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The importance of having a great 404 page

We've recently relaunched the Good Dog site and in our unbiased opinion it looks fanatastic. One item we made sure to spend a bit of time on is our 404 page. Google has been tracking our site for over a decade and we've had 4 versions of our site over that time. While we've carefully redirected every listed google link reported there will still undoubtedly be more than a few visitors finding themselves at a page that no longer exists? What to do? Give them a 404 that they'll remember!