Top Tips For Your 404 Page: The Role of SEO

The 404 page is an important part of your SEO strategy because it keeps people on your site.  When people land on a 404 page after clicking a broken link and it looks something like this:

They’re next course of action is going to be to look elsewhere for the information they’re looking for (I.e. another website).  So 404 pages are like a second chance to help them stay on your site.

“But what if I don’t have any broken links?”

Then you’re a superstar.  But overtime, as your website grows and backlinks get created, broken links are bound to exist.  They may not exist on your website, but rather the link to your website from another website.  Regardless, you want to have a plan in place to combat people bouncing off your website (pun intended… see: bounce rate).

So what should you put on it?

I like to start with an explanation.  You want people to know that they’ve stumbled upon a broken link because otherwise they’ll just be confused.

I suggest starting with something along the lines of “You found a broken link.”

And then comes the fun part, you want to fill it with information that is general and all about your business.

• Services overview with links

• Blogs

• A mini bio

• Newsletter sign up

• Upcoming events

• Your freebie

• Social media platforms/where to find more of you

• Past work

• Videos, pictures, quotes, oh my!

Adding a search bar is also a great way to help people get to where they’re trying to go.

I really like to consider the 404 page as a more fun, random home page.  I suggest putting lots of information and ranking it as the most important to the least important, top to bottom.

So for example, on my own website, the most important thing is my services, so that’s at the top of my 404 page.  Then I have a mini bio because I want to build connections with people.  Next I have a few blog posts because my blog is an important part of my website.  After that I have my instagram page in case people want to connect with me more.  Lastly, I have a contact form in case they’re looking for something else.  I’ll be honest, my 404 page could use some more and I’ll probably add to it soon.  I hope you never come across it though! ;)

In general, you want to add lots of relevant information that people are most likely looking for.  

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