Marketing Jargon Buster: Broken link

What’s a ‘broken link’?

  • When you click on a website link and it takes you to a message that the page doesn’t exist, that’s a broken link.

Why are broken links a bad thing?

  • Google sees broken links as a sign your website is out of date, and will penalise you in search results.
  • Broken links provide a bad user experience (UX) and will deter people from purchasing your product or service.

How do I fix broken links?

  • Update your website regularly, checking that all pages and inbound links are working and that all outbound links still exist.
  • Perform a Google Analytics test for pages returning 404 error messages, creating a spreadsheet of broken links that need to be fixed.