Baidu publishes a formal standard for dead links and provides a submission tool to have them removed from the index.
The standard in short
- Protocol dead links: the server returns 404 or 410.
- Content dead links: the page loads with 200 but the content is gone.
- Jump dead links: a redirect to an unrelated page, usually the homepage.
Why it matters more here
Baidu treats accumulated dead links as a site quality signal, and jump dead links — the bulk redirect to the homepage — are treated as the worst of the three.
Alien Road
Comment nous l'appliquons
The bulk-redirect-to-homepage habit is common on Chinese sites and it is explicitly penalised. We replace it with proper 404s and a submitted dead-link list, which is slower to implement and considerably safer.
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