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      "body": "If you’re surfing the web, sooner or later you’re going to see a 404 “Page not found” error. You might even see it in real life…\n\n![e404 room not found.jpg](https://cdn.steemitimages.com/DQmUqssGQQQJ6GJquWGkqmATw9R3hYHvPdLkeW68xXPyzwD/e404%20room%20not%20found.jpg)\n\nThe 404 page is what users see when they try to visit a webpage that doesn’t exist. 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More on this later.\n\n## What about broken links?\n\nBroken internal and external links both hurt your SEO. Just to be clear, an internal link connects two locations that are both within your site. An external link points to a location on your site from somewhere else on the internet.\n\nWhen a user clicks either sort of link they expect to land on your site at the promised destination. If a 404 page appears instead, unless that 404 page is immediately helpful to them they’re likely to:\n\na) Feel disappointed or frustrated, and\nb) Leave your site.\n\nThat person may never visit again. And if too many people bounce from your site like this your ranking in search results will drop.\n\n## Three ways to find 404 errors\n\n1. **Google Analytics:** Login to your Google Analytics account. Go to Behaviour > Site Content > All Pages, then search for the title of your 404 page (in our case, it’s “not_found”). Click on the page title to see detailed information.\n\n1. **Google Search Console:** Login to Search Console. Go to Index > Coverage and you’ll see 404’s under the Error tab.\n\n1. **Screaming Frog spider tool:** Download, install and run [Screaming Frog’s SEO Spider tool](https://www.screamingfrog.co.uk/seo-spider/) (the free version checks up to 500 URLs, the paid version an unlimited number).\n\n## Two ways to find broken links\n\n1. **Screaming Frog broken link checker:** [Read their guide to finding broken links](https://www.screamingfrog.co.uk/broken-link-checker/).\n\n1. **Broken Link Checker plugin for WordPress:** If you’re using WordPress install the [Broken Link Checker](https://wordpress.org/plugins/broken-link-checker/) plugin. Login to your website and go to Tools > Broken Links. From here, once you find them you can update your links on the spot. Handy.\n\n## Fixing 404 errors\n\nOnce you’ve got your list of 404’s, remember they’re not necessarily a problem. Look at the reason for each and then think about what action you want to take, if any.\n\n**Deleted page:** If you have existing content on your site which is similar to what was on the deleted page, go ahead and create a 301 redirect to the page where the existing content lives. For WordPress I like to use the [Redirection](https://wordpress.org/plugins/redirection/) plugin.\n\nIf the deleted page doesn’t have a replacement or appropriate content to redirect to, leave the 404 alone. It’s doing its job.\n\n**Edited URL:** Maybe you altered the URL of a post after it had been crawled by Google. Or perhaps you still have links pointing to the old URL. In either case set up a 301 redirect to the new URL.\n\n**Non-existent page/URL:** Sometimes you get odd URLs that aren’t real pages on your site. They can be generated by crawlers trying to follow links in JavaScript or Flash files. Ignore these.\n\n**Misspelled URL:** If you know there’s a URL users regularly misspell, or an external link with a typo (eg. webstructure.co.nz instead of webstruxure.co.nz), set up a 301 redirect so you catch that traffic.\n\n## Avoid “soft” 404’s\n\nA soft 404 happens when a real page is served for a URL that doesn’t actually exist. Think of the last time you clicked a link to a particular page on a site, only to see you’ve landed on the site’s home page. This is a soft 404.\n\nEnding up on a site’s home page without explanation is confusing for users and hence [Google doesn’t like it either](https://support.google.com/webmasters/answer/2409443).\n\n## Turn your 404 page into an SEO asset\n\nOK, so you know that it’s inevitable to have 404’s. Now you need to turn your 404 page to your advantage.\n\n1. **Get yourself a customised 404 page:** Users much prefer a useful and even clever 404 page, as opposed to the generic one I showed you earlier.\n1. **Add a bunch of internal links to your 404 page:** Now users can easily browse your other content or jump to a different section of your site.\n\nCheck out the following examples of customised 404 pages, and note their variety. It all depends on what will most help the user.\n\n![trademe 404.JPG](https://cdn.steemitimages.com/DQmQG47EzeGNNiDsjkSxgcnDhoKNwvQrNANNXRQzYrL41qY/trademe%20404.JPG)\n\n![ensyth 404.JPG](https://cdn.steemitimages.com/DQmQ1RkMd1scoMgYhEhtteQ4d96sqC9K74HsKn7Vmww7wtM/ensyth%20404.JPG)\n\n![reddit 404.JPG](https://cdn.steemitimages.com/DQmZKsnzsh8CeWbcAySqhCCMMWgNMBmi7bzewhKa9KLiSbx/reddit%20404.JPG)\n\nEach 404 page stays consistent with the look and feel of the rest of the site and provides relevant help to the user. How nice is that?\n\nNow a potential negative is turned into an SEO *and* user experience positive. And look at the benefits:\n\n* Your bounce rate reduces\n* Time spent on your site increases (dwell time)\n* Chance of site visitors viewing more content increases\n* User 404 angst reduces (we all want happy users!)\n\n## 404 page best practice\n\nI strongly recommend including at least some of these on your 404 page:\n\n* A search box\n* A link to your home page\n* Links to your most popular blog posts/products/categories\n* A link to your site map, for easy navigation\n* Clear messaging to tell users the page they seek can’t be found. It’s good to add some extra explanation, eg. “the page you’re looking for may have been moved, or no longer exist”\n* You get bonus points for humour and friendliness!\n\n## How to create a customised 404 page\n\nIf you’re on WordPress you can use the [404 page plugin](https://wordpress.org/plugins/404page/) to create your 404 page. And the best part is you don’t need to be able to code. Easy!\n\nAlternatively one of our friendly [web developers](https://webstruxure.co.nz/web-development/) can work with you to create a 404 page for which meets your brand and messaging requirements.\n\nSo, to recap:\n\n1. Find your 404’s\n1. Decide what to do with each one – ignore or create a 301 redirect\n1. Customise your 404 page to make it an SEO asset your site users will also appreciate\n1. Sit back and relax!\n\n*[Original post](https://webstruxure.co.nz/seo/404-error-pages-everything-you-need-to-know/) written by Briaane Davis for Webstruxure's blog*",
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