Link building
The practice of acquiring links from other websites, ranging from editorially earned citations to schemes that violate Google's link spam…
Links
Broken link building
Finding dead outbound links on third-party pages and suggesting your equivalent resource as a replacement.
In full
The tactic works because it offers the publisher something useful — a fix for a broken page — rather than just asking for a favour. Yield is low and falling, since many resource pages are unmaintained and the replacement must genuinely match what was lost. It remains a reasonable way to find opportunities within a niche, particularly where an entire well-linked resource has gone offline.
Example
A defunct government guidance page has 400 inbound links; a firm publishes an accurate archive-based replacement and contacts the linking sites.
Related terms
Link reclamation
Recovering link equity that a site already earned but lost, usually because linked URLs now 404, redirect poorly, or were dropped in a…
Backlink
A hyperlink from one website to another, historically the strongest external signal search engines use to judge a page's importance and…
HTTP status codes
Numeric codes in an HTTP response that tell crawlers how to treat a URL: 200 index it, 3xx follow the redirect, 404/410 drop it, 5xx come…
Digital PR
Earning editorial coverage and links from media outlets through newsworthy assets — original data, expert commentary, campaigns — rather…