Broken Link Building: Critical Steps to Follow for Successful SEO

Broken link building, often called dead link building, is an essential method in SEO that involves identifying and proposing replacements for links on external websites that lead to '404 Not Found' errors with active links to your own site.

While this tactic may not be as popular as it once was, 13.3% of surveyed experts still use it.

Being well-respected in the SEO community, this method involves more than just finding broken links. Essentially, it's about effectively communicating with website admins to convince them to swap out those non-working links with links to your site.

Apart from link fixing, this tactic enhances the user experience on the linking site and strengthens your own site's link profile, which is crucial for better search engine rankings.

The Significance of Broken Link Building in SEO

Views on the impact of broken link building within SEO circles differ significantly. Some may question its value, yet I’m sure that its efficacy is rooted in meticulous implementation and profound knowledge of the strategy.

Distinguished from conventional link-request practices, this technique presents a mutually beneficial opportunity: you assist in resolving a linking issue for the website you're reaching out to.

By proposing this kind of assistance, broken link building becomes a critical component in your outreach initiatives.

Here’s an outreach email example:

This method changes the usual way of asking for links. Instead, you help by fixing their broken links, which makes it more likely they'll use your link. It’s not only about asking for a link; it's about helping them first.

Dead link building complements other link-building tactics, enhancing your backlink profile and SEO. High-quality backlinks are like votes of confidence in Google's eyes, bolstering your site's authority and search engine ranking.

Key advantages of this tactic include:

Broken link building often has a higher success rate than other methods. You're not just requesting a link; you're solving a problem, making it a mutually beneficial exchange.

Why Broken Links Hurt Your Website

Broken links can be significantly detrimental to a website:

• First of all, they frustrate users. When visitors click on a link seeking information, only to be greeted with an error message or a non-existent page, their trust in the site diminishes. Often, this leads to them leaving the site and not returning.
• Even a well-designed 404 error page that offers further navigation options, like returning to the homepage or exploring a catalog, only partially mitigates the issue. A poorly designed 404 page is more likely to result in the user simply exiting the site.
• Dead links negatively impact a website’s perception not only by users but also by search engines. Thus, a site riddled with links leading nowhere may be viewed unfavorably by Google, potentially harming its search rankings.

A high number of broken links can also be an indicator of a poorly maintained or low-quality resource. To maintain user trust and search engine credibility, it's crucial to regularly monitor and fix broken links.

Origins of broken links

Broken links can arise from various circumstances, including:

• Deleted websites or web pages: For instance, if an article references a service that has since ceased to exist, the link in the article remains, leading to a dead end;
• Changes in site structure or page URLs: A common example is modifying the URL of a section of the site, like changing /products to /catalog, without updating existing internal links, resulting in numerous broken links;
• Typographical errors in URLs: An accidental extra letter or a typo by the webmaster while adding links can lead to dead links.

How Broken Link Building Works in SEO

Broken link building is not an easy task. At times, it can be highly effective: you might send out 50 emails and secure 20+ links. However, there are occasions when even 100 outreach attempts may only yield 1-2 links. So keep this in mind.

The advantage of this strategy lies in the potential to acquire high-quality links for your project from sources that are typically difficult to get placement on, and often, you can do this at no cost.

Here’s how you can use dead link building to get some quality backlinks.

Step 1: Broken link building basics

The broken link building process involves several key steps:

• Identifying non-functioning 404 pages with backlinks: Start by finding dead links that should lead to your site. Use tools like Ahrefs' Backlink Checker or SEMrush's Backlink Audit Tool to spot these broken links, especially those on pages with a strong backlink profile.
• Competitor analysis: Look for and evaluate dead links on your competitors' websites using tools like Ahrefs' Site Explorer. This step can reveal both content creation opportunities and potential sources for backlinks.
• Broad topic exploration: Search for broken pages related to specific topics across the internet using Ahrefs’ Content Explorer. Focus on pages with a high number of referring domains to ensure the links are of high quality.
• Competitor link analysis: Use Ahrefs’ Site Explorer to analyze outbound broken links on your competitors' sites. By sorting these links based on the number of referring domains, you can identify valuable link-building opportunities.
• Resource page method: Utilize specific Google search operators to find resource pages in your industry. Check these pages for broken links using tools like Ahrefs’ SEO Toolbar and evaluate the strength of the backlinks from these resources.
• Creating content to replace the 404 page you discovered.
• Engaging in outreach to webmasters and site editors to replace their broken link with yours.

When it comes to finding 404 pages, using Ahrefs Content Explorer is a recommended approach:

• Enter a broad keyword that encompasses a wide range of topics related to your project;
• Change the search setting from "Everywhere" to "In title" to get more relevant articles;

• You can also select "In content" if you’re interested in exploring long-tail keywords;

• Select "Only broken (404 pages)" for further convenience; 
• You can also use the "Referring domains" filter and select "from 100" (optional);
• Below the search results, select the "Exclude homepages" filter and apply it. You want to focus on content rather than homepages.

Note that Content Explorer may not always provide up-to-date information on “donor articles.” During the evaluation process, many potential donor articles may be eliminated because they don't meet your criteria. Therefore, articles with more donors are preferable.

When reaching out:

• Personalize your emails, complementing the site's content and highlighting the broken link(s);
• Present your link as a viable solution to enhance their content's value;
• Clearly communicate the mutual benefits of updating the broken link(s).

Broken link building is a powerful strategy as it directly addresses the need to fix broken links and simultaneously offers a high-quality alternative. It converts potential issues on a site into growth opportunities, providing a tactical edge in link building.

Step 2: Streamlining Broken Link Building with Competitor Analysis

Effective broken link building involves a detailed examination of your competitors' backlink profiles, focusing on links that lead to 404 error pages.

If you’re using Ahrefs’ Content Explorer and find a large number of results, consider adding a filter to exclude content older than three years, as webmasters and editors often don't update such content:

• Avoid material that is too old as it’s no longer relevant and unlikely to yield significant backlinks; 
• Assess the potential pages by their titles and URLs to ensure relevance; 
• Pay attention to the word count of the articles, favoring those with at least 1000 words;

• Check the content of the chosen article by clicking the small arrow next to the page's URL;
• Select "View on Archive.org" to be redirected to web.archive.org.

Note that the Web Archive might experience some issues, so a greyed-out button in Content Explorer doesn't guarantee the absence of the page in the archive. Manually checking web.archive.org with the URL of interest can confirm the presence of the 404 page.

Before we get to backlinks, you should know that this process involves a few critical steps to ensure the quality and relevance of your links:

• Initially, conduct a primary check of backlinks at the moment you search for a 404 page; 
• After this, export the remaining links to work with them in a spreadsheet.

💡Tip: You can also try tools like Moz's Link Explorer or Majestic’s Site Explorer for the analysis.

Evaluating backlink quality

Anyone who has worked with backlinks knows the importance of focusing on specific aspects. So now you need to assess the quality of these broken backlinks:

• Prioritize links from authoritative domains, considering factors like link type (dofollow versus nofollow), domain authority, and traffic metrics;
• In Ahrefs’ Content Explorer, click the small arrow next to the URL and select "Backlinks;"

• Review a list of backlinks pointing to the article and exclude non-relevant or low-quality links;
• Exclude links in other languages and those from forums, as it's unlikely you'll receive backlinks from such sources;
• Set the "one link per domain" filter to see the actual number of donors.

If you already have a resource with engaging content, searching for broken links directly on it can be done through Content Explorer by applying the "website" filter and entering the domain of interest.

Investigating resource pages

Another effective technique involves locating broken links on resource pages specific to your industry:

• Use Google search operators, such as “[topic] intitle:resources,” to find these pages;
• Then, utilize tools like Broken Link Checker to quickly identify non-working links, turning each one into a potential target for your link-building campaign.

📝 Our detailed guide: Resource Page Link Building Step-by-Step Guide 2024

Understanding link context

Grasping the context of these broken links is vital:

• Research how the original link was used and the content surrounding it; 
• Use tools like the Wayback Machine to view what the linked page used to look like.

This understanding helps in creating content that aligns with the original purpose of the link, thereby improving the likelihood of your link being accepted as a replacement.

Regarding content selection, avoid:

• Articles older than 2-3 years;
• Extremely news-focused articles;
• Short articles that have accumulated many donors but are not unique.

If you choose an older article because it's informative or of high quality but contains outdated data, consider updating the information and conducting outreach. For articles that lack substantial content, consider enriching them with statistical data, images, videos, etc.

Focus on quality up-to-date posts with detailed data, analysis, statistics, or comprehensive guides packed with information and headlines. These often don't require rewriting and are difficult to replace, increasing your chance to get a backlink.

Crafting targeted outreach

To maximize the impact of your outreach efforts, look for email addresses on the sites that belong to the editor, webmaster, or the author of the article themselves and personalize your emails:

• Highlight the broken link you’ve identified;
• Briefly analyze its previous importance;
• Present your link as a suitable, modern alternative.

This approach enhances the likelihood of a successful link replacement and strengthens your backlink profile. After all, you're not just seeking a backlink but also contributing to improving the quality of their site’s content.

By the way, according to our recent survey, Hunter.io is the most popular outreach tool. At least, 37.2% of surveyed SEO experts think this way.

Step 3: Enhancing SEO through strategic broken link replacement

To excel in broken link building, prioritize assessing the SEO value of each backlink. Use tools like Moz's Link Explorer or BuzzSumo for an in-depth backlink profile analysis, focusing on domain authority and how relevant the content is to your site.

• For creating replacement content, first understand the original link's context using the Wayback Machine;
• Ensure your content aligns well with the broken link in terms of quality and relevance.

This increases the chance of your link being accepted.

When developing new content, follow these steps:

• Outline content similar in purpose to the original page, covering related topics;
• Include elements that made the original page link-worthy, ensuring accuracy;
• Improve upon the original content by adding updated information, clearer explanations, and useful visuals or templates;
• For links lacking a specific reason, make broad improvements to make your content more compelling.

Streamlining outreach

With a clear understanding of the context and a well-crafted replacement page, reach out to website owners. Your communication should:

• Highlight the broken link; 
• Propose your content as a suitable replacement;
• Emphasize the enhancements you’ve made.

This not only pitches your link as a relevant substitute but also as a value-add to their site.

Step 4: Streamlining outreach in broken link building

In broken link building, effective outreach is crucial for persuading website owners to replace dead links with your content. The approach can be broadly categorized into the following two methods:

• Generalized Outreach: This involves sending the same standardized email to a wide array of prospects. While this method covers more ground, it generally yields lower conversion rates due to its impersonal nature.
• Targeted Outreach: This tactic requires crafting unique, personalized emails for each recipient. It's more time-intensive but often leads to higher engagement and conversion rates.

Adopting a hybrid outreach method

A hybrid approach, blending both generalized and targeted strategies, can be highly effective. Segment your prospects based on the type of broken link – general or specific – and create adapted templates for each segment.

For instance, if addressing a financial advice link, the email should directly relate to that topic, offering a relevant and valuable replacement.

Identifying appropriate contacts

Conduct thorough research to identify the most suitable contact for each website, such as content editors or staff writers. Their contact information is typically available on the website's 'Contact' or 'Team' page, or through social media profiles.

💡Tip: Utilize tools like Prowly to access a comprehensive database of media contacts.

Crafting the outreach email

When composing your outreach email, adhere to these best practices:

• Start with a personalized greeting;
• Clearly reference the specific broken link;
• Briefly explain why your resource is a good replacement;
• Include hyperlinks for easy access;
• Keep the message concise and focused.

Outreach email example

Monitoring responses and following up

After sending your emails, keep track of any responses or changes on the website. If there is no feedback within a few days, consider a polite follow-up.

Employ email tracking tools like MailChimp or HubSpot to monitor your outreach efforts, ensuring you remain updated on the status of each email.

💡Tip: In addition to tracking responses, use tools like SEMrush’s Link Building Tool or BuzzSumo for efficient outreach campaign management. These platforms can simplify the process, from prospecting to communication, enhancing your broken link building strategy.

Choose the Right Contacts for Proper Broken Link Building

Since I've gained substantial experience from dispatching 8k+ outreach emails, I can assure you that directing your email to the appropriate individual matters. If your message doesn't reach the correct person, it risks being ignored or marked as spam.

Effective broken link building hinges on contacting someone with the authority to update the page, typically an individual responsible for site maintenance. For instance, reaching out through a contact form might be adequate for a blog with a single author.

However, for larger websites, such as multi-author blogs or university sites with multiple departments, identifying the right contact requires more diligence.

Precise targeting matters

As a content writer at Editorial.Link, I suggest looking at a site's staff or team page to identify the following key roles:

• Editor; 
• Blog manager; 
• Webmaster or web admin.

These are typically the people responsible for managing content and fixing broken links.

Remember that targeting the right contact greatly improves your chances of successfully replacing a broken link.

Implementing Broken Link Building: Who Might Benefit?

Broken link building is not a one-size-fits-all strategy; its effectiveness varies across different types of websites. Below is a breakdown of who should consider incorporating broken link building into their SEO strategy and why:

• Blogs: Bloggers can use broken link building as a potent tool to enhance their site's authority and drive traffic. For instance, a fashion blog like StyleCaster could benefit by identifying and replacing broken links in their beauty and fashion articles.
• E-commerce Sites: Specialty online stores like Warby Parker with niche products (eyewear) might search and replace broken links on optometry and fashion websites.
• Service Providers: Local businesses, like Magnolia Bakery, can use this strategy to gain links from food blogs, wedding planning websites, and local business directories.
• Freelancers: Independent graphic designers (or marketing consultants) could search for broken links on design education websites or blogs and offer their blog articles.
• Aggregator Sites: Information portals and aggregator sites, like news aggregators or presentation-sharing platforms, can offer relevant and informative presentations. Thus, SlideShare could find opportunities on educational blogs or websites.

Apart from gaining backlinks, by targeting a relevant audience, you can increase your conversion rates, improve your online presence, attract a local customer base, showcase your expertise, and contribute to building a professional network.

All in all, even though broken link building requires finesse and precision, if executed correctly, it can significantly boost your website's authority and visibility in its niche.

If in Doubt, Let Professionals Handle It

Depending on your niche and business requirements, broken link building can be quite tricky and time-consuming. After all, there are various other intricate processes beyond the scope of this article, as delving into them would extend the reading length considerably.

At Editorial.Link, we don't just focus on simple link replacement; we tailor our strategies to fit your unique business needs, ensuring effective and compliant SEO practices:

• Our team conducts in-depth research to identify the most impactful broken link opportunities in your niche; 
• We then engage in personalized outreach, negotiating link placements that align with your target audience and content strategy; 
• Lastly, we ensure that each backlink acquired significantly contributes to your SEO goals.

Choosing Editorial.Link for your broken link-building needs offers:

• Expert analysis and identification of prime broken link opportunities;
• Customized outreach campaigns for maximum effectiveness;
• Guidance on content creation or optimization for link replacements;
• Continuous monitoring to maintain the efficacy of acquired backlinks.

To streamline your SEO growth through strategic broken link building, you can partner with us and let our expertise lead your online presence to new heights.

Conclusion

Broken link building starts with identifying and replacing non-functional links, requiring both thorough research and a keen eye for detail. It then expands into enhancing SEO by evaluating link opportunities and developing relevant replacement content.

Crucially, the success of broken link building also depends on the effectiveness of outreach. Both streamlining and optimizing outreach efforts are vital, involving targeted and personalized communication with website owners.

The combined efforts of identifying the right opportunities, crafting compelling replacement content, and executing strategic outreach form the backbone of successful broken link building.

While this process can be complex, it ultimately contributes to a stronger backlink profile and improved SEO performance. For those looking to leverage this tactic to its fullest potential, considering professional assistance can provide the expertise and useful resources.

The complexity of broken link building requires in-depth SEO knowledge and precise communication skills. At Editorial.Link, we have expertise in professional analysis, strategic outreach, and ongoing link monitoring, ensuring each backlink is impactful.

If you aim to enhance your online presence, partnering with us can lead to more successful link replacements and sustainable growth in your link building efforts.