Broken links are hyperlinks that lead to non-existent pages, often resulting in error codes like 404. They occur due to deleted content, URL changes, typos, server errors, or redirect issues. Broken links harm SEO, frustrate users, and reduce brand credibility. This guide explains what broken links are, why they happen, their impact, and how to detect, fix, and prevent them.
🔎 What Are Broken Links?
🔎 What Are Broken Links?
Broken or dead links are hyperlinks that no longer work, leading users to error pages.
Types of broken links include:
Broken internal links – lead to non-existent pages on your own site.
Broken external links – lead to missing content on other sites.
Broken backlinks – exist on other sites but point to missing pages on yours.
⚠️ What Causes Broken Links?
⚠️ What Causes Broken Links?
There are several common causes:
Deleted or moved content – Pages removed during redesigns or updates.
Changes in URL structure – Renaming folders or categories without updating links.
Misspelled URLs – Typos when inserting links.
External content removal – Linked resources deleted or updated by other sites.
Server or protocol issues – Downtime, HTTPS/HTTP mismatches, or blocked resources.
Redirect chains or loops – Circular redirects preventing access.
Soft 404 errors – Pages returning “not found” messages without proper error codes.
📊 How Do Broken Links Impact Your Website?
📊 How Do Broken Links Impact Your Website?
📊 SEO Impact
Waste crawl budget when bots follow dead ends.
Stop link equity transfer between pages.
Disrupt site crawlability and architecture.
Create JavaScript rendering issues on dynamic sites.
🧭 User Experience
Dead ends frustrate users and stop their journey.
Higher bounce rates from early exits.
Poor satisfaction and perception of site quality.
Issues can appear differently on mobile devices.
Brand Reputation
Broken links make sites appear unprofessional.
Reduce trust with partners, journalists, or customers.
Signal neglect to both users and search engines.
Harm multilingual or international site credibility.
🛠️ How to Check for Broken Links
🛠️ How to Check for Broken Links
With OTTO SEO
Detects redirects and broken links directly.
Recommends replacing old URLs with final versions.
Fixes implemented automatically without manual effort.
With the Site Audit Tool
Scans your site for broken external and internal links.
Reports organize issues like crawlability, link errors, and indexability.
Identifies 404 errors and displays HTTP status reports for pages.
Alternative Tools
Online scanners for quick checks on small sites.
Browser extensions to spot issues during content reviews.
Command-line tools for automated workflows in development.
⏱️ How Often Should You Check for Broken Links?
⏱️ How Often Should You Check for Broken Links?
Large, frequently updated sites: Weekly or bi-weekly scans.
Smaller sites: Monthly checks.
All sites: Comprehensive quarterly audits.
After migrations or redesigns: Check all links within 48 hours.
🔧 How to Fix Broken Links
🔧 How to Fix Broken Links
✅ Prioritize by impact – Fix high-traffic or conversion-critical pages first.
✅ Remove the broken link – Delete links with no replacement value.
✅ Redirect to a new URL – Use 301 redirects to preserve authority.
✅ Restore missing content – Publish replacement pages under the same URL.
✅ Contact site owners – Request updates to broken backlinks.
✅ Replace or remove external sources – Use alternative references if originals no longer exist.
Track improvements with:
Crawl error reports (Google Search Console).
Bounce rates on fixed pages.
Organic traffic recovery.
Ranking performance after redirects.
🛡️ How to Prevent Broken Links
🛡️ How to Prevent Broken Links
Use consistent URL structures – Avoid unnecessary changes.
Check links before publishing – Test them manually.
Run regular link checks – Use OTTO SEO or GSC.
Apply redirects thoughtfully – Match new destinations with original intent.
Monitor and update redirects – Retire old ones when no longer needed.
❓ FAQs
❓ FAQs
❓ What’s the most common cause of broken links?
❓ What’s the most common cause of broken links?
Deleted or moved content is the most frequent cause, especially during redesigns.
❓ Do broken links hurt SEO directly?
❓ Do broken links hurt SEO directly?
Yes. They waste crawl budget, stop link equity flow, and harm site structure.
❓ How fast should I fix broken links after a migration?
❓ How fast should I fix broken links after a migration?
Run a full audit within 48 hours and fix immediately.
❓ Which is better: removing or redirecting a broken link?
❓ Which is better: removing or redirecting a broken link?
Redirect if relevant content exists, otherwise remove the link
✅ Final Takeaway
Broken links are a normal part of any website’s lifecycle, but leaving them unchecked harms SEO, user experience, and brand trust. By running regular audits, fixing issues quickly, and setting up strong prevention practices, you can keep your site healthy and user-friendly.
Staying proactive ensures visitors always find what they need — and search engines reward you for maintaining a seamless, reliable site.