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The Dreaded 404 Error and What to Do About It
Posted By HigherVisibility On July 11, 2014 @ 5:30 am In Marketing Tips | 3 Comments
It’s no secret that the dreaded 404 error is not a good thing for a company to be serving to visitors. But it’s also an inevitable part of managing a website.
If you’re going through a redesign or starting to delete some of your pages to stay organized, you’re bound to miss a page here and there and forget to include a 301 or even 302 redirect.
Your first steps should, of course, be to try and make sure a 404 pages doesn’t happen. But what many companies don’t realize is that there is a second step that can help your SEO—optimize that 404 page.
Carla Barker wrote an article  on Search Engine People that explains that, although Google officially has said that they do not lower your rankings just because you have 404 pages, there are indirect implications that can cause you some SEO issues. A few of these include:
To state the obvious, it’s clear that any visitor who navigates through your site or Google and comes across a 404 page is going to click off that page and move on, many times – to another website.
It’s annoying. However, there are actions that a website can take that give visitors an option to keep them on your site and clicking.
Customizing your 404 pages to give users more information and other options and is the best way to keep people on your site. After all, they visited your site for a reason. So if you have another article or page that is similar, you’ll want to make sure they know how to get there.
You can do all this on a 404 page. Consider some of the following suggestions:
Customize the actual message to be funny or say something other than “404 Page not Found.” Many people browsing the Web don’t really know what that means, so tell it to them directly.
You can to customize your 404 messages by first creating/modifying the .htaccess file and then creating your error file. I highly recommend you get a developer to help you. You can learn about the details of getting started here .
You can include links on your 404 pages to give people another option to click. Putting a link to your homepage (such as in the header image of this article), a popular product page, or recent articles are usually the most popular choices among companies.
Your 404 pages will look the same all around. So it’s tough to really customize which links you put there – but your popular pages are your best bets.
You can put links within your pages as you’re modifying the .htaccess file, as discussed above.
In my opinion, this is the best thing you can do to customize your 404 page. A search box allows a visitor to search for exactly what they need and it will take them to a page within your site. It keeps them on your site and clicking, and it’s easy for them to make the decision to simply type in their search again.
You can use the Enhance 404 widget to embed a search box on your custom 404 page. You can visit this Google Help article  for detailed information on how to use the widget and make the search bar happen.
Once again, if you notice a 404 error page your first job as a Webmaster should be to fix that page by implementing a 301 redirect or removing the URL from Google Webmaster Tools entirely. All of these customization ideas are just put in place so that if you are unaware that there is a 404 page somewhere, then you have your bases covered. You can read this article  to learn more about redirecting and deleting pages.
Do you know of any great examples of 404 pages?
Republished by permission. Original here .
404  Photo via Shutterstock
Article printed from Small Business Trends: http://smallbiztrends.com
URL to article: http://smallbiztrends.com/2014/07/the-dreaded-404-error-fix.html
URLs in this post:
 an article: http://www.searchenginepeople.com/blog/404-seo.html
 getting started here: http://www.thesitewizard.com/archive/custom404.shtml
 Google Help article: https://support.google.com/webmasters/answer/136085
 this article: http://www.highervisibility.com/how-to-use-301-redirects-correctly/
 Original here: http://www.highervisibility.com/404-errors-and-seo-best-practices/
 404: http://www.shutterstock.com/pic-201737918/stock-photo--web-page-sailor-on-desert-island-theme-bitmap-format.html