Do you redirect to main page or create a custom 404 page ?
What's the best way to go about that?
Custom 404 that includes a search box and a few links to your most popular pages should do the trick.
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+1 the custom 404 although I would add that if possible have links to similar URLs - if you're using joomla sh404SEF can do this for you. Just in case they misstyped it or you moved it without 301'ing the old url.
Otherwise popular pages.
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