Are backlinks eternal? Not really. Here’s why some links disappear or get deindexed, and why monitoring their stability is key to your SEO strategy.
In SEO, a backlink is often seen as a permanent asset — a trust signal from one website to another. But in reality, not all links live forever, and some can disappear overnight.
Whether due to domain ownership changes, page deindexation, or simple neglect, the lifespan of a backlink is a key factor in the performance of your SEO strategy. Worse still, as we discuss in our article, some attempts to extend this lifespan through forced indexation methods can be risky.
This guide explains why monitoring your backlinks is essential, how to anticipate risks, and how to build a more sustainable link profile in the eyes of Google and other search engines.
A backlink is meant to last… as long as the site lives
In link building, a backlink is expected to remain active as long as the hosting page exists. It’s often assumed to be permanent, and in many cases, no contract specifies an expiration date. But in practice, a link’s lifespan depends on many external factors.
This lifespan is still under-researched, but studies (like Ahrefs’ link decay reports) highlight the need to track it as part of any sustainable SEO strategy.
Why can a backlink disappear?
1. Website ownership change
A domain acquisition can lead to a complete website overhaul:
- removal of old articles,
- deletion of outbound links,
- shift in editorial direction.
A link that has existed for months can vanish without warning.
2. Website closure or shutdown
Some link networks (PBNs or specialized platforms) may shut down due to financial reasons or resales. If the site is no longer maintained or renewed, all external links disappear.
3. Poor site maintenance or penalties
Sites that are outdated, hacked, or mismanaged may be deindexed by search engines. Even if your link still exists, it won’t count if the page is no longer indexed in Google.
Webmasters may also delete entire pages without setting redirects, creating broken links (404 errors), or mistakenly apply a noindex directive in the CMS or robots.txt file.
4. Progressive deindexation of deep pages
On some news websites, old content can fall deep in the site structure without internal links or updates. As a result, Google Search Console stops displaying them, and your links quietly get deindexed.
We explained this phenomenon in our article on digital PR and SEO, discussing why backlinks from high-volume media sites don’t always last.
5. Rented link not renewed
Some backlink campaigns are based on monthly or annual payments. If not renewed, the link may be removed or deactivated. This is a voluntary case, but it should be actively monitored over time.
SEO impact of a lost link
Loss of link equity
When a backlink disappears, it results in lost authority. The link juice it passed to your site vanishes. If multiple high-quality links vanish in a short time, your rankings can drop in search results.
Unbalanced link profile
A backlink profile should remain natural and consistent. If entire clusters of inbound links disappear, it may signal manipulation or abnormalities to search engines.
How to monitor backlink lifespan
Use backlink monitoring tools
Tools like Ahrefs, Majestic, or in-house solutions can:
- detect lost links,
- track HTTP response codes,
- check if the link is still in an indexed page.
Check indexation with Google Search Console
Even if the link remains on the source site, make sure the page is indexed. Use Google Search Console’s URL inspection tool to confirm the page is still in the index.
Include link monitoring in your SEO audits
A yearly or biannual backlink review is recommended. It helps identify:
- broken links,
- deindexed backlinks,
- manually removed links.
You can then request a repost, negotiate a replacement link, or rebalance your link profile with new quality backlinks.
How to secure your future link building campaigns
Work with authoritative, stable websites
Favor well-maintained websites with solid SEO, a clear structure, frequent updates, and strong internal linking. These sites typically offer a much longer link lifespan.
Ask the right questions before purchasing a link
Before confirming a backlink placement:
- Is the link permanent or rented?
- Does the site plan to remain online long term?
- Is the link integrated into the content and internal linking?
Avoid forced indexation
As discussed in our article on forced indexation, trying to “revive” a link through aggressive techniques can backfire in SEO. If a backlink is naturally deindexed, it may indicate a structural issue or a poor acquisition strategy.
Monitor your backlinks to protect your SEO
The lifespan of a backlink is a critical, often overlooked metric. Yet it directly impacts the longevity of your SEO efforts.
- A quality backlink must stay live and indexed over time
- Link survival rate is a KPI worth tracking
- Don’t just acquire links — monitor them and react if they vanish
Looking to build a stable, long-lasting, and impactful link profile? Our experts craft custom backlink campaigns that are monitored and optimized over time:
