Okay, so Google doesn’t want to see bad links. There are three kinds of links:
- Internal Broken Links: You have 500 pages at your website and a few links are broken. You need to find and fix them.
- Outbound Links: These links point from your site to other sites. Maybe ten years ago, whatever.com was a good site and you linked to it, but they shut down a few years later and it’s now a junk site. So you need to find those links and remove them (or add a rel=”nofollow”).
- Inbound Links: These links point from other sites to your site. Maybe ten years ago, whatever.com was a good site and it pointed to you, but they shut down a few years later and it’s now a junk site. So you need to find those links and ask the site to remove them or disavow them in Google Webmaster Tools.
If you don’t fix these, you lose points at Google, which means your ranking goes down and your traffic drops.
I did this for andreas.com, where I’ve been adding links since 1995, so there are thousands of links at my site. I used various SEO tools to make lists of the types of links, and sorted them by page rank or status code. I deleted/no-followed all of the links with low scores. For some links, I removed the hyperlink. I added NoIndex to archive pages. Many links pointed to sites or subdomains that I owned ten years ago but no longer. I had to fix those as well.
Get your SEO person to fix all of this at your site. Otherwise, Google will drop your ranking.