Either the stars have aligned, or someone has too many email addresses and too much time on their hands. Either way, I’ve gotten 3 emails in 2 weeks with a very similar question.

What is the single most-used method for gaining more inbound links?

I know what sort of answer these queries are looking for, and I’ve replied to each of them with a few ideas/methods we (the SEO community in general) use. But I was talking about these to the other SEO on the team and he said:

Dude, we totally use the 404 thing the most.

Aside from his mastery of the English language, he has a point. We do use the 404 thing the most, dude.

I’m not too sure where I heard this the first time; it’s been so long now, but this method we use to build links is quite simply a gold mine for the majority of our projects.

The 404 Link-Building Method

Data Gathering

First, run any number of reports you have employed on your server/site that will tell you the number of times a 404 error was returned, and the details of the error. Usually you should see what URL was requested and the referring source. That’s all you need for now.

Turn the Data Into Links

Now, you know what page was requested and from where that request came. More often than not, these are links pointing to your site. They are sometimes pointing to dead/forgotten pages, or mis-spellings of another URL. Either way, we have a fix for that.

If these are links to dead pages, then you can consider re-creating relevant content and place it on that old URL. You may also consider 301 redirecting from that old URL to a new one with prepared content, or ask that the referring site update their link for you (the better of the options, but sometimes most difficult).

If they are mis-spellings, you are usually stuck with the last 2 options as before, usually resulting in a 301 redirect. We don’t suggest accommodating mis-spelled page names for this sake, rather redirecting or attempting an update.

Bulk Returns

Though I’ve given this tip in those email responses, I know this isn’t exactly what people are looking for when they ask. They are usually controlling rather small websites, and this method (though still valid) won’t produce the sort of returns we get to see.

It’s important to note that we usually deal with established, large websites with many pages. The larger, older and more robust the site, the more likely there is to be a decently sized 404 error log.

But that’s it. A great way to increase inbound links with minimal effort and potentially great returns.