We don't know which 404s exist on the site.
404s cost conversions and SEO equity. Search Console shows them; plugins like Redirection track what visitors and bots actually hit.
Try this first
- 1Open Search Console > Pages > 'Not found (404)'. Those URLs Google tries but can't find.
- 2Install Redirection (WP, free) or similar. It logs every 404 on your site, including visitor hits (not just bots).
- 3Sort by hit count. The top 10 is usually 80 percent of the problem. Fix those first.
- 4Per 404: does the page still exist elsewhere? 301 to the new URL. Truly gone? 410 Gone is cleaner than 404 for permanent removal.
- 5Audit internal links pointing at broken pages. A 404 often comes from an internal link in a blog post you control.
- 6Set a weekly 404 review as routine. A clean 404 list is cheaper than a growing one.
When to bring us in
Spike of 404s after a rebuild? A mapping error somewhere. Ask the developer or an SEO specialist to scrub the redirect table.
See also
- WordPress, plugins and theme have gone 6+ months without updatesOut-of-date WP is the number-one entry for malware. Don't just hit 'update all', back up first.
- Theme update broke the layout or threw a fatal errorThemes overwrite custom CSS on update unless you use a child theme.
- WordPress shows a blank screen after a plugin install or updateWSOD (white screen of death) is usually one crashing plugin. You isolate it.
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