Broken Link Building

Broken link building is an SEO strategy where you find broken links on other websites — links that are supposed to go to a page but don’t work anymore — and then you contact the owner of the website to suggest replacing the broken link with a link to a relevant page on your own site. It’s a way to help webmasters fix their site while also getting a new backlink for yours, which can help improve your search rankings. 

Understanding the Value of Broken Link Building to Google

  • Broken links are akin to missing pages in a book — they disrupt the flow of information.
  • By fixing broken links, you contribute to the health of the web, which Google appreciates.
  • Google rewards websites that facilitate a better user experience, including through reliable linking.
  • A repaired link can transfer previously lost link equity to your site, boosting your SEO efforts.
  • Broken link building is an opportunity to establish relationships with other webmasters.
  • It’s a win-win: you provide value to the other website and gain a valuable backlink in return.
  • This practice aligns with Google’s emphasis on the authenticity and quality of backlinks.

Best Practices for SEO in Broken Link Building

  1. Use the Right Tools: Utilize tools to find broken links efficiently.
  2. Be Relevant: Only suggest replacement links that are relevant to the content.
  3. Personalize Your Outreach: Tailor your communication to each webmaster.
  4. Provide Value: Explain the benefits of your suggested link to their audience.
  5. Be Polite and Professional: Courtesy goes a long way in outreach communication.
  6. Follow Up: Don’t hesitate to send a polite reminder if you don’t get a response.
  7. Track Your Progress: Monitor which links get fixed and the impact on your traffic.
  8. Stay Organized: Keep a record of your outreach attempts, responses, and link repairs.


Broken link building is an effective and mutually beneficial SEO strategy. It’s about paying attention to the details and recognizing that the internet is better when it’s more connected and less fragmented. By incorporating broken link building into your SEO practices, you not only improve your site’s standing but also contribute to a more seamless web experience.

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