HTTP is at the foundation of the World Wide Web. Analysing the HTTP status code of your URLs and ensuring that they respond as expected is at the foundation of your website’s digital presence and performance.
HTTP refers to the Hypertext Transfer Protocol. In the most simple terms, HTTP is a protocol used to exchange data between web clients (like browsers) and servers (where data is stored).
Clients, or web browsers, use HTTP requests to ask the server for the information they need to load a website, once a user has clicked on a link in search results, for example. The server then receives the request, processes it, and returns an HTTP response to the browser based on what was contained in the request.
The HTTP status code is a part of the HTTP request, alongside HTTP response headers and the HTTP body. These contain the files and data needed to correctly load the content of a page (HTML, CSS, JS, images, XML and JSON).
The HTTP status code is a 3-digit code contained in the server response. It indicates whether a request has been successfully completed, redirected, or whether an error arose.
HTTP status codes can be grouped into 5 categories:
These are informational status codes, issues provisionally to communicate to the client that the request has been received and is being processed.
2xx are success codes. They indicate that the request was successfully processed and the response contains the information needed to load the page.
When it comes to SEO and organic performance, we expect all relevant live URLs to return 200 OK responses, to be eligible for indexing.
3xx codes indicate redirection. The client’s request was received but further action is needed to complete the request. There are several types of 3xx redirects, with different implications for SEO.
Correctly using and implementing redirects is essential to the correct management of the crawl budget, website migrations, and passing on relevance signals when pages or resources are moved, among others.
Your SEO strategy should include the regular review of URLs with 3xx responses, to ensure that these are used appropriately, that redirect chains are avoided and that permanently moved URLs and resources are not linked internally.
HTTP 4xx status codes indicate that there was an error on the client’s side when processing the request. This may be a request for a non-existent page, too many requests, or a lack of authentication, among others.
When returning this kind of response, the server will generally include some content to give the client an explanation of the error.
All of the 4xx errors described above are treated in the same way by Googlebot. The crawler understands that the content has been removed, the crawling frequency decreases and they are ultimately removed from the index if the URL was indexed to begin with.
Both 4xx errors should be addressed as a priority in any SEO campaign, as these codes mean that your users may be encountering pages that do not load, cutting their journey on your website short. The same is true for crawlers that may be encountering these pages through internal linking.
Ranking URLs that have been removed for justified reasons, should present a 404 code or be redirected where an equivalent or relevant page is available, as indexed pages that consistently return an error will be dropped from rankings.
HTTP 5xx status codes indicate that the client’s request was valid but there was an error on the server’s side, preventing it from completing the request.
Just like with 4xx errors, it is essential to keep tabs on and address 5xx errors as part of your SEO strategy. When a website consistently returns 5xx errors, search crawlers are likely to drop these results from rankings and slow down the crawling of the website if they conclude that the server can’t handle the current rate of requests.
Being able to find, identify and analyse successful requests, redirects and errors is essential to managing and optimising the crawling and indexing of your website. Making sure that URLs return the HTTP status codes we expect them to, help us ensure that sites are optimised for both users and search engines. As such, understanding what different status codes mean can help identify which codes will deliver the desired result.
There are over 70 HTTP status codes, as listed in the official HTTP Status Code Registry. While these are essential to the workings of the World Wide Web, it is unlikely for most users to come across more than a handful of these.
You can monitor Your website’s response stats through a variety of tools.
Google Search Console provides a breakdown of crawled URLs by response. This report allows you to investigate the issues that the Google crawlers encounter on your website and monitor these over time. To understand how Google treats the errors flagged up in the Google Search Console report, see the official documentation.
Website crawling tools like Sitebulb and Screaming Frog also allow you to analyse the response codes for all of the pages and resources on your website, find potential issues, as well as flag up URLs where the crawler was unable to gather a response from the server.
Understanding status codes is essential in making sure that your website is crawlable and responding as expected to crawler’s and user’s requests. At Wildcat Digital, making sure that your website can be crawled, indexed and follows best practice is at the core of our SEO strategies.
Rely on the experts to improve your website’s organic performance and punch above the waist online. Get in touch today for a free consultation.
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Content Strategist Team Lead
With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.
Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Head of Operations
Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business.
Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.
Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
Senior SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
SEO Account Manager
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
PPC Account Manager
Masilda joined the Wildcat team in October 2024 with over seven years of experience in digital marketing. She specialises in Google Ads, but is also certified in Google Analytics, YouTube Ads, Google Ads for Ecommerce and Apple Search Ads. She has extensive expertise in performance marketing, display advertising, online lead generation and market planning.
In her free time, Masilda likes staying active, cooking, trying new restaurants and exploring new places.
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