404-error fix + redirects

A 404 error is the server response 'page not found'. Broken internal/external links and deleted pages returning a 404 worsen the user experience, waste crawl budget and lose link weight if links led to the page. The work is an audit of 404s (via Search Console, crawling, logs), classification and a correct decision for each: set up a 301 redirect (393) to a relevant equivalent if it exists; restore the page if it is needed; or honestly leave a 404/410 if the page is gone and there is no equivalent. Plus fixing broken internal links. Honestly about 'not every 404 needs fixing', this is key: a 404 is a normal and correct response for pages that are gone and should not exist. A deleted product without an equivalent, an outdated promotion — they belong in a 404/410, not a forced redirect. Trying to 'remove all 404s' at any cost harms. We honestly decide what to fix and what to leave. Honestly about 'you cannot redirect everything to the homepage', this matters: a mass 301 redirect of all broken links to the homepage is a bad practice. Google treats such redirects as soft-404 (427), which confuses both the user and the search engine. A redirect makes sense only to a relevant equivalent (a similar product, the parent category), not 'somewhere'. Honestly about '404 is not a ranking penalty': the presence of a 404 by itself is not penalized by Google and does not drop positions directly. The problem with a 404 is lost UX, crawl budget and link weight, not a 'penalty'. We honestly do not scare you with '404s kill SEO'. Honestly about 'no guarantee of growth of positions': fixing 404s and competent redirects improve UX, crawling and the preservation of link weight, which is useful, but it does not give a guaranteed ranking boost — ranking depends on many factors. Honestly about the effect: it removes broken links and sets up correct redirects/statuses, improving UX, crawling and the preservation of link weight, but not every 404 needs fixing, you cannot redirect everything to the homepage, a 404 is not a penalty, and there is no guaranteed ranking boost. Honestly about access: data on 404s (Search Console/crawling/logs) is needed. An important boundary: this is 404 + redirects; 301 in migration — 393; soft-404 — 427; crawl budget — 394. The base price starts from 25,000 ₽ (depends on the number of errors).

• Broken links and pages returning a 404: poor UX, loss of crawl budget and link weight.
• A misconception that all 404s must be 'removed' at any cost (some pages should be a 404).
• A risk of mass-redirecting all broken links to the homepage (creates soft-404, a bad practice).
• An expectation of a guaranteed ranking boost after fixing 404s.

• An audit of 404s via Search Console, crawling and logs + finding broken internal links
• Classification: what to redirect to an equivalent, what to restore, what to leave as 404/410
• Setting up correct 301 redirects (393) only to relevant equivalents (not to the homepage en masse)
• Fixing broken internal links
• An honest assessment of which 404s need fixing and which are correctly left
• Honest boundaries (not every 404 needs fixing; you cannot redirect everything to the homepage — soft-404; a 404 is not a ranking penalty; no guarantee of a ranking boost)
• Documentation and handover
• Review with you

• Correctly handled 404s: relevant redirects, restorations or honest 404/410
• Fixed broken internal links, preserved link weight
• An honest assessment: which pages to leave as 404 and which to redirect/restore
• Honest boundaries (a 404 is not a penalty; a redirect only to an equivalent; no guarantee of a boost)

• We audit 404s (Search Console/crawling/logs) and broken links
• We classify and apply the correct solution for each case
• We honestly set boundaries (not fix everything, not to the homepage, no guarantee) and hand over

• Do I need to remove absolutely all 404s on the site?

  No, honestly: a 404 is a normal and correct response for pages that are gone and should not exist (a deleted product without an equivalent, an outdated promotion). They belong in a 404/410, not a forced redirect. Trying to 'remove all 404s' at any cost harms. We honestly decide what to fix (there is an equivalent/the page is needed) and what is correctly left as a 404.

• Can I just redirect all broken links to the homepage?

  No, honestly, it is a bad practice: a mass 301 redirect of all broken links to the homepage is treated by Google as soft-404 (427) — this confuses both the user and the search engine. A redirect makes sense only to a relevant equivalent (a similar product, the parent category), not 'somewhere'. We honestly set up redirects specifically rather than en masse to the homepage.

• Do 404s on the site drop positions?

  By themselves — no, honestly: the presence of a 404 is not penalized by Google and does not drop positions directly. The problem with a 404 is lost UX, crawl budget and link weight (if links led to the page), not a 'penalty'. We honestly do not scare you with '404s kill SEO'; fixing improves UX and crawling but does not give a guaranteed ranking boost.