navigation, search bars, and relevant links to improve user experience and retain visitors. The guidance highlights the importance of managing missing pages based on user needs rather than treating every 404 error as an SEO issue.