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 accessible. This can be caused by many things: Pages are deleted, URLs are changed without a redirect, or entire websites are shut down. When a visitor clicks on such a link, they typically encounter an error message such as a 404 “Page Not Found” instead of the content they expected.
In other words, the link loses its connection to its destination. In the context of SEOand websites, this is often called “link rot” because the problem develops gradually over time as websites evolve and change their structure. The phenomenon is somewhat similar to outdated content—where data or pages simply remain in place even as the rest of the site changes. The difference is that broken links indicate a direct technical break in the connection between elements, while outdated content can still be displayed without errors.
An important detail about broken links is that they can affect both internal and external links. An internal link points from one page on your website to another, while an external link leads to another domain. In both cases, the problem disrupts navigation, frustrates users, and weakens the site’s overall technical integrity—and this has consequences, not least for SEO.
How do broken links work?
When you click on a broken link, the browser sends a request to the server, but the server cannot find the requested resource. The result is an error status—often 404 or 400 Bad Request. This is usually because the page or file behind the link has been deleted, moved without a redirect, or because the URL contains a typo.
Websites are constantly changing their structure, and links rarely update automatically. For example, if you redesign your website and change the URL structure but forget to set up 301 redirects, your old links will lead to dead pages. That’s why it’s crucial to factor redirects and link checks into both your web design and SEO strategy. Ultimately, it’s about keeping the connection intact between your content and the users who are looking for it.
Why is it important to be aware of broken links?
Broken links harm both the user experience and your website’s performance in search engines. When visitors encounter error messages, they quickly lose trust and leave the page. This results in a higher bounce rate and lower engagement, which search engines like Google interpret as a sign of poor quality.
In addition, broken links affect your website’s authority. Links act as connections that transfer “link juice” between pages. When those connections break, you lose some of your accumulated authority. That’s why you should align your work on broken links with your overall SEO strategy, so you can both maintain technical health and ensure that link equity is distributed correctly across your website.
What types and varieties are available?
A distinction is typically made between three main types of broken links:
- Internal broken links: These occur when a link points to a page that doesn't exist on your own website. This can happen after a redesign, when content is moved, or when the URL structure is changed.
- External broken links: These link to pages on other domains that have been deleted or moved without a redirect. In this case, you lose both referral value and relevance if the link previously generated traffic or provided context.
- Broken backlinks: When other websites link to a page on your domain that you have deleted or moved. These links no longer function and no longer pass authority to your site.
Regardless of the type, you'll typically find 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 to identify them. You can use tools like Google Search Console, Ahrefs, or SEMrush to scan your website for links that return 4xx errors. Chrome extensions like Check My Links are also useful when you want to check individual pages. Regular checks are a good habit to get into, 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 restore 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 similar material. In some cases, it’s best to simply remove the link entirely if it no longer provides any value.
Broken link building is an SEO tactic in which you find broken links on other websites and offer your own content as a replacement. It’s a natural way to build backlinks because you’re also helping the other party improve their user experience. Combined with ongoing maintenance of internal links, this creates a healthier link profile and a more robust website.
What should you keep in mind?
Although broken links can never be completely avoided, you can minimize the risk with a few simple routines. Monitor your links regularly, especially after updates or changes to the URL structure. Combine this check with your existing SEO efforts so you can quickly fix errors before they affect your visibility in search results.
You should also incorporate broken link prevention into your content process. When you publish new content, keep track of which pages link to what, and always use absolute URLs where it makes sense. At the same time, a robust digital design system can help you maintain consistency in menus and internal links, regardless of who updates the content. This way, you’ll have both a technically sound website and a better experience for your users.
