How Do You Manage 404 Errors On E-Commerce Sites?

Story Based Question

You’ve been running your e-commerce site for a while, and everything’s been going smoothly until you check your Google Search Console one day. You discover a series of 404 errors on product pages that no longer exist or were moved to a different URL. These errors could be hurting your SEO and causing a poor user experience. How do you manage and resolve these 404 errors to ensure your site remains in top shape for both search engines and customers?

Exact Answer

To manage 404 errors on e-commerce sites, regularly monitor for broken links using tools like Google Search Console, implement 301 redirects for deleted or moved pages, create a custom 404 page that directs users to other products or categories, and fix any internal links that lead to non-existent pages.

Explanation

404 errors occur when a user or search engine tries to access a page that no longer exists. These errors can harm your SEO, increase bounce rates, and frustrate customers. To manage them effectively, you need a systematic approach:

1. Regularly Monitor for Broken Links: Use tools like Google Search Console, Screaming Frog, or Ahrefs to monitor your site for 404 errors. These tools help you quickly identify URLs that lead to non-existent pages.
2. Implement 301 Redirects: When a page is removed or moved, set up a 301 redirect from the old URL to the new one. This ensures that both users and search engines are directed to the correct page, preserving link equity and preventing a poor user experience.
3. Create a Custom 404 Page: Rather than showing a generic “404 Not Found” message, design a custom 404 page that helps users navigate the site. Include links to popular products, categories, or a search bar to guide them to other pages on your site.
4. Fix Internal Links: Internal links that lead to pages that return a 404 error can hurt your site’s usability and SEO. Go through your site and update any internal links pointing to deleted or moved pages.
5. Handle Product Pages Carefully: If a product is permanently out of stock or discontinued, consider redirecting the product page to a related product or category rather than letting it return a 404 error. This ensures users still have options.
6. Monitor Your Redirects: While redirects help prevent 404 errors, it’s important to monitor their effectiveness. Too many redirects or chains of redirects can negatively impact user experience and SEO, so make sure they’re set up correctly and efficiently.

Example

Let’s say your e-commerce store sells running shoes, and you recently discontinued a model. The product page now shows a 404 error because the page no longer exists. Here’s how you would handle this:

1. Regularly Monitor for Broken Links: You run a site audit using Google Search Console and discover that the running shoe product page now returns a 404 error. It’s time to address this broken link.
2. Implement 301 Redirects: Instead of letting the 404 error linger, you set up a 301 redirect from the discontinued product page to a similar, still-available running shoe product. For example, www.example.com/discontinued-running-shoes redirects to www.example.com/advanced-running-shoes.
3. Create a Custom 404 Page: If a user accidentally lands on the 404 page for the discontinued shoe, you direct them to a custom 404 page with links to other popular running shoes or related categories, such as “Best Running Shoes for Men” or “Top Running Shoes for Beginners.”
4. Fix Internal Links: You notice that other pages on your site (like the homepage or blog) are still linking to the discontinued product. You update these internal links to point to the new running shoe options to prevent users from hitting a dead end.
5. Monitor Your Redirects: Over time, you check your redirects to ensure that they’re working properly. You notice that the redirect to the new running shoe is helping users find relevant products, and your SEO performance remains steady.

Managing 404 errors is vital for maintaining a positive user experience and strong SEO performance. By monitoring your site for broken links, implementing proper redirects, creating a helpful custom 404 page, and regularly checking your internal links, you can ensure that your e-commerce site remains functional, efficient, and user-friendly.