A site crawler examines the URLs, links, resources, and technical signals that help search engines discover and interpret a website. A crawl is not a substitute for human review, but it can expose problems that are difficult to find manually—especially on larger sites or after a redesign.
Not every crawl warning requires immediate action. The useful approach is to connect each finding to a real outcome: Can users reach important pages? Can search engines discover the correct versions? Are pages loading securely? Is the site earning relevant references from other websites?
This guide explains five common issues a crawler or broader SEO audit may reveal, along with a practical way to investigate and fix each one. For broader context, see the Allinclusive link-building guide and the SEO services overview.
1. Broken internal links
An internal link points from one page on your website to another page on the same website. Links may break when a page is deleted, a URL changes, a directory is reorganized, or a link is entered incorrectly.
Why broken links matter
A broken internal link creates a poor experience for visitors and can interrupt the path between related pages. It may also prevent crawlers from following important relationships through the site. The impact is greatest when a broken link appears in navigation, on a high-traffic page, or on a page that should pass visitors toward a conversion.
Do not assume every reported broken URL is equally important. A link to a deliberately removed page has a different remedy from a typo pointing to a valuable service page.
How to fix broken internal links
- Export or record the source page and the destination URL for each broken link.
- Confirm the error in a browser and check whether the destination has moved to a new, relevant URL.
- Replace the link with the correct destination when one exists.
- Remove the link if the destination no longer serves a useful purpose.
- Use a redirect for an old URL when external references, bookmarks, or meaningful demand make preserving the address worthwhile.
- Re-crawl the affected pages and test the links manually.
Prioritize links in the main menu, footer, templates, category pages, and pages that attract qualified visitors. A crawler report is most useful when paired with an inventory of important user journeys.
2. Mixed or insecure page resources
Mixed content occurs when a page loads over HTTPS but requests a resource—such as an image, stylesheet, script, video, or font—over HTTP. Modern browsers may block some insecure resources or warn users about them.
Why mixed content matters
Insecure requests can create security and reliability concerns. A blocked stylesheet may change the page layout, while a blocked image or script can make a page incomplete. Even where the visible effect seems minor, inconsistent resource loading can complicate debugging and weaken user confidence.
How to resolve mixed content
- Identify the exact page and resource generating the warning.
- Change the resource reference from HTTP to HTTPS when the provider supports secure delivery.
- Update hard-coded URLs in templates, content fields, CSS files, JavaScript, and media libraries.
- Replace unavailable resources rather than forcing an insecure connection.
- Check redirects, embedded content, third-party integrations, and canonical URLs after the update.
Do not change URLs blindly. Test important pages after the fix, because a third-party resource may require a different secure endpoint or an approved integration setting.
3. Duplicate or near-duplicate pages
Duplicate content is not simply a matter of two pages sharing a phrase or paragraph. The more important question is whether multiple URLs provide substantially the same experience and compete to represent the same search intent.
Common causes include URL parameters, printable versions, trailing-slash variations, faceted navigation, staging copies, syndicated text, and separate pages created for very similar locations or services.
Why duplication creates problems
Multiple similar URLs can make it harder to determine which version should be indexed, linked to, and shown in search results. They can also split internal signals and make reporting less clear. Duplicate content alone does not automatically mean a site will be penalized; the correct response depends on the purpose and technical relationship of the pages.
How to handle duplicate URLs
- Consolidate: Redirect pages into one stronger version when the alternatives have no independent purpose.
- Use a canonical signal: Indicate the preferred version when similar URLs must remain accessible, while recognizing that canonicalization is a hint rather than a guarantee.
- Improve differentiation: Give genuinely distinct pages unique information, examples, evidence, and calls to action.
- Control navigation: Avoid creating large numbers of low-value URL combinations through filters or parameters.
- Review internal links: Consistently link to the preferred URL rather than sending mixed signals.
Do not create thin location or service pages merely by swapping a place name. A page should exist because it serves a distinct audience need and offers useful, verifiable information.
4. Orphaned pages
An orphaned page has no meaningful internal links from the navigable site structure. It may still be accessible through an external link, a sitemap, browser history, or a direct URL, but visitors and crawlers have little reason to discover it through the site itself.
Why orphaned pages matter
An orphaned page may contain valuable content that receives little internal context or attention. It can also be an outdated campaign page, a duplicate, or a page that should never have remained public. The solution is not always to add a link; first determine whether the page deserves to exist.
How to audit and fix orphaned pages
- Compare the URL list from a crawl with your XML sitemap, analytics or server records, and known content inventory.
- Classify each orphaned URL as valuable, obsolete, duplicate, private, or uncertain.
- Add contextual links from relevant pages when the content supports a real user journey.
- Place important resources within appropriate categories or navigation where that improves discovery.
- Redirect or remove obsolete pages, and update the sitemap so it reflects the intended indexable URLs.
A sitemap can help discovery, but it does not replace internal links. Important pages should be connected through a clear information architecture that makes sense to people as well as crawlers.
5. Weak, irrelevant, or suspicious backlink patterns
Backlinks are links from other websites to your pages. Relevant editorial links can help people discover useful resources and may contribute to how search engines understand a site’s prominence. However, a high link count does not automatically indicate quality, and third-party backlink tools may use different definitions of risk.
Why backlink quality requires judgment
Automated labels such as “toxic” are screening signals, not final verdicts. A low-quality-looking domain may still send legitimate referral traffic, while a large number of obviously manipulated links may indicate an unwanted marketing practice. Avoid deleting or disavowing links solely because a tool assigns them a concerning score.
How to review backlink risks
- Inspect the linking domain, page, anchor text, context, and destination.
- Separate natural editorial references from paid, automated, hacked, or clearly manipulative placements.
- Contact site owners when removal is appropriate and feasible, keeping a record of requests.
- Focus future outreach on useful assets, original expertise, partnerships, and resources that deserve citation.
- Consider advanced search-engine controls only after careful review and in line with current official guidance.
The most durable link-building strategy is to make pages worth referencing and to build relationships around relevant information. Chasing arbitrary authority scores or purchasing bulk links can create more risk than value.
A practical order for fixing crawl findings
When an audit returns a long list, use a simple prioritization framework:
- Protect users first: Fix broken navigation, inaccessible key pages, security warnings, and severe loading or rendering problems.
- Protect important URLs: Resolve redirects, canonical conflicts, duplicate versions, and incorrect sitemap entries for pages that matter to the business.
- Improve discovery: Connect valuable orphaned pages and strengthen contextual internal linking.
- Review authority signals: Evaluate backlink patterns and create a plan for earning relevant references.
- Validate changes: Re-crawl, inspect representative URLs, and monitor whether the intended pages are discoverable and usable.
Keep a change log with the issue, affected URLs, action taken, owner, and validation date. This turns an audit from a one-time list into an ongoing maintenance process.
Conclusion
Site crawlers are valuable diagnostic tools because they reveal structural problems at scale. The strongest results come from interpreting their findings rather than treating every warning as an emergency. Fix broken internal links, secure page resources, consolidate unnecessary duplicates, reconnect valuable orphaned pages, and evaluate backlinks with context. Then re-check the site to confirm that the changes improve the experience for both visitors and search engines.
