Not every link-building opportunity starts with asking somebody to add another reference to their article.

Sometimes the article already contains a link.

The problem is that it no longer works.

A reader clicks the link expecting to find a useful resource and lands on an error page instead.

If you have content that genuinely replaces the missing resource, there may be an opportunity to help the publisher fix the problem.

That's the idea behind broken link building.

It sounds simple, but finding worthwhile opportunities takes more than collecting broken URLs.

Broken link building is the process of identifying links that no longer lead to their intended content and suggesting a relevant replacement.

For example, imagine a website publishes a guide about managing remote employees.

The article links to an employee onboarding checklist that has since been deleted.

If you've published a useful checklist covering the same subject, you might suggest it as an alternative.

The publisher gets an opportunity to improve the article, and readers get access to a working resource.

Whether the publisher chooses to add your link is entirely their decision.

Step 1: Find relevant websites

Start with websites related to your industry.

You can use the same prospecting methods as other link-building campaigns, which we cover in link building prospecting.

Look for publications, blogs, or resource pages covering the subjects addressed by your content.

For example, if you operate an HR software company, look for websites publishing guides about recruitment, employee management, and onboarding.

Relevance matters because your replacement needs to make sense within the existing article.

Finding a broken link on an unrelated website doesn't automatically create a useful opportunity.

Once you've found relevant websites, check whether their pages contain broken outbound links.

A website crawler or backlink research tool can help identify links that return errors.

You can also investigate individual articles manually.

Pay particular attention to links pointing to:

  • Deleted resource pages.
  • Old reports.
  • Discontinued tools.
  • Moved educational content.
  • Resources that no longer exist at their original URLs.

Don't assume every apparent error is permanent.

A temporary server issue, blocked crawler, or redirect problem can sometimes make a working website appear unavailable.

Verify important opportunities in a browser before contacting anybody.

Step 3: Understand what the original resource provided

This is where many broken link-building campaigns go wrong.

Finding a broken link isn't enough.

You need to understand why the publisher included it in the first place.

Read the sentence surrounding the link.

Was the author referencing a statistic?

Recommending a checklist?

Explaining a technical concept?

Providing an example?

If possible, examine an archived version of the missing page to understand its original purpose.

Your replacement doesn't need to be identical, but it should meet the same underlying need.

A general homepage isn't an appropriate replacement for a detailed research report.

Step 4: Evaluate your replacement content

Before writing the outreach email, open your own resource and review it from the publisher's perspective.

Does it answer the same question as the original link?

Is the information accurate and current?

Would a reader following the link get what the article promises?

If the answer is no, you may need a better resource.

Sometimes that means improving an existing page.

Other times, it means deciding not to pursue the opportunity.

Creating an unrelated article simply to capture a backlink defeats the purpose.

Step 5: Contact the appropriate person

Once you've verified the broken link and identified a suitable replacement, look for an editorial contact.

Keep your message focused on the specific issue.

You don't need to explain your entire link-building strategy.

Mention the article, identify the broken link, and suggest the relevant alternative.

Subject: Broken resource in your [article topic] guide

Hi [Name],

I was reading your article about [topic] and noticed that the link to [original resource] appears to be broken.

The link is in the section about [specific subject].

I thought I'd mention it in case you'd like to update the article.

I also have a resource covering a similar topic here:

[Your resource URL]

It includes [specific relevant information] and might be useful as an alternative.

Either way, I wanted to flag the broken link.

Thanks,

[Your name]

The message gives the publisher enough context to check the problem.

It also makes clear that your proposed resource is optional.

Step 6: Record your results

Keep track of the opportunities you investigate.

At minimum, record the linking article, broken URL, proposed replacement, outreach date, and final outcome.

Don't count a placement as complete until you've verified the live page.

If the publisher updates the article but chooses another resource, that's still useful feedback.

Your original suggestion may not have been the most suitable replacement.

There are several mistakes worth avoiding.

Pitching an unrelated resource: A working URL isn't enough. The content needs to fit the original context.

Contacting publishers before verifying the error: Temporary technical problems can create false opportunities.

Sending the same template everywhere: A broken link in a research article requires a different suggestion from one in a general resource list.

Expecting a backlink in return: Publishers can fix broken links however they choose.

Ignoring content quality: A replacement should genuinely help readers, not simply exist to obtain a link.

Final thoughts

Broken link building works best when you approach it as a content improvement opportunity.

Find a genuine problem.

Understand what readers expected from the original link.

Suggest a resource that solves the same problem.

You won't turn every broken link into a backlink, and you shouldn't expect to.

The objective is to find situations where the publisher has a legitimate reason to consider your content.

Prefer a placement you can order and approve? See how BacklinkBuddy works.