Broken back links

[kesh-283312]

I have noticed that some of the back links built for us by our SEO agency we have no longer work. Is there is a common view on the percentage of back links generally do not work say after a year or so. If there is an acceptable number, want to give to my SEO agency as a KPI?

[JGar-28032]

Hey Kesh,

An acceptable number is going to be difficult to come up with. It all depends on your content, the types of links you're getting, etc.

When you say that they don't work, do you mean they are broken links? If so, is it because your site no longer has the page that it linked to (resulting in a 404)? If so, I would work with your SEO to have that content re-created or redirected as appropriate.

http://seo-factor.com/404-reports-for-link-building/

I would also attempt to contact those sites and have them update the links to your site.

If they are broken because the linking site mis-coded something, again I would have your SEO contact them and see if you can't get them updated.

Are they just being dropped by the linking sites all together? Then I would definitely talk to your SEO and discuss what types of sites are dropping your links, why they may be doing so, and what other types of links you are getting.

I'm having a hard time thinking of a situation where the links built to your site would regularly drop, other than being paid for or in some sort of directory service. This isn't to say that there isn't a more "legitimate" reason, but I would talk with your SEO to get answers to those.

I also don't know about placing a KPI on that until you hammer out some of the finer points. Generally speaking we as SEOs don't always have power over third parties. At least, until I finally invent my 'SEO Brain Control' device. Odds are, your SEO has noticed already and should have some sort of plan. But we are a funny in that we sometimes assume that everyone knows all about this stuff and it's not a talking point.

Given my vague answers I'll give you a couple of scenarios and my opinions on them.

If you're getting bunches of links from low quality sites, and regularly seeing those links drop and new links added, then it's likely because those links are paid-for in some capacity. If that's the case, call your SEO and make sure they explain their plan, and the risks associated with buying links. Basically, poke and prod until you get answers (and ask many questions here for second opinions).

But if your SEO is helping you promote the awesome content created through your site, and building many quality links to your site. Then maybe those dropped links are because scraper blogs pick it up sometimes. This is in a way a sort of flattery. In that case your SEO might be totally kicking...you know. Just make sure they have in place methods to prevent/combat/make use of those scraper sites.

[kesh-283312]

Josh - thanks for those inputs. I am going to get deeper into this with the SEO agency - my hunch is that it is poor link building as we normally update our site with fresh and relevant content almost every day. But when quizzed, the agency said that it is natural for back links to die and didn't seem to make any sense