What are broken links?
Broken links, also known as dead links, occur when a hyperlink points to a page that no longer exists or is no longer available. There can be many reasons: pages get deleted, URLs are changed without a redirect, or entire websites shut down. When a visitor clicks a link like this, they typically see an error message such as 404 “Page Not Found” instead of the content they expected.
In other words, the link loses its connection to its target. In SEO and website contexts, this is often called link rot, because the errors build up gradually over time as websites evolve and change structure. The phenomenon is a bit like outdated content — where data or pages are simply left in place even though the rest of the site changes. The difference is that broken links mark a direct technical break in the connection between elements, whereas outdated content can still be displayed without errors.
An important detail about broken links is that they can affect both internal and external connections. An internal link points from one page on your website to another, while an external link goes out to a different domain. In both cases, the problem disrupts navigation, frustrates users and weakens the site's technical integrity — and that has consequences, not least for SEO.
How do broken links work?
When you click a broken link, the browser sends a request to the server, but the server can't find the requested resource. The result is an error status – often 404 or 400 Bad Request. The cause is usually that the page or file behind the link has been removed or moved without a redirect, or that the URL contains a typo.
Websites constantly change structure, and links rarely follow along automatically. If, for example, you redesign your website and change the URL structure but forget to set up 301 redirects, your older links will lead to dead pages. That's why it's crucial to build redirects and link checks into both your web design and your SEO strategy. Ultimately, it's about keeping the connection intact between your content and the users looking for it.
Why should you know about broken links?
Broken links harm both the user experience and your website's performance in search engines. When visitors run into error messages, they quickly lose trust and leave the page. That means a higher bounce rate and lower engagement, which search engines like Google interpret as a sign of poor quality.
Broken links also affect your website's authority. Links act as connections that pass “link juice” between pages. When those connections break, you lose some of the authority you've built up. That's why you should align your work on broken links with your overall SEO strategy, so you both maintain technical health and ensure that link equity is distributed correctly across your website.
What types and variants are there?
There are typically three main types of broken links:
- Internal broken links: Occur when a link points to a non-existent page on your own website. This can happen after redesigns, moving content or changing the URL structure.
- External broken links: Point to pages on other domains that have been deleted or moved without a redirect. Here you lose both referral value and relevance if the link previously provided traffic or context.
- Broken backlinks: When other websites link to a page on your domain that you have deleted or moved. These links lose their function and no longer pass authority on to your site.
Whatever the type, you'll typically come across several different error statuses. 404 is the most common, but others such as 400 Bad Request, Timeout or Invalid Host Name also occur, depending on the problem with the link.
How do you handle broken links in practice?
The first step is finding them. You can use tools such as Google Search Console, Ahrefs or SEMrush to scan your website for links that return 4xx errors. Chrome extensions such as Check My Links are also useful when you want to check individual pages. Regular checks are a good habit, especially after updates or content changes.
Once you've found the broken links, you have several options. If the page should still exist, you can recreate it or add a 301 redirect to a relevant page. If the content is outdated, you can instead update the link so it points to newer or equivalent material. In some cases, it's best simply to remove the link altogether if it no longer adds value.
Broken link building is an SEO tactic where you find dead links on other websites and offer your own content as a replacement. It's a natural way to build backlinks, because at the same time you're helping the other party improve their user experience. Together with ongoing maintenance of internal links, this creates a healthier link profile and a more robust website.
What should you watch out for?
Although broken links can never be avoided entirely, you can minimise the risk with a few simple routines. Monitor your links regularly, especially after updates or changes to the URL structure. Combine the checks with your existing SEO work, so you can quickly fix errors before they affect your visibility in the search results.
You should also build broken link prevention into your content process. When you publish new content, keep a record of which pages link to what, and always use absolute URLs where it makes sense. A strong digital design system can also help you keep menus and internal links consistent, no matter who updates the content. That way, you get both a technically healthy website and a better experience for your users.
