Are you trying to build backlinks to your website but finding it difficult? I have discovered an effective way to get backlinks and it doesn’t matter if you are a new or experienced blogger. Find out How To Find Broken Backlinks And Replace Competitor Links and you will find it easier to get results.
Not sure what backlinks are? Then check out ‘What Is Backlinking In SEO?’.
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First of all, let’s look at:
What’s wrong with regular link building?
There is nothing wrong with regular link-building but it is not the easiest strategy, especially if you are new and don’t have much authority. The suggestion is that you find posts that are ranking for the keyword you want to rank for, analyze them then create better alternatives to these posts.
You then approach whoever runs the website linking to it (more how to do that later) and offer your link as a superior replacement. Now, if you are an SEO legend like Neil Patel or Brian Dean, you can probably do this all day and all night – If they contacted me and asked me to replace a link with their’s, I would feel like I had arrived!
However, if you are Joe Blogs who is not a renowned expert and has a blog that is 6 months old, this strategy is unlikely to work. If I was on the receiving end of such a request, I would think that the person contacting me was questioning my judgment in using the original link. Also, is there REALLY anything in it for me?
Just how much better is the suggested replacement post? Is it so much better than it’s worth my taking the time and trouble to a) read it and b) replace what I had considered a perfectly good link? Probably not.
Why replace broken competitor backlinks?
You know when you are reading a blog post and there is an interesting link in there which you click only to find that it takes you to a page that says ‘404 error – page not found’? Not only is it frustrating for you as the reader, but whoever has linked to that page in good faith risks losing a visitor and also can see their rankings take a dip as Google does not like broken links.
Consequently, when you approach a website owner / editor from this standpoint, you are coming from a place of service – offering to help – and if you have a good piece of content that will fill that slot for the post, it is quite likely that you will gain yourself a backlink.
What competitors should you target
The best competitors to target are those who have been around for a good few years – young websites won’t have many links, much less broken backlinks.
You will probably know your main competitors off the top of your head, but if in doubt, see what sites appear in the top 10 for, say, your top 10 keywords. To quickly check how many backlinks they have, head over to Domain Authority Checker.
This is a completely brilliant tool that shares a ton of information including domain authority (DA), number of total backlinks, a site link trust score, a spam score, the age of the site and the percentage of links that are ‘do follow’.
This is a great starting point to get a list together of the websites you want to focus on, but there is lots more work to be done. (You can also do this process with Semrush analytics that will automatically find your competition, however, if you have a new site it probably won’t have enough data to be meaningful.)
How do you find the broken links
Next, head over to Semrush. Don’t worry if you if haven’t joined – you can sign up for the free 14-day trial. Just make sure to have a plan of all the websites you want to target and indeed the keywords you want to research and make the most of your trial. (N.B. If you have a mature website you can do your competitor research on Semrush too.)
Go to the Backlinks Analytics tab and enter the domain name that you are interested in and in the drop-down box, click on ‘backlinks’. This will bring up the backlink analytics. If you tick the box that says ‘Target URL Error’ filter where you are looking for any with a 404 error.
You will then have a list of all the broken links from that website. If you then click on the number under the ‘backlinks’ tab, a list of all the referring domains will come up along with details of the anchor text and importantly, the domain authority.
You need to export the list to an excel spreadsheet and sort the data you have. Start with sorting by ‘dofollow’ and ‘nofollow’ then delete all the ‘nofollow’ lines as you are not interested in them. Next, sort from the highest DA sites and work your way down but always go for higher than your own or there is no point.
What links should you replace?
Now you have got your list, look at the ‘anchor text’ of the broken link (the text the visitor would have to click on to go to the link). You will find some that you can’t replace, for example the website maybe had a competition running at some time, or it could be that the link was shared by a Chinese website. Sometimes the links come from another page on the same site, so these are no good.
When you find something that sounds like it could relate to your own content, first double-check that the link is definitely broken. (Just occasionally, I have found that it redirects somewhere else.) If it indeed goes to a 404 page, your next step should be to head over to The Way Back Machine and enter the URL of the broken link.
This will (normally) bring up a calendar. Click on the last date where there is data and you should be able to see what the content was on that page. Then you can decide if you already have a suitable piece of content or if you will have to create the content to suit.
What I like about this approach (in addition to the service aspect) is that if I write new content, it is new content for my site. I know that some people would argue that a guest post is more valuable, however, with a newer site, I prefer this strategy. New sites need all the content they can get in the early days.
Making contact with website owners
First of all, you need to find out who to make contact with. In many cases, there will be an email address and it is clear who the site belongs to. Sometimes you will need to be a bit of a sleuth to find out. LinkedIn can be handy for finding who’s who in bigger organizations. You can follow these people and comment on their content so they recognize your name when you email them.
You can also try using Hunter.io. All you have to do is put the website URL into the search box and it will bring up a list of email addresses. You get 50 searches free per month. From time to time you may draw a blank and need to use the contact form, otherwise, be sure to use the person’s name as you are much more likely to succeed.
Start your email with something along the lines of
I was enjoying your post ‘How to stop your dog barking at home’ recently and noticed that the link ‘puppy training’ is broken. As it happens, I have a post that would fill that slot at www.dskfjkjfdsdkdjfjfjks.com which I would be more than happy for you to use. Do let me know what you think.
Looking forward to checking out more of your posts.
Pro’s of broken link building
- You come across as being helpful rather than just out to get something
- It could open doors to guest posting in the future
- It gets a foot in the door in a non-pushy way
Con’s of broken link building
- You have to do a lot of research – what starts out looking like a great list of broken links often only has one or two
- The top websites often have a team monitoring broken links and consequently don’t have any that are useful
- If this is a long-term strategy, you need access to Semrush or a similar SEO tool. At $99 per month that could be too rich for a new / first-time website owner. (If you are stuck, there are people on Fiverr.com who find broken links for you.)
When I first found the broken link building concept, I thought it was the answer to all of my backlink needs but since I have started putting it into action, I realize that (as with anything else worthwhile) it takes time, effort and patience.
However, I still believe it is one of the best routes to getting backlinks for a newbie.
Have you ever tried the broken backlinking strategy or is it something you would like to try? I would love to hear about your experiences in the comments below.