Optimise your 404 page

So, what's the fuzz about?

All websites experience broken links from time to time, and it's only natural on a website where content is updated and replaced regularly. And the more content you have, the more broken links you will experience.

The problem arises when users are met with a 404 page that does nothing to remedy the situation they are in. In addition to damaging your overall image, you risk losing leads and sales because the user quickly returns to the search result and clicks on the next snippet in the search result, which leads to content on one of your competitors' websites. When users bounce, it's an indication to Google that your content on the page they just left is not providing value to the user.

"Uhhh....how much value can a 404 error page create...?

We'll come back to that.

Now, it's not always your fault that a user gets a 404 page on your website, but because it has a big impact on the users' experience of the website they encounter, it should always be part of regular website maintenance to take a closer look at the website addresses that have broken links.

Where do I see my broken links?

In Google Search Console under the "Coverage" tab, you'll find the list of pages that return a 404 error.

What do I do with broken links?

If the cause is a typo, you don't need to do anything. What you should pay particular attention to is whether some URLs can be redirected to other pages with similar content or, if it makes sense, to a more general distribution page.

A 404 page should be a great experience

There are many ways to present a 404 page, and how you choose to do so is important for the user experience. At best, your 404 page can be a good ambassador because it addresses the unfortunate situation users find themselves in and tries to alleviate the annoyance that it can immediately cause.

It's relatively simple, but we still see examples of 404 pages that have not received the attention of web editors and therefore appear with the content that developers have added as a fallback.

For example, a funny 'mumble text' may have been written just where the web editor needs to fill in a motivational text that makes the user search around other content on the site.

Do you know what your 404 page shows?

Remember, it's your job as a website editor or owner to ensure the best possible experience for those who encounter your 404 page. You can quickly check your 404 page by typing in www.mitdomæne.dk/et-eller-andet-vrøvl/ or www.mitdomæne.dk/404/, for example

How do I retain users?

You should design your 404 page to best appeal to your target audience. Perhaps a picture, a funny headline and a sincere apology for disturbing users unnecessarily will do the trick. Perhaps a more formal and fact-based approach is what you need to try.

Avoid indexing

No matter how beautiful and useful your customised 404 page is, you probably want to avoid it appearing in Google's search results. To prevent Google indexing, make sure your web server returns a real 404 HTTP status code when a missing page is requested.