In on-page search engine optimization, the aspect of broken links is one of the most essential factors, as these determine how helpful a subpage actually is. There are more and more websites that are equipped with broken links.
What is a broken link?
A broken link is a normal hyperlink, but it leads to a page or file that is no longer accessible. The result is that the user is directed to a 404 error page. This is not particularly user-friendly and is therefore not appreciated by search engines.
What causes a broken link?
There are many causes of broken links – but often only the author is at fault. Typing errors or an incorrectly copied link can lead to these scenarios. But often also because of an unplanned restructuring. If file directories are renamed, then all internal links are already broken links. They will inevitably lead to a 404 error page, unless it has been considered beforehand and a 301 redirect has been set up.
Broken links through external websites
If links are created to external websites, as is the case with heavy cross-linking, for example, the linked content may of course no longer be available at a later date. No operator has the time to click on every link every day to check whether the link is still active or working. Broken links can therefore not always be avoided. Wikipedia is an ideal example of this, as broken links are often found in the references. This is often because existing content has been deleted or because the web hosting has not been renewed by the operator.
What effects do broken links have?
The effects of broken links are extensive, as a search engine takes this into account in the overall evaluation of a website. If the website consists massively of dead links, this is a significant disadvantage that could result in a loss of ranking. It is important for the operator that the broken links are removed as quickly as possible, as this is the only way to avoid any disadvantages. Apart from the aspects for the search engine, this is also very annoying for the user, as a website is no longer user-friendly – this could damage your own brand. A major disadvantage, however, is that the bounce rate is increased. This factor is then again detrimental, as a high bounce rate is an indication for Google that the page has no added value.
Find and remove broken links
There are various ways to find and remove broken links. Of course, you can also search manually, but this is only possible if the total number of links is manageable. For larger projects, however, an automatic function should be used. Content management systems such as WordPress can be equipped with plugins to find and remove broken links. In the backend, the links can then either be permanently deleted or an alternative source can be specified. One such plugin is called “Broken Link Checker”. However, there are also systems that can be used from outside. A crawler can be used for this, which can also be developed in-house. 404 error codes are output and these broken links can be eliminated in the backend.
Google helps with the search for “dead links”
Google has long recognized the problem and also offers an option in the Search Console to find “dead links” and then remove them. From time to time, Google also sends a status report in which this aspect is also taken into account.
