404 Handling
15-30 minBeginner
A custom 404 page retains users who hit a dead end. Monitoring 404s reveals broken backlinks you can reclaim with redirects.
Prerequisites
- WordPress admin access
- Redirection plugin (for monitoring)
Medium Recommended
Theme 404 Template (Standard)
Most themes have a 404.php file you can customize.
1
Customize via Theme
1
Go to Appearance > Customize
2
Look for a "404 Page" section (common in Astra/GeneratePress)
3
Add a search bar and links to popular posts
2
Edit 404.php (Advanced)
1
In Appearance > Theme File Editor > 404.php
2
Add <?php get_search_form(); ?> to include a search box
3
Add a list of recent posts
Use a Child Theme so your changes persist after updates
Best Practices
Do
- Be apologetic but helpful ("Oops, page not found. Try searching:")
- Redirect 404s that have backlinks
- Keep the design consistent with your site
- Use a 410 Gone status for content you permanently deleted
Don't
- Redirect all 404s to the home page (Soft 404 error in Google)
- Show a generic server error page (ugly/scary)
- Blame the user
Verification Checklist
- Visit a random URL (e.g. /aksjdhf) to see the 404 page
- Search bar is present and functional
- Helpful links are visible
- The 404 error is logged in Redirection plugin
- Server returns HTTP 404 status (check with inspector)
Pro Tips
- Dynamic 404s: Some plugins suggest similar pages based on the URL keywords (e.g. /red-shoes -> "Did you mean Red Shoes product?")
- Check "Excluded" in Google Search Console Coverage report to find 404s Google found
Common Issues & Fixes
Problem: 404 Page returns 200 OK status
Solution: This is a "Soft 404". Ensure your plugin or theme is sending the correct HTTP header "Status: 404 Not Found".