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Is it ok to display recently added products on 404 page?

What are the best practices? Does Google like it?

Sure the main message would be "Page not found".

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    It's perfectly acceptable. A page that returns a header status of 404 will not be factored into rankings since Google only factors indexable pages. 410 Gone and 404 Error are not indexable. Oct 23, 2016 at 22:30

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Totally possible: Go to cPanel and edit the Error pages. For every server error type, you can add HTML code. Regarding Google, error pages are not indexed so I see no evil from Google's side.

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    The OP didn't mention using cPanel, but the same is applicable for other control panels and error pages in general.
    – dan
    Oct 23, 2016 at 23:37

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