Broken Link Building: Why Recommend Someone else’s Content?


Broken Link Building: Why Recommend Someone else’s Content?

It would seem that the essence of link building is to promote their own resources. However, sometimes instead of a broken link, it may be more useful to advise someone else’s resource that is not related to your business.

The so-called “broken link building” usually consists in the fact that the specialist finds web pages, checks them for broken links, and then turns to the resource owner with a proposal to replace the broken links with their own. That sounds easy. The problem is that your content can by no means always be an equivalent substitute for the original content, especially if you work in different niches.

In most cases, your content will not be suitable, so you need to look for a quality and adequate replacement on the side. The higher the quality of the content, the higher the likelihood of interest to the owner of the resource. And offering only your content, you reduce the likelihood of replacing broken links to links to your resources. That’s why:

Content created by you may not coincide (partially or completely) with “broken” content, i.e. to which the link sent before. What is the point for the user if he was looking for one but found another?
The desire to get a link to your resource by any means may be perceived as a thirst for personal gain only. That is, you offer your link not because your content can actually be useful to the owner of the portal or its users, but only with the goal of getting a return link.
The creation of certain content to replace the “beaten” requires time and considerable effort. And you have no guarantees that they will then pay for themselves.
It is not necessary to advise your own resources
The search for broken links gives you something else important that you can use later. It tells you which type of content most of the links are. For example, you analyze a hundred pages of various resources, and 50% of them have links to the same content. So you can be sure that this content is quality.

Find the web portals that other pages often link to, and you’ll have a supply of high-quality content that you can offer as a replacement for the broken one. In principle, it may be even better than the content to which the links were originally sent.

Thus, the negotiation algorithm with the owner of the resource is approximately as follows:
1) Broken links were found on your site
2) There are sites that contain the best content.
3) We also suggest you publish a link to our resource.

Using this approach, you show the owner of the resource that:
1) you know your market
2) the content that you offer is not directly related to your business
3) you recommend your own web resource not as a replacement (often inadequate) to the old one, but as an extra.

This approach allows you to get a credit of trust from the owners of web portals and get a “place in the sun” on popular and frequently visited sites.

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