How do I use 404 not found errors for ecommerce?

Short answer

Your 404 page is more than an error—it's a critical recovery tool. Use 301 redirects to preserve SEO for old URLs, but design your actual 404 page to guide lost shoppers with a prominent search bar, links to bestsellers, and a clear, on-brand voice.

TL;DR

• Use 301 redirects for discontinued products or changed URLs to preserve SEO value.
• The most important feature on your 404 page is a prominent site search bar.
• Guide lost users with links to your homepage, top categories, and best-selling products.
• Turn a negative experience into a positive one with helpful copy and your brand voice.
• Never redirect all of your 404 errors straight to your homepage.

Cited episodes (1)

1. 

   SEOmoz CEO and Co-Founder Rand Fishkin

   #1 · Ecommerce Conversations · with Rand Fishkin

   Rand Fishkin discusses common SEO mistakes, and mishandling 404s is one of the classics to avoid.

   Open episode → · Ecommerce Conversations · Apple · Spotify

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