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i either send it to my front page, or i send it to a page where they can get links to all other parts of content on my site, or if that doesn't satisfy them i have a search form so they can search for whatever they tried to get, that got redirected 404
404 traffic is crap, its just people who arnt getting what they expected, so they will close out your page, the page i made is so they stay on my site, and hopefully convert to a sale...
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