A broken link looks like a small thing. To a prospect clicking “view our services” or a WhatsApp button and landing on an error, it is a signal that nobody is looking after the website. Broken links also waste crawl activity, leak the value of links other sites have given you and can quietly cut off the pages that bring in inquiries. Knowing how to find and fix broken links is one of the most practical skills in website care.
This guide sets out a clear process: where broken links come from, how to find them, how to decide the right fix for each, and how to prevent them. It fits naturally into good web design and a regular maintenance routine.
The different kinds of broken links
Not every broken link is a simple 404. A thorough check looks for several problems.
- Internal 404s. Links between your own pages that point to URLs that no longer exist, often after pages are renamed or deleted.
- External link rot. Links to other websites that have moved, closed or restructured.
- Broken inbound links. Links from other websites, directories and old campaigns to URLs you have removed. These do not show on your pages, but they waste visitors and link value.
- Broken resources. Missing images, PDFs, brochures and downloadable files.
- Redirect chains and loops. Links that pass through several redirects before reaching a page, or never reach one.
- Contact links. Phone links in the wrong format, outdated email addresses and WhatsApp links pointing to an old number.
- Language switcher errors. On bilingual sites, the Arabic or English switch links to a missing or unrelated page.
Why links break
Most broken links are side effects of normal activity. Common causes include changing a page slug without adding a redirect, deleting old services or products, moving from one page builder or theme to another, restructuring blog categories, migrating to a new domain or moving to HTTPS, and removing files from the media library. External sites change too, and a link that worked when an article was published may fail two years later.
How to find broken links
No single source shows everything, so combine a few.
| Tool | What it finds | Notes |
|---|---|---|
| Google Search Console | URLs Google tried to crawl that returned 404 or other errors, including those linked from other sites | Free and essential; check the page indexing report monthly |
| Site crawler (for example Screaming Frog) | Every broken internal and external link, image and redirect chain, with the page it appears on | The most complete view of your own pages |
| SEO platforms (for example Ahrefs or Semrush) | Broken pages that still have inbound links from other websites | Useful for recovering link value |
| Google Analytics 4 | Real visitors landing on your 404 page, and where they came from | Set up a report filtered on the 404 page title |
| Server or CDN logs | Every request for a missing URL, including bots | Helpful after migrations |
Link checking plugins for WordPress are convenient but can be heavy, because they scan continuously on your server. If you use one, prefer versions that scan externally or schedule scans during quiet hours, and avoid leaving them running on busy WooCommerce sites.
How to fix broken links, one decision at a time
Once you have a list, work through each item and choose the right fix. The goal is to send people and search engines to the most relevant live page, or to be clear that something no longer exists.
Update the link at the source
For internal links, the cleanest fix is to edit the link itself so it points directly to the correct page. A redirect would also work, but updating the source avoids an extra hop and keeps the site tidy. Many crawlers list every page where a broken link appears, which makes bulk updates faster.
Add a 301 redirect
If a page has moved or been replaced, and especially if other websites link to it, add a permanent 301 redirect from the old URL to the closest equivalent page. A retired service might redirect to the service that replaced it, not to the homepage. Keep redirects in one managed place, such as a redirect plugin or server configuration, and document them.
Restore the content
Sometimes the best fix is to bring the page or file back. If an old brochure PDF still receives visits from a directory listing, restoring or replacing it may serve users better than a redirect.
Let it go with a clear 404 or 410
If there is no relevant replacement, it is acceptable to let the URL return a 404 or 410 status. Search engines understand this. Avoid redirecting every missing URL to the homepage; search engines tend to treat those as soft 404s, and visitors find them confusing.
Replace or remove external links
For external links that no longer work, find the new location of the resource, link to an alternative reputable source, or remove the link and adjust the sentence.
Contact and WhatsApp links deserve special checks
For many UAE businesses, the most valuable links on the site are the ones that start a conversation. Test them directly on a phone after any change.
- WhatsApp links in the wa.me format should use the full international number without the plus sign, leading zeros, spaces or dashes, for example 9715 followed by the rest of the mobile number.
- Phone links should use the tel: format with the country code, for example +971, so they dial correctly from any phone.
- Email links should point to a monitored inbox, and forms should be tested end to end after plugin updates.
- Map links and directions should point to the current office location, especially after a move between free zones or emirates.
A helpful 404 page
Some visitors will always reach a missing page. A well designed 404 page limits the damage. It should return a genuine 404 status, explain briefly that the page cannot be found, offer a search box and links to main services, and include a clear contact route such as a WhatsApp button. On bilingual sites, show the message in the visitor’s language, or in both Arabic and English.
Preventing broken links
- Add a redirect every time a published URL changes, as part of the publishing checklist.
- Before deleting a page or file, check which pages link to it and where its traffic comes from.
- Run a full crawl before and after any migration, redesign or restructure, and compare the results.
- Schedule a monthly check of Search Console errors and a quarterly full crawl.
- Prefer linking to stable, reputable external sources, and review older articles periodically.
Frequently asked questions
Do broken links hurt SEO?
A few broken links will not cause ranking penalties, and 404 errors are a normal part of the web. The real harm is indirect: visitors leave, crawlers waste time on dead ends, and link value from other websites is lost when those links point to missing pages. Fixing broken links on important pages and redirecting URLs with inbound links protects both user experience and search visibility.
How often should I check a website for broken links?
For most business sites, reviewing Search Console errors monthly and running a full crawl quarterly is enough. Sites that publish frequently, run large product catalogs or have recently migrated benefit from more frequent checks. Always run a crawl immediately after a redesign, platform change or URL restructure, when broken links are most likely.
Should all 404 pages be redirected to the homepage?
No. Redirecting unrelated missing pages to the homepage frustrates visitors and search engines usually treat it as a soft 404. Redirect only when a genuinely relevant replacement exists, such as a new version of the same service. Otherwise, a clear 404 page with navigation, search and contact options is the better experience.
Clear paths to every inquiry
When you find and fix broken links as part of routine maintenance, visitors reach the pages they expect, search engines crawl efficiently and the links other sites give you keep working for your business. A simple monthly and quarterly process is usually all it takes.
If you would like a full link and redirect review of your site, the Bdazzil team would be glad to take a look and talk you through the findings.
