What Is Broken Link Building?
Definition
Broken link building is a link building strategy where you find broken (dead) links on other websites and reach out to the site owner to suggest your own relevant content as a replacement, earning a backlink in the process.
Why broken link building works
Broken links create a bad user experience. When a visitor clicks a link and hits a 404 page, they lose trust in the site. By alerting a webmaster to a broken link and offering a replacement, you're doing them a favor while earning a link for yourself.
This tactic has a higher response rate than generic outreach because you're leading with value: you're helping someone fix their website, not just asking for a favor. Tools like Postaga offer automated broken link building campaigns that handle prospecting and outreach in one workflow.
How broken link building works
- Find resource pages in your niche. Look for pages that link out to many external resources (e.g., "best tools for X" or "useful resources for Y"). These pages are most likely to contain broken links.
- Check for broken links. Use tools like Ahrefs' Broken Link Checker, Check My Links (Chrome extension), or Screaming Frog to scan pages for links returning 404 errors.
- Create or identify replacement content. You need content on your site that's a suitable replacement for the dead link. Sometimes you'll need to create a new piece; other times existing content fits.
- Reach out to the webmaster. Send a friendly cold email letting them know about the broken link, and suggest your content as a replacement. Keep it short and helpful. Need help finding their email? Email finding tools like Hunter.io can look up contacts by domain.
What's the first step in a broken link building campaign?
Exactly! You start by finding resource pages with broken outbound links. These are your targets for outreach.
Broken link building starts with finding resource pages that have dead links. You then contact the webmaster with a replacement — your content.
Broken link building vs. other tactics
| Tactic | Approach | Typical response rate |
|---|---|---|
| Broken link building | Find broken links, offer replacement | 5–15% |
| Guest posting | Write content for another site | 3–10% |
| Generic outreach | Ask for a link with no specific hook | 1–5% |
| Digital PR | Pitch newsworthy stories to journalists | Varies widely |
Why does broken link building tend to have higher response rates than generic outreach?
Exactly! You're leading with value. Nobody likes having broken links on their site, so when you point one out and offer a good replacement, you're solving a real problem.
Broken link building works because you're helping the webmaster fix their site. You're offering a solution to a real problem (a broken link), which makes them more receptive to linking to your content.
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Start Getting Mentioned For $99/moFrequently asked questions
Does broken link building still work?
Yes, it's still an effective tactic. Webmasters don't want broken links on their sites, so offering a replacement is genuinely helpful. Response rates are typically higher than generic link outreach because you're solving a real problem.
How do I find broken links on other websites?
Use tools like Ahrefs' Broken Link Checker, the Check My Links Chrome extension, or Screaming Frog. You can also use Ahrefs to find pages in your niche with the most outbound broken links.
Look for resource pages and "best of" lists — they tend to have the most dead links.
What should I say in a broken link building outreach email?
Keep it short and helpful. Let them know you found a broken link on a specific page, mention what the dead link was about, and suggest your content as a replacement. Don't make it about you — frame it as helping them fix their site.
What's a good response rate for broken link building?
Response rates typically range from 5% to 15%, depending on how relevant your replacement content is and how well you personalize your outreach. This is higher than generic outreach (1–5%) because you're offering value upfront.