What is Fixing broken links?
Fixing broken links involves identifying and repairing hyperlinks on a website that point to non-existent pages, resulting in a '404 Not Found' error. These broken links can occur internally, when a brand links to its own removed content, or externally, when linking to a third-party site that has changed its URL structure. For food and beverage operators, broken links often happen when seasonal products are removed or promotional pages expire. Repairing these links requires either updating the URL to point to a live, relevant page or removing the link entirely to ensure a continuous and functional pathway for both users and search engine crawlers.
Why Fixing broken links matters
A website riddled with broken links creates a frustrating experience for consumers trying to learn about or purchase your products. By proactively fixing these links, CPG brands maintain a professional online presence, keep visitors engaged longer, and ensure that search engines can efficiently discover and crawl all important pages.
Practical next steps
- Use website crawling tools to regularly scan your site for any internal or external broken links.
- Update broken links to point to the most relevant active page, such as a similar product or a broader category page.
- Create a custom, helpful 404 error page that guides users back to your main content if they do encounter a broken link.
What to keep in mind
Ignoring broken links can lead to a high bounce rate, as users are likely to leave your site immediately if they cannot find the information or products they are looking for.