Imagine: you open an old article that promises a useful guide or discount. You click on the link and... you get a 404 error. No magic, just frustration. This is link rot - the gradual "rotting" of Internet content due to the disappearance or change of landing pages. This process is invisible, but it destroys the value of content, reduces audience trust and worsens SEO performance. According to research, in 2025, more than 30% of links in articles older than two years will no longer work.
Why do links become "broken"?
Links become "broken" for several reasons: a site may have changed its URL structure, deleted a page, or ceased to exist altogether. Content managers rarely have time to check all archived materials, so broken links remain in articles, blogs, documents and even email campaigns for years.
How to avoid link "rot"?
To avoid this, the first step is not to insert "raw", long URLs directly into the content. It's better to shorten them immediately using a reliable service. For example, using Surl.li, you get not only a neat look, but also control. If the page changes, you can update the target without editing the entire content - the link will remain active and the user won't see the error.
Another tip is to use shortlink analytics. This allows you to identify which ones are no longer bringing traffic or causing suspicious activity. Instead of waiting for user complaints, you will be able to react in time.
Business Importance
Interesting fact: Large media companies are already implementing automated link rot scanners in their archives to maintain authority and search visibility. But even for small businesses, this is critical - one broken link in a presentation or promotional booklet can be worth the loss of credibility.
Content is a long-term investment. But it only makes sense when all parts of it work. And links are not a small thing, but a bridge between the author and the reader. Don't let it crumble. Reduce, check, update - and never let your pages "rot."