Broken links: what they are and how to find them
These are links that no longer work, disrupting the users’ browsing experience and potentially causing damage to the site’s SEO. When managing an online project, it is inevitable to find oneself faced with broken links, with pages that instead of providing the content desired by the user show the classic 404 – Not Found error message. The immediate consequence concerns precisely the UX, because these situations generate increased frustration, page abandonment and thus loss of potential customers. But there is more: search engines such as Google do not think highly of sites with too many broken links and often reduce their visibility in SERPs. In short, to keep the site performing well, it is essential to know what broken links are, but more importantly to learn how to promptly identify and fix the problem, preserving the user experience and the SEO health of our digital project.
What are broken links
Broken links are hyperlinks that do not lead to the intended page or resource.
Upon clicking on this broken link, the user is redirected to an error page, usually of type 404 indicating that the requested page was not found.
There can be several causes: the destination page has been removed, the URL address has been changed without proper redirection, or there could be a simple typo in the link itself. A broken link, then, breaks that chain of links that should guide the user smoothly between Web resources, hindering both navigation and interaction with the content.
This problem can affect both internal and external links.
Broken internal links can arise when we reorganize the site structure without properly managing existing URLs, perhaps neglecting the redirection of old pages to new destinations. On the other hand, broken external links are links to external resources that, for various reasons, are no longer reachable-the site may be offline, the resource deleted, or the domain may have expired. In either case, the effect is the same: a disruption in the flow of navigation and a negative perception of the site by the user and search engine spiders.
Why they are called broken links: meaning and definition
Called broken links, broken links or broken links in Italian, broken links are literally links that do not work.
The terms “broken” and “link” are used to describe a hyperlink that, due to various reasons, fails to take the user to the intended destination.
The concept of “broken” or “broken” refers metaphorically to the failure of the link, which can no longer perform its main function: connecting the user to an available resource. In this sense, in both Italian and English, the terminology is a direct representation of the lack of continuity in navigation between web pages. A broken link is “broken” in the sense that the integrity of the connection between the starting point (the clicked element) and the destination (the web page) has been compromised.
How to recognize a broken link
Realizing that a link is broken is simple for the end user: clicking on it will result in an error page instead of the desired content.
However, recognizing a broken link as a site administrator can be more complex. 404 errors are an obvious sign and can be displayed directly in the browser when a page no longer exists. A 404 error indicates that the server was actually contacted, but the requested page does not exist.
However, it is good to know that not all broken links generate 404 errors, which is not the only HTTP status code that can be generated in these cases: some may report errors 410, indicating that the resource has been permanently deleted, or even 500, signaling internal server problems.
Alternatively, another symptom of a broken link is a sudden absence of traffic for a given page or an increase in bounce rate for users who fail to reach the desired content.
The main causes of a broken link
Broken links are not only the result of occasional errors, but often occur as a direct result of certain actions (or failures) in the process of managing a website. Understanding the main causes that lead to the generation of broken links is the first step in preventing your site from suffering from this annoying problem. Whether you delete a page without thinking about the consequences or restructure the entire site without caring about the implications for URLs, broken links are just around the corner.
When we talk about broken links, the first example that comes to mind is just the URL address that leads back to a page that no longer exists. However, there are several circumstances in which a link may be broken. If a partner site suddenly closes, all links that pointed to its domain automatically become broken links. The same happens when a blog post is moved to a new section of the site without redirecting the original URL. Even errors such as omitting a letter or character in typing a URL can turn a perfectly good link into a broken link.
- Deletion of a page or resource
One of the most common causes of broken links is the deletion of a page. It can happen for a variety of reasons: an outdated page whose usefulness is no longer seen, a resource that is no longer available, or even the removal of temporary content such as offers or events. The challenge arises when the deleted page is still linked internally from other sections of the site, or worse, from external sites. Without proper redirection, every link that led to that page becomes a broken link. Not only can this frustrate the user trying to access the deleted resource, but it can also cause SEO problems, as search engines will find a “dead end” when crawling.
- Mistakes during URL restructuring
Restructuring a site can be a necessary step to improve usability, modernize the design, or reflect new organizational patterns. However, without proper planning, URL restructuring can easily turn into a trap of broken links. Changing the URL structure without properly setting up redirects can disconnect important pages, leading to 404 errors and lost traffic. Even a seemingly innocuous change in a URL path, such as adding a folder or removing a segment, can have devastating impacts if not done correctly. Lack of attention to detail during restructuring is a major source of broken links.
- Missing or incorrect redirects
Missing redirects play a significant role in generating broken links. Whenever we move a page or change a URL, it is essential to properly configure a redirect that guides the user-and search engine bots-from the old URL to the new one. Without this crucial step, anyone clicking on an old link will be greeted by a 404 error page. But it’s not enough to simply redirect: incorrect redirection, such as a circular reference pointing back to the same page or an infinite loop, can also be just as damaging. Careful management of redirects is therefore critical to prevent broken links and keep the site’s infrastructure healthy.
- Lack of updates and maintenance
A website requires continuous maintenance, and ignoring this aspect can easily lead to the emergence of broken links. When we update content, upload new files, or make changes in the CMS, there is always a risk of generating broken links if we are not diligent. For example, updating old articles with new links without verifying that the previous ones are still valid can result in inconsistent links on the site. The same problem occurs if content changes are made without a complete review of existing links. Ultimately, ignoring regular maintenance and timely updating of pages can lead to an accumulation of broken links, creating a disorganized and unpleasant online environment for site visitors.
- Inaccurate links to external resources
External links are another area at risk of breakage. When we link resources on other domains, we have no control over these resources and, unfortunately, they can disappear or change without warning. For example, if an external site changes domains, restructures its site, or removes content, our hardwired links immediately become broken links. Using reliable external links is not always sufficient to negate this risk, and it is a good idea to conduct periodic checks to ensure that external links are still valid and beneficial to users. In addition, if our site depends heavily on external sources that we link to frequently, the likelihood of incurring broken links increases exponentially.
Broken links and SEO: why it is crucial to fix broken links
The importance of keeping a site free of broken links cannot be underestimated.
As mentioned, a broken link represents more than just user frustration-it is something that can undermine SEO and site credibility significantly. The presence of broken links not only harms the user experience, but also has a direct influence on the site’s performance in search engines, affecting its crawlability, page indexing, and generally the perceived authority and reliability of the domain.
People who visit a site with frequent link errors are more likely to abandon it quickly, leaving behind the feeling of a neglected or outdated site . It is therefore critical to fully understand the consequences that broken links can have, both from an SEO and user experience perspective.
Broken links and consequences for SEO
Broken links can be a serious problem for our search engine optimization practices. We know: Google and other search engines rely on complex algorithms to assess the quality of a site, and among the many aspects they consider is the integrity of the links on it.
When a search engine crawler comes across a broken link, not only may the page in question not be indexed properly, but a cascade of consequences may be triggered that directly affect the site’s visibility and ranking.
Reduced Crawlability and Indexing Problems
We refer specifically to the concept of crawlability, or the ease with which search engines can scan and navigate the site to index its content.
Broken links can seriously hinder this process, negatively affecting the ability of Google and other search engines to find and index all pages. When a crawler encounters a 404 error, it may decide to stop crawling the site faster or fail to follow the path it should have followed through the linked content. This reduces the likelihood of the site being fully crawled, which means that some pages may not be indexed at all, making them invisible to users doing related searches.
In broader terms, this situation is likely to affect Google’s overall perception of the site, which is also based on factors such as quality of user experience and reliability of content. The presence of broken links is an indicator of poor maintenance and organization, which in the long run can result in worse rankings in the results pages, further reducing organic visibility and thus the likelihood that users will find the site when they search. In addition, broken links can compromise the quality score of all those adjacent or related pages, causing a ripple effect that can be difficult to repair quickly.
The negative effects on user experience
While from a technical point of view, broken links are a problem for SEO, from auser experience point of view the implications are just as nefarious. A site full of links that lead to nonexistent pages or resources that are no longer available conveys an image of neglect and poor attention to detail. Users today are increasingly demanding, and the presence of broken links can adversely affect their browsing experience, leading them to leave the site or to be unable to trust the information they find there.
A crucial aspect to monitor, when it comes to user experience, is site abandonment rate, which is the rate at which users leave the site after viewing a single page or stop browsing due to repeated errors. Broken links can significantly fuel this phenomenon: when a user encounters a 404 error, he or she is very likely to immediately leave the site to seek information elsewhere, perhaps on a competing site. This not only hurts overall site attendance, but also negatively affects the statistics of stay and engagement, factors also considered by Google for ranking.
As mentioned, trust and authority are key elements in any website that aims to build a loyal user base – and not surprisingly, they are also two of the components of Google’s EEAT paradigm.
A site constantly plagued by broken links greatly reduces the trust users place in the information and services offered. The common perception is that a site with many technical errors is outdated or out of control, thus reducing the propensity to return in the future or to turn to it as a trusted source. This negative impact on user trust is not only immediate, but can last over time, dragging down both the site’s reputation and its ability to attract and retain a loyal audience.
How to find broken links, a practical guide
Finding and fixing broken links on one’s site is, in short, essential to maintaining a high quality user experience, as well as ensuring that the site is well viewed by search engines. Fortunately, there are many tools available that can help identify broken links efficiently and accurately, minimizing potential damage.
Using an appropriate set of tools allows you to cover all the bases, making it easier to identify and fix problems before they become critical.
- Using Google Search Console.
When it comes to identifying broken links, Google Search Console is one of the most valuable and accessible tools, as well as free and able to offer a comprehensive overview of the health of the site.
With its “Coverage” feature, you can quickly find out if there are problems with pages not found (404 error) or broken links on your site. In the “Crawl Errors” section, Google flags URLs that its crawler cannot reach, and also provides suggestions on possible solutions. Not only does this tool alert early on about the presence of broken links, but it also shows when a problem has been fixed, allowing you to constantly monitor the status of your site.
- Advanced third-party tools
While Google Search Console is a great place to start, using advanced third-party tools can provide even more detailed insight and more sophisticated solutions. Software such as Screaming Frog and SEOZoom are among the most well-known and popular in the SEO world, each with strengths that make it suitable for different types of sites and needs.
In particular, Screaming Frog SEO Spider is a highly specialized tool that allows you to scan your entire site in a similar way that search engine crawlers do. Once the scan starts, Screaming Frog quickly identifies any broken links within the site, listing pages with specific errors such as the dreaded 404. The tool also quickly identifies redirect-type links (3xx), duplicate links, and other more hidden issues. Among the most appreciated aspects of Screaming Frog is the ability to export data into spreadsheets, providing a comprehensive report that makes it easy to manually analyze and correct problems.
Looking at our tools, SEOZoom offers dedicated tools to monitor the status of internal and external links. We are talking in particular about the SEO spider, which analyzes the entire structure of a site and reports the presence of 404 pages – useful both to check the status of our pages and, if used on a third-party site, to find out if there are outbound broken links – and Link Monitor, which instead allows us to ensure that there are no 404s coming out of our site.
- Manual methods (and limitations)
Despite the effectiveness of automated tools, manual checking remains a complementary method that can be useful in some situations. Manual checking for broken links consists mainly of browsing the site and checking links page by page. Although this technique is not suitable for large or very complex sites, it can be effective for reviewing individual sections of the site or checking specific links that automated tools may not flag as problematic. However, this method has substantial limitations: it is highly time-consuming, prone to human error, and does not scale above a certain number of pages.
For this reason, although manual checking has its place-for example, for a final check after a fix-it is always advisable to rely on quality automated tools for most needs.
How to fix broken links: quick fixes and best practices
After detecting broken links, it is crucial to take prompt action to fix the problem: as explained, identifying and fixing broken links is a critical step in keeping the website efficient, reliable, and performing both from an SEO and user experience perspective.
Fortunately, the solutions are practical and within reach, even for those without a technical background. Common practices include restoring the original resource, setting up 301 redirects, and manually updating links. No less important are the controls and management of external links, which ensure that the resources to which we link remain available and relevant.
- Restoring the resource or 301 redirect.
The first logical action to consider when finding a broken link is to restore the original resource, if possible. This approach works especially if the deleted or moved page contained content that was still relevant. However, in the case where restoring the resource is not feasible, the most effective solution is to use a 301 redirect. This technique automatically redirects the user (and search engines) from an old, broken URL to a new destination. A 301 redirect is a gold standard practice for handling broken links and is particularly useful because it also transfers link equity, or the accumulated SEO value from a URL, to the new address.
The effectiveness of 301 redirects depends largely on proper configuration. Any error in configuration can result in a loop that confuses both users and search engines, making matters worse. To configure a 301 redirect properly, you need to access server files, such as the .htaccess for Apache servers, or use dedicated plugins (in the case of CMSs such as WordPress). The basic rule is that the old URL is permanently redirected to the new intended address. When configuring redirects, it is crucial to avoid creating chain redirects or endless loops that could compromise site navigation and SEO. A well-crafted redirect ensures that the user reaches the desired destination without even noticing the change.
- Manual updating of links
Where resource restoration or a redirect is not applicable, it may be necessary to perform a manual link update. This process is simple but can be time-consuming, especially on large sites with many internal links. Manual updating involves reviewing pages to identify obsolete URLs and replacing them with new destinations or removing them completely if they are no longer useful. This approach is particularly useful when the content of the original resource has been moved to a new page or a different section of the site. Although it requires more direct intervention, it ensures that each internal link is valid and takes the user to its destination smoothly.
- Control and management of external links
External links are another element that should not be overlooked when dealing with broken links. Although we have no direct control over the content of external sites, it is important to regularly monitor the validity of links that point to resources outside our domain. Links to external sites or resources are useful tools for contextualizing and reinforcing the authority of a piece of content, but if left unchecked they can quickly turn into broken links. Hence the importance of periodic checking.
When one of the external links becomes a broken link, the first thing to do is to look for an alternative resource. This could be a similar website or a more up-to-date document that offers equivalent or superior information. In many cases, you can manually search for a replacement resource through search engine searches or directly within databases of scholarly articles, authoritative blogs, or specific data sources. It is important to verify that new links are valid and relevant to the original content. This attention increases both the reliability of the site and the satisfaction of users, who will not be faced with content that cannot be found.
Broken link building: taking advantage of broken links on others’ sites
When it comes to broken links, most of us immediately think of fixing problems within our own site. However, there is an interesting opportunity that opens up when we discover broken links on other sites: broken link building. This approach takes advantage of broken links on pages on other sites, not only to help those webmasters improve their user experience, but also to get quality links back to their own content. It is a strategy that not only solves a problem but brings tangible benefits in terms of SEO and visibility.
What is broken link building
Broken link building is an advanced link building technique that involves searching for broken links on third-party sites and proposing to the site owner to replace them with links to their own relevant content.
It is a kind of treasure hunt, looking for a broken link on a highly influential article, which we propose to replace with content that represents a viable alternative and is hosted directly on our site. In this way we retrieve a valuable backlink, in a non-invasive manner and actually contributing to the improvement of the original content. This strategy, although it may seem laborious, is extremely effective in building a network of high-quality links, increasing domain authority.
How to find broken links from other sites: strategies and techniques
To implement an effective broken link building strategy, the first step is to identify broken links on other sites. There are several methodologies for doing this, each with its own advantages. Starting with manual research is a possibility, but impractical on a large scale. Conversely, using specific tools that automate the search for broken links is more efficient and saves time, limiting manual effort to only verification steps.
Manual search requires limited time and energy, but there are effective tools that facilitate the detection of broken links on external sites. Many of the more advanced SEO tools have features dedicated to this very activity, making link searching faster and also allowing us to discover link building opportunities that we would have otherwise missed. Using these platforms, we can enter the URL of a site or a specific web page and scan it for bad links.
How to do outreach to submit content
Identifying broken links on others’ sites is only the first step: the heart of the strategy isoutreach, which is the process by which we contact site owners and propose content of our own as replacements for the broken links we have found. This step requires tact, expertise, and a touch of persuasion, since we are asking them to review and update someone else’s content.
Writing effective emails is crucial to good broken link building. First, let’s focus on personalization: avoid generic emails and try to inquire about who is running the site, including precise references to the content we are talking about and why the broken link needs to be corrected with one of our own.
Broken link building requires planning and well-orchestrated outreach, but the results can be extremely rewarding. Such an approach provides an opportunity to improve our online presence through quality backlinks while strengthening our site’s SEO. This fruitful exchange is beneficial to all parties involved, building a network of content and links that brings real value to the entire online ecosystem.
How to avoid broken links
Preventing broken links is much better than having to fix them. Maintaining a robust and long-lasting link structure not only improves the user experience, but also helps establish a stronger, more SEO-friendly website. Prevention requires not only attention to URL management but also the implementation of a regular maintenance plan that can identify and fix problems before they become critical. In this way, we will minimize disruptions in the navigation flow and ensure a professional and reliable digital environment.
URLs are the backbone of the site, and managing them properly is the key to avoiding broken links.
It all starts with setting up and maintaining a simple and logical URL structure: URLs should be readable and consistent with the content hierarchy of the site. Also, it is important to avoid frequently changing URLs after they have been created unless absolutely necessary. In the case of necessary and unavoidable changes, we need to create 301 redirects to keep link equity intact and prevent the creation of broken links. Finally, when we add new content, we need to verify that internal links are properly implemented and tested.
Importance of a regular maintenance plan
However, over time even the best designed site can develop broken links.
Hence the importance of having a regular maintenance plan that includes periodic checks and corrective action. This plan can include monthly or quarterly review of both internal and external links, checking the validity of existing redirects, and updating any outdated resources. Involving team members responsible for content and technical management of the site is essential to ensure that all areas are covered.
Relying on automated monitoring tools is a smart strategy to efficiently maintain the health of the site by implementing proactive monitoring to immediately detect anomalies once they emerge, minimizing the impact on site performance and user experience.
In this scenario, external links pose an ongoing challenge, as we have no direct control over third-party content. However, there are practices that can reduce the risk of incurring broken external links: whenever possible, we try to link to authoritative and well-maintained sources, as they are less likely to experience sudden changes or closures. It can also be useful to monitor external links regularly through tools such as Ahrefs or specific plugins for CMSs such as WordPress; when we identify an external link that no longer works, then, we need to act quickly and replace it with a viable alternative. For articles and content that depend heavily on external resources, it might be useful to set up a periodic review cycle to ensure the continued validity and relevance of links.
