You probably wouldn’t think a simply 404 error page could have much impact on an SEO campaign. Ideally, it would be nice if both search engine spiders and visitors to your site didn’t hit on one at all. But let’s face it – some things in life are just destiny.

Optimize Your 404 Pages
Everything else on your site is optimized, so why not capitalize on the advantages of optimizing your 404 error page? Ah, but you ask, it’s not like that page is accessible via your homepage, nor do you want to exactly promote an error page. But what’s an site owner to do when a visitor slams into the bland brick wall that is a 404 page, such as the awful Barnes and Noble 404 Error Page and only slightly better Boston Red Sox 404 Error Page? (But I’d love to score some tix!)

Customize It, That’s What!
Customizing your 404 page is extremely helpful for decreasing bounce rate for both human visitors and spiders. Here’s some guidelines to follow to ensure your 404 Page is both people friendly and SEO friendly:

• Carry the same shell, or template, as the rest of your site.
• Include a search box so visitors can easily find what they’re looking for.
• Include links to popular section pages, as well as a link to your sitemap. That way, search engine spiders can navigate back into your site through these links.
• Be nice to your visitors. Apologize for the error page, and offer them a coupon code for 5% off their total page. Not only will they stay on your site – they’ll order, too!

TheSEOGirl applauds well done, well done to these 404 error pages:

• http://whitehouseblackmarket.com/seogirl.html : Includes links to Customer Service, FAQ, has a search box, carries template, and links to major product categories
• http://starbucks.com/seogirl.html : Suggestions for better browsing, link to homepage, carries template
• http://www.vegas.com/seogirl.html : Carries template, ability to choose new travel dates/itinerary directly from the error page. (Yes, I need a vacation!).
  

Anyone have more ideas for ways to optimize your 404 Error Page? Leave a comment. If you’d like some tips on customizing your own 404 page, email me at theseogirl@gmail.com.