Learn/404-Errors-Drive-Visitors-Away

What does a "page not found" message mean?

Have you ever typed a URL in the navigation bar only to receive a "404 error message" or learn that the page no longer exists? It can be frustrating and feel like a waste of time, especially when repeated attempts produce the same results. It's not good for site visibility and it certainly isn't good for a customer trying to find your page. It's similar to a customer crossing town to visit your business and finding the "closed" sign on your door. Will the customer return? They might if you have a niche business, but if you're selling something that can be obtained elsewhere, they probably won't return. The same can occur with your website.

When and why do these messages occur?

"Page not found" or "404 error message" is the standard response to a server request for a site that is either dead, broken, or no longer in existence. In other words, when a server looks for a specific URL and can't find the requested site, the server will send a message indicating the page cannot be loaded or opened. Link rot is a slang term for the same occurrence.

While there are many reasons for a link to be broken, it is frequently due to some form of blocking such as content filters or firewalls. Links may also be inactive when the server hosting a page stops working or relocates to a new domain name.

How to avoid a page not found, or 404 error message

To make sure you don't lose potential clients or sales due to missing pages, go to the search engine's submissions page and submit the URL that links your new page.

The following tips will minimize the occurrence of visitors receiving these messages when searching for a URL.

• Redirect on-site rather than take your page down. When someone arrives at your page they should find something useful even if it's simply a message inviting them to visit your new homepage or to contact you for more information. Finding "something" instead of "nothing" is the way to build trust among viewers.

• Another option is to redirect from the host In other words, check with your hosting company to see if they offer a 404 redirect. When a user enters the URL for your former page, they will automatically be redirected to your index or home page. It's the easiest way to ensure that a potential customer is never lost due to a page not being found.

• Submit new pages to search engines immediately. It's a good idea is to resubmit new pages to search engines for reindexing. Although it's nice to inform visitors that the page they're looking for no longer exists, it's even better to have a new page with all the information the visitor requests when they conduct a search.

• Check your site listings regularly to make sure they don't take potential clients to 404 pages. AltaVista.com can help you check where your pages are going. Simply type your website's name in AltaVista's search bar to give it a try. The results may surprise you.

• Stay organized by recording site changes in a digital notebook. Don't rely on memory to stay current with your search updates.