Introduction: What Are Broken Links
What are broken links?
Broken links are hyperlinks on a website that no longer work or lead to missing pages.
They frustrate users, disrupt navigation, and send negative signals to search engines. In the world of digital marketing and on-page SEO, broken links can silently sabotage your traffic and conversions.
Imagine a visitor clicking a link to a product page, only to land on a “404 Not Found” page, which damages your credibility.
Broken links are more than a technical issue, they are conversion killers.
Search engines like Google consider broken links as poor user experience, which can affect rankings. Therefore, understanding what are broken links in SEO and managing them is crucial for SEO success.
Types of Broken Links and Their Impact
Broken links come in different forms, and each type affects your website differently.
1. Internal Broken Links
Links pointing to pages within your website that no longer exist.
2. External Broken Links
Links pointing to other websites that have removed or changed the page.
3. Image Broken Links
When images fail to load because the URL is incorrect.
4. Anchor or Redirect Errors
When a link points to a page with redirect loops or outdated URLs.
5. Affiliate or Partner Broken Links
Broken affiliate or partner links affect monetization and partnerships.
How to Find and Fix Broken Links
Finding and fixing broken links is not complicated if you follow a structured approach.
Step 1: Audit Your Website
Tools like Google Search Console, Screaming Frog, Ahrefs, or SEMrush help identify broken links quickly.
Step 2: Categorize Broken Links
Separate internal and external broken links. Prioritize internal ones as they directly affect SEO.
Step 3: Fix Internal Broken Links
- Update URLs to correct pages
- Redirect missing pages to relevant alternatives
- Remove outdated links
Step 4: Fix External Broken Links
- Replace with updated links
- Remove dead links if no replacement exists
- Reach out to partner sites if necessary
Step 5: Monitor Regularly
Broken links can appear anytime. Schedule monthly or quarterly audits to maintain link health.
Where Broken Links Commonly Occur on Websites
Broken links are not random, they often appear in predictable areas:
- Old Blog Posts: Outdated references and external sources
- Product Pages: Removed or discontinued products
- Footer Links: Static navigation that may point to deleted pages
- Resource Pages: External guides, tools, or affiliate links
- Redirects: Incorrect or outdated redirects from previous site updates
Focusing audits on these areas saves time and prevents SEO damage.
Detecting and Fixing Broken Links
Detection tools provide detailed insights. Here’s how to use them effectively:
Using Google Search Console
- Navigate to the Coverage Report
- Look for 404 errors or soft 404s
- Identify broken internal pages
Using Screaming Frog
- Crawl the site
- Filter for response codes 404 or 500
- Export the report for action
Using Ahrefs
- Go to Site Audit > Internal Pages
- Check for broken links and backlinks pointing to 404s
Once detected:
- Fix internal links with redirects or updates
- Replace external links or remove if irrelevant
- Update sitemap to reflect fixed URLs
The Hidden Costs of Broken Links
Broken links have more impact than you might think:
- SEO Impact: Search engines view your site as poorly maintained
- User Experience: Visitors abandon the site, reducing conversions
- Revenue Loss: Affiliate and product links that fail cost money
- Crawl Budget Waste: Search engines spend time crawling dead links instead of important pages
- Credibility Damage: Broken links reduce trust and brand authority
A few broken links may seem minor, but accumulated over time, they can significantly hurt both traffic and revenue.
Best Practices for Managing Broken Links
Broken links can silently kill SEO and user experience. Here’s how to manage them effectively:
- Automate Audits & Set Alerts – Use tools like Ahrefs or SEMrush to schedule crawls and get instant notifications when a broken link appears.
- Prioritize & Track Fixes – Focus on high-traffic pages first and maintain a log of all fixes to monitor improvements.
- Use 301 Redirects Wisely – Redirect removed or moved pages to preserve link equity and avoid redirect chains.
- Internal Link Mapping – Link critical pages from multiple locations to prevent broken links from going unnoticed.
- Update External Links & Monitor Backlinks – Keep partner, affiliate, and reference links current. Check inbound links regularly.
- Train Your Team – Educate content creators to verify links before publishing to prevent broken links upfront.
- Regular Audits – Even with automation, schedule monthly or quarterly reviews to catch anything automated tools miss.
Broken Links and Digital Marketing
Broken links directly affect digital marketing performance:
- Ads and landing pages with broken links waste PPC budget
- Content marketing efforts lose impact if links fail
- Email campaigns with broken resource links reduce engagement
- Affiliate marketing revenue drops with dead partner links
By integrating broken link audits into digital marketing strategy, you can protect traffic, revenue, and user experience.
Final Thoughts
Understanding what are broken links is critical for maintaining a healthy website and strong SEO performance.
Broken links affect:
- Search rankings
- User experience
- Conversion rates
- Brand credibility
Regular audits, proper detection, and strategic fixes ensure your website remains functional, user-friendly, and optimized for search engines. Even a few broken links left unchecked can cost traffic, engagement, and revenue.
At Online Digi Gyan, we recommend proactive broken link management as a key step for digital marketing and on-page SEO success.