It can be difficult for webmasters to keep up with a constantly changing web, but it is especially difficult to maintain a website when dead links start to show up and rot away. Broken links, otherwise known as “404s”, can be detrimental to a website’s SEO rankings, user engagement and overall performance. However, the good news is that broken links can be leveraged to improve a website’s performance if the proper strategies are employed. Here we discuss five strategies to leverage broken links and help ensure that your website stays up-to-date and optimized.
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Monitor your website’s broken links: Performing regular scans of your website to determine which links are not working properly is essential to webmaster success. Monitoring broken links will help webmasters determine which links should be updated or removed. Free tools like Google Webmaster Tools and Broken Link Checker can be used to quickly identify issues.
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Create a process to fix or remove broken links: Broken links can be a hassle to fix, especially if the original content is no longer available. When this is the case, it is best to remove the broken link to prevent confusing visitors. Fortunately, webmasters can use CMS tools such as WordPress’ plugin Broken Link Checker to automatically identify and remove broken links from websites.
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Leverage redirected pages when necessary: Redirects can be used to leverage broken links when content needs to be updated or moved. It is important to understand how to properly redirect pages, so webmasters may need the help of a developer or SEO specialist for this task.
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Redirect old website content to similar content: When content is not able to be redirected, webmasters should consider redirecting old website content to related content. Redirecting related content to a similar page or article can help ensure user engagement and conversions.
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Keep existing content fresh and relevant: Webmasters should review their website content to make sure it is fresh and up to date. This will help attract visitors and avoid 404s from content that is no longer relevant.
If broken links are not managed efficiently, it can lead to potential brand damage, website abandonment, and fewer conversions. Therefore, leveraging broken links is essential for webmaster success. By implementing simple strategies like reviewing, redirecting and updating content, webmasters can make sure their website’s broken links are properly managed.