Match the HTTP response to the actual page state
A missing resource, a temporarily empty collection and a page requiring authentication are different states. Decide which state exists before choosing the response and message. A genuine missing article should not return a normal success response containing only a generic apology. A collection with a clear purpose may remain useful even when no items are currently available, provided the explanation and navigation accurately describe that condition.
Worked example
Illustrative scenario; not a claim of measured client results.
For example, an expired campaign page might have no replacement, while a project archive currently has no entries matching a filter. The first can provide a not-found response with useful onward navigation. The second can explain the empty result and offer to clear the filter. Treating both as generic blank success pages makes troubleshooting harder and leaves visitors unsure whether the site is broken.
Checks, limitations and next decisions
Test a deliberately invalid URL and compare its response with a valid page and an empty collection. Inspect both browser content and status code. If every unknown route returns the homepage with status 200, correct the fallback behavior rather than adding filler text. Preserve helpful navigation on error pages, but do not imply that nonexistent content has been successfully retrieved.
A practical starting point
Work through these checks in order. Use the results to decide what needs to change in your own workflow.
- Identify templates that return a successful status for invalid routes.
- Return a true not-found status for genuinely missing resources.
- For temporary empty collections, explain the state and provide useful navigation without pretending content exists.
A mistake to avoid
Do not create placeholder paragraphs solely to make an empty page appear indexable.
How to check progress
Test invalid URLs and confirm both the visible message and server status.
Your action checklist
Use this checklist while reviewing your own setup. Checkmarks are temporary and stay in this open page.
For the wider decision process, read Diagnosing a page that Google has not indexed.
Further reading
Official background resources for this topic. The workflow above is general guidance, not a guarantee of a particular result.
AI-assisted editorial content. Examples are illustrative, not client case studies. Read our editorial policy or report a correction.