Google advises custom 404 pages and fewer redirects

Google says 404 and 410 responses are a normal part of the web and do not by themselves hurt rankings. Redirect a retired URL only when a relevant replacement exists; otherwise serve a 404 or 410 with a helpful custom error page offering navigation and search.

• 404 and 410 are normal signals and not a ranking penalty
• Redirect only when a relevant replacement page exists
• Error pages should offer navigation, search and links
• Keep a genuine 404 status instead of a soft 404