Not Found (4XX) URL received search traffic

This means that the URL in question returns a HTTP status of 4XX, yet received organic search traffic, per the connected Google Analytics and Google Search Console accounts.

Why is this important?

If a URL returns a status of 404 (Not Found), this means that the content is no longer accessible. If search engine users are ending up on 404 pages, they would receive an extremely unsatisfactory result, which offers a very poor user experience and reflects poorly on the brand.

What does the Hint check?

This Hint will trigger for any internal URL which recorded some clicks in Search Analytics, and/or some visits in Google Analytics, where the URL returns a HTTP status of 404 (Not Found).

This data was collected from Google Search Console and Google Analytics, via API, for the connected Property/View, and for the specified date range.

Examples that trigger this Hint:

Consider the URL: https://example.com/page-a, which has registered some search traffic.

The Hint would trigger for this URL if it had a 404 (Not Found) header response:

HTTP/... 404 Not Found
 
...

How do you resolve this issue?

Before jumping to any conclusions, it is worth remembering that the traffic data collected is historical, yet the crawl was done in real time - so it might be the case that this URL used to be accessible, and has since been removed.

Assuming this is not the case, then the reality is that you have an inaccessible page which is receiving search traffic - which is clearly not a good thing for site visitors. Ensure that all pages return a HTTP status code of 200 (OK) if they are designed to be accessible via search engine results.

Further Reading

• Google: Index Coverage Status report