What Is Broken Link Building?
Broken link building is an SEO outreach technique where you find a dead link on another website and suggest a relevant, working resource as a replacement. The goal is to help the website owner improve their page while earning a backlink to your own content.
For example, imagine a marketing blog links to a guide about keyword research, but that guide now returns a 404 error. If you have a useful keyword research tutorial covering the same subject, you can notify the blog owner and suggest your guide as an alternative.
However, there is an important distinction: finding a broken link does not automatically make your website a suitable replacement. Your content needs to match the original resource’s purpose and offer genuine value to readers.
According to Ahrefs’ broken link building guide, the process involves finding broken pages with backlinks, evaluating those links, creating a replacement resource, and contacting relevant website owners. Each step matters because poor prospect selection can waste hours of outreach.
Why Broken Link Building Can Work for SEO
A useful backlink can help people discover your content and give search engines additional context about your website. Google explains that links help its systems discover pages and understand their relevance. However, no backlink guarantees higher rankings. Google’s link best practices explain why links should be useful, descriptive, and placed in a relevant context.
Broken link building gives you a specific reason to contact someone. Instead of sending a generic email asking for a backlink, you can point out an issue on their page and offer a possible solution.
Consider a website that publishes beginner-friendly SEO tutorials. One of its articles links to an old guide explaining keyword research tools. The original resource has disappeared, but your website has a current, detailed comparison of keyword research tools.
Your suggestion could help the website owner restore a useful reference for readers. You also get an opportunity to earn a relevant backlink.
Still, success is not guaranteed. The owner might ignore your email, prefer a different resource, or decide that the existing link is no longer necessary. That is normal, so treat broken link building as a long-term process rather than a quick ranking shortcut.
Step 1: Find Broken Link Building Opportunities
The first step is finding pages that contain broken outbound links or discovering old pages that have attracted backlinks but no longer work.
You can approach this in several ways. If you are working with a limited budget, start with free research methods before paying for SEO software.
Method 1: Search Google for Resource Pages
Resource pages are useful starting points because they often link to guides, tutorials, tools, research, and other helpful websites.
Open Google and search for phrases related to your niche. Try combinations such as these:
- SEO resources
- keyword research resources
- digital marketing tools and resources
- useful SEO guides
- recommended blogging resources
You can also try search operators such as intitle:resources SEO to find pages with resource-related titles.
Open relevant results and inspect their outbound links. Look for links that lead to missing pages, expired resources, or websites that no longer exist.
Don’t assume a link is broken simply because a page looks unusual. Open it in a browser and check the actual result. A temporary server problem, redirect, or access restriction can sometimes look like a dead page.
Method 2: Examine Competitor Websites
Another approach is to investigate websites in your niche that publish content similar to yours.
For example, if your website covers SEO, you might examine established blogs that publish tutorials about technical SEO, link building, content optimization, and keyword research.
Tools such as Ahrefs and Semrush provide backlink analysis features that can help you identify broken pages and the websites linking to them. Their full research features generally require paid access, although available free tools and limited reports can help you get started.
Once you identify a potentially broken page, examine the backlinks pointing to it. A dead page with several relevant referring websites may offer more opportunities than a page with no meaningful backlinks.
However, don’t judge opportunities by domain authority or domain rating alone. These are third-party metrics, not Google ranking scores. Relevance, editorial quality, real audience value, and the context of the link matter too.
Method 3: Use SEO Research Tools
The right tool depends on your budget and how many prospects you need to review.
| Tool | How it can help |
| Ahrefs | Investigate backlinks and identify broken pages |
| Semrush | Analyze competitor backlinks and link opportunities |
| Screaming Frog SEO Spider | Crawl websites and identify broken outbound links |
| Google Search | Discover relevant resource pages and potential prospects |
| Google Sheets | Organize prospects, outreach dates, and replies |
| Wayback Machine | Review archived versions of older pages when available |
You don’t need every tool on this list. A beginner can start with Google Search, a browser, a spreadsheet, and a limited backlink checker.
The Wayback Machine can be particularly helpful when an old page has disappeared. An archived version may reveal the topic, headings, and purpose of the original resource. Use that information to determine what a replacement should cover, not to copy the original article.
Step 2: Confirm That the Link Is Actually Broken
Before contacting a website owner, verify the problem. This simple check can save you from sending an embarrassing or irrelevant email.
Open the page containing the link, click the link, and see what happens. If the destination displays a 404 error, a browser error, or a message that the resource is unavailable, investigate further.
A page that returns a 404 response is not necessarily permanently gone. Some websites temporarily remove pages during maintenance or change their URL structure.
Check whether the destination redirects to a new page. If the original article has moved to a new URL, the website owner may only need to update the link to that destination.
Also distinguish between a broken link and a page that loads slowly. A slow website might be experiencing a temporary server issue rather than a permanent problem.
For a larger website, Screaming Frog SEO Spider can crawl pages and report broken external links. If you use a crawler, respect website access rules and avoid placing unnecessary load on servers.
Record the following details in your spreadsheet:
| Field | Example |
| Referring website | Example marketing blog |
| Page containing the link | Beginner’s SEO resources |
| Broken destination | Old keyword research guide |
| Error or issue | Destination returns 404 |
| Your replacement | Updated keyword research tutorial |
| Contact information | Relevant editor or site contact |
| Outreach status | Not contacted |
Use real URLs in your working spreadsheet. The descriptions above are illustrative, not actual link opportunities.
Step 3: Evaluate the Backlink Opportunity
Not every broken link deserves your attention. A website might contain dozens of dead links, but many may be irrelevant to your content or unlikely to provide useful exposure.
Evaluate the opportunity before spending time on outreach.
Check topical relevance. If your article explains keyword research, a broken link to a keyword research guide is a natural match. A link to an unrelated recipe website is not.
Review the referring page. Does it contain helpful information? Does it appear to serve a real audience? Is the link placed naturally within useful content?
Inspect the website’s quality. Look for original articles, a clear purpose, reasonable editorial standards, and signs that real readers might use the website. Don’t rely on a single SEO metric.
Check the original destination. Use archived content when available to understand what the missing page offered. Your replacement should fulfill a similar need.
Estimate the effort required. If you need to spend several hours creating a replacement for a weak opportunity, the work may not be worthwhile.
A relevant link from a smaller specialist blog can be more valuable to your audience than a link from a large but unrelated website. Think about the readers first, then consider the SEO benefits.
Step 4: Create a Useful Replacement Resource
This step often determines whether your outreach feels convincing.
Suppose the broken page was an in-depth guide to keyword research for beginners. A short article containing a few generic tips probably won’t be an appealing replacement.
Instead, create a resource that covers the same core topic and answers the questions readers are likely to have.
Your replacement might include an explanation of keyword research, a practical workflow, examples of search intent, tool comparisons, common mistakes, and a checklist readers can follow.
You can use this process:
- Review the original page’s topic and purpose.
- Identify the information readers would have expected to find.
- Research the subject using reliable sources.
- Write an original guide with accurate, current information.
- Add examples, screenshots, or a useful template where appropriate.
- Check the page for broken internal links, spelling errors, and outdated details.
- Publish the resource and confirm that it loads correctly.
You don’t have to reproduce every detail from the missing article. Your job is to create a genuinely useful alternative, not a copy.
Avoid publishing thin content solely because you found a broken backlink. Google’s spam policies warn against creating low-value content primarily to manipulate ranking signals. A helpful resource should be worth reading even if no website links to it.
If you already have a relevant article, improve it before creating another one. Updating an existing resource can be more efficient than publishing multiple articles that cover almost exactly the same topic.
Step 5: Find the Right Person to Contact
Once your replacement is ready, identify someone who can reasonably update the page.
Look for the author’s name, editor details, website contact page, or a relevant editorial email address. Some websites also provide contact forms for content corrections.
A person who manages the article is usually a better contact than a random employee whose role has nothing to do with publishing.
If the website lists several contacts, choose the one most closely connected to the page. Avoid collecting unnecessary personal information or contacting people through unrelated private channels.
Keep the message short and specific. You want the recipient to understand the issue without reading a long sales pitch.
Step 6: Write a Broken Link Building Outreach Email
Your outreach email should do three things: explain where you found the broken link, identify the issue clearly, and offer a relevant replacement.
Personalization matters, but it doesn’t require writing a completely new email every time. You can use a template and customize the details that make each message relevant.
Outreach Template 1: Simple Broken Link Notification
<text color=”secondary” size=”sm”>Use this when you find a broken link in an existing article.</text>
Subject: Quick link issue on [Page Title]
Hi [Name],
I was reading your article about [Topic] and noticed that the link to [Original Resource] doesn’t seem to work anymore.
I thought I’d let you know in case you’re updating the page.
I also have a guide covering [Relevant Topic] that may be a useful alternative: [Your URL].
No worries if it isn’t a fit. I just wanted to flag the broken link.
Thanks,
[Your Name]
Outreach Template 2: More Personalized Resource Suggestion
Subject: Possible replacement for a broken resource
Hi [Name],
Your article on [Topic] was helpful, especially the section about [Specific Detail].
I noticed that the link to [Original Resource] appears to lead to an unavailable page.
I recently published a resource covering [Specific Subject]. It includes [Useful Detail One] and [Useful Detail Two], so it may be relevant to readers looking for the original information.
Here’s the link: [Your URL]
I thought I’d share it in case it helps when you update the article.
Best,
[Your Name]
Outreach Template 3: Broken Link on a Resource Page
Subject: Small update for your [Topic] resources page
Hi [Name],
I came across your [Topic] resources page while researching [Related Subject]. I noticed that the link to [Original Resource] no longer appears to work.
I wanted to bring it to your attention.
If you’re looking for an alternative, this resource may be relevant: [Your URL]. It covers [Brief Explanation of Its Value].
Thanks for maintaining the resource list. I hope the heads-up is useful.
Best regards,
[Your Name]
Outreach Template 4: Follow-Up Email
Subject: Re: Possible broken link on [Page Title]
Hi [Name],
Just following up on my note about the link to [Original Resource] on your [Page Title] page.
It still appears to be unavailable when I check it. If you’re updating that page, my guide on [Topic] may be a relevant alternative: [Your URL].
If it isn’t a match, no problem at all.
Thanks,
[Your Name]
Use a follow-up sparingly. One polite follow-up after several business days is often enough. If the person doesn’t respond, move on rather than repeatedly sending messages.
Step 7: Personalize Your Outreach Without Making It Complicated
A common mistake is sending hundreds of identical emails and hoping a few people respond. This approach can waste time, annoy recipients, and make your website look unprofessional.
Instead, organize prospects into small groups based on the type of broken resource they link to.
For example, if you find 20 websites linking to a missing guide about keyword research, check what each page says about the original resource. Some may reference beginner tips, while others may recommend advanced research techniques.
Your replacement may suit one group better than another.
Before sending an email, confirm these details:
- The referring page is relevant to your subject.
- The link is genuinely broken or unavailable.
- Your replacement covers the same need.
- The email identifies the correct page or resource.
- Your message is short, polite, and accurate.
- You’re contacting someone who can reasonably act on the suggestion.
Avoid pretending you’ve read an article in detail if you only scanned it. A specific, truthful observation is more useful than generic praise.
Step 8: Track Your Results
Broken link building becomes easier to manage when you track what happens after each email.
A simple Google Sheets document is enough for a small campaign. Add columns for the website, page URL, broken destination, replacement resource, contact, date contacted, follow-up date, response, and final result.
You can use these status labels:
- To review: A potential opportunity that hasn’t been checked.
- Verified: The broken link has been confirmed.
- Ready for outreach: The replacement is relevant and published.
- Contacted: An email has been sent.
- Follow-up needed: A single follow-up may be appropriate.
- Link acquired: The website added your resource.
- Closed: The recipient declined, didn’t respond, or the opportunity was unsuitable.
After a few weeks, review your results. Which topics attracted replies? Which websites were relevant? Did your replacement pages actually solve the same problem as the missing resources?
This helps you improve your approach instead of repeating the same mistakes.
Don’t judge the campaign only by the number of emails sent. The quality of the opportunities and the usefulness of the resulting links matter more than a large outreach count.
Common Broken Link Building Mistakes to Avoid
1. Suggesting an unrelated replacement
A broken link to a detailed technical SEO guide should not be replaced with a general homepage link. The alternative should make sense in the original context.
2. Assuming every backlink is valuable
A page may have many backlinks but still attract links from irrelevant or low-quality websites. Review the referring pages rather than relying entirely on a backlink count.
3. Creating content that adds little value
Publishing a short, generic article just to have a URL to pitch is unlikely to make a compelling case. Create a useful resource that can stand on its own.
4. Sending outreach without checking the error
A page might redirect to a new URL or have a temporary technical problem. Verify the destination before contacting the editor.
5. Making the email all about your SEO goals
Website owners are more likely to understand a helpful suggestion than a message focused on your rankings. Explain why the replacement could benefit their readers.
6. Using misleading subject lines
Don’t claim that a website has a serious security problem when you’ve only found one broken link. Keep the subject line accurate and proportionate.
7. Overdoing follow-ups
Repeated emails can become intrusive. If someone declines or doesn’t reply after a polite follow-up, respect that decision.
8. Treating a link as guaranteed
The website owner is free to reject your suggestion, choose another source, or remove the link entirely. Broken link building is an outreach method, not a promise of backlinks.
Is Broken Link Building Safe for Google SEO?
Broken link building can be a legitimate way to promote useful content when it focuses on improving resources for readers. However, the way you acquire links matters.
Google’s link spam policies identify practices designed primarily to manipulate rankings, including buying links that pass ranking credit, excessive link exchanges, and automated link creation.
Simply notifying an editor about a broken link and offering a relevant resource is different from forcing a link into an article or demanding a particular anchor text.
Let the website owner decide whether your content deserves inclusion. Don’t pay for a followed link or make reciprocal linking a condition of your suggestion. If a relationship involves payment or another material exchange, follow Google’s rules for qualifying links appropriately.
Also, don’t assume every backlink will directly improve rankings. Links can bring referral visitors, make useful content easier to discover, and provide context, but their SEO impact depends on many factors.
A Practical 7-Day Broken Link Building Plan
If you’re new to the process, start small. You don’t need an expensive subscription or a list of thousands of websites.
| Day | Task |
| Day 1 | Choose one topic closely related to your website. |
| Day 2 | Find relevant resource pages and possible broken links. |
| Day 3 | Verify broken destinations and evaluate referring pages. |
| Day 4 | Review or improve your replacement content. |
| Day 5 | Identify suitable contacts and personalize your emails. |
| Day 6 | Send a small batch of carefully checked outreach messages. |
| Day 7 | Update your spreadsheet and plan any appropriate follow-ups. |
This schedule is a starting point, not a guarantee that you will earn a backlink within a week. Some research tasks take longer, especially when you’re evaluating older resources or building a replacement article from scratch.
The goal is to develop a repeatable process that prioritizes relevance and quality over volume.
Frequently Asked Questions
What is broken link building in SEO?
Broken link building is a link outreach method where you identify a dead link on another website and suggest a relevant, working resource as a replacement. The website owner decides whether to update the link.
Is broken link building free?
It can be started for free using Google Search, a browser, a spreadsheet, and publicly available resources. Paid tools such as Ahrefs and Semrush can make backlink research easier, but they aren’t essential for every beginner.
Does broken link building still work?
It can work when the broken link is relevant, the replacement genuinely helps readers, and the website owner is willing to update the page. Results vary, and there is no guaranteed response or ranking improvement.
How many outreach emails should I send?
Start with a small batch of carefully researched prospects rather than sending large numbers of generic emails. Focus on accuracy, personalization, and relevant replacement content. Increase your outreach only when you can maintain quality.
What should I include in a broken link building email?
Mention the page containing the broken link, identify the unavailable resource, and briefly explain why your alternative may help readers. Include the replacement URL and keep the tone polite.
Do I need to create a new article for every broken link?
No. An existing article may already be a suitable replacement. Improve it if necessary, and create a new resource only when your current content doesn’t adequately meet the reader’s needs.
Is broken link building better than guest posting?
Neither method is automatically better. Broken link building is useful when you can identify a relevant dead link and offer a strong replacement. Guest posting may suit situations where you have a valuable original article that fits a publication’s editorial standards.
Final Thoughts
Broken link building works best when you treat it as a useful editorial suggestion rather than a shortcut to rankings. Find a genuine problem, understand what readers need, and offer a replacement that deserves attention.
Start with a single topic, verify a handful of opportunities, and improve your content before sending outreach. Use the templates as a starting point, but personalize every message with accurate details.
Some website owners won’t respond, and others will choose a different resource. That’s part of the process. Focus on building relevant connections and publishing genuinely helpful content, and your outreach will have a stronger foundation.