Have you ever wondered what is Broken link building? Well, broken link building is a powerful SEO strategy that involves finding and replacing broken links on other websites with your own relevant and high-quality content. By fixing broken links, you not only enhance the user experience but also create an opportunity to build valuable backlinks to your website. Broken link building is essential in SEO because it can significantly improve your website’s rankings and authority. When search engines crawl websites, they encounter broken links, which negatively impact the user experience and can lead to lower search rankings. By proactively identifying and replacing broken links with your own content, you not only enhance the web’s overall integrity but also establish your website as a reliable and authoritative source. The benefits of broken link building as a link building strategy are numerous. It allows you to acquire high-quality backlinks from relevant websites, which can boost your organic search rankings, increase referral traffic, and improve your website’s overall visibility. Furthermore, broken link building offers a win-win situation for both website owners, as you help them improve their user experience while gaining valuable backlinks in return.

Understanding Broken Links

Broken links, also known as dead links or link rot, are hyperlinks that point to pages that no longer exist or have been moved without proper redirection. They occur when a user clicks on a link but instead of being directed to the intended page, they encounter an error message. Broken links can happen for various reasons, such as a mistyped URL, deleted or renamed pages, expired domains, or changes in website structure.

There are different types of broken links that can occur. One common type is the 404 error, which indicates that the requested page cannot be found. This can happen if a webpage has been deleted, the URL structure has been changed, or there is a typographical error in the link. Another type is the 410 error, which specifically signifies that the page has been permanently removed. Other types of broken links include 403 errors (forbidden access) and 500 errors (internal server error).

The negative impact of broken links on user experience and search engine rankings is significant. From a user’s perspective, encountering broken links can be frustrating and diminish their trust in the website. It disrupts the browsing experience and may lead users to abandon the site in search of more reliable information elsewhere. For search engines, broken links pose challenges in crawling and indexing web pages. When search engine bots encounter broken links, they are unable to navigate through the website effectively, resulting in incomplete indexing and potentially lower rankings. Additionally, broken links can also affect website credibility, as search engines consider user experience as an important factor in determining search rankings. Therefore, it is crucial to identify and fix broken links to maintain a seamless user experience and ensure optimal search engine performance.”

Researching Link Opportunities

Finding relevant link prospects is of utmost importance in broken link building. Relevant link prospects are websites or pages that are related to your niche or industry, as links from these sources carry more weight and relevance in search engine rankings. To identify websites with broken links, there are several methods you can employ. One method is to conduct a Google search using relevant keywords and phrases along with terms like ‘resource page,’ ‘helpful links,’ or ‘useful websites.’ Explore the search results and visit the pages to check for broken links. Another approach is to use broken link checker tools that scan websites and provide reports on broken links they discover. These tools can help you identify broken links more efficiently and save time. Additionally, competitor analysis can be valuable in uncovering broken link opportunities. Study the backlinks of your competitors and identify websites they have links from. Visit those websites and examine if any broken links exist.

When evaluating the quality and relevance of potential link prospects, there are a few key factors to consider. First, assess the website’s authority and credibility. Look at its domain authority, page authority, and overall reputation. Higher authority websites tend to have a greater impact on your own website’s rankings. Second, consider the relevance of the website to your own niche or industry. The content and topic of the website should align with your own offerings to ensure the link context is natural and meaningful. Third, assess the website’s traffic and engagement metrics. A website with a significant number of visitors and active user engagement indicates a potentially valuable link prospect. Lastly, examine the website’s backlink profile to ensure it has a healthy and diverse link portfolio. A website with a spammy or low-quality backlink profile may negatively impact your own website’s SEO efforts. By carefully evaluating these factors, you can identify high-quality and relevant link prospects for your broken link building campaign.

Creating Link-Worthy Content

Creating valuable and shareable content is crucial when engaging in broken link building. The content you offer should be informative, engaging, and relevant to your target audience. It should fill the gap left by the broken link, providing users with a seamless transition and a valuable resource. To achieve this, start by thoroughly understanding the content that was originally linked to. Analyse its topic, main points, and any specific information it offered. Then, aim to create content that not only covers similar information but goes above and beyond. Provide additional insights, expand on the topic, offer practical examples, or present contrasting viewpoints. By offering a unique perspective, you distinguish your content from others and increase its value. Additionally, adding value to your content can be achieved by incorporating visuals, such as images, infographics, or videos, to enhance comprehension and engagement.

Furthermore, strive to provide updated information in your content. Often, broken links occur because the linked pages are outdated, no longer exist, or have moved. By presenting accurate and up-to-date information, you position your content as a reliable and trustworthy resource. This encourages webmasters to replace broken links with your content, as it adds value to their websites and improves the overall user experience.

Creating link-worthy content offers several benefits. Firstly, it increases the likelihood of webmasters accepting your replacement link, as they see the value it brings to their users. Secondly, valuable content increases the chances of your link being shared and referenced by others, leading to additional organic backlinks. This not only boosts your website’s authority but also enhances its visibility and referral traffic. Moreover, when your content provides unique perspectives or offers valuable insights, it becomes a valuable resource that other websites naturally want to link to, further enhancing your website’s link profile and SEO efforts. Ultimately, creating link-worthy content is the foundation of successful broken link building, as it ensures that webmasters and users alike see the value in replacing broken links with your content.

Reaching Out to Webmasters

When engaging in broken link building, reaching out to webmasters is a critical step in the process. Finding the contact information of webmasters can be done through various methods. Start by exploring the website itself, as many websites have a dedicated ‘Contact Us’ or ‘About’ page that provides contact details. If not available, look for social media profiles or any other online presence associated with the website, as these may include contact information. Additionally, domain lookup tools or WHOIS databases can help you find the email address or contact details associated with a particular domain.

Crafting an effective outreach email is essential to increase your chances of success. Start by personalising your email and addressing the webmaster by their name. Introduce yourself briefly and explain why you are reaching out. Be specific about the broken link you found on their website and offer your replacement link as a solution. Clearly communicate the value and relevance of your content and how it can benefit their audience. Make your email concise, engaging, and easy to read. Include a call to action, such as requesting them to replace the broken link with your content or asking for their feedback.

While every outreach email should be personalised, there are successful outreach templates that you can use as a reference. Here’s an example:

Subject: Fixing Broken Links on [Website Name]

Dear [Webmaster’s Name],

I hope this email finds you well. My name is [Your Name], and I recently came across [Website Name] while conducting research in the [your niche/industry] space. I noticed a broken link on your website, specifically on [specific page where the broken link is located].

I have a piece of content on my website that I believe would be a valuable replacement for the broken link. It covers [topic/subject], and it provides [specific value/insights]. I believe this content would greatly benefit your audience and enhance their experience on your website.

Here is the link to my content: [URL]. Please feel free to review it and let me know if you find it suitable for replacing the broken link. I would be happy to provide any additional information you may need.

Thank you for your time, and I look forward to hearing from you soon.

Best regards, [Your Name]

Personalised outreach is crucial in building relationships with webmasters. Take the time to understand their website, their content, and their audience. Reference specific aspects of their website or mention any recent articles they’ve published. By demonstrating genuine interest and offering value, you increase the likelihood of a positive response. Building relationships with webmasters can lead to future opportunities for collaboration, guest posting, or additional backlinking opportunities. Remember to follow up politely if you don’t receive a response initially, as it’s possible that webmasters are busy or missed your email. Building strong relationships through personalised outreach is a key factor in the success of your broken link building campaign.

Tracking and Managing Broken Link Building Campaigns

To effectively track and manage your broken link building campaigns, there are several tools and strategies you can employ. One useful tool is a broken link checker, such as Check My Links or Dead Link Checker. These tools scan webpages for broken links, allowing you to identify potential opportunities for outreach. Additionally, you can use SEO tools like Ahrefs or SEMrush to monitor your backlinks and track changes in your website’s link profile. These tools provide insights into the status of your links and help you identify any broken links that may arise over time.

Keeping organised records of your outreach emails and responses is crucial for managing your broken link building efforts. Create a spreadsheet or use a project management tool to track your outreach efforts. Include columns for webmaster contact details, email sent date, follow-up dates, response status, and any notes or comments. This helps you stay organised, allows you to easily follow up on pending responses, and keeps a record of your outreach progress.

When managing and following up with webmasters, it’s important to be professional, polite, and persistent. Be mindful of the timing between follow-up emails, typically waiting at least a week before sending a friendly reminder. When reaching out, always reference your previous email and express genuine interest in their response. If you don’t receive a response after multiple attempts, consider sending a final follow-up email acknowledging their busy schedule and expressing your willingness to collaborate in the future. Building a positive rapport and maintaining respectful communication with webmasters is key to establishing long-term relationships and increasing the success rate of your broken link building campaign.”

By utilising tracking tools, maintaining organised records, and employing effective follow-up strategies, you can ensure better management and monitoring of your broken link building campaigns, leading to higher success rates and improved outcomes.

Best Practices and Tips

To maximise the success of your broken link building efforts, it’s important to follow these additional best practices and tips. Firstly, conduct regular audits of your own website to ensure there are no broken links that could negatively impact user experience or harm your SEO efforts. Secondly, focus on building relationships and networking within your industry. Engage with webmasters, bloggers, and influencers through social media or industry events to establish connections that can lead to future broken link building opportunities. Thirdly, diversify your link building strategies. Broken link building is powerful, but it shouldn’t be the sole focus of your SEO efforts. Incorporate other link building techniques, such as guest blogging or resource link building, to create a well-rounded and robust backlink profile. Lastly, always monitor and analyse the results of your broken link building campaigns. Track the links you’ve acquired, monitor their impact on your website’s performance, and make adjustments as necessary.


In conclusion, broken link building is an effective and valuable strategy for improving your website’s SEO rankings and authority. By fixing broken links and offering valuable replacement content, you can not only enhance the user experience but also build high-quality backlinks to your website. Throughout this guide, we have discussed the importance of understanding broken links, researching link opportunities, creating link-worthy content, reaching out to webmasters, and tracking and managing your broken link building campaigns. Remember to be patient and persistent in your outreach efforts, respecting webmasters’ decisions and building meaningful relationships. Broken link building requires time and effort, but the long-term benefits in terms of improved search rankings, increased visibility, and enhanced website authority make it a worthwhile investment. So, why wait? Start implementing broken link building as part of your SEO strategy and watch your website flourish with valuable backlinks and improved search performance.”

Neil Manchip SEO Consultant