Shopify SEO #003
In Shopify, a 404 error isn’t just a broken page, it’s a missed opportunity.
Whether it’s a discontinued product, an incorrect link in a blog post, or the aftermath of a theme change, 404 errors signal to Google and users alike that something is broken. At scale, they erode SEO value, hurt user trust, and waste crawl budget.
For eCommerce brands in 2025, fixing 404 errors isn't a technical clean-up, it’s an ROI-driven SEO tactic that directly supports visibility, conversions, and brand equity.
What Is a 404 Error in Shopify (And Why It Matters)?
A 404 error (Page Not Found) occurs when a visitor or search engine requests a URL that doesn’t exist.
Typical causes in Shopify include:
- Deleted products or collections
- Mislabeled links in navigation, blogs, or email campaigns
- URL changes after migration or redesign
- Broken backlinks pointing to discontinued content
While a few 404s are normal, unresolved errors can:
- Negatively impact Google’s perception of your site’s quality
- Reduce crawl efficiency
- Break high-value referral or affiliate traffic
How To Resolve 404 Issues In Shopify: A Structured Approach
1. Identify 404 Errors With the Right Tools
Start with a data-driven audit. Use these platforms to locate broken pages:
- Google Search Console → Page Indexing > Not Found (404)
- Screaming Frog SEO Spider (run a crawl of your live site)
- Ahrefs Site Audit (look under “404 pages” or “Internal Links to 404s”)
- Shopify Analytics (review URLs that produce “Page Not Found”)
Focus on recurring 404s or those that receive traffic or backlinks.
2. Create Redirects for Valuable Broken URLs
Not all 404s require redirects. Focus on those that:
- Have inbound backlinks
- Receive organic traffic
- Previously ranked in search
How to fix in Shopify:
- Go to Online Store > Navigation > View URL Redirects
- Add a 301 redirect from the broken URL to a relevant live page (e.g., product, collection, or blog)
Example:
/products/blue-shirt-xl → /products/blue-shirt
Avoid redirecting all broken URLs to the homepage Google sees this as a soft 404 and may penalize you.
3. Remove or Update Internal Links to 404s
Next, audit and update internal references to dead links. Common locations include:
- Blog posts
- Footer navigation
- Collection descriptions
- Home page content sections
Use Screaming Frog or Ahrefs to scan internal linking paths and update links to point to current, valid URLs.
4. Reclaim SEO Value From External Backlinks
If third-party websites are linking to 404s on your domain:
- Identify them using Ahrefs > Broken Backlinks
- Reach out and request a link update or
- Implement a smart redirect to the most relevant live page
This tactic alone can restore lost link equity and improve your Domain Rating (DR) over time.
5. Customize Your 404 Page To Improve UX
Shopify’s default 404 page is generic. Brands should take ownership of the experience:
- Offer popular collections or search suggestions
- Provide a clear CTA back to the homepage or shop
- Track 404 hits with UTM tags or event tracking (Google Analytics 4)
Example: “Sorry, this page no longer exists—but you might like our bestsellers instead.”
6. Monitor Continuously
Fixing 404s is not a one-time task—it’s ongoing SEO hygiene. Set up alerts and regular audits:
- Use Screaming Frog’s scheduled crawls
- Set up Google Search Console alerts
- Review 404 reports quarterly, especially after content updates or product launches
Shopify-Specific Insight
Shopify handles deleted products by showing a 404 error unless a manual redirect is created. Here’s what merchants should know:
- Product redirects must be added manually or via bulk import (CSV format)
- Apps like SEO Manager by venntov or Matrixify can automate bulk redirection
- Always double-check after removing a product—Shopify doesn’t auto-suggest redirects
Key Takeaway
404 errors in Shopify are often invisible until they start hurting performance. Left unchecked, they cost rankings, traffic, and conversions.
In 2025, proactive 404 management is a strategic SEO priority, not just a developer task. It’s where technical precision meets brand credibility. Whether you’re running a lean DTC store or scaling internationally, managing broken links with intention can reclaim organic reach, restore lost traffic, and build a stronger foundation for search visibility.
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