Is Broken Link Building Worth the Work?

 

As a leading marketing advisor, Joey Armstrong is often asked about different link building tactics. One of the most popular link building tactics in the early days of SEO was to take advantage of broken link building. Broken link building consists of finding links on websites that no longer work, reaching out to the owner of the site to let them know a link is broken and asking if one of your company’s links could replace it. It can be a truly great way to both gain a great backlink for your website and help another webpage out by lessening the number of dead links on their site.

The reason people doubt the effectiveness of broken link building is because it is hard work. Effective broken link building is going to come with denials even when a marketer finds a website with a broken link that could be filled by a link to one of their resources. This can be deflating. The key is to cast a wide net and accumulate as many opportunities as possible. Joey Armstrong believes this can only be accomplished through hard work.

Before putting in the time to search for broken link opportunities, it’s important to identify some of the resources that you own that could be hyperlinked to by relevant websites. Things like infographics, white papers, published studies and even detailed informational blogs make great resources. Understanding the resources available to you will help you identify the proper types of sites that may benefit from a link to your resource. If there’s not an added value to provide, it’s highly unlikely any outlet is going to simply offer a link back to a company homepage.

Resource pages provide the highest likelihood of discovering a broken link. Google search operators can be leveraged to narrow down a search to include as much relevant information as it takes to find resource pages with broken links. Marketers no longer need to compile a list of websites and then manually check all of the links on the page. There are Chrome extensions available that will highlight not only do-follow and no-follow links but also broken links. This will help cut down on research time.  When a broken link is found on a resource page, it will often be located on other resource pages as well. This provides a unique opportunity to drop the link in a tool that shows how many times that particular link is linked out. With a relevant resource at the ready, each and everyone of those linking out sites can be reached out to in order to try and successfully obtain a backlink.

 


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