When backlinks pointing to your site eventually disappear or lead to broken pages.
Why Link Rot Matters
Link rot is a significant SEO problem because it directly impacts a website’s crawlability and user experience. A website with a high number of broken links can be seen as a low-quality resource, which can harm its rankings. A user who clicks on a broken link can get a 404 error, which is a frustrating experience that can lead to a high bounce rate. This sends a negative signal to search engines. Link rot also hurts a website’s authority, as a backlink to a broken page is a wasted vote of confidence. It’s a proactive approach to maintaining a healthy and high-quality website.
Across Different CMS Platforms
The management of link rot is a technical SEO strategy that can be applied to any CMS.
WordPress
WordPress users can easily check for broken links by using a plugin like Broken Link Checker. This plugin can scan your website for broken links and can provide you with a report on all the broken links on your site.
Shopify
On Shopify, you can use a variety of tools to check for broken links. A tool like Google Search Console can provide a report on all the broken links on your site. You can also use a third-party SEO tool that can check for broken links.
Wix
Wix has a streamlined, user-friendly system, but you can still check for broken links. The platform’s built-in SEO tools make it easy to manage your titles, meta descriptions, and on-page content.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated link-building strategy. You can use it to create a perfectly structured page that is optimized for a specific keyword or set of keywords.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tracks and analyzes your link rot and provides your content creators with data-driven insights.
Across Different Industries
Link rot is a concern for all industries.
E-commerce
E-commerce sites often have a large number of pages, so a high number of broken links can be a major problem. It is crucial to ensure that all your product and category pages are properly indexed and that link authority is passed correctly.
Local Businesses
Local businesses can use a server-side redirect to manage a change of address or a change in services. This is the most reliable way to ensure that your local search rankings are not harmed.
SaaS Companies
SaaS companies can use server-side redirects to manage a change in their pricing or features page. This is the most effective way to ensure that your marketing pages are properly indexed and that link authority is passed correctly.
Blogs
Blogs are a great way to capitalize on link rot. A blog that writes about cooking can get a backlink from a blog that writes about baking.
Do’s and Don’ts of Link Rot
Do’s
- Do use a tool to check for broken links. A tool like Google Search Console is a must.
- Do use a 301 redirect for a permanent move. A 301 redirect is the most effective way to pass link authority from an old page to a new one.
- Do use a 404 page that provides a great user experience. A 404 page should have a clear message and a link to your homepage or other important pages.
Don’ts
- Don’t ignore a broken link. A broken link is a clear signal of a problem that needs to be addressed.
- Don’t use a JavaScript redirect for a permanent move. This is a major SEO problem and can lead to a loss of link authority.
- Don’t delete a page without a 301 redirect. This can lead to a 404 error and a loss of link authority.
Common Mistakes to Avoid
- Failing to check for broken links: This is a basic but critical step. You cannot improve what you do not measure.
- Ignoring a user’s intent: A broken link should be used with a user’s intent in mind.
- Focusing on a single link building tactic: This is a risky and outdated approach.
FAQs
How does a broken link affect my SEO?
A broken link can harm your SEO by creating a poor user experience, which can lead to a high bounce rate. It can also lead to a wasted crawl budget and a loss of link authority.
What is the difference between a broken link and a broken redirect?
A broken link is a link to a non-existent page. A broken redirect is a redirect that sends a user to a non-existent page. Both can harm your SEO.
How can I check for broken links?
You can check for broken links by using a variety of tools, including Google Search Console, SEMrush, and Ahrefs. These tools can provide a report on all the broken links on your site.
What is a “404 page”?
A 404 page is a page that is displayed when a user tries to access a non-existent page on a website. A good 404 page should provide a clear message and a link to your homepage or other important pages.
How can I prevent link rot?
You can prevent link rot by regularly checking for broken links and by using a 301 redirect for any page that has been moved or deleted.
