Understanding Google's Stance on 404 Errors Impacting Rankings

In a Google Office Hours podcast, Google’s Gary Illyes answered a question about 404 Page Not Found errors that coincided with a drop in rankings.

Fake External 404 Errors

There might be several reasons why bots are causing 404 errors. One possible explanation is that these error responses are coming from automated scanners searching for files or folders commonly associated with vulnerable plugins or themes.

Another way to identify if the 404 server error responses are generated by automated scanning bots is by checking the IP address and user agent of the bot. For instance, if the IP address indicates it's from a web host, or from a Russian or Chinese IP address, it's likely a hacker. Similarly, if the user agent is an outdated version of Chrome or Firefox, it's probably a hacker's bot. This is just one of the many possible reasons.

Google Answers The Question

The person asking the question correlated a drop in rankings with 404 Page Not Found server responses.

This is the question that was asked:

“False 404 URLs hitting my website from external source, could this be related to ranking drop? What can I do to fix it?”

Google’s Gary Illyes explained that fake 404 errors that Googlebot might have encountered should not be directly linked to a drop in rankings. It is common for websites to have a certain number of 404 errors, and it is not necessary to fix all of them. However, if you notice from your analytics that a significant number of real users are also landing on those 404 URLs, it might be beneficial to try and redirect them to relevant content instead.

Ranking Drops And 404 Page Not Found

Gary mentioned that experiencing 404 errors is a normal part of the online world and usually does not lead to a decrease in search rankings. It is a common issue that occurs frequently. In most cases, there is no immediate action required to address these errors.

404s Created by Real Users

Sometimes, 404 errors are not caused by technical issues, but by actual users clicking on a broken link and receiving a Page Not Found message. You can identify this by comparing the URL they are trying to access with a valid URL. If there is a similarity, it means the user may have mistyped the URL. To solve this, you can set up a redirect from the incorrect URL to the correct one.

About The Drop In Rankings

It's worth noting that there is a small chance that a bot may have discovered a vulnerability, leading to the increase in 404 errors as it scanned for weaknesses before finding one.

One way to check for unrecognized users is by using phpMyAdmin, a server application. Simply navigate to the section for users and look for any unfamiliar usernames in your database tables.

Another method, particularly for websites hosted on WordPress, is to utilize a security plugin. This plugin can scan your site to determine if any vulnerable themes or plugins are being used.

Jetpack Protect, developed by Automattic, is a free vulnerability scanner. While it won't fix vulnerabilities, it will alert users if it detects any plugin or theme related issues. The premium version offers additional protection.

Other reliable WordPress security plugins include Sucuri and Wordfence. Both plugins offer a range of features in their free and premium versions.

But if that’s not the case then the ranking drops are pure coincidence and the real reasons lie elswhere.

Listen to the question and answer at 12:27 minute mark of the Office Hours podcast:

Featured Image by Shutterstock/Asier Romero

Editor's P/S:

Paragraph 1:

Google's Gary Illyes clarifies that fake 404 errors encountered by Googlebot primarily originate from automated bot scans and are unlikely to directly impact rankings. While 404 errors are common on websites, it's advisable to redirect real users to relevant pages if a significant number encounter these errors. However, it's essential to note that a ranking drop is usually unrelated to 404 errors, and other factors should be investigated.

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In the rare instance that a ranking drop coincides with fake 404 errors, it's worth checking for vulnerabilities and suspicious user activity using tools like phpMyAdmin, Jetpack Protect, Sucuri, or Wordfence. If vulnerabilities are discovered, addressing them promptly is crucial. It's also important to monitor analytics and user behavior to identify any unusual activity or broken link patterns. Additionally, implementing robust security measures is essential to prevent unauthorized access or malicious bots from exploiting potential entry points.