9 Steps for Competitor Backlink Analysis

Digital Marketing

Feb 25, 2025

Learn the nine essential steps for effective competitor backlink analysis to boost your SEO strategy and outrank competitors.

Competitor backlink analysis helps you discover how your rivals are building links, so you can improve your SEO strategy and outrank them. Here's a quick breakdown of the process:

Identify Competitors: Find direct and SEO competitors targeting your keywords.
Pick Tools: Use tools like Ahrefs, SEMrush, or Majestic for backlink data.
Gather Backlink Data: Export competitor link profiles and organize them.
Assess Link Quality: Focus on authority, diversity, and relevance.
Analyze Anchor Text: Look for patterns in branded, keyword, and generic anchors.
Study Link Strategies: Understand what content earns links for your competitors.
Find Shared Sources: Identify sites linking to multiple competitors.
Spot Unique Links: Discover links exclusive to each competitor.
Plan Your Strategy: Use these insights to build better backlinks.

Quick Comparison of Backlink Tools

| Tool | Features | Starting Price |
| --- | --- | --- |
| Ahrefs | Large database, anchor text analysis | $83/month (annual) |
| SEMrush | Largest backlink database | $129.95/month |
| Majestic | Historical link data | $41.67/month |
| <a href="https://us-seranking.com/" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://us-seranking.com/","type":"url"}" data-framer-open-in-new-tab="">SE Ranking</a> | Budget-friendly for agencies | $23.52/month |

How to Do Competitor Backlink Analysis Check To Rank On Google

Step 1: Find Your Main Competitors

Before diving into backlink analysis, you need to pinpoint your competitors. This includes both direct competitors (businesses similar to yours) and SEO competitors (sites ranking for the keywords you're targeting).

How to Spot Competitors

When identifying competitors, it's useful to break them into two categories:

| Competitor Type | Description | Example |
| --- | --- | --- |
| Direct Competitors | Businesses targeting the same audience | Online fitness equipment retailers |
| SEO Competitors | Sites ranking for your target keywords, regardless of their business model | Fitness blogs or influencers ranking for equipment-related terms

Looking at both groups provides different insights. Direct competitors help you understand market positioning, while SEO competitors reveal the content and links driving search visibility.

Start by using competitor analysis tools to confirm your findings and discover additional players in your space.

Competitor Research Tools

Ahrefs: Known for its extensive competitor research features, including keyword overlap analysis, domain comparisons, and traffic value metrics. Pricing starts at $129/month (or $108/month if billed annually).
Semrush: Offers tools like Market Explorer to find competitors based on traffic, Traffic Analytics to uncover top marketing channels, and features for tracking both organic and paid search competitors.
Brand24: Focuses on social media competitor analysis, with options for keyword tracking and monitoring mentions. Plans begin at $99/month.

If you're just starting out, you can also identify competitors through simple Google searches, industry directories, or by consulting your sales team for their insights.

Blend what you learn from these tools with your own knowledge for a well-rounded analysis. If needed, professional services like Visionary Marketing (https://visionary-marketing.co.uk) can provide deeper insights into competitors and emerging trends through detailed keyword and market research.

Step 2: Select Backlink Analysis Tools

Choose reliable tools to analyze backlinks effectively. Both free and paid options are available, each with its own strengths and limitations. Picking the right one can make a big difference in the quality of your competitor data.

Top Backlink Tools

Here are some of the most trusted tools for backlink analysis, offering a range of features and data:

| Tool | Key Features | Database Size | Starting Price |
| --- | --- | --- | --- |
| Ahrefs | Second-largest web crawler after Google; favored by 64% of SEO professionals | Frequently updated | $83/month (annual) |
| Semrush | Largest backlink database; includes a full SEO suite | 43 trillion backlinks | $129.95/month |
| SE Ranking | Flexible pricing, ideal for agencies | Broad feature set | $23.52/month |
| Majestic | Focused on backlink analysis with deep historical data | Extensive historical records | $41.67/month

"Ahrefs is simply the best all-in-one SEO tool on the market. It's impossible to be a top tier SEO without it. At the rate they keep releasing new powerful features, no one else can catch up."
– Jeff Oxford, CEO, 180 Marketing

While comparing tools, pay close attention to features that offer actionable insights.

Key Features to Look For

When evaluating backlink tools, prioritize these functions to ensure you get the most out of your analysis:

Domain Authority Metrics: Tools should provide accurate and regularly updated Domain Authority (DA) scores, which predict how likely a website is to rank in search results.
Comprehensive Link Data: Look for details like total backlinks, referring domains, link quality, historical data, and frequent database updates.
Advanced Analysis Options: Features like anchor text analysis, link growth tracking, competitor comparisons, export options, and filters for link quality are essential for deeper insights.

"Without Ahrefs, we would lose hundreds of thousands of dollars in revenue each year."
– Greg Heilers, Co-Founder, Jolly SEO

If you're on a tight budget, free tools like Ubersuggest or Google Search Console can offer basic insights. However, premium tools often provide more precise and detailed data, making them worth the investment for thorough competitor analysis. These tools will set you up for success in the next step.

Step 3: Get Competitor Backlink Data

Once you've chosen your tools, it's time to export and sort through your competitors' backlink data. This step lays the groundwork for a thorough analysis of their link-building strategies.

How to Export Backlink Data

Exporting accurate backlink data is essential for understanding and replicating what works. Here's a quick comparison of popular tools and their export features:

| Tool | Export Options | Update Frequency | Export Format |
| --- | --- | --- | --- |
| Ahrefs | Full backlink profile, referring domains | Every 15-30 minutes | CSV, PDF |
| Semrush | Backlink Analytics, Gap Analysis | Every 15 minutes | CSV, PDF, API |
| Moz Link Explorer | Complete link profile | Database of 45.5T links | CSV, API |
| SE Ranking | Backlink Gap Analysis | 2.9T indexed backlinks | CSV, PDF

Once exported, organize your data by referring domains, link quality metrics, and link attributes to streamline your analysis.

"Ahrefs has opened the door to actionable insights our team uses daily and it enhances our SEO strategy in more ways than we can count!" - Jenn Long, Technical SEO Manager, Zoom Video Communications

Important Backlink Metrics

To uncover valuable link opportunities, focus on these critical metrics:

Authority Metrics:

Domain Rating (DR)
Domain Authority (DA)
Trust Flow (TF)

Link Quality Factors:

Number of referring domains
Link attributes (dofollow, nofollow, sponsored)
Anchor text distribution

High-ranking pages often have over 200 referring domains, while lower-ranking ones tend to have fewer than 80. When reviewing competitor data, pay attention to:

The ratio of referring domains to total backlinks
The authority levels of linking sites
Types of content attracting the best links
Patterns in link acquisition over time

"... there could be one really good link from one website out there that is, for us, a really important sign that we should treat this website as something that is relevant because it has that one link." - John Mueller, Google Search Advocate

Step 4: Check Link Numbers and Quality

Measuring Link Volume

To understand the strength of a link profile, analyze total backlinks and referring domains. These metrics help you see the bigger picture of your link-building efforts.

| Metric Type | What to Measure | Why It Matters |
| --- | --- | --- |
| <strong>Total Backlinks</strong> | Total number of links pointing to a domain | Shows the overall reach of links |
| <strong>Referring Domains</strong> | Number of unique websites linking to the domain | Indicates link diversity |
| <strong>Link-to-Domain Ratio</strong> | Total backlinks divided by referring domains | Highlights potential link patterns

These metrics allow you to spot trends like:

Seasonal fluctuations in link-building activity
Content campaigns that successfully attract links
Whether link growth appears organic or forced

Rating Link Quality

The Semrush Authority Score provides a detailed evaluation of backlink strength, but it's not the only factor to consider.

Key Indicators of Link Quality:

The authority and number of referring domains
Organic traffic signals from linked domains
Spam-related red flags

"The easiest way to track your link building campaigns." - Linkody

Be cautious of these warning signs:

An unusually high percentage (over 90%) of dofollow links
Referring domains sharing the same IP addresses
A mismatch between backlink numbers and organic traffic levels
Repeated backlink profiles across different domains

For a thorough quality check, use tools that offer diverse metrics:

| Tool | Quality Metrics | Update Frequency |
| --- | --- | --- |
| <strong>Semrush</strong> | Authority Score | Bi-weekly |
| <strong>Majestic</strong> | Trust Flow, Citation Flow | Regular |
| <strong><a href="https://moz.com/products/pro" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://moz.com/products/pro","type":"url"}" data-framer-open-in-new-tab="">Moz Pro</a></strong> | Domain Authority, Spam Score | Regular |
| <strong><a href="https://cognitiveseo.com/" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://cognitiveseo.com/","type":"url"}" data-framer-open-in-new-tab="">CognitiveSEO</a></strong> | Link Influence Score | Regular |

Set up real-time alerts to quickly catch and resolve quality issues. The next step involves analyzing anchor text patterns to further optimize your link strategy.

Step 5: Review Anchor Text Patterns

Types of Anchor Text

Understanding anchor text types can provide insights into competitors' linking strategies. A well-rounded backlink profile typically includes a mix of these anchor text types, each serving a different role.

| Anchor Text Type | Description | Example |
| --- | --- | --- |
| <strong>Branded</strong> | Contains the company or product name | "Hedgehogs" linking to Hedgehogs.com |
| <strong>Exact Match</strong> | Matches the target keyword of the page | "garden hedgehogs" for a page about garden hedgehogs |
| <strong>Partial Match</strong> | Includes keyword variations without full repetition | "garden hedgehog FAQs" for a hedgehog guide |
| <strong>Related</strong> | Uses terms related to the page’s topic | "hedgehog shelters" for a page about hedgehog houses |
| <strong>Generic</strong> | Uses vague clickable text | "Click here", "Read more" |
| <strong>Naked Link</strong> | Displays the raw URL as the anchor text | "hedgehog.com"

For instance, AppSumo's backlink profile shows that over 2,500 referring domains use their brand name as anchor text. This highlights how established companies often attract primarily branded anchors.

Once you've identified the types of anchor text, the next step is to see how they align with your target keywords.

Anchor Text and Keywords

After categorizing anchor text types, dig deeper to understand how competitors leverage them for keyword targeting. Tools like Ahrefs can help you uncover these patterns.

Here’s what to focus on:

Anchor Text Ratios: Examine the balance between different anchor types. For example, Stellar SEO found that most of their anchors were brand mentions rather than commercial keywords, reflecting a natural linking pattern.
Relevance: Ensure the anchor text aligns with the page’s topic, target keywords, and industry-specific terms. If location-based keywords are relevant, check for those too.
Over-Optimization: Look out for excessive use of exact-match anchors, repeated phrases across multiple domains, or a lack of branded references, as these can signal spammy practices.

Export the anchor text data into a spreadsheet and categorize it by type. Research shows that pages with diverse anchor text from internal links often see higher search traffic on Google.

Step 6: Study Link Building Methods

Content That Attracts Links

Analyzing competitor backlinks can reveal the types of content that naturally draw high-quality links. Here's a surprising stat: over 91% of indexed pages get zero organic traffic, and 55% of those don’t have a single backlink.

Certain content formats are particularly effective at earning backlinks:

| <strong>Content Type</strong> | <strong>Description</strong> | <strong>Example</strong> |
| --- | --- | --- |
| Annual Reports | Industry stats and trends | HubSpot’s <em>Ultimate List of Marketing Statistics</em> gained 42,469 backlinks from sites like Neil Patel and Forbes. |
| Expert Interviews | Insights from industry leaders | First Round Capital’s Slack launch strategy interview earned 2,243 backlinks from sources like Fast Company. |
| Technical Guides | Step-by-step how-to guides | Search Engine Journal’s Google Penalties guide attracted 1,033 backlinks from Moz and Quick Sprout. |
| Original Research | Data-driven studies | <a href="https://forbytes.com/" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://forbytes.com/","type":"url"}" data-framer-open-in-new-tab="">Forbytes</a> secured 263 backlinks from high-authority sites like HubSpot (DR 93) and Monday.com. |

"I would recommend publishing passive assets such as statistics pieces and data studies regularly. These studies are often cited by journalists where they're looking for stats to quote, and you can often get links this way without having to actually do any ongoing outreach work."
– James Taylor, SEO Consultant

Link Building Methods

Once you know what content works, it's time to explore how competitors secure their backlinks. Competitor backlink analysis is one of the most popular strategies, ranking as the second most-used link-building tactic among SEOs, according to the 2022 State of Link Building report.

Here are some common white-hat link-building techniques:

Editorial Links and PR
These links come naturally through high-quality content and media relationships. For instance, Forbytes used Editorial.link in September 2021 to grow its search traffic from 32 to 4,677 monthly visitors in just 21 months.
Expert Contributions and Broken Link Building

Platforms like HARO (Help a Reporter Out) connect you with journalists looking for expert insights. You can also find linking opportunities by analyzing competitor guest posts and identifying broken links on relevant sites.

Tools like Ahrefs' Link Intersect or Semrush's Backlink Gap can uncover websites linking to your competitors but not to you. Focus on high-authority sites and create standout content to secure those links. These insights lay the groundwork for building a strong link strategy in the next step.

Step 7: Find Shared Link Sources

Common Link Sources

Looking for websites that link to multiple competitors can reveal excellent opportunities for building your own backlinks. These sites have already shown interest in linking to businesses in your industry, making them more likely to link to your content as well.

Competitor backlink analysis often highlights that industry-focused websites frequently link to several competitors. This makes them prime candidates for outreach.

| Link Source Type | Why They Matter | Potential Value |
| --- | --- | --- |
| <strong>Industry Directories</strong> | Regularly link to businesses in your field | High relevance, easy to acquire |
| <strong>News Websites</strong> | Cover multiple companies in your sector | Strong authority, editorial links |
| <strong>Resource Pages</strong> | Highlight related tools or services | Targeted audience exposure |
| <strong>Educational Sites</strong> | Cite credible and authoritative sources | Long-term trust, high credibility

"I love the feature that lets you analyze the keyword and backlink gap with your competitors. This is very useful in determining which keywords you aren't ranking for, that you could be getting." - Paul Meluzzo, Creative Director, Omnislash Visual

The next step is to identify the tools that make finding these shared link sources easier.

Tools for Link Overlap

To identify overlapping backlinks efficiently, SEO tools like Ahrefs and Semrush are some of the best options available. They provide detailed insights into shared backlinks across competitors.

Ahrefs' Link Intersect Tool: This tool is widely used by SEO professionals, with 64% of them trusting its data over other tools. It allows you to input several competitor domains and quickly find websites that link to them but not to you. These are often the most promising opportunities.
Semrush: With a database of 43 trillion backlinks, Semrush offers extensive backlink analysis. It’s also a favorite among top companies, with 30% of Fortune 500 companies relying on it as their main marketing tool.

"When it comes to pure value, Semrush wins. That's mostly because you get a fully-featured SEO software suite AND Google Ads software for the same monthly price." - Brian Dean, Founder, Backlinko

LinkResearchTools' Common Backlinks Tool (CBLT): This tool provides a deeper dive into competitor link profiles. It can analyze up to 50 URLs at once, helping you spot patterns and opportunities that might otherwise be overlooked.

Focus on the sites that link to your competitors but not to you. These are likely your best chances for earning new backlinks.

Step 8: Find Competitor-Specific Links

Single-Competitor Links

Discovering links that are unique to each competitor can uncover strategies and opportunities you might have missed. SEO tools can help you perform a backlink gap analysis, showing domains that link exclusively to your competitors.

| Link Type | Strategic Value | Action Required |
| --- | --- | --- |
| Guest Posts | Highlights active content collaborations | Research guest posting guidelines and pitch ideas |
| Industry Interviews | Reflects media connections and expertise | Reach out to journalists and industry outlets |
| Resource Mentions | Points to well-regarded content assets | Develop better, more useful content alternatives

Once you've identified these unique links, focus on replicating or improving upon them for your own site.

Getting Similar Links

Use the insights from competitor-specific links to shape your strategy and secure similar backlinks for your website.

"A competitor backlink analysis is an SEO tactic that reveals your competitors' total number of backlinks, linking domains, and top-linked pages to help you find link building opportunities for your site".

Here’s how you can go about it:

Upgrade Your Content: Build better versions of the content your competitors are getting links for.
Build Media Connections: Reach out to journalists and publications using tools like HARO.
Target Resource Pages: Offer something truly useful when contacting resource pages. For example, LinkBuilder’s work with PDF Simpli led to a massive 5,329% traffic boost.

"Every backlink your competitor has is an opportunity for you." - Competitors.app

Step 9: Build Your Link Strategy

Link Building Targets

Set clear, measurable goals for acquiring links, using competitor research as your guide. This approach ensures your efforts are focused and effective.

| Priority Level | Target Type | Focus Areas |
| --- | --- | --- |
| High | Easy Wins | Directory listings, resource pages, broken link replacements |
| Medium | Content-Based | Guest posts, expert roundups, case studies |
| Low | Authority Links | Industry interviews, media mentions, HARO opportunities

Nearly half (46%) of companies allocate $10,000 to SEO link building, emphasizing the importance of having defined targets. Once your goals are set, it's time to execute.

Strategy Implementation

Follow these four steps to put your link-building strategy into action:

Quick Wins: Start by replicating competitor links. For instance, in March 2023, Max Rose of Four Seasons Plumbing secured a backlink from Martha Stewart Living by responding to a HARO request.
Content Development: Create high-quality, link-worthy content. This is crucial given that 94% of updated content doesn’t attract backlinks.
Outreach Planning: Design outreach campaigns that align with your priority targets.

"Backlinks remain the best indicator to Google and other search engines that a webpage is considered important by internet users." – Andy Hill, Managing Director of Distribute Digital

Resource Allocation: Distribute your efforts across technical fixes, content creation, outreach, and ongoing monitoring.

A great example of this approach in action is LinkBuilder's collaboration with PDF Simpli. Through competitor backlink analysis and targeted execution, the company achieved an incredible 5,329% increase in traffic.

Conclusion

These nine steps provide a clear roadmap to improve your SEO efforts. Competitor backlink analysis plays a key role in achieving better rankings, especially since top-ranking pages on Google often have 3.8 times more backlinks than those ranked in positions #2 through #10. This method gives you a structured way to leverage your competitors' backlink strategies to your advantage.

By diving into a detailed backlink analysis, you can uncover critical insights about your competitors. For instance, 66.31% of pages have no backlinks, and 94% of blog posts lack external links. This means there’s plenty of room to make an impact with a focused strategy.

| <strong>Analysis Component</strong> | <strong>Key Focus</strong> | <strong>Strategic Value</strong> |
| --- | --- | --- |
| Competitor Research | Link Sources & Quality | Highlights high-value opportunities |
| Data Collection | Metrics & Patterns | Identifies effective strategies |
| Implementation | Action Items & Monitoring | Drives consistent progress

These findings give you the foundation to take meaningful action.

Getting Started

To begin, focus on high-impact backlink opportunities. Make it a regular practice to analyze competitors' links every month or after major algorithm updates. Aim to build authority by acquiring quality backlinks from diverse domains, as this is a key factor for higher rankings.

Don’t just mimic your competitors - use their data to craft a strategy that sets your site apart. As Amelia Wilson, Content Executive at The Alliance, wisely puts it:

"The goal isn't just to copy what your competitors are doing – it's to find the best opportunities for your site and create a plan that propels you ahead."