With the many changes, Google makes each year, as an SEO company/person you have to be on the ball, as your strategy that worked a year ago with broken link building could be ineffective now.
Broken links seem to be every SEOs go-to link building tactic. But how do you find enough pages to make it worthwhile? If you’re like us, GrowTraffic, there’s the time where we’ve spent hours upon end searching for pages with broken links to only come away with a few.
And looking at the conversion rate, we are lucky to get any results back from it. Maybe a single link. So, is it even worth it?
Luckily after months of searching and trying new tactics, I finally found something that works for us. And once I did, I can say it’s one of my favourite SEO methods.
In this GrowTraffic blog, I’m going to share with you our process on how we find relevant pages with broken links.
What Is Link Building?
Broken link building involves finding broken external links on other websites in your niche and reaching out and recommending your own content as a replacement.
For broken link building to be successful, you need to break down your process into three steps:
- Finding broken links from relevant web pages
- Identifying (or creating) content that is worth linking to
- Conducting outreach to persuade a website owner to replace the dead link on their page with yours
What Do Broken Links Tell Us?
If the link is broken, when a visitor clicks on it they will most likely see an error page telling them that the page no longer exists. This can happen for several reasons – the content has been moved or archived, or the name of the page has changed, or the website has closed down.
Link Building Strategy
Broken link building is an effective off-page SEO strategy because it benefits both marketers and publishers. When a broken link is replaced with an updated URL, a marketer earns a link back to their website, and a publisher’s site becomes more user- and SEO-friendly.
There are three core components of broken link building:
- Find broken backlinks. Identify sites that fit two criteria: the site has a broken link, and the site is one that you would like to link back to yours.
- Create replacement content. Develop or repurpose content that matches the linked source. The content needs to be a natural and relevant replacement for the linked information.
- Reach out to the publishers. Find the best contact at the publication and reach out to them to propose your replacement content.
Stage 1 – There are two stages when it comes to finding broken backlinks. You must first know how to find quality websites that qualify with opportunities and second, you must know to check for broken links.
When searching for broken backlinks it’s important to have your marketing strategy at your forefront. Broken backlinks that are worth pursuing are:
- On sites that your audience regularly visits
- On sites that link to your competitors
- On high-authority websites
Go through the first 10 – 20 pages of Google search for every keyword combo in your sector and add relevant resource pages you find to a spreadsheet.
Stage 2 – If you don’t have it already, I recommend downloading the Check My Links Google Chrome extension. It’s great. All you have to do is navigate to a page, click the Check My Links icon on your Chrome toolbar, and it highlights all broken links in red.
(Tip: sometimes this extension says social media links are dead when they actually aren’t, so be sure to double-check.)
Check the backlink profile of every website you find and add the best links to your list. This stage is where you find all sorts of websites, broken links are bound to have backlinks!
Stage 3 – Once you’ve created your replacement content you need to reach out and get the publishers attention. Once you’ve figured out your websites, try to figure out who runs and edits the pages. Locate them on LinkedIn if possible.
Only email the contact page on the website at the last resort.
When contacting the publisher, address them, highlight the problem and URL, introduce the replacement link and explain your reasoning behind it.
GrowTraffic: SEO Specialist
We can tackle your SEO problems for you, or we can give you the training needed to tackle them yourself! GrowTraffic is an award-winning digital marketing agency that specialises in SEO. Our friendly team are here to help.