Broken internal links waste crawl paths and frustrate users, while broken inbound links can lose referral and authority value. Fix important 404s, update internal links, and redirect old URLs when a relevant replacement exists.
What this means in practice
Treat this as one part of a broader search-visibility system. The best next step is to verify the current site and profile data, compare it with the actual search intent, and make changes that improve clarity for customers as well as search and AI systems.
Allen Ink generally prioritizes fixes that affect the largest number of pages or customer touchpoints first, then builds supporting content, local authority, reviews, and measurement around those foundations.