As a small business, your reputation matters. And in today’s world, how you are seen online plays a prominent role in the amount of business you will garner. That is why plumbing SEO and internet marketing are integral to the success of local plumbing companies. Did you know that if your website has broken links, it will damage your online presence? If you want a good, complete web presence, you need a website that is free of broken links.
What Are Broken Links?
A broken link is any link leading to a web page that the user cannot access. Typically, the destination page reveals a 404 error that indicates that the page no longer exists. Broken links are sometimes called dead links or rotted links and can negatively impact a plumbing website’s SEO and user experience.
What Causes Broken Links?
Most broken links are self-inflicted and due to an improperly managed web presence. Often broken links happen because a business owner has a lot going on and doesn’t have time to stay on top of their web presence. The following are all common reasons for a “404 error.”
- Moving the webpage and not changing internal links
- Renaming the webpage and not changing internal links
- Leaving up a link to content that has been moved or removed
- Leaving up a link to a third-party page that has changed its URL or moved its page
What Damage Can Broken Links Cause?
Broken links damage your web presence in a variety of ways. For one thing, it is incredibly frustrating to click on a link and find an error page instead. When a potential client clicks on a broken link, they will likely move on to a different company. People are incredibly fast-paced when it comes to the internet, and any error will deter them from your site.
As enough users demonstrate negative behavior on your website (i.e., high bounce rates, low time on site, etc.) Google devalues your site accordingly. The search engine’s job is to provide the best results to its users, and if they reveal a negative user experience on your website, Google will react to improve their options.
Perhaps most importantly, broken links will damage your conversion rate. What good is a beautiful website if you do not see a conversion to actual paying clients? To convert would-be clients to real clients, you MUST have a website that functions properly. And sadly, bad news travels faster than good news. A study Neil Patel performed showed that 44% of users would tell others about a bad experience.
How To Fix Broken Links on Your Plumbing Website?
Fixing broken links isn’t impossible, but it is time-consuming. You need your site to be constantly supervised to avoid this from happening in the first place. And it would help if you had a little tech-savvy to ensure pages that move and are renamed get linked to correctly. Consider using a Google Chrome extension like Broken Link Checker to evaluate your website for 404 and other page errors quickly. You can also hire a marketing agency like Plumbing Webmasters to fix your website on your behalf.