A method for bidirectional hyperlink management of a hypertext associated with an on-line media is provided. The method may include searching the on-line media for at least one keyword associated with the hypertext. The method may also include scanning a website associated with the hypertext based on the search of the at least one keyword. The method may further include locating at least one dead-link uniform resource locator (URL) associated with the scanned website. Additionally, the method may include managing the at least one located dead-link based on a set of pre-defined rules associated with the on-line media.