The Damage of Broken Links
In addition to reputation, branding, and other factors, proper link building for HVAC contractors makes a difference. The internet is a world of potential leads, and to garner these leads, you need a strong web presence. Working links help establish a website on Google. In contrast, broken links damage this presence and ultimately hurt your SEO. As their name implies, broken links are a negative thing to have as a part of your online presence.
What Are Broken Links?
A broken link is a link that, when clicked, takes a user to an error page instead of the intended page. So when someone, for example, clicks on a link to a page on your site about HVAC repairs, but instead of seeing the intended page, they come to a page that says “404 Error,” they have encountered a broken link. Most 404 pages will have a humorous remark about why the page is not there, but ultimately: The user is not being taken to the page they wanted to visit.
What Causes Broken Links?
A variety of factors can cause broken links. And they are more common than you may think. The majority of small businesses that manage their websites likely have many undetected broken links. The following are all reasons broken links may occur:
- Moving a web page without changing internal links
- Renaming a web page without changing internal links
- Leaving up a link to content that no longer exists (videos, pdfs, photos)
- Leaving up a link to a third-party page that has changed its URL or moved its page
How Broken Links Hurt SEO
So how will broken links damage your web presence? Broken links will ultimately hurt your authority online. If a user reaches an error instead of your website, they may assume you are no longer open or simply unprofessional.
And it will hurt your SEO because Google will see a high bounce rate (the time it takes people to leave your website), and they will rank you lower due to this. But, on the other hand, when you have working links that contain great content, people will linger longer, and Google will see you as a great place to send future users.
In the end, broken links will damage your conversion rate. When people click on a link, they expect to go where they asked. When they don’t, they will lose interest in your site and shoot for a website that works. Users leaving your site hurts your business and may cost you potential leads.
Fixing Broken Links
The good news is, it is not that difficult to fix broken links. The bad news is, it takes time to find all your broken links and redirect them. Once you locate broken links you simply need to redirect the link to the proper page or get rid of the link if it is simply irrelevant.
The best way to fix broken links: Never have broken links. You can ensure working links through a properly managed web presence. At HVAC Webmasters, we have an entire team on staff who watch over our clients’ websites so that broken links never happen in the first place. Talk to us today about how to ensure your web presence is not damaged by pesky broken links.