Broken backlinks are inbound links on other websites that point to non-existent pages on your site. In the traditional view of search engine optimization (SEO), broken backlinks are seen as a major issue because they can lead to a loss of valuable “link equity.” Link equity refers to the ranking power that flows to a page through inbound links from other authoritative sites. According to conventional SEO wisdom, every inbound link represents a potential ranking signal that should be preserved at all costs.
However, Gary Illyes, a Webmaster Trends Analyst at Google, has suggested an unconventional approach to dealing with broken backlinks. Rather than prioritizing the preservation of link equity above all else, Illyes recommends focusing on backlinks that actually provide value to users. His advice goes against the grain of typical SEO best practices that emphasize accumulating as many inbound links as possible, regardless of their quality or relevance.
Illyes’ user-centric philosophy is based on the premise that not all backlinks are created equal. While some broken backlinks may originate from high-authority sites and carry significant link equity, others may come from low-quality or spammy sources that offer little to no value to users. By prioritizing the repair of broken backlinks that are most likely to impact the user experience, webmasters can streamline their efforts and focus on the links that truly matter.
This unconventional advice challenges the conventional wisdom in the SEO industry, which has long emphasized the importance of link equity as a key ranking factor. However, as Google’s algorithms continue to evolve with a greater emphasis on user experience, Illyes’ approach may become increasingly relevant. Webmasters who adopt this mindset can potentially improve their site’s usability while also aligning their efforts with Google’s broader goals of delivering high-quality search results.
Unconventional vs. Conventional SEO
Traditionally, SEO focused heavily on maximizing “link equity.” This refers to the value passed on from a website linking to yours. The more high-quality backlinks you have, the higher your website might rank in search results. So, naturally, the conventional approach to broken backlinks involved fixing them all to ensure you weren’t missing out on any potential link juice.
However, Google’s Gary Illyes recently offered a more user-centric approach that challenges this traditional thinking. He suggests focusing on fixing broken backlinks that would be most helpful to users. This might seem counterintuitive at first, but it highlights a shift in Google’s priorities.
When it came to if broken backlinks should be fixed, a question was asked asked about fixing broken backlinks during a recent Google SEO Office Hours podcast:
“Should I fix all broken backlinks to my site to improve overall SEO?”
Google’s Gary Ilyes answered:
“You should fix the broken backlinks that you think would be helpful for your users. You can’t possibly fix all the links, especially once your site grew to the size of a mammoth. Or brontosaurus.”
There are two key benefits to Illyes’ unconventional advice. Firstly, it prioritizes user experience. Imagine clicking on a link expecting valuable information, only to be met with a frustrating 404 error message. This not only reflects poorly on the linked website but also discourages users from returning. By fixing broken backlinks that provide value to users, you ensure a smooth browsing experience, which can ultimately lead to higher engagement and potentially better search ranking.
Secondly, Illyes’ approach offers a shortcut for evaluating backlinks. Not all backlinks are created equal. A link from a low-quality website with minimal traffic won’t significantly impact your SEO. Similarly, a broken link to an outdated page might not be worth the effort to fix. By focusing on backlinks that offer value to users, you can quickly identify the most important ones to prioritize, saving valuable time and resources. This shift in focus from pure link equity to user experience can be a refreshing and effective way to approach broken backlink management.
Why Fix Broken Backlinks (Even Unconventional Ones)
While Gary Illyes’ focus on user experience might seem like a departure from traditional SEO practices, fixing broken backlinks – even those that might not directly contribute to link equity – remains important for several reasons.
First and foremost, fixing broken backlinks is a relatively simple SEO task. Unlike more complex SEO strategies, it doesn’t require a ton of technical expertise or ongoing effort. Many tools can help identify broken backlinks, and the actual fixes themselves, like setting up redirects, are often straightforward. The minimal time investment makes it a worthwhile task for most websites.
Perhaps the most compelling reason to fix broken backlinks is the positive impact it has on user experience. Imagine a potential customer arriving at your website through a link, only to be greeted with a dreaded 404 error message. This not only creates a frustrating dead end for the user, but it also reflects poorly on your website’s professionalism. By fixing broken backlinks, you ensure a smooth and seamless browsing experience, which can lead to increased user engagement and potentially even higher conversions.
Finally, checking for broken backlinks is crucial after any link-building campaign. Link builders often reach out to a large number of websites, and sometimes mistakes happen. A backlink might point to the wrong URL, or the website owner might have accidentally included a typo. By checking for broken backlinks after a campaign, you can identify and fix these errors before they negatively impact your website’s user experience and SEO performance. This proactive approach ensures you’re getting the most out of your link-building efforts.
Broken Backlinks: Which Ones Matter?
Not all broken backlinks are created equal. While fixing any broken link is technically beneficial, some offer a greater return on investment than others. Here’s a breakdown of the broken backlinks you should prioritize and those that can be put on the back burner:
Top Priority: Backlinks Generating 404 Errors
Focus your efforts on broken backlinks that are actively causing problems. These are the ones that show up as 404 errors in your server logs or Google Search Console. These errors indicate that users clicking the link are encountering a dead end, which can be frustrating and damage your user experience. There are two main types of high-priority broken backlinks:
- Broken due to non-existent page or URL change: This occurs when the originally linked page no longer exists on your website, or the URL has changed. These should be addressed to avoid user frustration and ensure valuable links are properly directed.
- Misspelled URL: A simple typo in the linked URL can lead to a 404 error. Fixing these misspellings ensures users reach the intended destination and maintains the link’s value.
Lower Priority Backlinks
While all broken backlinks are technically problems, some have a minimal impact on your SEO and user experience. These can be addressed later or potentially left alone:
- Backlinks from low-quality websites with no traffic: Links from websites with little to no traffic carry minimal SEO weight. While fixing them won’t hurt, it’s not crucial for your overall ranking.
- Links to outdated pages: If a broken backlink points to an outdated page on your site that’s no longer relevant, a 404 response is perfectly acceptable. There’s no need to recreate outdated content.
- Links from spambots or AI chatbots: These automated links are typically low-quality and don’t provide any real value. You can safely ignore them.
By prioritizing broken backlinks that generate 404 errors and focusing on those most likely to impact users and SEO, you can optimize your efforts and ensure you’re getting the most out of your broken backlink management strategy.
Identifying Broken Backlinks
Identifying broken backlinks is the crucial first step in the process of fixing them. Without knowing which backlinks are broken, it’s impossible to take corrective action. While it may sound like a daunting task, especially for larger websites with an extensive backlink profile, there are several effective strategies for pinpointing the broken backlinks that truly matter.
The key is to focus on broken backlinks that are actively generating traffic and negatively impacting the user experience. This approach aligns with Gary Illyes’ advice to prioritize backlinks that provide value to users. By honing in on the most problematic broken backlinks, you can streamline your efforts and ensure that your site remains accessible and user-friendly.
From analyzing server logs and 404 errors to leveraging WordPress plugins and paid backlink monitoring tools, there are numerous techniques at your disposal. The most suitable approach will depend on factors such as your website’s size, technical capabilities, and available resources.
Here are some key strategies to pinpoint the backlinks needing your attention:
The 404 Error Trail
Your website’s server logs are a treasure trove of information, and 404 errors are a prime suspect. These errors indicate attempts to access non-existent pages, potentially due to broken backlinks. By reviewing these logs, you can identify broken URLs generating traffic. If a broken backlink is actively sending users down a dead end, it becomes a priority for fixing.
Digging Deeper
While 404 errors point you in the right direction, they don’t always reveal the source of the broken backlink. You can try searching for the broken URL itself. Sometimes, a simple Google search might lead you to the culprit website. However, this method isn’t foolproof.
Server Log Analysis (Advanced)
For technically savvy website owners, server logs offer even more insights. These logs often record the IP address and user agent of visitors who trigger 404 errors. Analyzing this data allows you to differentiate between human users and automated bots. A flurry of 404 errors with suspicious IP addresses or user agents likely indicates spam or hacking attempts, which can be safely ignored.
WordPress Plugins for the Win
If you lack direct server access, fear not! WordPress users have access to helpful plugins like Redirection and Wordfence. These plugins can monitor 404 errors and even help you set up redirects, making the broken backlink identification and fixing process much smoother.
Paid Backlink Tools (Optional)
For large websites with a vast network of backlinks, paid backlink monitoring tools can be tempting. While they offer a comprehensive view of your backlinks, including broken ones, consider the trade-off. Sifting through a massive list of broken links, many of which may not be generating traffic, can be a time-consuming exercise. For smaller websites, focusing on 404 errors and the methods mentioned above might be a more efficient approach.
Fixing Broken Backlinks
After identifying the broken backlinks that are truly impacting your website’s user experience and SEO performance, it’s time to take corrective action. Fixing broken backlinks is a crucial step in maintaining a healthy backlink profile and ensuring a seamless browsing experience for your visitors.
There are several effective strategies for restoring the functionality of broken backlinks, each with its own set of advantages and potential drawbacks. From recreating lost resources to implementing strategic redirects, the approach you choose will depend on the specific circumstances surrounding the broken backlink.
It’s important to remember that while preserving link equity is a consideration, the primary focus should be on providing value to users. By prioritizing the repair of broken backlinks that generate the most traffic and frustration, you can streamline your efforts while aligning with Google’s emphasis on user experience.
Whether you’re dealing with outdated pages, misspelled URLs, or exploring the possibility of outreach, this section will equip you with the knowledge and techniques needed to efficiently tackle broken backlinks and maintain a strong SEO foundation.
Here’s a breakdown of the most common fixes and the situations they address:
Restoring Lost Resources: Reviving Valuable Content
Sometimes, a broken backlink points to a page that no longer exists on your website. This could be due to a content restructuring, a product discontinuation, or simply an outdated page. However, if the content itself held value for users and potentially attracted that backlink, there’s an opportunity to turn things around. Consider recreating the resource!
This approach offers several benefits. Firstly, it demonstrates to search engines that you prioritize high-quality content. By recreating valuable content and redirecting the broken backlink to the new version, you ensure search engines continue to see your website as a reliable source of information. Secondly, it shows users you care about their experience. Imagine someone clicking a link expecting valuable information, only to be met with a dead end. Recreating the content ensures users still land on a relevant and informative page. Finally, it preserves the SEO value of the backlink. A recreated page with a relevant 301 redirect (explained below) from the broken URL passes on the link equity to the new content, potentially boosting your website’s ranking.
301 Redirects: The SEO Powerhouse
The 301 redirect is a hero in the world of broken backlink fixes. In simpler terms, it’s a permanent instruction given to search engines and users that a webpage has moved to a new location. This is particularly useful when recreating content isn’t an option, perhaps due to time constraints or because the original content is no longer relevant.
Here’s how a 301 redirect works for broken backlinks: The user clicks the original broken link. Behind the scenes, the 301 redirect automatically sends them to the new, relevant page on your website. This ensures a smooth user experience – no frustrating dead ends! From an SEO perspective, a 301 redirect properly transfers the link equity from the broken backlink to the new page. This means the SEO value associated with the original link isn’t lost, potentially improving your website’s ranking for relevant search terms.
The key to a successful 301 redirect for broken backlinks lies in choosing the right target URL. Ideally, it should be a high-quality, existing page on your website that offers similar value to the broken one. This ensures a thematically relevant experience for users and search engines alike.
Taming Typos with 301 Redirects: A Simple Fix for a Common Culprit
Misspelled URLs are a surprisingly common reason for broken backlinks. Perhaps a typo slipped into an article linking to your website, or maybe someone simply mistyped the address. While it might seem like a minor issue, it can lead to a frustrating dead end for users and hinder your SEO efforts.
Luckily, the fix for misspelled URL backlinks is a breeze – the trusty 301 redirect comes to the rescue again! By implementing a 301 redirect from the misspelled URL to the correct one, you ensure users automatically land on the intended page despite the typo. This not only offers a positive user experience but also prevents search engines from penalizing your website for the mistake. Search engines see the 301 redirect and understand that the misspelled URL is simply an alternate way to reach the correct, relevant content.
Reaching Out: A Calculated Risk with Potential Pitfalls
On the surface, contacting the website owner responsible for the broken backlink seems like a straightforward solution. You could simply explain the situation and request they fix the link. While this approach can be successful, it’s important to be aware of some potential drawbacks.
Firstly, there’s a chance the website owner might decide to remove the link altogether. Perhaps the content the link originally pointed to no longer aligns with their website’s focus, or they might be cleaning up outdated links. While this isn’t ideal, it’s not necessarily the worst outcome. A lost backlink isn’t great for SEO, but it’s better than a broken one leading to a dead end.
Secondly, the website owner might add a “nofollow” attribute to the corrected link. This tells search engines to disregard the link for ranking purposes, essentially negating its SEO value. While it’s still a connection to your website and potentially sends some referral traffic, it won’t contribute to your website’s ranking in search results.
Finally, there’s the possibility that other websites might have copied the broken link. Fixing the link on the original website is only part of the battle. You might need to track down other websites that unknowingly copied the broken link and request they update it as well. This can be a time-consuming process, and the success rate for these additional outreach efforts can be unpredictable.
Fixing broken backlinks is an SEO best practice with several benefits. By implementing the strategies above, you can ensure a seamless user experience, maintain valuable link equity, and ultimately improve your website’s overall SEO health.
Listen to the podcast at the 5:32 minute mark for the answer on fixing broken backlinks:
Embracing a User-Centric Approach to Broken Backlink Management
As we’ve explored in this post, fixing broken backlinks is a crucial aspect of maintaining a healthy website and optimizing for both user experience and search engine visibility. While the conventional wisdom in SEO has long emphasized the importance of preserving link equity at all costs, Google’s Gary Illyes offers a refreshing and pragmatic perspective.
By shifting the focus from accumulating backlinks indiscriminately to prioritizing those that truly provide value to users, webmasters can streamline their efforts and align with Google’s increasing emphasis on delivering a seamless and satisfying browsing experience.
One effective way to identify problematic broken backlinks is to investigate 404 errors in your server logs or Google Search Console. These errors can often reveal backlinks that are actively frustrating users and hindering their ability to access your content seamlessly.
While fixing broken backlinks may seem like a simple task, it can yield significant benefits for both user experience and SEO performance. By addressing these issues, you not only ensure that users can navigate your website without encountering dead ends but also maintain the valuable link equity that can contribute to better search rankings.
As you embark on your broken backlink management journey, consider embracing Gary Illyes’ user-centric approach. Prioritize fixing the backlinks that are most likely to impact the user experience, whether by recreating valuable lost resources, implementing strategic redirects, or reaching out to website owners when appropriate.
By aligning your efforts with Google’s focus on delivering high-quality search results and a positive user experience, you can position your website for long-term success in an ever-evolving digital landscape.