Do 404 and soft 404 pages really harm your SEO?

What distinction does Google make between 404s and soft 404s?

A classic 404 returns an HTTP 404 code to the server. The bot understands that the page no longer exists, removes it from the index, and doesn't evaluate its content. It's a clear technical signal.

A soft 404 is a page that returns a 200 (OK) code but has empty or nearly empty content. Google detects the inconsistency and treats the page as if it were not found. Specifically: an out-of-stock product page that displays just "No Results" with a 200 code becomes a soft 404.

Why does Google ignore the content of 404s?

Because these pages are meant to disappear. Googlebot doesn't waste time analyzing content that, by definition, signals absence. The crawl budget is preserved for indexable resources.

For soft 404s, Google treats them the same way once identified. The content is not evaluated for ranking. Even if you inject optimized text, it changes nothing: the page remains marked as not relevant for indexing.

Does this mean you can leave these pages empty?

Technically, yes. Google does not penalize you if an empty results page displays a generic message. But be careful: user experience remains an indirect factor. A poorly designed 404 page increases the bounce rate, reduces internal navigation, and harms your site's perception.

Unintentional soft 404s, on the other hand, pose a real problem. If Google mistakenly classifies a legitimate page as a soft 404 (for instance, a temporarily out-of-stock product sheet), you lose traffic. The technical signal must be unambiguous.

• True 404s: HTTP 404 code, content ignored, fast deindexing.
• Soft 404s: 200 code with empty content, algorithmic detection, treated the same as 404s.
• No penalty for generic content on these pages, but indirect UX impact.
• Main risk: confusion between unintentional soft 404s and legitimate low-content pages.
• Crawl budget: properly configured 404s prevent bot resource waste.

Is this statement consistent with real-world observations?

Yes, fundamentally. Experienced SEOs have long known that personalizing a 404 with rich content does not improve ranking. Google does not rank these pages. Mueller's statement simply confirms this consensus.

However, the part about soft 404s deserves nuance. If Google detects a soft 404, it stops indexing the page. But the detection boundary remains vague. How many words does it take for a page to no longer be considered empty? No public data. [To be checked] on a case-by-case basis via Search Console.

What are the real risks for an e-commerce site?

An e-commerce site often generates empty result pages: empty filters, internal searches with no match, exhausted categories. If these pages return a 200 with a generic message, Google may treat them as soft 404s. No direct penalty, but an alarm signal in Search Console.

The real danger is the false alert. A temporarily empty category page (seasonality, out of stock) may be classified as a soft 404 while it will become active again. If you do not correct the technical signal (temporary noindex, 410, or 302 redirect), you lose indexing history. The return to indexing takes time.

Should you really leave these generic pages?

Google says there is no penalty. Okay. But an SEO does not work solely for the algorithm. A well-designed 404 redirects the user to relevant content: categories, search, homepage. This reduces the exit rate and improves behavioral signals.

The same applies for empty result pages: offering alternatives (similar products, suggestions) turns a dead end into a conversion opportunity. This isn't technical SEO; it's holistic SEO. The algorithm won't directly reward you, but user engagement will. And Google monitors these metrics.

How do you distinguish a true 404 from a soft 404 in Search Console?

Go to Coverage > Excluded. Google explicitly lists pages classified as “Soft 404” or “Not Found (404)”. True 404s return an HTTP 404 code, while soft 404s return a 200 but are detected as empty.

For each listed URL, check the actual HTTP code with a tool like Screaming Frog or curl. If a legitimate page appears as a soft 404, it’s an alarm signal: either the content is too thin or the return code is incorrect.

What actions should be taken on empty result pages?

If the page is temporarily empty (out of stock, seasonality), set it to temporary noindex or return a 503 (service unavailable) code. Google will understand that it should come back later. Avoid a 200 with empty content, which triggers the soft 404.

If the page is permanently empty, choose between 410 (gone, fast deindexing) or a 301 redirect to a parent category. Do not leave a 200 with a generic message lingering, as it pollutes the index and wastes the crawl budget.

Should you really invest in elaborate content for 404s?

No, not to please Google. But invest in UX. A good 404 offers: a clear message, an internal search bar, links to main categories, and even popular products. This transforms a dead end into a positive rebound point.

On the technical side, ensure your 404s return a HTTP 404 code, not a 200. Otherwise, Google will crawl them endlessly. Also, check that your robots.txt file does not block 404s: Google must be able to read them to confirm the return code.

• Audit soft 404s in Search Console and correct inconsistent HTTP codes.
• Set temporarily empty pages to noindex or 503, never to 200 with empty content.
• Redirect permanently empty pages to relevant categories with a 301 or a 410.
• Optimize the UX of 404s: search bar, suggestions, clear navigation.
• Monitor the evolution of soft 404s over time: a sudden increase often reveals a technical bug.
• Regularly test HTTP codes with a crawler to spot inconsistencies.