The text discusses the problem of 404 errors on websites, which are common occurrences due to constantly changing content. These errors can lead to increased bounce rates and negatively impact SEO. To address this issue, CloudFlare introduced a beta feature called SmartErrors that dynamically transforms dead-end error pages into an intelligent site search. In their testing across hundreds of CloudFlare sites, they measured average visitor engagement rates of over 12%, with some sites as high as 75-80%. Smarterrors can also help improve SEO by keeping visitors and search crawlers on the site.