Many people have likely experienced clicking on an external link within a web page, only to find that the linked page ‘does not exist’ and cannot be accessed.

In this way, a URL to a link that becomes inaccessible for some reason is referred to as a ‘dead link’.

In this article, we delve into the details of dead links, including their causes, impact on SEO, and effective strategies to avoid them. We’ll also introduce some tools to detect dead links. By understanding dead links and implementing the right measures, you can execute effective SEO strategies. Please read on to learn more.

Dead Links Explained 

A dead link primarily refers to a URL link that directs to a web page that no longer exists.

Specifically, it’s when you click on a link within a webpage, but the destination shows ‘404 Not Found’ or ‘This page does not exist.’ Dead links are commonly referred to as ‘broken links.’

When users click on such links and cannot access the page, they have no choice but to leave, which can be frustrating and is considered bad practice.

Causes of Dead Links 

Dead links typically arise due to reasons like;

• The entire website domain has changed.
• The specific webpage was deleted.
• There were typos in the URL or code

When a Website’s Domain Changes

A change in the website’s domain, often due to the operating company migrating the site, can lead to dead links.

This happens because the URL changes with the domain shift. A domain is unique to a website and, once set, cannot be changed easily. Ideally, companies should implement measures like ‘redirect settings’ during site migration to guide users to the new link. However, not all companies take these steps, resulting in dead links.

Web Page Deletion 

Even without changes to the website or domain, deleting a web page can create a dead link. Web pages do not necessarily remain available forever. For example, if duplicate content is found or if a page is unpopular and not generating traffic, it might be removed by the administrators. Once deleted, that URL becomes invalid, leading to a dead link like ‘404 Not Found.’

Typos in URLs or Code 

Mistakes in the spelling of URLs or the code embedding the link can also cause dead links. This issue usually arises from errors made by the person creating the link.

For instance, consider the HTML code

<a href=”https://~~~.jp”>Click here for the linked site</a>

If there’s a typo in ‘https://~~~.jp’ or another part of the code, it results in a dead link because the link won’t direct properly.

When setting up links, it’s crucial to check every detail of the copy-pasted code and to verify the link’s functionality by clicking on it.

Do Dead Links Affect SEO? 

Directly, dead links do not affect SEO because search engines like Google do not include web pages with dead links in their SEO evaluations.

However, the extent of the issue matters. Although Google does not disclose its SEO algorithms, a web page with an excessive number of dead links could potentially harm its SEO credibility.

Even if there’s no direct negative impact, having dead links can indirectly affect SEO negatively. This will be explained more in the next section.

Disadvantages of Dead Links 

The following are some disadvantages of dead links

• Indirect negative impact on SEO
• Decreased usability
• Obstruction to crawling

Indirect Negative Impact on SEO 

Although dead links don’t directly affect SEO, they can have indirect negative consequences.

Specifically, these indirect impacts include;

• Reduced credibility
• Decreased convenience

The presence of dead links can lead to questions about a site’s credibility. This applies not just to the site with the missing content but also to the one hosting the broken link, as it may appear negligent.

Moreover, when users encounter a ‘404 Not Found’ error, they can do nothing but leave the page, which is inconvenient.

Even if dead links do not directly affect SEO, they can indirectly cause negative impacts in such aspects, so caution is needed.

Leads to Decreased Usability 

One of the drawbacks of dead links is the reduction in usability.

Users who encounter dead links may perceive the site as less reliable, increasing the site’s bounce rate.

An increase in bounce rate essentially means a decrease in the amount of time spent on the site. ‘Time spent on a web page’ is a crucial factor in SEO usability evaluations.

Given this, the presence of dead links can lead to decreased usability, warranting caution.

Obstruction to Crawling 

Dead links are also known to hinder the process of crawling, which is the activity performed by ‘crawlers’—robots that collect information to optimize search engines.

Crawlers navigate through links to gather information. Thus, dead links can obstruct crawling, reducing efficiency and, consequently, affecting the speed of indexing by search engines, ultimately impacting SEO.

SEO evaluations are influenced not just by usability and reliability but also by the functionality of crawlers.

Tips to Avoid Dead Links 

To prevent dead links, consider the following tips

• Avoid links to sites that haven’t been updated for a long time
• Be vigilant about spelling errors in URLs and code
• Regularly check for the presence of dead links

Avoid Links to Sites That Haven’t Been Updated for a While 

It’s prudent to avoid linking to sites that haven’t been updated for some time.

This caution is due to the higher likelihood of such sites being closed or web pages being deleted if they haven’t been updated or maintained regularly. Additionally, a lack of recent updates may indicate that the site is preparing for migration.

For internal links within your own website, broken links are easily noticeable. However, it’s more challenging to detect dead links in external references without frequent checks.

When placing external links, it’s crucial to choose those from actively managed and recently updated sources.

Pay Attention to Typos in URLs and Code 

Being vigilant about spelling errors in URLs and HTML code when creating links is also an effective strategy against dead links.

Even if you select a ‘live’ link that is regularly updated, a typo in the URL or code can prevent the link from functioning correctly.

Ensure to copy and paste the URL completely, from start to finish, and verify by clicking the actual link to ensure it leads to the intended page.

A meticulous approach in verifying links is essential to maintain trust and prevent credibility loss from minor mistakes.

Regularly Check for Dead Links 

It’s necessary to periodically check for dead links.

For internal links on your own web pages, adjustments can be made in sync with domain changes or page deletions. However, for external links, the control is dependent on the external site’s management, which can lead to dead links if they change domains or delete pages.

A proactive measure is to set a schedule, such as checking every one to two months, to verify the links.

Modern tools available for checking dead links will be detailed in the following section.

Tools for Checking Dead Links 

Here are four notable tools that can check for dead links

• Google Search Console
• Dead Link Checker
• W3C Link Checker
• Broken Link Checker

Google Search Console 

Search Console is a website optimization tool provided by Google. It allows you to check indexing status, crawl errors, and SEO search rankings.

One of its features includes the ability to check for dead links, which can be easily utilized with simple settings.

To use this feature, go to the Search Console home screen, access the hamburger menu in the top left corner, open the ‘Pages’ section, and review the 404 error listings.

Dead Link Checker 

Dead Link Checker is known as a free and easy-to-use tool for checking dead links.

By pasting the URL of your website into the tool, it automatically checks for the presence of dead links.

After the check is complete, it highlights the web pages with dead links, making it easy to identify and fix them.

Although the time it takes to check may vary based on the site’s size and the number of pages, considering its ease of use and free access, it offers excellent functionality.

W3C Link Checker 

The W3C Link Checker is a link status checking tool operated by the World Wide Web Consortium (W3C).

Like other tools, it provides a user-friendly service, allowing you to paste the URL of the webpage you want to check and detect dead links for free.

It also investigates links that have been changed due to redirect settings, ensuring comprehensive performance.

However, the site is entirely in English, so users may need to utilize translation tools when conducting checks.

Broken Link Checker 

For those managing WordPress sites, the ‘Broken Link Checker’ plugin is recommended.

This plugin runs in the admin panel, automatically checking all the links on the website and identifying any dead links. It also offers the convenience of quickly fixing or changing detected dead links.

For WordPress site operators, this plugin is an easy and efficient option.

Frequently Asked Questions About Dead Links 

Here, we summarize common questions about dead links.

Q: What causes broken links? 

A: Broken links typically occur due to the following reasons.

-The site operator changed the site’s domain.

-The site operator deleted the web pages

-There are typos in the URL or HTML code. 

Even a URL accessible yesterday can become a dead link instantly if the site undergoes domain changes or page deletions.

Therefore, it’s crucial to regularly check external site links using dedicated tools.

Q: How can you view a site with broken links? 

A: Generally, you cannot view a site with broken links. However, checking the ‘cache’ may allow you to view the site, so it’s worth trying.

To check the cache, 

-Search the broken link URL on Google 

-Click the ‘︙‘ next to the search result

-Select ‘Cached’ to display the page

Note that cache data is usually only available for a short period after the most recent crawling (around 2-3 days). Caching is considered merely a temporary fix for server errors, so if a significant amount of time has passed since a link broke, there’s a high chance it won’t be accessible.

Q: What is a redirect? 

A: A redirect automatically transfers a webpage to a different URL. For instance, when a website’s domain changes, a proper redirect setup will automatically transfer users from the old URL to the new one.

Without this setup, users might end up on a non-existent page (404), so site operators must configure redirects when changes occur.

Summary 

Although dead links don’t directly impact SEO ratings, they can increase user effort and affect the website’s credibility, indirectly lowering SEO evaluations. To prevent this, ensure thorough measures are taken against possible issues like typos in URLs or codes. Regular checks for dead links using specialized tools are also an effective strategy.

Author Profile

Mr. Takeshi Amano, CEO of Admano Co., Ltd.

Mr. Takeshi Amano is a graduate of the Faculty of Law at Nihon University. With 12 years of experience working in the advertising agency industry, he discovered SEO and began his research during the early days of SEO. He self-taught and conducted experiments and verifications on over 100 websites. Using this expertise, he founded Admano Co., Ltd., which is currently in its 11th year of operation. Mr. Amano handles sales, SEO consulting, web analytics (holding the Google Analytics Individual Qualification certification), coding, and website development. The company has successfully managed SEO strategies for over 2000 websites to date.