Broken Link-Building Strategies: How to Use Them Effectively

If you’ve been in the SEO game for a while, you’ve probably come across a backlink opportunity that slipped through the cracks—quite literally.

Broken links are everywhere on the internet, and most marketers overlook them.

But what if I told you that those dead links are actually one of the easiest ways to earn high-quality backlinks, often with less competition and more authority than traditional link-building tactics?

Here’s a quick reality check: According to a study by Ahrefs, over 66% of backlinks to websites eventually point to dead pages.

That’s billions of links—gone. Lost value, lost traffic, lost SEO equity. Now imagine if you could recover just a tiny fraction of that link equity, but direct it to your own content instead.

That’s exactly what broken link-building allows you to do.

It flips a common internet problem into a smart SEO strategy by identifying dead backlinks on other websites, creating content that replaces the old one, and reaching out to suggest your page as a replacement.

It’s simple in theory, but can be incredibly effective when executed well.

In this guide, I’ll walk you through the broken link-building process from start to finish—complete with tools, outreach strategies, and real-world tactics we’ve used to help clients secure dozens of high-authority links without begging or spamming.

Whether you’re just getting started or want to scale an existing strategy, this guide is built to help you do it better than the rest.

Let’s get started!

What Is Broken Link-Building?

Broken link-building is a white-hat SEO technique that involves finding dead links on other websites and suggesting your own content as a replacement.

The idea is pretty straightforward: websites don’t want broken links because they hurt user experience and SEO. If you help them fix those links with something valuable, it’s a win for both sides.

Let’s say a popular marketing blog links to a page that no longer exists.

That’s a broken link. You spot it, create a piece of content that covers the same topic or offers even more value, and then reach out to the site owner, suggesting your link as a fix.

They get a cleaner site, and you get a quality backlink.

This strategy taps into a fundamental principle of the web: things break all the time. Pages get deleted, URLs change, and sites shut down.

In fact, research shows that roughly 8% of the web’s links break in the first 3 months. That means there’s a constantly renewing pool of opportunities—if you know where to look.

But broken link-building isn’t just about replacing content. It’s about adding value.

If your replacement isn’t relevant, high quality, and useful, your chances of success drop fast.

That’s why it’s crucial to approach this strategy with the right tools, mindset, and execution, which we’ll cover step by step in the sections ahead.

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Why Broken Link-Building Still Works in 2025

With SEO constantly evolving, some strategies lose their edge over time. Broken link-building isn’t one of them.

In fact, it’s become even more valuable in a world where quality backlinks are harder to earn, and website owners are more cautious about who they link to.

One of the main reasons this tactic works so well is that it solves a problem. Broken links create a bad user experience.

When someone clicks a link expecting valuable information and hits a 404 page instead, it erodes trust, not just in the page but in the site hosting the link.

From Google’s perspective, too many broken links can be a negative signal about a site’s maintenance and authority.

So when you approach a website owner with a friendly heads-up and a helpful solution, you’re not just asking for a backlink—you’re doing them a favor. That changes the dynamic completely.

Another reason broken link-building is still effective in 2025 is the sheer volume of opportunities.

The internet is growing at a massive pace, with millions of new pages being published—and deleted—every day.

In large databases and resource lists, it’s almost guaranteed that some of those links are outdated. And many of those site owners simply don’t have time to comb through hundreds of pages looking for dead links.

When done right, this strategy allows you to build links on high-authority domains without begging or spamming.

It’s a smart, scalable method that aligns with Google’s guidelines and builds real relationships along the way.

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Step-by-Step Process to Do Broken Link-Building Right

Now that you understand what broken link-building is and why it works, let’s get into the how. This isn’t just about finding a dead link and shooting off a quick email.

The process requires a mix of research, analysis, content creation, and strategic outreach. When done well, it’s one of the most efficient ways to earn high-authority links.

Let’s walk through it step by step.

Step 1 – Find Broken Backlinks

The first step is identifying broken links that are worth replacing. You’re looking for links that used to point to valuable content but now lead to a 404 page or redirect loop.

There are a few tools that make this easier:

• Ahrefs: Use the “Broken Backlinks” report to find dead links pointing to any domain.

  

• Semrush: Similar reports are available under their backlink analytics tools.

  

• Screaming Frog: Great for crawling large websites and spotting internal or outbound broken links.

  

• Check My Links (Chrome Extension): A fast way to scan pages for dead links manually.

  

Start by analyzing high-authority websites in your niche. Look for resource pages, listicles, or old blog posts that contain multiple external links—these are prime candidates.

You can also run broken link reports on your own competitors. If someone was linking to their content and that page is now gone, that’s your opening.

Step 2 – Analyze Competitor Broken Links

Dig deeper into your competitors’ backlink profiles. Use Ahrefs or Semrush to search their top pages and look for those returning 404 errors.

Another helpful approach is checking curated resource pages in your industry. These often link to dozens of external sites, and it’s not uncommon to find at least one broken link per page. That’s a golden opportunity.

Make a spreadsheet of:

• The URL with the broken link
• The anchor text used
• The referring domain
• The original page that used to exist (use Wayback Machine to see what it was)

This will help you assess whether it’s something worth recreating.

Step 3 – Qualify the Opportunities

Not every broken link is worth chasing. Focus on:

• Relevance: Is the broken page related to your niche or service?
• Authority: Is the referring domain trustworthy and valuable?
• Link Placement: Was the link contextual or buried in a footnote?
• Traffic: Does the page still get traffic, or has it been abandoned?

It’s better to send 10 strong, well-researched pitches than 100 generic ones. Quality trumps quantity here.

Step 4 – Create or Repurpose the Right Content

This is the part that separates generic link builders from those who actually get replies. Once you’ve identified a broken link worth replacing, you need to offer content that matches—or ideally improves upon—the original.

Start by using the Wayback Machine to see what the dead page used to contain. Take note of its structure, key points, and tone. Then ask yourself:

• Can I cover this topic more thoroughly?
• Can I update the data or examples?
• Can I make it more visually engaging with images, charts, or videos?

The goal is to make your version a no-brainer replacement. Don’t just rewrite the old page word-for-word.

Add depth. Include current stats, better formatting, and stronger calls to action if relevant. If the original content was thin, this is your chance to stand out.

You can also repurpose existing blog posts you’ve already written.

If something you’ve published closely matches the topic, consider updating it and using that instead of creating something from scratch.

This step takes time, but it’s what makes broken link-building ethical, effective, and sustainable.

You’re not gaming the system—you’re genuinely improving the web by helping replace dead content with something more useful.

Step 5 – Find the Right Contact

Once your content is ready, it’s time to figure out who to pitch. Don’t just use a generic contact form. The more direct and personal your outreach, the higher your success rate.

Here’s where to look:

• Check the page for the author’s name and bio
• Use LinkedIn to find the right person if it’s a blog or a company site
• Use tools like Hunter.io or Voila Norbert to find verified email addresses
• For editorial or resource pages, look for a content editor or webmaster contact

Avoid generic emails like info@ or support@ unless you have no other option. Personalizing your message based on the person’s role, name, or content preferences makes a big difference.

Even a short line like “I loved your roundup on SEO resources—especially the case study from 2024” shows you did your homework and aren’t just mass emailing.

Step 6 – Craft an Outreach Email That Gets Replies

This is the make-or-break moment. Your outreach email should be short, polite, and focused on the value you’re offering.

Here’s a simple structure that works:

• Subject Line: Quick heads-up: Broken link on your SEO resource page
• Intro: Mention the specific page and that you found a broken link
• Value Add: Briefly introduce your content as a replacement
• Call to Action: Ask if they’d consider updating the link

Example:

Hi [Name],

I was reading your post on [Page Title] and noticed one of the links under the SEO section is returning a 404. It used to point to [Old Page/Domain].

I recently created a guide that covers the same topic, but with updated data and strategies. If you’re open to it, I’d love to share the link in case you’re updating that section.

Thanks for the great resource—happy to help clean up any other broken links too.

Best,
[Your Name]

Keep it short and human. Avoid aggressive follow-ups—one or two polite nudges after a few days is more than enough.

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Pro Tips and Best Practices for Broken Link-Building Success

Broken link-building may seem deceptively simple, but success ultimately depends on execution. Here are some field-tested best practices that can dramatically improve your results:

1. Focus On Relevance First, Authority Second

   It’s tempting to chase high Domain Rating (DR) sites, but a backlink from a relevant niche site—even if it has lower authority—often carries more weight in Google’s eyes.

   Relevance increases your chances of getting the link and makes your content more trustworthy.

2. Don’t Automate Your Outreach Too Heavily

   Templated emails can save time, but if your message feels like it was sent to a hundred people, it’s going to be ignored. Personalize each pitch as much as possible.

   Mention something specific from the site or their content to show you actually care.

3. Track Everything

   Keep a spreadsheet or use a CRM tool to monitor which links you’ve found, who you’ve contacted, what content you’ve created, and your response rates.

   This helps you refine your strategy over time and avoid duplicate efforts.

4. Offer Extra Value When You Can

   If you spot multiple broken links on a page, mention them all in your email. This positions you as helpful, not just self-serving.

   Some SEOs even offer to provide a fresh list of resources, making it easier for site owners to update outdated content.

5. Be Patient and Consistent

   Broken link-building isn’t an instant win. You might send out 20 emails and get 1 or 2 links back. But those links are usually high quality and earned the right way.

   Over time, a consistent process can build dozens or even hundreds of links that compound your SEO growth.

   This approach also builds goodwill. When people see you’re respectful, helpful, and not just another marketer looking for a backlink, they’re more likely to say yes, or even reach out to you in the future for collaboration.

Common Mistakes to Avoid

Even though broken link-building is one of the more ethical and straightforward link strategies, it’s surprisingly easy to mess up.

A few wrong moves can tank your response rate, damage your credibility, or waste your time chasing dead ends.

Here are the most common mistakes to watch out for—and how to avoid them.

• Pitching irrelevant content
  This is by far the most common error. Just because a link is broken doesn’t mean your content is a good fit. If your page doesn’t align closely with the original topic—or worse, tries to sneak in unrelated services—you’re likely to get ignored or flagged as spam. Always match the intent of the original link.
• Skipping quality checks on your replacement content
  Some marketers rush the content just to get the backlink. That’s a bad move. If your page lacks depth, design, or credibility, no one is going to link to it. Site owners are protective of their readers and their SEO. Make your replacement content better than what it’s replacing.
• Sending mass outreach emails with no personalization
  Outreach is where broken link-building can really break down. If your email feels like a template or doesn’t mention the recipient’s name, site, or content, it will likely go straight to the trash. Take the extra 2–3 minutes to personalize. It pays off.
• Not checking if the page still has value
  Sometimes you’ll find a broken link on a page that’s outdated, doesn’t rank, or has no traffic. Replacing a link on a dead page won’t help you much. Before pitching, run the page through a tool like Ahrefs to check its backlinks and traffic. Focus on links that actually move the needle.
• Giving up too early
  Broken link-building isn’t about sending five emails and waiting for magic. It’s a process. You might need to build your list across several weeks, refine your emails, or experiment with different angles. Don’t be discouraged if your early results are slow—most successful campaigns take time to scale.

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Tools to Support Your Broken Link-Building Process

Executing a successful broken link-building strategy becomes much easier when you’re equipped with the right tools.

Whether you’re prospecting for broken backlinks, analyzing competitors, or managing outreach, some platforms can automate the heavy lifting and help you scale with precision.

1. Ahrefs
   

   Ahrefs is arguably one of the most powerful tools for broken link-building. With its “Broken Backlinks” report, you can instantly find dead links pointing to your competitors or any site in your niche.

   The Site Explorer also lets you filter by HTTP 404 status to pinpoint lost pages and the referring domains linking to them.

2. Semrush

   Similar to Ahrefs, Semrush provides a Backlink Audit tool and broken link filters that can help you spot gaps in competitor profiles.

   It’s especially useful for running domain-level comparisons and analyzing link quality before pitching.

3. Screaming Frog

   A favorite among technical SEOs, Screaming Frog is a website crawler that can identify broken links on your own site or any site you crawl.

   It’s particularly effective for auditing large resource pages or blogs where broken links tend to hide.

4. Check My Links

   This is a Chrome extension that quickly scans any web page for broken links. It highlights valid and invalid links in real time, making it ideal for spot-checking resource pages or blogs as you browse. It’s free and lightweight—perfect for manual prospecting.

5. Hunter.io or Voila Norbert

   These tools are essential for finding the email addresses of the people behind the websites. Once you’ve identified your outreach targets, Hunter or Norbert can help verify contact details so your emails land in the right inbox.

6. Google Sheets or Notion

   While not SEO tools per se, using Google Sheets or Notion board to track your broken link-building efforts is crucial.

   Keep tabs on the URLs you’ve reviewed, the contacts you’ve found, the content you’ve created, and the outreach status. Organization becomes your best friend when you’re working at scale.

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Final Thoughts: Is Broken Link-Building Still Worth It in 2025?

Absolutely. Broken link-building remains one of the most underrated yet effective strategies in any SEO toolkit.

It doesn’t rely on tricks, shortcuts, or paid placements—just good research, solid content, and genuine outreach. This method offers a scalable and ethical path to growth.

What sets broken link-building apart is its focus on adding value. You’re not begging for links or gaming an algorithm—you’re helping improve another website while benefiting your own.

That mutual win is why so many site owners are open to these kinds of requests, especially when done professionally and respectfully.

It’s also a strategy that compounds. The more you practice it, the easier it becomes to spot opportunities, reuse successful templates, and scale your process.

Over time, you build relationships with webmasters, create link-worthy content assets, and establish authority within your niche.

So if you’re looking to earn high-quality backlinks without chasing trends or risking penalties, broken link-building deserves a top spot in your SEO strategy.

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