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Josh - thanks for those inputs. I am going to get deeper into this with the SEO agency - my hunch is that it is poor link building as we normally update our site with fresh and relevant content almost every day. But when quizzed, the agency said that it is natural for back links to die and didn't seem to make any sense
I have noticed that some of the back links built for us by our SEO agency we have no longer work. Is there is a common view on the percentage of back links generally do not work say after a year or so. If there is an acceptable number, want to give to my SEO agency as a KPI?