Links are part of the foundation of every website. They connect content, guide users through page structures, and show Google how your site is built. That makes it all the more problematic when they lead nowhere. That’s exactly what happens with so-called broken links—links that point to pages that no longer exist or that can’t be reached for some other reason.
It’s bad when these errors go unnoticed. If a URL is changed, an external site goes offline, or a file is deleted and the link suddenly points into the void, problems can arise. That doesn’t just look sloppy—it also affects the user experience and your rankings. Anyone who hits a website where 404 errors keep popping up bounces away faster. And Google registers that too.
How broken links come about in the first place
Every website changes over time. You add new content, adjust existing pages, rework menu structures, or take outdated posts offline. In the process, links within your site can end up leading nowhere if you forget to reconcile them with the new structure. It happens with external links more often than you’d think, too—for example, when recommended content gets deleted, moved, or redirected without you finding out.
Typical causes of broken links include:
- pages that were deleted or archived
- migrations to a new CMS without clean redirects
- changed URL structures, e.g. from new categories or slugs
- external sources that go offline or restructure their content
- simple typos when entering a link
The bigger your site gets, the more likely such errors become. And if you don’t check for them regularly, they pile up over time—with visible consequences.
Why broken links can harm your site
Faulty links often seem inconspicuous, yet over time they can change the impression of your entire site. When visitors hit content that’s no longer reachable, the impression quickly forms that the site is outdated or neglected. That can lead to less time spent on the site, lost trust, and users bouncing before they’ve even found what they were looking for.
For search engines, this is a signal too. Google evaluates not just the content but also the technical reliability of your site. When links regularly lead nowhere, that can hurt your placement—especially when important subpages are affected or many external sources point into the void. And not least, your internal structure suffers too: when content is no longer correctly connected, pages lose orientation, logic, and discoverability.
How to find broken links on your site
To track down dead links, you don’t need a full manual review. There are tools that support you and quickly show which URLs are no longer reachable. The Google Search Console is a good start because it reports crawling errors. Beyond that, services like Dead Link Checker or SEO tools with built-in link analysis help you check systematically. Some CMS plugins also check automatically in the background.
It’s best to schedule such checks regularly. Because the earlier you spot these problems, the easier they are to fix. A monthly or quarterly rhythm is often enough to keep your site clean.
How to fix broken links without losing your content
Once you know which links no longer work, it’s about taking the right steps. Simply deleting them isn’t always the best solution—especially not when the link originally stood in a meaningful context. It’s often better to look for a suitable alternative or adjust the structure so the reading flow stays intact.
With internal links, you can check whether there’s a current version or a topically similar piece of content you’d rather point to instead. If the page is gone entirely, a short content tweak sometimes pays off, so the section stays understandable without the link. The same applies to external links: is there a new source? Is the content perhaps available elsewhere? If not, you should at least remove the link so it doesn’t cause confusion while reading.
The important thing is not to put off these corrections. Even though a single broken link seems inconspicuous—collectively they hurt the impression of your site, break up connections, and can make content seem less trustworthy.
Conclusion: Small, but not harmless
Broken links are among the problems that creep in over time and stay unnoticed for a long while. At first glance they don’t seem dramatic, but they can noticeably worsen the user experience and undermine trust in your site. At the same time, they send signals to search engines that can affect your rankings over the long run.
Precisely because they’re technically easy to find and the errors comparatively simple to fix, it’s worth giving them regular attention. Whether you check yourself, use automated tools, or bring in support—all that matters is that you don’t ignore the issue. Because stable links show not just Google that your site works, but everyone who visits it.
FAQs on broken links
How many broken links are “still okay” before it gets truly critical?
There’s no fixed number, but it gets critical when important pages are affected (e.g. product pages, contact, top guides) or when errors pile up so that users regularly end up in dead ends. Also, many broken links on high-traffic pages take a negative effect faster than the same number on old, rarely visited posts.
What’s the difference between a 404 error and a 410 status, and why does it matter?
404 means: “not found” (can also be temporary).
410 means: “permanently removed.”
For search engines, 410 is a clearer signal to pull content from the index faster. Practically relevant when you’ve deliberately deleted content and don’t want Google to keep “hoping” it comes back.
Should broken external links always be removed, or can you replace them without losing trust?
Replacing is often better than deleting when the link was meant to back up a source or offer value. Ideal: an equivalent, current alternative. If no reputable alternative exists, removing is better than sending users into the void. Optionally, instead of a link you can briefly re-secure the fact in the copy (e.g. with a different source).
How do I handle broken links that involve backlinks from other websites?
When other websites link to a deleted URL of yours, you potentially lose value and visitors. The fix: a suitable redirect (301) to a topically relevant page or an updated counterpart. If there’s no fitting replacement, a well-made custom 404 page (with search, categories, important links) can at least catch users.
What does a good “custom 404” page look like so users don’t bounce right away?
A good 404 page isn’t a wallpaper of apologies—it’s a lifeboat:
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clear info: the page doesn’t exist (without drama)
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search field
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links to important categories/top pages
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optionally “popular content” or “latest articles”
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optional: a way to get in touch or a “report a link” note
That way users feel less like they’re in a digital ruin and are more likely to stay on the site.