On this page
Definition
Broken links are links that point to pages, files or resources that no longer work. They often lead to 404 errors, removed pages, mistyped URLs, expired domains, failed redirects or unavailable external resources.
A few broken links will not automatically destroy your SEO, but they can affect crawlability, internal linking, user experience and trust when they are left unresolved or occur across important pages.
Key Takeaways
- Broken internal links can waste crawl paths, weaken internal link signals and stop users reaching key service, product or enquiry pages.
- Broken external links can reduce content quality and trust, especially when they point to outdated sources, missing downloads or abandoned third-party pages.
- The right fix depends on the cause. You may need to update the link, restore the missing page, create a relevant redirect or remove the link altogether.
Quick Explanation
How Broken Links Affect SEO
Broken Links Are Usually a Symptom, Not the Whole Problem
SEO Impact
Why Broken Internal Links Matter More Than Many Businesses Realise
External Links
Do Broken External Links Hurt SEO?
Broken Internal Links vs Broken External Links
Both types of broken links matter, but they affect a website in different ways. Internal links usually deserve priority because they directly affect your own website structure and user journeys.
| SEO Factor | Broken Internal Links | Broken External Links |
|---|---|---|
| Crawlability | Can interrupt how search engines move through your own website, especially when important pages are affected. | Usually less direct, but may still create a poor crawl and quality signal if widespread. |
| User experience | Can stop users reaching service pages, product pages, forms, downloads or next-step content. | Can frustrate users who expect a source, reference, partner page or external resource to load. |
| Priority | Often high priority when links appear in menus, CTAs, high-traffic pages or SEO-critical content. | Important for trust and content quality, but usually reviewed after critical internal issues. |
Common Broken Link Problems and What They Usually Mean
Broken links can come from simple mistakes or from larger technical changes. The right response depends on what has actually failed.
A service or product page returns a 404 error
Likely cause
The page may have been deleted, renamed or moved without a redirect.
Solution
If the page is still relevant, restore it or redirect the old URL to the most relevant replacement page. Avoid redirecting every missing page to the homepage, because that can confuse users and search engines.
Many links broke after a website migration
Likely cause
URL changes, missing redirect mapping, changed folder structures or incomplete testing may have occurred during launch.
Solution
Review the old URL list, current sitemap, redirect rules and high-value backlinks. Create targeted 301 redirects where pages have clear replacements.
Links to PDFs, images or downloads no longer work
Likely cause
Files may have been removed, renamed, moved to a new folder or blocked by a permissions change.
Solution
Restore the file, update the link to the correct location or replace the download with a current version. Check that important resources are not blocked from access.
Repair Process
How to Fix Broken Links Properly
Fixing broken links is not just about removing error messages. A good repair process protects SEO value, improves user experience and keeps the website structure clear.
-
Identify the broken links
Use a crawl tool, Google Search Console, analytics data, server logs or CMS reports to find links that return 404, 410, 500 or redirect-related errors. Prioritise links on high-traffic pages, navigation areas and pages that support enquiries.
-
Decide the correct fix
Update the link if the destination still exists, restore the page if it was removed by mistake, create a 301 redirect if the content has moved, or remove the link if it no longer serves a useful purpose.
-
Retest and monitor
After changes are made, crawl the affected pages again and check that redirects resolve cleanly. Continue monitoring after migrations, content updates and major website changes, because broken links can reappear over time.
Common Mistakes When Fixing Broken Links
Many broken link fixes are simple, but rushed repairs can create new SEO and usability issues. These are the mistakes we commonly watch for during technical reviews.
Redirecting every missing page to the homepage
Do this instead
Use a relevant destination wherever possible. If an old service page has been replaced, redirect it to the new matching service page rather than a generic page.
Fixing only visible menu links
Do this instead
Check body content, buttons, image links, PDFs, XML sitemaps, canonical tags, hreflang tags if used, and links inside older articles. Broken links are often hidden outside the main navigation.
Ignoring broken backlinks from other websites
Do this instead
If external sites link to missing pages on your website, consider reclaiming that value with suitable 301 redirects. This is especially important after a redesign, migration or URL restructure.
Broken Link SEO Checklist
Use this checklist when reviewing a website for broken links, especially after content changes, redesigns, migrations or SEO audits.
-
Check high-value pages first
Review homepage links, main navigation, service pages, product pages, location pages, enquiry paths, forms, downloads and high-traffic articles before low-priority archives.
-
Review redirect quality
Make sure moved pages use relevant 301 redirects, avoid unnecessary redirect chains and do not send users to unrelated pages.
-
Monitor after major changes
Run link checks after website launches, page deletions, CMS changes, hosting changes, domain changes and SEO restructures. Broken links are easier to fix when found early.
Business Impact
How Broken Links Affect Enquiries and Trust
Useful Broken Link and SEO Terms
These terms often appear when reviewing broken links, redirects and technical SEO issues.
- 404 Error
- A 404 error means the server could not find the requested page or file. It is common when a URL has been deleted, renamed or mistyped.
- 301 Redirect
- A 301 redirect tells browsers and search engines that a page has permanently moved to a new URL. It is commonly used during migrations and URL changes.
- Crawlability
- Crawlability describes how easily search engines can access and follow pages on a website. Broken links can make crawling less efficient.
Can You Fix Broken Links Yourself?
When It May Be Practical
- Simple typo fixes in content links can often be handled internally if you have safe CMS access and know the correct destination.
- Replacing an outdated external source with a current resource is usually low risk when it does not affect website structure.
- Removing a non-essential broken link from an old article may be straightforward if the content still reads clearly afterwards.
When It Becomes Risky
- Redirect changes can affect SEO if they send users and search engines to unrelated pages or create redirect chains.
- Broken links after a migration may involve old URL mapping, backlinks, DNS, sitemaps, analytics and technical SEO checks.
- Business-critical links, forms, checkout paths and high-value landing pages should be tested carefully before and after changes.
Our Approach
How We Approach Broken Links in Technical SEO
Broken Links and SEO FAQs
These short answers cover common questions about broken links, rankings and website maintenance.
Will one broken link hurt my Google rankings?
Are 404 pages always bad for SEO?
How often should broken links be checked?
Need Help Finding and Fixing Broken Links?
If your website has crawl errors, missing pages, redirect problems or broken enquiry paths, we can review the issue and recommend a practical next step. Start with a technical SEO review, website maintenance assessment or a conversation about your site’s structure.