Everything you need to know about SEO, published jointly with Search Engine Land every Thursday.
Broken link building made easy
Broken link building is a great tactic, but prospecting for broken links in your niche can be time-consuming and inefficient. Luckily, columnist Patrick Stox has a handy method for identifying relevant broken linking opportunities.
I see questions on forums every day from people asking how they can build links to their website. There are many ways to build links, but there’s one tactic in particular that I believe deserves a modern update: broken link building. Rather than declaring something dead or saying it doesn’t work, SEOs should be working on improving methods to be as efficient as possible.
What is broken link building?
Broken link building is a tactic that involves finding resources in your niche that are no longer live, recreating a version of the content and reaching out to webmasters who link to that content asking them to replace the broken link with a link to your newly created resource. You’re providing value to the webmaster, helping them clean up their website and the web in general, while also building links to your website.
Broken link building isn’t a new tactic, but with the explosive growth of the web in recent years and new website technologies and redesigns, the number of broken links is increasing. I’m surprised this type of link building doesn’t seem to be in favor anymore. I hear horrible tales of tremendous amounts of time invested in research and low response rates to the outreach. When effectiveness decreases, it’s time to figure out why and to look at the whole process to make it better and faster.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.