The Art of Broken Link Building: Turning Website Errors into Link-Building Opportunities

Broken Link Building

The Art of Broken Link Building: Turning Website Errors into Link-Building Opportunities

In the ever-changing world of SEO, broken link building has become a smart way to improve website visibility and get valuable backlinks.

Rather than viewing broken links as a nuisance, astute marketers recognize them as untapped opportunities for link-building. Savvy SEO practitioners can forge mutually beneficial partnerships by identifying broken links on authoritative websites and reaching out to web admins. 

This artful technique not only aids in improving website ranking but also cultivates relationships within the online community. The art of broken link building transforms website errors into valuable opportunities, making it a powerful tool in the modern digital marketing arsenal.

What Is Broken Link Building?

An SEO strategy involves finding and replacing broken or dead links on other websites with working links to your content. The process typically consists of three main steps: finding relevant broken links, identifying suitable replacement content on your website, and reaching out to the website owner to suggest the link replacement.

Here’s a detailed breakdown of each step:

1. Finding Broken Links

The first step is identifying websites with broken links in your niche or industry. You can use various tools, such as broken link checkers, SEO auditing tools, or browser extensions. These tools crawl websites and identify links that lead to non-existent pages (resulting in 404 errors) or other broken links. After you find websites with broken links, you can proceed to the next part.

2. Identifying Suitable Replacement Content

After identifying websites with broken links, you need to find relevant content on your website that can serve as a suitable replacement. The replacement content should be highly relevant to the broken link and provide value to the website owner and their audience. It could be an existing blog post, article, guide, infographic, or any other resource that aligns with the broken link’s content.

3. Reaching Out to Website Owners:

Once you’ve identified the broken links and prepared replacement content, the next step is to contact the website owners or web admins. This typically involves sending them a polite and personalized email informing them about the broken link on their website and suggesting your content as a replacement.

You should explain the relevance of your content and how it can add value to their site and audience. It’s essential to establish a genuine and mutually beneficial connection.

It’s essential to remember that broken link building involves more than just fixing broken links to get backlinks. There’s more to it than that. The focus should be on providing value and improving the user experience for website visitors and search engines.

By fixing broken links, you help website owners maintain the quality and integrity of their websites while also gaining exposure and potential traffic from the link replacements.

How to Do Broken Link Building?

Broken link building is a way of building links by finding and fixing broken or dead links on other websites and contacting website owners to suggest replacing those broken links with your relevant content. This technique helps you acquire valuable backlinks and provides a service to website owners by helping them fix their broken links.

Here is a step-by-step guide on how to do broken link building:

1. Identify a Relevant Target Audience or Niche

Determine the target audience or niche you want to focus on. This will help you find websites relevant to your content and likely to have broken links.

2. Find Potential Websites

Use search engines, industry directories, or tools like Ahrefs, Moz, or SEMrush to find relevant websites for your target audience or niche. Search for websites that have a strong reputation and lots of outgoing links.

3. Identify Broken Links

Once you have a list of potential websites, you need to find broken links on those sites. There are a few methods you can use:

  • Manual search: Visit each website and navigate its content, looking for broken links. You can use browser add-ons like Check My Links (for Google Chrome) to show you which links on a page are broken.
  • Use tools: Tools like Ahrefs’ Broken Link Checker, Dead Link Checker, or Screaming Frog SEO Spider can help automate finding broken links on websites.
4. Analyse Broken Links

After finding broken links, evaluate their relevance and potential value to your website. Focus on broken links that point to content similar to what you can offer or related to your target keywords.

5. Create Relevant Content

Develop high-quality content similar to or related to the web page the broken link was originally pointing to. Ensure your content is valuable, comprehensive, informative, and well-written.

6. Find Contact Information

Look for the contact information of the website owner or webmaster responsible for the site’s content. This information is often found on the website’s “Contact Us” or “About” page. If you need help, you can use tools like or Voila Norbert to find email addresses associated with the domain.

7. Craft a Personalized Outreach Email

Write a polite and personalized email to the website owner or webmaster, informing them about the broken link on their site and offering your content as a replacement. In your email, highlight the benefits of replacing the broken link with your link, such as providing a better user experience for their visitors.

8. Follow-up

If you don’t receive a response after a week or two, send a follow-up email to remind the website owner about your suggestion. Keep your follow-up email polite and professional.

9. Monitor Your Progress

Remember to keep a record of the websites you have reached out to and the answers you get from them. Maintaining a spreadsheet to record your outreach efforts, including contact details, dates, and responses, is helpful.

10. Repeat The Process

Broken link building is an ongoing strategy, so continue finding broken links, creating relevant content, and reaching out to website owners. Over time, you’ll build a valuable network of backlinks.

How to Find Relevant Broken Links?

Finding relevant broken links involves a process of identifying broken links on a website that is related to your specific topic or content. Here’s a step-by-step guide on how to find relevant broken links:

1. Identify Your Target Website

Determine the websites on which you want to search for broken links. These websites should be relevant to your niche or topic.

2. Use a Checker Tool for Broken Links

You can use various online tools to discover broken links on a website. Some popular options include Check My Links, Dead Link Checker, and Broken Link Check. Choose one of these tools and proceed to the next step.

3. Enter the Website URL

Enter the URL you want to check for broken links into the selected tool. Ensure you enter the complete URL, including the “http://” or “https://” prefix.

4. Start the Scan

Initiate the scan using the tool. The tool will crawl the website and search for broken links, including internal links (links within the same domain) and external links (links to other domains).

5. Analyze the Results

After the scan finishes, the tool will give you a list of broken links on the website. Take a closer look at these results and filter out any irrelevant broken links.

6. Evaluate the Relevance

Visit each broken link identified by the tool and evaluate its relevance to your content or topic. Consider factors such as the context of the broken link, the anchor text, and the page it was found on. Eliminate any broken links that are not relevant to your content.

7. Prioritize the Relevant Broken Links

After evaluating the broken links, prioritize the ones most relevant to your content or topic. These are the links you want to focus on fixing or replacing.

8. Reach Out to the Website Owner

Get in touch with the owner or administrator of the website that contains the broken links. Inform them about the broken links you found and provide details such as the URL of the broken link and the page it was found on. Politely request them to fix or update the broken links.

9. Offer a Replacement

To increase your chances of fixing a broken link, provide a replacement link relevant to the content. If you have a similar or updated resource on your website or another trustworthy website, suggest it as a replacement.

10. Monitor and Follow Up

Keep track of the broken links you reported and follow up with the website owner after a reasonable period. Check if the broken links have been fixed or replaced. If not, consider removing any backlinks or references to the broken links from your own content.

Why Does Broken Link Building Work So Well?

Broken link-building is a popular and effective link-building strategy in SEO (Search Engine Optimization) that involves finding and replacing broken or dead links on other websites with your own relevant and high-quality content.

SEO professionals have widely adopted this technique due to its success in generating backlinks and improving search engine rankings. Several factors contribute to the effectiveness of broken link building:

1. Relevance and Context

Broken link building allows you to identify broken links within your niche or industry. Replacing these broken links with your own content ensures that the new link is highly relevant to the original page’s topic. This relevancy enhances the user experience and provides valuable information to visitors, making it more likely for web admins to accept your replacement link.

2. Resourceful and Helpful Approach

Broken link building is a mutually beneficial strategy. By informing web admins about broken links on their sites, you provide them with value by helping them maintain a high-quality website. In return, web admins are often willing to reward your effort by replacing the broken links with your suggested content.

3. Link Equity Transfer

When you replace a broken link with your link, you gain the link equity that was previously associated with the broken link. Link equity refers to the authority or value passed from one webpage to another through hyperlinks. If the broken link had a good amount of authority from other websites, your replacement link could inherit some of that authority, potentially boosting your own website’s search engine rankings.

4. Higher Success Rate

Broken link-building tends to have a higher success rate than other link-building methods. Since you are offering a solution to a problem (broken links) and providing valuable content, web admins are more likely to respond positively to your outreach. This higher success rate increases the chances of acquiring quality backlinks to your website.

5. Natural and Organic Link Building

Broken link building often results in acquiring natural and organic backlinks. Search engines consider These links more valuable because they are editorially given and not manipulated or paid for. As a result, search engines tend to give more weight to such links when determining search rankings.

6. Increased Referral Traffic

When broken link building is successful, the replacement link on the target website can attract new visitors through referral traffic. Users who click on the link are already interested in the topic, increasing the likelihood of engagement and conversions on your website.

What Are the Main Benefits of Broken Link Building?

It is an SEO strategy that involves finding and fixing broken links on external websites and, in turn, gaining backlinks to your website. While broken link building requires effort and persistence, it offers several benefits for website owners and marketers. Here are the key advantages:

1. Quality Backlinks

Broken link building provides an opportunity to obtain high-quality backlinks from authoritative websites. Let them know about the broken link and propose a replacement link to your useful and relevant content. If they accept your suggestion, you secure a valuable backlink from a reputable source.

2. Improved Search Engine Rankings

Backlinks are an essential ranking factor in search engine algorithms. When popular websites link to your content, search engines think your website is more dependable and trustworthy. By implementing a broken link-building strategy, you can acquire authoritative backlinks that signal your website’s value and relevance to search engines, potentially boosting your rankings.

3. Increased Website Traffic

By acquiring backlinks through broken link building, you can attract referral traffic from the websites that link to you. When visitors find a broken link on a website and find a relevant replacement link leading to your content, they are likely to click on it, driving traffic to your website. This can increase exposure, new visitors, and potential conversions or leads.

4. Enhanced Website Authority and Reputation

When your website earns backlinks from trusted and influential sources, it enhances your website’s authority and reputation within your industry or niche. This can make your brand seem trustworthy and knowledgeable, which can attract more users and potential customers. It also improves your chances of forming partnerships or collaborations with reputable websites and influencers.

5. Content Improvement Opportunities

Broken link building involves identifying broken links on external websites, which means you have an opportunity to help website owners improve their content. By suggesting relevant replacement links to broken URLs, you are providing value to website owners and helping them maintain a seamless user experience on their sites. This can lead to mutually beneficial relationships, such as future guest blogging opportunities or co-marketing initiatives.

6. Competitive Advantage

Using a broken link-building strategy can help your website stand out and be more competitive compared to other websites in your industry. While it requires time and effort, many website owners overlook broken links or lack the resources to fix them promptly.

By proactively identifying and fixing broken links, you can differentiate yourself from competitors and position your website as a reliable and resourceful destination for users.

Does Broken Link Building Still Work?

Broken link building is a way to get more people to link to your website. Here’s how it works: First, you look for websites that have links that don’t work anymore. Then, you contact the website owners to replace those broken links with a link to your own content.

This strategy is based on the premise that website owners are more likely to accept such requests as it helps them fix their broken links while also providing them with valuable content to replace them.

Broken link building was an effective strategy for building high-quality backlinks. However, I can only provide information on its effectiveness after that date as I cannot access real-time data.

SEO tactics and strategies can evolve, and search engines continually update their algorithms, which may affect the efficacy of certain link-building techniques.

Broken link building can still be a valid strategy if executed properly. Here are a few key points to consider:

1. Relevance and Quality

The success of broken link building depends on offering relevant and high-quality content to replace the broken link. If you can provide valuable resources that enhance the user experience, website owners may be more inclined to accept your link suggestion.

2. Finding Broken Links

To find broken links, you can use tools like broken link checkers or website crawlers. These tools can help you find links that don’t work on websites that are related to your topic or specific content areas.

3. Outreach and Communication

Once you’ve found broken links, you can inform website owners or web admins about them and suggest your content as a replacement. Personalized and well-crafted outreach emails are crucial to increase the chances of a positive response.

4. Persistence and Patience

Not all outreach attempts will result in backlinks. It requires persistence and patience to achieve success with broken link building. It’s important to remember that response rates can vary, and it may take time to build relationships with website owners or convince them to replace broken links with your content.

The Key to Converting Broken Links Into Wins

Converting broken links into wins involves identifying and resolving broken or dead links on a website to turn them into opportunities for success. Broken links negatively impact user experience, SEO rankings, and overall website performance.

By addressing broken links effectively, you can improve the user experience, enhance SEO, and increase traffic and conversions on your website. Here’s a detailed explanation of the key steps involved in converting broken links into wins:

1. Identifying Broken Links

The first step is identifying broken links on the website. You can use different tools such as Google Search Console, Screaming Frog, or online link checkers to scan your website for broken links. These tools provide reports highlighting the broken links, their location, and the pages they are present on.

2. Understanding the Impact

Once you have identified the broken links, assessing their impact on your website is important. Broken links can make it difficult for users to use a website, which can cause them to feel annoyed and leave the site quickly. They can also hinder search engine crawlers from indexing your pages properly, negatively affecting your SEO rankings.

3. Analyzing the Causes

Determining the causes of broken links on your website is crucial. Common causes include internal URL changes, website migrations, deleted or moved pages, or external websites linking to your pages incorrectly. Understanding the root causes helps in implementing effective solutions.

4. Updating Internal Broken Links

Internal broken links occur when links on your website point to pages that no longer exist or have been moved. To fix internal broken links, update the URLs to the correct pages. This can involve updating links within your content, navigation menus, sitemaps, and footer sections.

5. Implementing 301 Redirects

If a page has been permanently removed or its URL has changed, it’s essential to redirect the broken link to a relevant and functioning page using a 301 redirect. This helps preserve the SEO value of the original page and ensures users are directed to the most relevant content.

6. Fixing External Broken Links

External broken links occur when other websites link to your pages with incorrect URLs. To address this, contact the website owners and request them to update the links. Additionally, consider creating custom 404 error pages that provide helpful information to visitors and encourage them to explore other relevant content on the site.

7. Monitoring Band Regular Maintenance

Broken links can reappear over time due to website updates, content changes, or external factors. Therefore, monitoring your website for broken links using automated tools regularly is important. Implementing a routine maintenance plan ensures that new broken links are quickly identified and fixed.

8. Enhancing User Experience

Converting broken links into wins goes beyond fixing technical issues. Improve the user experience by providing alternative suggestions or recommendations when users encounter broken links. Offer related content, search functionality, or clear navigation to guide users to other valuable pages on your website.

9. Measuring Success

Lastly, monitor the impact of your efforts by tracking relevant metrics. Analyse website traffic, user engagement, bounce rates, and conversion rates to determine if your actions have resulted in positive outcomes. This data will help you assess the effectiveness of your broken link conversion strategy and make further improvements if necessary.

Final Tips to Win Broken Links

To win broken links, which refers to acquiring backlinks from websites that contain broken or non-functional links, you can follow these effective strategies:

1. Identify Relevant Broken Links

Start by identifying websites in your niche with broken links. You can use many tools like SEMrush, Ahrefs, or the Check My Links Chrome extension to scan websites for broken links.

2. Create Valuable Content

Once you’ve identified broken links on relevant websites, create good content that is helpful and valuable to the website owner and their visitors. Your replacement content could be a blog post, article, infographic, or any other type of content that suits the situation.

3. Find Alternative Content

Search for alternative content that can replace the broken link. Find stuff that you already have on your website, or make new stuff, to replace the missing link. The content should be relevant and add value to the user experience.

4. Reach Out to Website Owners

Get in touch with the website owners or admins to tell them about the broken link, and suggest your content as a replacement. Be polite and professional in your outreach, highlighting the broken link and explaining how your content can provide a better user experience.

5. Personalize Your Outreach

When reaching out to website owners, personalize your messages to make them more effective. Tell them exactly which broken link you found and explain why your content would be a good replacement for it. Show genuine interest in their website and express how your content aligns with their goals.

6. Showcase the Benefits

Emphasize the benefits of replacing the broken link with your content. Highlight the value it brings to their website’s visitors, such as providing updated information, better user experience, or more comprehensive coverage of the topic. Make a compelling case for why they should consider your suggestion.

7. Offer Assistance

If the website owner agrees to replace the broken link with your content, offer assistance in implementing the change. Provide the necessary HTML code or specific instructions to make it easier for them to update the link. This demonstrates your willingness to help and increases the chances of successful collaboration.

8. Monitor and Follow Up

Keep track of the websites you’ve contacted and monitor the progress of your broken link-building campaign. If you don’t receive a response after your initial outreach, send a polite follow-up message after a reasonable period. Persistence and regular follow-ups can yield positive results.

9. Maintain Relationships

Building relationships with website owners and web admins can be beneficial in the long term. If they don’t accept your initial request, stay in touch and continue providing value by sharing relevant content or insights. This can lead to future collaboration opportunities or potential backlinks down the line.


The art of broken link-building offers a valuable strategy for turning website errors into link-building opportunities. By identifying broken links on reputable websites within your niche, you can leverage these errors to your advantage. 

Reaching out to web admins and offering them relevant and high-quality replacement content not only helps them improve their site’s user experience but also allows you to secure valuable backlinks. This approach benefits both parties involved, creating a win-win situation. 

However, it is crucial to ethically approach broken link building and genuinely provide valuable content, avoiding false information. By embracing this practice, website owners can enhance their SEO efforts and establish valuable connections within their industry.

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