Optimising Your 404 Page for SEO and CRO

404 pages are often overlooked, however, when created strategically can play a big part in both your Search Engine Optimisation (SEO) and Conversion Rate Optimisation (CRO) efforts. A 404 error is what a user is typically served when they click on a broken link or directly request a URL that doesn't exist. Your website host will have a default 404 page, if this is what shows on your website it's time for a custom one. Where a 404 is commonly considered an impasse, a strategically crafted and well-designed 404 page can turn that negative experience into an opportunity for engagement.

We've done the research and in this article, we'll discuss what constitutes a good 404 page and how you can use one to positively impact your CRO and SEO.

Having a good 404 page is a critical part of delivering a seamless and cohesive digital experience for your target audience.

What Does a 404 Page Do?

If a user follows a broken link or directly hits a page that doesn't exist, the server will typically return a 404 status code. The 404 status code is universally recognised as an indication to the user that the page they are trying to access does not exist. It is fine, and completely normal, for some 404 errors to occur on your website. However, in excess, they can signal to search engines that your website is poorly maintained. This is not fine. This can be a waste of your precious crawl budget and negatively impact your search engine rankings by showing that your website has not been well maintained and provides a bad experience (The Gray Company, 2024).

Why 404 Page Optimisation Matters

A well-crafted 404 page not only prevents frustrating user experiences, but benefits SEO and provides pathways back to conversion with minimal effort.

How to Effectively Manage 404 Errors

There are several best practices to reduce the potential adverse impacts of 404 pages. These are below:

Implement 301 Redirects

For removed or relocated pages, creating 301 redirects ensures link juice is preserved and users are directed to relevant, existing pages (Gen3 Marketing, 2023).

Complete Regular Site Audits

Using tools like Google Search Console or Screaming Frog, you can detect broken links on your website. If you catch them, you can address them. Regular auditing minimises interruption to search engine crawlers as well as your users (SUSO Digital, 2024).

Use Status Codes Properly

The 404 status code should only be used on missing pages, If a page has been intentionally and permanently removed, you should utilise a 410 status code. This helps search engines and users better understand what is happening with your site (Gen3 Marketing, 2023).

404 Guidelines from Major Search Engines

Google's Guidelines

Although Google never gives much insight into anything they do recommend creating 404 pages that are helpful in navigation and encourage users to explore other parts of the site. Google discourages redirecting all 404s to the homepage because it is confusing for users and search engines (Google Search Central, 2024).

Bing's Guidelines

Bing for the most part agrees, emphasising the importance of custom 404 pages that are easy to use and that provides direct links back to key areas of the site, enhancing the overall user experience (Bing Webmaster Guidelines, 2024).

How Do I Optimise My 404 Page?

As you've now heard from Google and Bing themselves, creating an effective 404 page requires more than just informing the user that they have arrived on a non-existent page. What's just as important is ensuring that the experience is user-friendly, and provides ample pathways to return them to the main content on your site. But wait, that's not all. Here are some other vital things to do consider:

Use Clear and Friendly Language

When telling the user this page no longer exists, tell them in simple-language. Avoid using convoluted jargon or technical vocabulary, which could turn that potential customer into a lost opportunity. A simple error message like "Oops! We can't seem to find the page you're looking for" makes for a more memorable experience and leaves the user feel more comfortable (Daware.io, 2024).

Incorporate Your Brands Voice

Adding your brand's personality using personalised messaging can also make the experience more enjoyable. A bit of humour or a personal touch can ease the frustration of reaching an error page and leave a good impression (Ramotion, 2024).

Provide Helpful Links

You should be putting some through into what navigational links are included. Including links to popular content or related pages engages users and helps them find what they were looking for without exiting the site. Think about relevant content to what the user was intending to see such as blog posts, product pages, or service pages. These can encourage users to keep browsing, turning a bad experience into a good one (Daware.io, 2024).

Use an Effective CTA

A call-to-action (CTA) in your 404 page should be strategically used to guide users to key conversions. This might be to subscribe to a newsletter, or a signup button. Offering the user these choices along side navigational links could transform a frustrating experience into a conversion opportunity (Ramotion, 2024).

Introduce Search Functionality

One of the easiest ways for creating a positive user experience is by incorporating a search box or search bar on your 404 page. With this, the user is able to easily find what he is searching for without having to leave the website. A helpful search mechanism can direct them to the desired content ensuring lower bounce rates and higher engagement overall (Daware.io, 2024).

Psychological Factors Influencing User Behaviour on 404 Pages

To get the most out of your 404 page we can tap into the very basics of human psychology. Humour and creativity are powerful allies to change the mindset of the user when they encounter a frustrating error. By using playful messages, interactive elements like mini-games, or creative graphics, you can turn the page into an interaction experience. This renders the experience memorable, and leaves a positive impression (Search Engine Journal, 2023).

Reassurance and Empathy

Notify users that the issue is not theirs, but that it lies on the website. This assurance will reduce fear and encourage users to want to keep browsing. A qualifying apology for the disruption and provision of helpful tips can generate good will and earn trust, enhancing the cohesive user experience (Search Engine Journal, 2023).

Case Studies and Industry Insights

A/B Testing and Data

Studies have shown that a well-designed 404 page can impact user engagement in a positive manner. For instance, studies found that websites that integrated interactive elements like mini-games on their 404 pages observed a drop in bounce rates as well as higher user engagement (Digital Silk, 2023). Similarly, e-commerce sites that displayed product recommendations on their 404 pages saw conversions (Agente Studio, 2024).

Expert Opinions

SEO and CRO experts now view 404 pages as an asset. By creating a well-thought-out design that encourages further interaction, such pages can be a valuable addition to the overall user experience (Digital Loft, 2024). Industry experts suggest using the 404 page to reinforce the brand story, making a lasting impact on users and engaging them with the site (Creative Bloq, 2024).

References

• Bing Webmaster Guidelines (2024) - https://www.bing.com/webmasters/help/404pages-best-practices-1c9f53b3

• Creative Bloq (2024) - https://www.creativebloq.com/web-design/best-404-pages-812505

• Daware.io (2024) - https://www.daware.io/en/seo/404-seo-error

• Design Rush (2024) - https://www.designrush.com/news/how-creative-404-pages-enhance-branding

• Digital Loft (2024) - https://digitaloft.co.uk/404-pages

• Digital Silk (2023) - https://www.digitalsilk.com/digital-trends/best-404-pages

• Gen3 Marketing (2023) - https://gen3marketing.com/blog/decoding-404-errors

• Google Search Central (2024) - https://developers.google.com/search/docs/crawling-indexing/http-network-errors

• Ramotion (2024) - https://www.ramotion.com/blog/best-404-pages

• Search Engine Journal (2023) - https://www.searchenginejournal.com/404-page-examples/211154/

• SUSO Digital (2024) - https://susodigital.com/blog/how-to-handle-404-pages-for-seo

• The Gray Company (2024) - https://thegray.company/blog/how-to-make-a-404-page-for-seo-usability