Broken links are a common issue that can significantly affect your website’s performance, user experience, and SEO. When a link on your website leads to a non-existent page, it creates a broken link, often resulting in a “404 Not Found” error. Such errors can frustrate users, increase bounce rates, and harm your search engine rankings. In this comprehensive guide, we’ll walk you through the process of finding and fixing broken links using Google Analytics and Google Search Console.
What Are Broken Links?
Broken links, also known as dead links, are hyperlinks that lead to pages that no longer exist or have been moved without a proper redirect. When users click on these links, they are typically directed to a 404 error page, indicating that the requested resource could not be found.
Why Do Broken Links Occur?
Broken links can occur for various reasons, including:
- Deleted Pages: Pages that were removed from the website but still have inbound links.
- Changed URLs: URLs that were changed without implementing redirects.
- Moved Content: Content that was relocated to a different URL or section of the website.
- External Links: Links to external websites that have been taken down or moved without notice.
The Impact of Broken Links on Your Website
Broken links can have several negative effects on your website:
- SEO: Search engines penalize websites with numerous broken links, lowering their ranking.
- User Experience: Visitors encountering 404 errors may leave your site, leading to higher bounce rates.
- Lost Revenue: For e-commerce sites, broken links to product pages can result in lost sales.
- Credibility: A site with many broken links can appear neglected or unprofessional.
1. Preparing to Find Broken Links with Google Analytics
Setting Up Google Analytics
Before you can start finding broken links, ensure that Google Analytics is properly set up on your website. This requires embedding the Google Analytics tracking code into your site’s HTML or using a plugin if you’re on a CMS like WordPress.
Understanding the Structure of Your Website’s 404 Error Page
To effectively use Google Analytics to find broken links, you need to know how your website’s 404 error page is structured and titled. Common titles might include “Page Not Found,” “404 Error,” or “Oops! That page can’t be found.” This title will be used later to identify broken links in Analytics.
2. Using Google Analytics to Find Broken Links
Logging into Google Analytics
- Visit Google Analytics and log in using the email address associated with your website.
- Select the appropriate property (i.e., the website you wish to analyze) from the dashboard.
Navigating to the All Pages Report
- In the left-hand sidebar, navigate to Behavior > Site Content > All Pages.
- This report provides a list of all the pages on your site along with various metrics such as page views, bounce rate, and average time on the page.
Customizing the Date Range
- Click on the date range in the upper-right corner of the report.
- Set the start date to the last time you checked for broken links or to a reasonable period (e.g., the last 3-6 months).
- Set the end date to the current date.
- Click Apply to update the report.
Searching for Broken Links
- Next to Primary Dimensions, click on Page Title.
- In the search box next to the magnifying glass icon, type in the title of your 404 error page (e.g., “Error 404,” “Page Not Found”).
- Google Analytics will filter the results to show only the pages that triggered this error during the selected date range.
Analyzing the Results
- The filtered list will display the pages where users encountered a 404 error.
- Look at the Page URL and the Pageviews to understand which pages are leading users to broken links.
- If you see high pageviews for certain 404 pages, it’s a strong indicator that many users are encountering these broken links.
4. Using Google Search Console to Find Broken Links
Setting Up Google Search Console
If you haven’t already, set up Google Search Console for your website by verifying ownership through one of the available methods (e.g., HTML tag, domain name provider).
Accessing the Coverage Report
- Log in to Google Search Console.
- From the dashboard, navigate to the Coverage report under the Index section.
- This report shows issues Google has encountered while crawling your website, including pages that return a 404 error.
Identifying 404 Errors
- In the Coverage report, look for the Not Found (404) section. If Google has identified any 404 errors, this section will be populated.
- Click on the Not Found (404) tab to view a list of all URLs on your site that Google has found to be broken.
Analyzing the Results
- Review the list of URLs under the Not Found (404) section. Each URL represents a broken link on your website.
- Click on each URL to view additional details, including when the error was first detected and how frequently it has occurred.
5. Fixing Broken Links on Your Website
Redirecting Broken Links
- 301 Redirects: Implement a 301 redirect from the broken URL to a relevant, existing page on your site. This permanent redirect tells search engines that the page has been moved permanently and preserves the SEO value of the original link.
- Using Redirects in CMS: If you’re using a CMS like WordPress, you can manage redirects through plugins such as Redirection or Yoast SEO. Simply enter the old (broken) URL and the new URL where you want visitors to be redirected.
Updating Internal Links
- Identify any internal links on your website that point to the broken URLs.
- Update these links to point to the correct URLs or relevant content that is still active.
Removing or Replacing Broken Links
- If a broken link points to a resource that no longer exists and there’s no suitable replacement, consider removing the link altogether.
- Alternatively, you can replace the broken link with a link to a similar resource that provides the same value to the user.
Creating a Custom 404 Error Page
- A custom 404 error page can help retain visitors even when they encounter a broken link. It should include helpful navigation links, a search bar, and possibly a light-hearted message to guide users back to your main content.
6. Preventing Broken Links in the Future
Regularly Monitoring Your Website
- Make it a habit to regularly check Google Analytics and Google Search Console for new broken links.
- Use automated tools and plugins that can monitor your site for broken links and send alerts when issues are detected.
Being Careful When Changing URLs
- Avoid changing URLs unless necessary. If a change is required, always set up a 301 redirect from the old URL to the new one.
Auditing External Links
- Periodically audit external links on your site to ensure they are still active and relevant.
- If you link to external resources, consider using tools that monitor these links and notify you when they break.
Wrapping Up
Finding and fixing broken links is a crucial aspect of website maintenance that should not be overlooked. Using tools like Google Analytics and Google Search Console makes this process easier and more effective. By regularly monitoring for broken links and addressing them promptly, you can improve your website’s user experience, maintain its SEO health, and ensure that it continues to serve your audience effectively. Remember, a well-maintained website not only ranks better in search engines but also retains visitors, builds credibility, and drives business success.