Fixing broken backlinks is one of the best ways to raise a site’s profile in our race for search engine optimization. That’s because Google, Bing, and other smaller search engines actually penalize sites with content that hosts dead links, while they reward sites with content that hosts links alive and well-connected to similar sites thriving with user activity.
Like Moz’s Broken Backlink Building Bible notes, we do good for the web when we help our fellow collaborators and competitors fix links that have stopped working. We are doing what essentially amounts to rebuilding broken infrastructure. Or, as I like to think of it in more organic terms, participating in a symbiotic relationship, one in which everybody’s back earns a pleasant scratch.