How Google Analytics can help businesses identify and fix website broken navigation links

Having a well-designed and functional website is crucial for any business or individual looking to establish a strong online presence. However, even the most carefully crafted websites can experience issues with broken navigation links, which can negatively impact user experience and ultimately lead to a decrease in website traffic and conversions. In this article, we will explore how Google Analytics can help businesses identify and fix broken navigation links on their websites.

What are broken navigation links?

Broken navigation links, also known as broken links or dead links, are hyperlinks on a website that no longer work or lead to a page or resource that does not exist. These links can occur due to various reasons, such as changes in URL structure, deleted pages, or incorrect linking. When users encounter broken navigation links, they may be unable to access the desired content, resulting in frustration and a negative perception of the website.

The impact of broken navigation links on website performance

Broken navigation links can have a detrimental impact on the performance of a website in multiple ways:

• Decreased user experience: Users who encounter broken links may become frustrated and leave the website, resulting in a higher bounce rate.
• Negative impact on SEO: Search engines consider broken links as a signal of poor website quality and may lower the website's ranking in search results.
• Missed opportunities for conversions: If a broken link leads to a page containing a call-to-action or important information, the website may miss out on potential conversions or sales.

How Google Analytics can help identify broken navigation links

Google Analytics is a powerful tool that provides website owners with valuable insights into their website's performance. By utilizing Google Analytics, businesses can easily identify and track broken navigation links on their websites. Here's how:

Step 1: Set up Google Analytics for your website

In order to use Google Analytics to identify broken navigation links, you first need to set up a Google Analytics account and connect it to your website. Follow these steps to get started:

1. Create a Google Analytics account by visiting the Google Analytics website and following the sign-up process.
2. Once you have created an account, you will be provided with a unique tracking code. Copy this code.
3. Paste the tracking code into the HTML of your website, just before the closing tag.
4. Save the changes to your website's HTML and wait for Google Analytics to start tracking data.

Step 2: Access the Behavior section in Google Analytics

Once you have successfully set up Google Analytics for your website, you can start accessing the various sections and reports to analyze your website's performance. To identify broken navigation links, navigate to the Behavior section in Google Analytics:

1. Login to your Google Analytics account.
2. Select the desired website property from the Account and Property drop-down menus.
3. Click on "Behavior" in the left-hand sidebar.
4. From the drop-down menu under "Behavior", choose "Site Content" and then "All Pages".

Step 3: Analyze the "Page Title" and "Pageviews" columns

Once you are in the "All Pages" report, you will see a table displaying the page titles and corresponding pageviews for your website. This report provides valuable information about the pages that are receiving the most traffic on your website. To identify broken navigation links, pay attention to any pages with a low number of pageviews or a high bounce rate. These may indicate that users are encountering broken links and leaving the website.

Step 4: Use the "Navigation Summary" report

In addition to the "All Pages" report, Google Analytics provides a "Navigation Summary" report that can help you identify specific navigation paths that users are taking on your website. This report can be found under the "Behavior" section:

1. Login to your Google Analytics account.
2. Select the desired website property from the Account and Property drop-down menus.
3. Click on "Behavior" in the left-hand sidebar.
4. From the drop-down menu under "Behavior", choose "Navigation Summary".

Step 5: Monitor the "Page Not Found" errors

Google Analytics also provides a "Page Not Found" report that can help you identify broken navigation links that are leading users to non-existent pages. To access this report, follow these steps:

1. Login to your Google Analytics account.
2. Select the desired website property from the Account and Property drop-down menus.
3. Click on "Behavior" in the left-hand sidebar.
4. From the drop-down menu under "Site Content", choose "Page Not Found".

How to fix broken navigation links

Once you have identified broken navigation links on your website using Google Analytics, it is important to take steps to fix them and ensure a seamless user experience. Here are some strategies you can implement:

1. Update or fix the broken links

If you have identified specific broken links on your website, the first step is to update or fix them. This can involve:

• Updating the URL of the broken link to point to the correct page or resource.
• Creating a new page or resource to replace the broken link.
• Removing the broken link altogether if it is no longer relevant or necessary.

2. Implement 301 redirects

If you have changed the URL structure of your website or removed a page that had incoming links, implementing 301 redirects can help ensure that users and search engines are directed to the correct page. A 301 redirect is a permanent redirect that automatically sends users and search engines to a new URL when they try to access the old URL.

3. Regularly check for broken links

Even after fixing broken navigation links, it is important to regularly check for new broken links that may arise as you update and modify your website. This can be done manually by clicking on each link on your website and verifying that it leads to the intended page or resource. Alternatively, you can use online tools and plugins that automatically scan your website for broken links.

Conclusion

Broken navigation links can have a negative impact on the user experience, SEO, and overall performance of a website. By utilizing Google Analytics, businesses can easily identify and fix broken navigation links, ensuring a seamless user experience and maximizing the effectiveness of their website. By regularly monitoring and maintaining the health of their website's navigation links, businesses can improve user satisfaction, increase website traffic, and ultimately achieve their online goals.