Your 404 page has low hanging fruit

Many people neglect their 404 error page and leave a default server message. Don't do that.

When I was at SurveyMonkey we had a standard 404 error page that indicated that a user was looking at an error page. If I recall there was probably a fun monkey on it too. In digging through our crawl and access logs to discover SEO insights, I discovered that we had a substantial amount of 404 page views by both users and bots. Given that a core part o…