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What to do when a link disappears

Updated

You exchanged links, and some time later your link on the partner's site is gone. It happens, and usually not on purpose. Here is how to handle it calmly.

Check now and then

Once a year, or after a partner has redesigned their site, open the pages where your links should be. Use your browser's search (Ctrl+F or Cmd+F) to look for your site's name or address. Your account page lists your link exchanges, so you know which partners to check.

First, find out why

Most missing links have an innocent cause:

  • A redesign. The partner built a new site and forgot the links on old pages.
  • A moved page. The links page got a new address; your link may still be there, somewhere else.
  • A changed link. The link is there, but points to an old address of your site, or carries a rel attribute it did not have before.
  • The site is down. It may be temporary; try again in a few days before you draw conclusions.
  • The site changed owner or topic. Then the exchange may simply no longer make sense, for either of you.

Ask, politely

Send the partner a short, friendly message: which link it was, where it used to be, and a request to put it back. Assume it was an oversight. Most webmasters fix it within days, and are glad you told them.

When to end the exchange

If there is no answer after a few weeks, or the partner does not want to link any more, it is fair to remove your link to them as well. Do not do it in anger and do not do it the same day: give people time to answer. And if the other site has gone offline for good, remove the link anyway, because links to dead sites are no help to your visitors.

Keep your own side in order

The same things happen on your site. When you redesign, move or switch to https, take your partner links along to the new pages and check that they still work. Good partners notice that you keep your word.