Broken Link Building Guide: Strategies and Email Templates

According to Aira's State of Link Building Report, the broken link-building method is the second most popular tactic for generating quality backlinks.

Broken link building is a powerful SEO strategy that turns broken web pages into valuable backlink opportunities.

This technique involves finding dead links on other websites, creating high-quality content to replace those broken resources, and reaching out to site owners with your replacement content.

The importance of broken link building in SEO cannot be overstated.

By helping website owners fix their broken links, you create win-win situations - they maintain their site's integrity while you gain authoritative backlinks.

This comprehensive guide explores:

• Finding Dead Pages: Using tools like Ahrefs to discover broken links with high-potential
• Prospect Analysis: Qualifying link opportunities through content relevance and authority
• Content Creation: Crafting valuable replacement resources
• Outreach Strategies: Building personalized email campaigns
• Success Metrics: Understanding conversion rates and campaign effectiveness
• Real-World Examples: Case studies with conversion rates ranging from 1.4% to 45%

Whether you're new to SEO or looking to improve your link-building skills, this guide provides actionable insights to master broken link-building.

You'll learn proven strategies, see real email templates, and understand the factors that influence campaign success rates.

What is Broken Link Building?

Broken link building is a strategic way to get high-quality backlinks by finding broken links on other websites and replacing them with links to your own website:

These broken links - also known as dead links or 404 errors - happen when a webpage is no longer available at its original URL.

The impact of broken links goes beyond just affecting user experience:

• They waste valuable "link juice " that could benefit your website
• Search engines see broken links as a sign of poor maintenance, which hurts your site's credibility
• Users come across frustrating dead ends, leading to higher bounce rates
• Website authority decreases when linking to non-existent resources

Key Benefits of Broken Link Building

1. Natural Link Acquisition : You're helping website owners fix their sites while building relationships
2. High Success Rate: Website owners are motivated to fix broken links
3. Quality Control: You can choose high-authority sites to target
4. Cost-Effective: The main investment is time rather than money
5. Scalable Strategy : Tools like Ahrefs make it possible to find numerous opportunities

The process works by finding broken links on authoritative websites, creating valuable content that matches the topic of the original dead page, and reaching out to site owners.

This approach is especially effective because you're offering a solution to an existing problem instead of making a cold pitch.

According to Aira's 2020 State of Link Building report, broken link building ranks as the second most popular tactic for generating backlinks.

This high ranking shows how effective it is and how widely used it is by SEO professionals looking for sustainable link-building methods.

The success of broken link building comes from its win-win nature - you help webmasters maintain their site's quality while getting valuable backlinks for your content.

This mutually beneficial relationship is the basis for sustainable link-building strategies.

Find Pages that Has Broken Links

Finding broken links requires a systematic approach and the right tools.

We have 2 best ways to find pages that have broken links.

First, using SEO tools like Ahrefs, and second, using Google special commands.

First, we will find pages with broken links in your niche. Then, analyze backlinks for that founded dead page.

Method #1 (Recommended)

Ahrefs Site Explorer stands out as a powerful tool for discovering dead pages with valuable linking opportunities.

First, you have to find your competitors using Ahrefs Site Explorer:

Once we have our competitors' list, analyze their broken pages with a good number of backlinks.

Here's a step-by-step process to find broken links using Ahrefs:

1. Access Site Explorer

• Enter your competitor's website URL
• Navigate to the Best by Links report section
• Apply the 404 error filter to identify dead pages

2. Analyze Dead Pages

• Look for DEAD pages with significant backlinks
• Sort results by referring to domains or organic traffic
• Export the backlinks report for detailed analysis

3. Review Link Context

• Scan anchor text to understand link relevance
• Check surrounding content on linking pages
• Identify patterns in link placement and usage

Pro Tip: Use the Ahrefs broken link checker to scan multiple competitors simultaneously, increasing your chances of finding high-value opportunities.

Method #2

We can also use a free method to find dead links on pages.

To find pages in your niche, use one of these Google search operators:

• KEYWORD intitle:resources inurl:links.html
• KEYWORD intitle:links inurl: resources.html
• KEYWORD inurl:resources intitle:resources

For example, here’s how we might search for resource pages about SEO:

And we found a page with bunch of links to SEO resources:

When scanning for broken links, pay attention to:

1. Pages with multiple referring domains
2. Content topics aligned with your expertise
3. Historical significance of the dead page
4. Quality of linking websites

The success of your broken link-building campaign depends on identifying pages that not only have numerous backlinks but also align with your content strategy.

This targeted approach helps you create replacement content that genuinely serves the linking website's needs.

Now, I assume you have pages with dead links in your niche.

Let's move to our next step.

Find Backlinks to Broken Pages

Now, we have to analyze backlinks for those broken links or pages using one of the backlink checker tools.

For example, we found a page: xyz.com/page, where one or more external links are pointing to a 404 page: abc.com/page (broken page).

Now we have to look for backlinks for that broken page.

To do that, head over to Ahrefs Free Backlink Checker Tool, and pop that dead link:

Make a sheet of these links with their anchor text so that we can reach out to their editorial team to inform them that you have a dead link on your "THAT" page.

Qualifying Your Prospects:

Create a systematic approach to identify valuable linking opportunities:

• Remove unqualified pages from your exported list
• Look for contextually relevant links
• Focus on active websites with regular content updates
• Prioritize pages with higher traffic potential

Red Flags to Watch For:

• Irrelevant anchor text
• Spammy or low-quality linking domains
• Pages with broken outbound links in unrelated sections
• Non-English content (if targeting English-speaking audiences)

Create Replacement Content

If you want to step up your game, you can create a piece of content that’s a 1:1 replacement for the dead link.

Your content needs to serve as a worthy replacement that website owners will genuinely want to link to.

Example:

If we found a dead link on a page with anchor text: Technical SEO

Then you have to craft hiqh-quality content on the topic "Technical SEO".

However, anchor text tells us the context of content but sometimes not.

So it's better to analyze that dead link content using Wayback Machine.

The Wayback Machine on Archive.org helps you:

1. View the original content of dead pages
2. Understand key topics and angles covered
3. Identify content elements that attracted backlinks
4. Determine the most effective content approach for your replacement page

This systematic analysis creates a foundation for crafting targeted content that matches the original context and appeals to potential linkers.

Here's how to craft content that drives successful outreach:

1. Analyze the Original Content

• Export your qualified backlinks report
• Scan anchor texts and surrounding context to understand how other sites referenced the dead page
• Note key themes, angles, and specific points that made the original content link-worthy

2. Content Development Process

• Create a detailed brief based on qualified prospects' needs
• Include essential talking points from the original content
• Add unique insights and updated information
• Work with writers to maintain quality and expertise

3. Key Content Elements

• Comprehensive Coverage: Address all aspects of the topic thoroughly
• Fresh Data: Include current statistics and examples
• Visual Assets: Add relevant images, charts, or infographics
• Expert Insights: Incorporate industry expert quotes or perspectives

This approach helps website owners feel confident about replacing their dead links with your resources.

Write and Send Your Pitch

Now, all set. It's time to reach website owners who linked to those dead pages.

The success of broken link building heavily relies on your outreach strategy.

Effective outreach techniques in broken link-building campaigns matter a lot.

Let's dive into proven techniques that deliver results.

Finding the Right Contact Person

Before outreach, we have to find the right person to contact.

Typically, admins and the editorial team have the motive and power to update dead links. When choosing contacts:

• Small Companies: Target the author or founder directly
• Mid to Large Organizations: Reach out to editors or content marketing managers

Crafting Personalized Outreach Messages:

Your email outreach needs to stand out in crowded inboxes. Here's what works:

• Use organic, conversational language that feels natural
• Create a personal connection with the recipient
• Include screenshots showing the exact location of broken links
• Present your resource as a solution, not a favor

Email Structure Elements:

A high-converting broken link-building email includes:

1. Personal Opening: Reference specific details about their work
2. Value-First Approach: Highlight the broken link issue
3. Clear Solution: Present your resource with relevant qualifications
4. No-Pressure Close: Keep the tone helpful rather than demanding

Proven Success Elements:

Data shows these techniques boost response rates:

• Visual Aid: Including screenshots of broken link locations increases engagement
• Two-Step Follow-up: Offering additional value in follow-up emails (like Pinterest shares)
• Timing: Sending follow-ups after 3-5 days maintains momentum

Real campaigns using these methods have achieved conversion rates ranging from 18.75% to 45%, with some reaching up to 28.8% overall success rates.

These numbers demonstrate the effectiveness of personalized, value-focused outreach strategies in broken link-building campaigns.

The key lies in maintaining authenticity while providing clear value to your prospects. Your outreach should feel like a helpful suggestion rather than a cold pitch.

Broken Link Building Email Templates

Here are two proven email templates you can adapt for your broken link-building campaigns:

Template 1: Direct Value Proposition

Subject: Quick heads up about [their website]

Hi [Name],

I noticed a broken link on your page [URL] pointing to [broken URL].

I recently published a comprehensive guide on [topic] that covers similar information. You can check it out here: [your URL]

Key points covered:

• [Relevant point 1]
• [Relevant point 2]
• [Relevant point 3]

Would you consider updating the broken link with my resource?

Best, [Your name]

Template 2: Relationship-Building Approach

Subject: Found something on [their website]

Hi [Name],

I'm a regular reader of [their blog/website] and particularly enjoyed your article about [topic]. While reading through it, I spotted a broken link to [broken URL].

I have a detailed guide covering [topic] that might be a good replacement. It includes:

• [Unique feature 1]
• [Unique feature 2]
• [Unique feature 3]

Here's the link: [your URL]

I'd love to hear your thoughts on it. No pressure at all - just wanted to share this resource with you.

Best regards, [Your name]

These templates achieved conversion rates between 18-45% in real campaigns.

The success lies in their personalization opportunities and straightforward value proposition.

Remember to include screenshots of the broken link location to boost response rates.

Stats and Case Studies in Broken Link-Building

Real-world data reveals fascinating insights into broken link-building campaign performance.

Let's dive into specific case studies and examine the factors that influence success rates.

Initial Campaign Results

A notable broken link-building campaign achieved these results:

• 32 outreach emails sent
• 7 positive responses received
• 6 backlinks secured
• 18.75% conversion rate

Enhanced Campaign Performance

After implementing strategic improvements:

• 20 additional emails sent
• 9 successful conversions
• 7 immediate link placements
• 2 silent link additions
• 45% conversion rate

The combined campaign statistics showed:

• Total emails: 52
• Total successful conversions: 15
• 28.8% final conversion rate
• Achieved #1 organic ranking for target keyword

Key Success Factors

Several elements proved crucial for improving response rates:

Visual Proof

• Including screenshots of broken link locations
• Demonstrating exact placement context
• Helping recipients quickly identify issues

Value-Added Follow-ups

• Offering Pinterest share queue spots
• Providing additional promotional opportunities
• Building reciprocal relationships

Industry Variations

Different niches show distinct conversion patterns:

• SEO/Digital Marketing: Lower conversion rates (1.4% in recent campaigns)
• Non-SEO Topics: Higher success rates (20-45% range)
• B2B vs B2C: Varying response patterns based on industry focus

Recent Campaign Analysis A 2023 campaign revealed:

• 74 emails dispatched
• 4 bounce-backs
• 5 responses received
• 1 link secured
• 1.4% conversion rate

These statistics highlight the importance of niche selection and personalization in campaign success.

Sectors less saturated with SEO professionals often yield better results, while highly technical niches require more sophisticated approaches.

Challenges and Criticisms of Broken Link Building Strategy

Notable SEO experts have raised significant concerns about broken link building's effectiveness.

Rand Fishkin and Authority Hacker point to a declining success rate, particularly when targeting SEO-savvy websites that actively monitor and fix broken pages.

A real-world case study illustrates these challenges:

• Campaign targeting Ahrefs' broken outbound links
• 74 emails sent with 4 bounces
• 5 replies received
• Only 1 link acquired
• 1.4% conversion rate

This stark contrast to previous campaigns' success rates (28.8%) demonstrates the strategy's inconsistent nature. The campaign's low performance stemmed from several factors:

• Targeting SEO-aware recipients
• Pitching alternatives to still-functional tools
• Opening emails with technical language
• Lack of follow-up communication

Outsourcing Options and Cost Analysis

To streamline the process, specific tasks can be delegated:

• Link prospecting
• Email response handling
• Contact detail gathering ($3 per 50 contacts)

Recommended Tools for Mass Personalization

Several tools facilitate efficient outreach campaigns:

• Buzzstream
• Mailshake
• PitchBox

These platforms offer merge tags for personalization while maintaining scale. The investment in these tools proves valuable when managing large-scale campaigns across different niches.

Process Optimization Tips

• Use Hunter's API for author names and email discovery
• Implement NeverBounce's API for email validation
• Manually verify catchall domains
• Disqualify non-English pages
• Check contextual relevance
• Remove contacts with existing relationships

The success rate varies significantly based on industry focus. Campaigns targeting non-SEO niches typically show higher success rates compared to those aimed at digital marketing professionals.

Conclusion

Broken link building remains a viable strategy for acquiring high-quality backlinks when executed thoughtfully.

The data shows varying success rates across different niches, from impressive 45% conversion rates to more modest 1.4% returns.

These fluctuations highlight a critical insight: success depends on your approach, niche selection, and value proposition.

Your broken link-building success hinges on three key elements:

• Strategic Prospecting: Choose niches outside the SEO/digital marketing sphere where sites are less likely to have automated broken link detection
• Content Quality: Create genuinely valuable resources that surpass the original dead content
• Personalized Outreach: Craft authentic emails with clear value propositions and strategic follow-ups

The stats reveal that success rates improve dramatically with personalization techniques like including screenshots and offering additional value through follow-up communications.

Your outreach emails need to strike a balance between professionalism and conversational tone while demonstrating genuine value to the recipient.

Ready to implement your broken link-building strategy? Start small, test different approaches, and refine your process based on response rates.

Remember - a strong pitch requires exceptional content and a compelling value proposition.

Your success in mastering broken link-building lies in the continuous refinement and adaptation of these proven strategies.

FAQs (Frequently Asked Questions)

What is broken link building?

Broken link building is an SEO strategy that involves identifying broken backlinks on websites and reaching out to the site owners to suggest replacing those links with your high-quality content. This method not only helps you gain valuable backlinks but also assists website owners in improving their site's user experience.

Why is broken link-building important for SEO?

Broken link building is crucial for SEO as it helps in acquiring high-quality backlinks, which can improve your website's authority and search engine rankings. Additionally, it aids in fixing issues for other websites, thereby creating a mutually beneficial relationship between you and the site owners.

What tools can I use to find broken links?

Tools like Ahrefs and Site Explorer are highly effective for finding broken links. These tools allow you to conduct a thorough analysis of websites, helping you discover dead pages that may be replaced with your content.

How do I qualify link prospects for outreach?

To qualify link prospects effectively, assess their content relevance and authority. You can use Archive.org to analyze the historical content of a page, ensuring that your outreach efforts target websites that align well with your content and have a strong domain authority.

What should I include in my outreach emails?

Effective outreach emails should include personalized greetings, a clear request for link removal or update, value propositions explaining why your content is relevant, and a conversational tone. Structuring your email with these components increases the likelihood of receiving a positive response.

How can I measure the success of my broken link-building campaigns?

You can measure the success of your broken link-building campaigns by tracking conversion rates from your outreach efforts. Analyze factors influencing these rates, such as follow-up strategies and the value provided in communications. Case studies showcasing successful campaigns can also offer insights into effective practices.