A broken link interrupts a visitor's next step. Find the exact link, confirm what happens in a normal browser, and then repair it in the way that preserves the visitor's intent. A link checker is a diagnostic aid—not every reported error is a real problem, and one 404 does not automatically mean a ranking penalty.
Simple rule: update a link when the correct destination exists, use a redirect when a page has genuinely moved, and leave a missing page as a 404 when there is no useful replacement.
What counts as a broken link?
A link is broken when its destination cannot deliver the intended page. Common cases include an internal URL that returns 404, a server error, a domain that no longer resolves, a mistyped address, or a destination that has moved without a working redirect. Automated checkers can also report timeouts or blocked requests even when a page works for people.
Why fix broken links?
Broken internal links create dead ends, make navigation less reliable, and can keep visitors from reaching a product, tool, or explanation they need. They also make it harder for crawlers to follow those links to the intended destination. Focus on links people and crawlers actually use, such as navigation, high-traffic pages, and links to important resources.
Do not treat every external 404 as an emergency or assume a site-wide ranking loss. Google's crawling guidance explains how missing and moved pages are handled; a 404 is an appropriate response when the page is truly gone and has no equivalent replacement.
How to find broken links
- Start with important pages. Check the homepage, navigation, high-traffic pages, and pages that link to key products or tools.
- Run a page-level link check. Use the free broken link checker to list internal and external links found on that page, along with response results.
- Check a list of URLs after a migration. Use the bulk URL checker to review response codes, titles, redirects, and indexability for up to 50 URLs at a time.
- Trace suspicious redirects. Use the redirect checker to see each hop and identify loops or chains.
- Confirm the result yourself. Open the destination in a normal browser and try the page without a logged-in session. Some sites rate-limit or block automated requests.
The SEOWins broken-link checker examines links found on one page at a time. It does not crawl an entire domain, so repeat the check on the pages that matter most.
How to choose the right fix
Fix the link when the intended page still exists
Correct a typo, protocol, hostname, or outdated path so the link points directly to the working page. Prefer the final HTTPS URL instead of linking through a redirect.
Restore the page when visitors still need it
If the missing page should still be available—such as a help article, product detail, or important resource—restore it at the same URL when practical. Check whether the file, deployment, or routing rule caused the unexpected error.
Redirect only when a close replacement exists
If a page has moved permanently and there is a genuinely equivalent destination, set up a permanent redirect and update internal links to the new URL. Avoid sending unrelated missing URLs to the homepage; a redirect should make sense to the person who clicked.
Keep a real 404 when there is no replacement
If the content has been retired and no useful substitute exists, return a real 404 or 410 response. A helpful 404 page can offer a search box or links to useful sections, but the missing URL should not return a normal success status while showing an error message.
See Google's guide to crawling errors and 404 pages for details.
How to handle external broken links
For an external link, first check whether the destination changed, whether a trailing slash or other URL detail is wrong, or whether the site blocks automated checks. If the intended resource is gone, replace it with a reliable source that supports the same point, remove the link if it is no longer useful, or leave it with a clear explanation if the historical reference matters.
What to do with redirects
A redirect is a normal way to handle a moved URL. Problems arise when links repeatedly pass through several redirects, form a loop, or send people to a page that does not match what they expected. Update your own links to point to the final destination and keep the redirect for old bookmarks and external links where appropriate.
A repeatable broken-link workflow
- Export or note each reported source page, link, response, and intended destination.
- Verify the destination in a browser before making a change.
- Repair the source link, restore the destination, add a relevant redirect, or keep a proper 404.
- Recheck the page and verify that the visitor reaches the intended content.
- For larger URL changes, review the sitemap and internal links as well.
Use the SEO Wins tools directory to find the right checker for a page, a URL list, or a redirect chain.