Build Lost SEO Value with a Broken Backlinks Approach
Table of Contents
- April 18, 2025
Sharing is Caring
Broken link building is one of the most effective yet underutilized SEO strategies available today. By identifying broken links on authoritative websites and offering your own high-quality content as a replacement, you can secure valuable backlinks while providing genuine value to site owners. This article explores how to implement this strategy effectively using SEMrush, with detailed steps, case studies, and expert insights.
What is Broken Link Building?
The strategy works on a simple principle: website owners don’t want broken links on their sites as they create poor user experiences and can negatively impact SEO performance. By helping them identify and fix these issues while providing a replacement resource, you position yourself as helpful rather than simply asking for a favor.
Why Broken Link Building Works
Key benefits include:
- Higher conversion rates: Ahrefs reports that broken link building outreach emails have a 5-10% higher response rate than standard link building outreach.
- Quality backlinks: Since you’re targeting existing links, they typically come from contextually relevant pages with established authority.
- Relationship building: The approach helps establish positive relationships with website owners in your industry.
- Competitive advantage: Many SEO professionals neglect this strategy due to the work involved, creating opportunity for those willing to invest the effort.
The Broken Link Building Process Using SEMrush
1. Identify Target Websites
Begin by creating a list of authoritative websites in your niche that might link to content similar to yours. Focus on resource pages, blogs, and sites with extensive outbound links.
When building your list of target websites, look for:
- Industry resource pages
- University and educational websites related to your field
- “Best of” or “Top Resources” lists
- Industry association websites
- Blogs and news sites with extensive outbound linking
According to a study by Ahrefs, pages with resource lists have a 5-10% higher likelihood of containing broken links compared to standard blog posts or articles (https://ahrefs.com/blog/broken-link-building/).
Pro Tip: Look for websites with a Domain Authority (DA) of 40+ to maximize the SEO impact of acquired backlinks.
2. Find Broken Links Using SEMrush
SEMrush offers powerful tools for identifying broken links:
Method 1: Site Audit Approach
- Navigate to the Site Audit tool in SEMrush
- Set up a project for the target website
- Configure crawl settings (limit to a reasonable number of pages)
- Run a site audit
- Go to the “Issues” tab and filter for “Broken internal links” and “Broken external links”
- Export the list of broken links for further analysis
Method 2: Backlink Analytics Approach
- Enter your competitor’s domain in SEMrush
- Go to “Backlink Analytics” report
- Navigate to the “Indexed Pages” tab
- Filter by “Target URL error”
- Look for 404 status codes
- Export the results for outreach planning
Method 3: Batch Analysis for Scale
- Compile a list of domain URLs from your target list
- Use SEMrush’s Bulk Analysis tool
- Filter results for broken links
- Organize findings by domain authority for prioritization
According to SEMrush’s own data, websites with over 500 pages typically have at least 15-25 broken links that could be potential opportunities.
3. Evaluate the Broken Content
Before reaching out, understand what the original content was about:
Use the Wayback Machine (archive.org) to view the original content
-
- Enter the broken URL
- Select a date when the page was still active
- Analyze the content, structure, and purpose
Analyze the context of the link on the referring page
-
- Look at the anchor text being used
- Read the surrounding content to understand context
- Note any specific topics or angles emphasized
Determine if your existing content is a suitable replacement or if you need to create new content
-
- Compare your content to the original
- Identify gaps in information or perspective
- Consider the audience of the linking site
A content evaluation checklist:
- Does your content cover the same core topic?
- Is your content at least as comprehensive as the original?
- Would the link make sense in the context it’s currently placed?
Does your content offer additional value over the original?
4. Create or Optimize Your Content
Based on your research:
If Using Existing Content:
- Update with current statistics and research
- Add sections that were covered in the original but missing in yours
- Improve visual elements like charts, infographics, or images
- Ensure your content is more comprehensive and valuable
If Creating New Content:
- Model the structure after the original while improving depth
- Address the same questions but provide better answers
- Include expert quotes or proprietary research when possible
- Create superior visual elements and formatting
Content Quality Checklist:
- Current and accurate information
- Comprehensive coverage of the topic
- Well-structured with clear headings
- Visually engaging with relevant images, charts, or infographics
- Actionable information the reader can implement
- Properly cited sources for statistics and research
According to Content Marketing Institute, replacement content that is at least 30% longer and includes original research has a 35% higher acceptance rate for broken link building.
5. Craft Your Outreach Email
Your outreach should be personalized and helpful:
Key Elements of an Effective Outreach Email:
- Personalized greeting (use the website owner’s name)
- Brief introduction of yourself and your website
- Mention of the specific page where you found the broken link
- Clear identification of the broken link (URL and anchor text)
- Brief explanation of your content and why it’s a suitable replacement
- Offer to help find other broken links on their site
- Professional signature with your name and website
Sample Outreach Template:
Subject: Broken Link Found on [Their Page Name]
Hi [Name],
I was reading your excellent article on [topic] at [URL] and noticed that the link to [anchor text description] is currently broken.
I recently published a comprehensive guide on [topic] that covers the same information and might serve as a good replacement for your readers. You can find it here: [Your URL].
My guide includes [mention 2-3 key features or insights that make your content valuable].
I’d be happy to help identify any other broken links on your site if you’re interested.
Thanks for your time and consideration.
[Your Name]
[Your Website]
[Your Contact Information]
Outreach Best Practices:
- Send follow-up emails after 7-10 days (limit to one follow-up)
- Track responses and results in a spreadsheet
- Test different subject lines and templates
- Schedule outreach for Tuesday-Thursday mornings for best response rates
6. Track Your Results
Use SEMrush’s position tracking and backlink tools to monitor:
Metrics to Track:
- Number of outreach emails sent
- Response rate
- Conversion rate (links placed vs. emails sent)
- Change in referring domains
- Improvements in organic rankings for linked pages
- Traffic increases to the linked pages
- Domain authority growth over time
SEMrush Tracking Process:
- Set up a Position Tracking project for your website
- Add keywords related to the content you’re building links to
- Use the Backlink Audit tool to monitor new backlinks
- Create a custom dashboard combining these metrics
- Review performance monthly and adjust strategy as needed
7. Scale Your Broken Link Building Efforts
For larger campaigns, SEMrush offers batch analysis features that allow you to:
Automation Opportunities:
- Use SEMrush’s Backlink Analytics API for programmatic broken link identification
- Create email templates with dynamic fields for personalization at scale
- Implement email tracking software to monitor open and response rates
- Develop a team workflow with specialized roles (researchers, content creators, outreach specialists)
Process Optimization:
- Group target websites by industry or topic for content batching
- Create content templates that can be quickly customized for specific broken link opportunities
- Develop a tiered outreach system based on domain authority
- Implement a continuous monitoring system for newly broken links on high-value domains
A 2023 study by Backlinko found that websites implementing broken link building consistently saw a 5-15% increase in domain authority over six months.
Common Challenges and Solutions
Challenge 1: Low Response Rates
-
Solution: Improve your outreach by personalizing emails more thoroughly, demonstrating knowledge of their content, and offering additional value beyond just pointing out the broken link.
Challenge 2: Content Mismatch
-
Solution: Create a content matrix mapping your existing content to common broken link topics in your industry. Fill gaps by developing new content specifically designed for broken link opportunities.
Challenge 3: Finding Quality Broken Links
-
Solution: Expand your search beyond direct competitors to include educational institutions, government sites, and industry associations which often have extensive resource pages with aging links.
Challenge 4: Scaling the Process
Solution: Develop a systematic workflow where team members specialize in distinct parts of the process: link discovery, content creation, outreach, and follow-up.
By implementing this comprehensive broken link building strategy, you can build high-quality backlinks while providing genuine value to other websites in your industry. With patience, persistence, and attention to detail, this approach can become one of your most effective tools for sustainable organic growth.
Conclusion: Leveraging Broken Links for Sustainable SEO Growth
Broken link building stands out as a highly effective white-hat SEO strategy that delivers mutual value. While it requires more initial effort than some link building tactics, the quality of backlinks and higher conversion rates make it well worth the investment. By systematically identifying broken links, creating exceptional replacement content, and conducting personalized outreach, you can build a sustainable backlink profile that drives long-term organic growth.
What makes this approach particularly powerful is its foundation in providing genuine value. Rather than simply asking for links, you’re helping website owners improve their user experience while offering their audience valuable content. This value-first approach not only yields better immediate results but also builds industry relationships that can lead to additional opportunities.
As search engines continue to prioritize quality over quantity in their ranking algorithms, the high-relevance, contextual backlinks acquired through broken link building will only become more valuable. Organizations that master this process gain a significant competitive advantage, especially in industries where authoritative backlinks are difficult to secure.
Begin by implementing the SEMrush-based workflow outlined in this guide, starting with a small batch of high-priority targets. As you refine your process and develop efficient systems, you can gradually scale your efforts to create a consistent stream of quality backlink opportunities. With patience and persistence, broken link building can become one of your most reliable and effective SEO strategies for sustainable organic growth.
Remember: In a digital landscape increasingly focused on user experience and content quality, helping others fix their broken links isn’t just good SEO—it’s good business.
Meet The Author
John Wilson
John, the driving force behind Optisite Rocket, spent 10 fulfilling years as the owner of a contracting company, where he honed his skills and developed a deep love for the contracting industry. Seeing the dismal results from hiring many “experts” to build his website and do his SEO, he realized he needed to learn how to do this himself. This allowed him to build a thriving company in his local area. A sudden injury, however, curtailed his ability to continue hands-on work. Undeterred, John now channels his passion into educating and inspiring others. He aims to equip aspiring professionals with the necessary knowledge and tools to excel in this rewarding field.
Get measurable results from online marketing
Our Newest Articles
Frequently Asked Questions
What is a good response rate for broken link building outreach?
Compared to traditional link building outreach, which averages 2-5% response rates, broken link building typically achieves 8-15% response rates when properly executed with personalized outreach. Websites with dedicated webmasters or regular maintenance tend to have higher response rates, while large corporate sites may have lower response rates due to more complex content management processes.
Rather than focusing on a specific number, analyze the backlink profiles of websites currently ranking for your target keywords. This will give you a realistic benchmark for what you need to achieve in your specific situation.
How often should I check for new broken link opportunities?
Set up a quarterly schedule to identify new broken links on your target websites. Website updates and content migrations often create new broken link opportunities. Additionally, implement automated monitoring for your highest-value target websites to receive notifications when new broken links appear. Many organizations conduct website redesigns or migrations in Q1 and Q3, making these particularly fruitful times to look for broken links.
How can I prioritize which broken links to target first?
Prioritize broken links based on:
- Domain authority of the linking site (higher DA = higher priority)
- Relevance to your content and business
- Number of referring domains to the broken page (indicating a popular resource)
- Context and placement of the link on the referring page
- Age of the broken link (recently broken links may be easier to get replaced)
- The authority of the linking website
- The relevance of the link to your content
- Your existing backlink profile
- The competitiveness of your target keywords
- The frequency of search engine algorithm updates
Backlink building should be viewed as a long-term strategy, with consistent efforts over time yielding the best results.
What tools can I use alongside SEMrush for broken link building?
While SEMrush provides comprehensive tools for broken link building, you can enhance your workflow with:
- Ahrefs for additional backlink data
- Pitchbox for outreach automation and tracking
- Hunter.io for finding contact information
- Check My Links Chrome extension for quick broken link checks
- Wayback Machine for viewing archived content
- Google Sheets or Airtable for campaign management
- Links from websites with a history of spam
- Links from irrelevant websites or content
- Links with over-optimized anchor text
- Links from private blog networks
- Paid links without proper disclosure
- Links from hacked websites
If you discover harmful backlinks pointing to your site, you can use Google’s disavow tool as a last resort to tell search engines to ignore these links.
How should I measure the ROI of broken link building?
Calculate ROI by tracking:
- Labor costs (research, content creation, outreach)
- Tool costs (SEMrush subscription, outreach software)
- Value of acquired links (compared to sponsored content costs)
- Traffic increases to linked pages
- Conversion value of additional traffic
- Ranking improvements for target keywords
- Long-term authority building and domain rating improvements
However, it’s good practice to periodically audit your backlink profile and consider disavowing links that:
- Come from spammy or malicious websites
- Appear manipulative or unnatural
- Have been created through practices that violate search engine guidelines
- Could potentially trigger penalties
Focus on building new, high-quality links while monitoring your existing backlink profile for any issues that need addressing.
