![]() This is a good option as it means the value from the page will be passed on to the similar product, but it’s quite difficult to automate and, in this very specific scenario, similar products are also quite likely to be discontinued (because of the seasonality). The second suggestion, was to 301 redirect each product to a closely related product whilst also displaying a message communicating why the user was being redirected. This is a fairly good option for smaller retailers. The original page would be redirected to the blog post. Rishil suggested creating individual blog posts talking about each product, with the intention over upselling other products and spreading value via internal links within the blog posts. The first answer, from Rishi Lakhani, was a very good solution, but probably not suitable for a website as large as this one was. ![]() I asked a number of people this question and here were some of the answers. ![]() Bare in mind that this would impact a lot of products and it happens regularly, so it needed to be automated. In order to validate what I was saying, I decided to ask a few other experienced SEOs what they thought the best option (in relation to the site in question) was. My initial recommendation for this specific example was to create a rule to redirect the product back to the parent category, which also worked in-line with the development issue that was causing them to change their existing solution. I believe that redirecting a product back to a parent category with a message (explaining why they’re being redirected to the user), serving a custom 404 page (with recommendations) and maintaining the page and adding recommendations based on similar products (as per the Wiggled example below) are all viable options that offer a similar level of SEO value. I believe that a lot of this is circumstantial and subjective, as it depends on the number of products being discontinued, the nature of the website (some websites only stock products for short periods) and a number of other factors. How can we avoid generating a huge number of 404 errors?.What can we do to maintain the SEO value of that page?.What can we do that provides the best user experience?.There are three key considerations for this equation, which are: (View All Digital Marketing Training Courses).Fast Track Psychology for Digital Marketing.Fast Track Creating Outstanding Customer Experiences.Fast Track Customer Experience Strategy.Fast Track Ecommerce and Online Merchandising.Data-driven Marketing Best Practice Guide.E-Learning: Fast Track to Modern Marketing.E-Learning: Fast Track to Digital Marketing.Econsultancy Live: The Future of Ecommerce, 22-24 November.Ratings and Reviews Best Practice Guide.Third-Party Marketplaces Best Practice Guide.Machine Learning and Predictive Analytics.
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