The best way to handle 404s is to eliminate the problem that is causing them on your website in the first place. After you've done that, you might want to spice up your 404 page with relevant links (perhaps based on the URL of that page that visitors appear to be looking for). This is done to make sure the 404 isn't a road block, but turns into a relay that might take your visitors either to the page they had intended to go in the first place, or otherwise an interesting and related page instead.
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