404s Aren’t Errors, They’re Link Building Opportunities!

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Next time you are poking around your Google Webmaster Tools account take a look under HEALTH -> CRAWL ERRORS -> NOT FOUND. I bet your site has at least a few 404 errors in there. If you recently redesigned your website or reorganized a lot of content there’s probably a few more. A 404 error means that the Google bot was trying to access that certain URL and was unable to do so, usually because that page no longer exists. When one of my B2B SEO clients was redesigning their site (which means new URLs) I started digging through their 404 error reports and found messages from two website redesigns ago! But what do 404 errors have to do with your SEO program?

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