Artificial Intelligence is transforming the way people search online. But new research shows that AI-powered search assistants send users to broken pages (404 errors are essentially web pages that are broken) nearly three times more often than Google Search. For Los Angeles businesses trying to stay visible in a competitive digital market, this matters more than ever.
The Data Behind AI Search Errors
A recent study by Ahrefs, reported in Search Engine Journal, analyzed over 16 million URLs. The findings were eye-opening:
- ChatGPT: ~1% of clicked links led to 404s (vs. Google’s 0.15%).
- Claude: ~0.58%.
- Copilot: ~0.34%.
- Perplexity: ~0.31%.
- Gemini: ~0.21%.
- Mistral: just ~0.12%.
Looking beyond clicks, 2.38% of ChatGPT’s mentioned URLs were broken—compared to 0.84% in Google results. 2.38% may not seem like a big deal, but if your online presence requires the public, aka your potential customers, to find your website and your goods and services, then 2.38% becomes a very big deal.
Why AI Assistants Send Los Angeles Users to Broken Links
So why are AI tools failing at something Google has largely solved?
- Outdated Links
AI assistants sometimes reference web pages that no longer exist. For example, a Santa Monica restaurant that rebranded last year may still show up in AI search, but the old URL leads nowhere. - Hallucinated URLs
AI tools occasionally generate “fake” URLs that sound real but don’t exist. A Hollywood gym’s nonexistent “/class-schedule-2023” page could be invented by an AI tool, frustrating customers who click it.
How 404 Errors Impact Los Angeles Businesses
For businesses in Los Angeles—where industries like entertainment, hospitality, tech, and healthcare are hypercompetitive—a broken link can cost more than a single click:
- Lost Local Leads: A user searching “Los Angeles piano lessons” may end up on a dead page instead of booking a session.
- Damaged SEO Signals: Multiple 404 errors are sloppy and often weaken site trust and may lower local SEO rankings. Yes, it’s easy to say it happens to everyone, and at one time or another, you can argue that this is true. However, are you content with allowing this to happen to you? Or do you want your website to be correct, the search and generative searches to serve up your correct webpages, or are you content with being behind everyone else and losing traffic and web sales? If you’re not first… you’re last.
- Brand Trust: In a city where digital impressions matter, a broken page can make a brand look sloppy or unreliable.
Fixing 404 Errors: Best Practices for LA Websites
Here’s how Los Angeles businesses can protect themselves:
- Run Regular Website Audits
Tools like Google Search Console or Screaming Frog identify broken links quickly. Focus on service and location pages (e.g., “Burbank film studio rental,” “Downtown LA law firm”). - Implement Smart Redirects
If you’ve moved or renamed a page, use 301 redirects. Example: redirect “/menu” to “/west-hollywood-menu” for restaurants expanding into new neighborhoods. - Create Helpful 404 Pages
Don’t settle for “Page Not Found.” Build branded pages with links to popular services (Pasadena tutoring, Venice coworking spaces) and a search bar. - Keep Content Updated
Regularly review your content, especially if you’re a fast-moving startup in LA. Outdated information leads to outdated links.
Local SEO Opportunities in Los Angeles
Los Angeles is massive, and geo-targeted SEO is critical. To compete effectively:
- Keep your Google Business Profile updated.
- Build local landing pages (Hollywood, Silver Lake, Pasadena).
- Use neighborhood keywords (e.g., “Santa Monica digital marketing agency”).
This not only reduces broken link risks but also boosts local visibility in both AI search and Google.
Preparing for the AI Search Era
Google’s John Mueller has already suggested fake URLs from AI will become more common. Los Angeles startups and agencies should act now:
- Monitor traffic from AI assistants.
- Add redirects for repeated AI-linked “phantom” URLs.
- Work with a local SEO agency in Los Angeles to ensure your site is “AI-proof.”
Conclusion — Los Angeles Businesses Must Stay Ahead
AI search tools may drive only a small fraction of traffic today, but that will change. For Los Angeles businesses, staying ahead means auditing, redirecting, and optimizing.
In a city where innovation defines success, don’t let a broken link cost you your next customer.
👉 Take action today: audit your site, fix 404 errors, and partner with an expert Los Angeles SEO agency like us to secure your digital future.