Redirecting 86'd Brand Product Category Page

[JMSCC]

What would be the approach if my website is no longer selling products for a brand that is driving top organic traffic? Where should I redirect the traffic on the page?

I'm trying to decide between the homepage or another similar brand product page.

[JMSCC]

Question, how are you able to point backlinks to a new page without using a 301 redirect? Because if I use a 301 redirect I'm not going to be able to use a 404 customized page.

[JMSCC]

Hi Patrick,

I appreciate your response. Thanks for the resources!

-Jon

[PatrickDelehanty]

Hi there

Here's a great resource from Matt Cutts on SEW.

That being said, I would check your backlinks and make sure that you update those to point to a new or more relevant category. I'd also make sure you check your internal links, sitemap, and create a custom 404 page that benefits the user with navigation and search capabilities.

Most people get to those product pages by way of internal linking or referrals. Just make sure you read the resources above. I personally like the idea of redirecting if the similar brand product pages are as good or close to the quality (and relevant to) of the discontinued item.

Hope this helps! Good luck!