TL;DR
When a website goes down for maintenance, the most appropriate HTTP status code to serve is 503 Service Unavailable. This status code conveys to both users and search engines that the site is temporarily unavailable, particularly for maintenance, without affecting the site's SEO negatively.
As tech SEO specialists, understanding the nuanced world of HTTP status codes is crucial for maintaining SEO performance during site updates. A recent poll on our LinkedIn tech SEO group revealed a mix of opinions on the best status code to use during maintenance. In this article, we will explore why 503 Service Unavailable is the best practice, debunk common misconceptions, and discuss the appropriate contexts for other status codes.
Why 503 is the Correct Status Code for Maintenance
A Service Unavailable status code is the digital equivalent of a "Be Right Back" sign. It informs search engine crawlers that the site's downtime is temporary and that they should check back shortly. This is vital because it preserves the site’s SEO rankings, as search engines understand that the downtime is not a permanent issue.
The Power of the Retry-After Header
Coupled with the 503 status, the Retry-After header is a courteous nod to Googlebot, providing a timeframe for when the site is expected to be operational again. This can be in the form of a specific date and time or a span of seconds. By including this information, you're essentially setting a timer for Googlebot's return, optimizing your chances of maintaining your site's current search presence.
Setting up a 503 response might look something like this in PHP:
header('HTTP/1.1 503 Service Temporarily Unavailable');
header('Retry-After: Sat, 20 Oct 2024 07:27:00 GMT');
(!) While 503 is your ally during short-term outages, it is not a permanent fixture. An extended display of the 503 status code without resolution can lead Google to treat this as an indication that your site may be permanently unavailable, leading to removal from the search index. If you're concerned about maintaining your site's health during significant changes, such as URL structure modification or a tech stack update, SEO Migration Services can provide the expertise you need to ensure a seamless transition.
Enhancing User Experience During Downtime
Beyond search engines, it's also essential to consider the human element. Crafting a custom 503 page that explains the situation and provides an estimated time for the site's return is akin to a friendly "We'll be back soon" sign on a storefront. It maintains user trust and sets clear expectations.
To inspire you, here are a few conceptual messages, paired with imaginative DALLE-generated images and AI-crafted titles, to illustrate the potential of a 503 page.
"We're tuning up the engine! Our website will be racing back to you in no time. Check back at [time/date]."
"Pardon our dust! We're building a better website for you. Expected to open the doors by [time/date]."
(!) Remember, these are conceptual and intended to spark creativity — the actual implementation should be consistent with your website's design and brand identity.
Addressing Common Misconceptions About Status Codes
The poll on Tech SEO LinkedIn group highlighted several status codes, so let’s clarify their appropriate use cases.
- 200 OK. While this indicates everything is functioning properly, using it during maintenance can mislead Google into treating the site as a "soft 404," which could potentially harm your rankings.
- 301 Moved Permanently / 302 Found / 307 Temporary Redirect. These indicate permanent or temporary relocation of a page. Using these inappropriately during maintenance could confuse both users and search engines, leading to improper crawling and indexing.
- 404 Not Found / 410 Gone. These suggest a page is no longer available. If Google encounters these statuses repeatedly during maintenance, it might delay re-crawling, extending the time it takes for the page to reappear in search results once maintenance is over.
Conclusion
Planned site downtime doesn't have to spell disaster for your SEO efforts. By deploying the 503 Service Unavailable status code with a precise Retry-After header, you effectively inform Googlebot and your users of the temporary nature of your site's hiatus. This strategic approach helps preserve your site's standing in search results and provides a seamless experience for your users, even when offline.
For those interested in the technical depths of planning for an outage on your site and HTTP response codes:
How to deal with planned site downtime
List of HTTP status codes
HTTP Status Codes explained
