Competitor Backlink Analysis
Learn how to analyse competitor backlinks to discover link building opportunities. Covers tools, methodology, gap analysis, and actionable strategies.
Competitor backlink analysis is the process of studying your competitors' backlink profiles to discover where their links come from, what content earns them links, and which link opportunities you are missing. It is one of the fastest ways to build a targeted link building strategy because if a site links to your competitor, there is a reasonable chance they would link to you too.
- Competitor backlink analysis studies where competitors get their backlinks to find opportunities for your own site.
- It reveals link gaps — sites that link to competitors but not to you.
- Key insights: which content earns links, which outreach methods work, and which sites are accessible.
- Use tools like Ahrefs, Semrush, or Moz to pull competitor backlink data.
- Focus on replicable links — links you can realistically earn through similar strategies.
If you want the full breakdown, continue below.
Why Competitor Analysis Works
Proven Opportunities
If a site links to your competitor, they have already demonstrated willingness to link to businesses in your space. Your outreach starts from a position of relevance.
Strategy Insights
Studying competitor link profiles reveals:
- What content types earn the most links (guides, tools, data)
- Which outreach strategies they use (guest posts, PR, partnerships)
- What anchor text patterns they have
- How aggressively they build links
Gap Identification
Link gap analysis shows websites that link to multiple competitors but not to you — these are high-priority targets.
The Analysis Process
Step 1 — Identify Competitors
Select 3–5 competitors who rank for your target keywords:
- Direct business competitors (same services, same market)
- SERP competitors (rank for your keywords but may not be direct business competitors)
- Aspirational competitors (larger players whose link strategies you can learn from)
Step 2 — Pull Backlink Data
Use Ahrefs, Semrush, or Moz to export each competitor's backlink profile:
Key data points to export:
- Referring domains (unique websites linking)
- Link URLs (specific pages linking)
- Target URLs (which competitor pages receive links)
- Anchor text
- Domain Rating/Authority of linking sites
- Link type (dofollow/nofollow)
Step 3 — Analyse Link Sources
Categorise each competitor's links by source type:
| Source Type | What It Reveals |
|---|---|
| Editorial/news | PR strategy effectiveness |
| Guest posts | Active outreach programme |
| Resource pages | Resource link building opportunities |
| Directories | Citation strategy |
| Social profiles | Platform presence |
| Forum/community | Community engagement |
| Partner/supplier | Business relationship links |
Step 4 — Link Gap Analysis
Identify sites that link to competitors but not to you:
In Ahrefs:
- Go to Link Intersect tool
- Enter your competitors' domains
- Enter your domain as the target
- View domains that link to competitors but not to you
Prioritisation:
- Highest domain authority first
- Most competitors linked (if 3/3 competitors have this link, it is likely accessible)
- Topically relevant domains
- Dofollow links preferred
Step 5 — Content Gap Analysis
Study which competitor pages earn the most backlinks:
- Sort competitor backlinks by target URL
- Identify their most-linked pages
- Analyse what makes these pages link-worthy
- Create similar (or better) content on your site
Common link-earning content types:
- Original research and data
- Comprehensive guides
- Free tools and calculators
- Visual assets (infographics, diagrams)
- Resource and comparison pages
Step 6 — Build Your Strategy
Convert analysis into an action plan:
| Opportunity | Action | Priority |
|---|---|---|
| Multiple competitors linked from Site X | Outreach to Site X with your content | High |
| Competitor earns links from guest posts on Y | Pitch guest post to Y | High |
| Competitor's data report is heavily linked | Create a better/newer data report | Medium |
| Competitor listed in resource page Z | Request inclusion on Z | Medium |
| Competitor has links from event sponsorship | Explore similar sponsorship | Lower |
What to Track
Quantitative Metrics
- Referring domains — how many unique sites link to each competitor
- New referring domains per month — link building velocity
- Domain Rating/Authority — overall link-based authority
- Top pages by backlinks — which content earns the most links
Qualitative Insights
- Link building strategies used — what methods do they employ?
- Content investment — what linkable assets have they created?
- Relationship signals — who do they partner with?
- Outreach scale — how aggressively are they building?
Common Analysis Mistakes
Analysing too many competitors. 3–5 is sufficient. More creates information overload without added value.
Focusing on total links instead of referring domains. 100 links from 5 domains is weaker than 20 links from 20 domains.
Trying to replicate every link. Focus on replicable, high-value opportunities. Not every competitor link is achievable or worth pursuing.
Ignoring content quality. Understanding why content earns links matters more than just knowing which sites link to it.
One-time analysis. Competitor backlink profiles change. Repeat analysis quarterly.
Key Takeaways
- Competitor backlink analysis reveals proven link opportunities in your space.
- Focus on link gaps — sites linking to competitors but not to you.
- Study which content earns competitors the most links and create better versions.
- Prioritise by authority, relevance, and replicability.
- Repeat the analysis quarterly to catch new opportunities.
Quick Competitor Analysis Checklist
- 3–5 competitors identified (direct + SERP competitors)
- Backlink data exported for each competitor
- Link sources categorised by type
- Link gap analysis completed (sites linking to them, not you)
- Most-linked competitor pages identified
- Link-earning content types analysed
- Actionable opportunities prioritised
- Content creation plan for link-worthy assets
- Outreach targets listed with contact information
- Analysis scheduled for quarterly repetition
Tools & Resources (Coming Soon)
- Competitor Link Gap Tool (Coming soon)
- Backlink Comparison Report (Coming soon)
- Link Opportunity Finder (Coming soon)
Related SEO Documentation
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