DQM and Experience Optimization
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DQM Checkpoints and Standards

Checkpoints - Broken internal links

Why is this important?

Broken internal links are very important as it can put users off from visiting your site as well as making them leave whilst being on your site. Internal links are also fully controlled by the website owner and is expected to be a working link. By spending less time on your site, search engine algorithms will assume it’s because your site isn’t providing visitors with quality content or information, resulting in a lower ranking.

  • Broken links, like bad links, can cause you to lose clients and customers
  • Broken links cause frustration and irritation — if clients and customers are trying to access information they bookmarked, a digital product they purchased, or an article that someone linked to on Twitter, and the links don’t work, their trust in you and your brand will diminish
  • Broken links will hurt your conversion rates — after all, if a purchase link doesn’t work, the purchase won’t be made
  • If links to a sales page for a new product, program, or service you’re using in your marketing don’t work, not many people will be able to sign up

It is not recommended to redirect users to a non-relevant page to avoid providing a broken link response.

How can I resolve this issue?

  • If the linked page has been moved, update the link to its new location
  • Remove the link if the page being linked to no longer exists
  • When decomissioning a web page always consider redirecting a page that is relevant. If there is no relevant page review all the pages that currently link to the web page and remove these links.

What topics do this checkpoint affect?

  • Usability
  • SEO

Can you explain how this checkpoint works?

This checkpoint looks at link <a> tags and checks if the domain is internal. DQM then attempts to access the link and waits for the response code returned by the link. DQM then identifies broken links based on the retruned link's HTTP response code.

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