Competitor Backlink Analysis Steps

Marketing

Feb 22, 2025

Learn how to analyze your competitors' backlinks to improve your SEO strategy and boost your website's authority effectively.

Want to improve your website's rankings? Start by analyzing your competitors' backlinks. Here's how:

Why It Matters: Backlinks are crucial for SEO, and studying competitors can uncover strategies to boost your site's authority.
Tools You Need: Use tools like Ahrefs, Semrush, or Moz to gather and analyze backlink data.
Steps to Follow:
1. Find Competitors: Identify websites targeting the same audience and keywords.
2. Analyze Backlinks: Use tools to pull data on referring domains, link quality, and anchor text.
3. Spot Patterns: Look for trends in content, linking sites, and strategies.
4. Fill Gaps: Identify missed opportunities using gap analysis tools.
5. Build a Plan: Create high-value content and reach out to secure backlinks.

Quick Comparison

| Step | Key Action | Tools/Criteria |
| --- | --- | --- |
| Find Competitors | Identify direct competitors | Semrush, Moz Pro |
| Analyze Backlinks | Pull and evaluate backlink data | Ahrefs, Semrush, Moz |
| Spot Patterns | Study link trends and content types | Anchor text, link diversity, domain types |
| Fill Gaps | Use gap analysis to find missed links | Semrush Backlink Gap tool |
| Build a Plan | Create content and outreach | Email outreach, content creation

How to Do a Basic Backlink Analysis on Your Competitors

Step 1: Find Your Competitors

To create a strong backlink strategy, you need to focus on competitors that target the same audience and keywords as you. Start by identifying those whose organic strategies align closely with yours.

Select Direct Competitors

Look for websites competing for the same keywords and organic traffic. Tools like Semrush or Moz Pro can help streamline this process.

"Your SEO competitors are brands that are organically ranking in the top spots for your target keywords." - Moz

For example, Moz's True Competitor tool identified Chewy, PetCare Rx, PetCo, Walmart Pet Rx, and VCA Hospitals as key SERP competitors for 1800petmeds.com.

When narrowing down competitors, pay attention to these factors:

| Factor | Description | Why It Matters |
| --- | --- | --- |
| Keyword Overlap | Percentage of shared ranking keywords | Shows direct competition |
| Market Segment | Business vertical and product lines | Ensures a relevant comparison |
| Website Size | Domain authority and content scope | Sets realistic benchmarks

Check Competitor SEO Stats

After identifying potential competitors, analyze their SEO metrics to see if they're worth comparing for backlinks. Focus on these key metrics:

Domain Authority (DA) – Helps predict ranking potential.
Total Referring Domains – Shows the variety of their backlinks.
Backlink Volume – Reflects how successful their link-building efforts are.
Competition Level – Measures how much backlink overlap you share.

Here’s an interesting tidbit: pages in the top search result positions tend to have 3.8 times more backlinks than those ranked #2 to #10 .

"If you know your biggest competitors, you can gather insights into what they do well and build your own strategy to outperform theirs." - Semrush

Competitor analysis will differ depending on your niche. For example, PetSmart's fish product line might face competitors like That Pet Place and Live Aquaria, while its bird products could compete with Tractor Supply, IDA, and Ace Hardware.

Once you've analyzed their SEO stats, you’ll be ready to use this data for a focused backlink strategy.

Step 2: Get Backlink Data

Once you've pinpointed your competitors, the next move is to dig into their backlink profiles using SEO tools. This information is the foundation for analyzing key backlink metrics in detail.

Pull Data from SEO Tools

SEO tools like Ahrefs, Moz, and Semrush are go-to options for backlink analysis. In fact, 64% of SEO professionals prefer Ahrefs for its link data .

| Tool | Key Features | Best For |
| --- | --- | --- |
| Ahrefs | Domain Rating, URL Rating, Referring domains | Deep link analysis |
| Semrush | Authority Score, Backlink analytics | Competitive comparisons

"If you're looking to build more backlinks to your website, checking how your competitors built and earned their backlinks is a good starting point." - Joshua Hardwick, Head of Content @ Ahrefs

When pulling backlink data, focus on these critical elements:

Total number of backlinks
Unique referring domains
Dofollow vs. nofollow link distribution
Placement and context of the links
Anchor text patterns

Track Main Metrics

After collecting the data, it's time to evaluate its quality using specific metrics.

| Metric | Why It Matters | Industry Insight |
| --- | --- | --- |
| Domain Authority/Rating | Measures overall site strength | 69% of SEOs trust Domain Rating as a reliable metric |
| Referring Domains | Shows diversity of linking sources | A broad range of domains usually signals a stronger profile |
| Content Relevance | Highlights how relevant the links are | 84.6% of experts prioritize relevance |
| Link Position | Impacts link strength | Links within content are more effective than footer links

"Domain Authority® (DA) is best used as a comparative metric when investigating your true competitors, so it's important to conduct a quick (but effective) self-evaluation." - Moz

Focus on securing backlinks that are both high-authority and contextually relevant, as these carry more weight than sheer quantity. Use built-in filters in your SEO tools to streamline the process and identify:

Referring domains with DA/DR 50+
Recently added backlinks
Links from relevant industry pages
Balanced anchor text distribution

These insights will set the stage for evaluating competitor link quality in Step 3.

Step 3: Review Competitor Links

Once you've gathered backlink data, it's time to analyze your competitors' links. This step helps you uncover effective link-building tactics and pinpoint opportunities worth pursuing.

Check Link Quality

Not all backlinks are created equal. To evaluate link quality, focus on these key aspects. Research shows that the top result on a SERP gets 3.8 times more backlinks than others .

| Quality Factor | What to Check | Why It Matters |
| --- | --- | --- |
| Content Relevance | Topic alignment | Shows the link is from a related, credible source |
| Link Placement | Content placement | Links within the main content carry more weight |
| Domain Authority | Site strength | Indicates trust and SEO impact |
| Monetization | Ad density | Too many ads may signal a low-quality site |
| Link Diversity | IP addresses and domains | Avoids patterns that could indicate manipulation

Be alert for these red flags when reviewing competitor backlinks:

Links from unrelated or questionable industries
Sudden surges in the number of backlinks
Overuse of specific anchor text
Multiple links originating from the same IP address
Over-reliance on footer or sidebar links

Find Link Patterns

Spotting patterns in competitor backlink profiles can reveal strategies that work well. Look for trends in the types of content, anchor text usage, and linking websites.

| Pattern Type | What to Analyze | Strategic Value |
| --- | --- | --- |
| Content Format | Popular content types attracting links | Helps shape your content strategy |
| Website Categories | Types of linking sites | Highlights potential outreach targets |
| Anchor Text | Keyword usage and variations | Shows how competitors optimize for keywords |
| Link Velocity | Rate of link acquisition | Suggests sustainable growth approaches

"Backlinks are the backbone of any effective SEO strategy. They act as endorsements from other websites, signaling that your content is valuable and worth noticing." - Hansjan Kamerling, Co-Founder of Adaptify

Pay attention to:

Repeated phrases in anchor texts to understand their focus
Content themes that consistently draw links
High-authority websites linking to multiple competitors
Seasonal trends or timing in link-building efforts
Geographic locations of linking domains

These observations will guide you in identifying gaps and opportunities in your own backlink profile.

Step 4: Find Missing Links

After analyzing your competitors' link strategies, it's time to spot the opportunities they've missed.

Use Gap Analysis Tools

SEO tools can help uncover overlooked link-building opportunities. For example, Semrush's Backlink Gap tool lets you compare up to five competitors at once, giving you a clear picture of the backlink landscape in your industry.

| Analysis Type | Tool Features | Benefits |
| --- | --- | --- |
| Competitor Comparison | Analyze up to 5 domains | Understand industry link trends |
| Domain Filtering | Categorize links (best, weak, shared, etc.) | Target the most valuable links |
| Link Intersect | Spot shared linking patterns | Identify sites likely to link to you

Focus on domains that link to multiple competitors. These sites are more likely to show interest in your niche.

Rank Link Targets

Once you’ve identified potential links, rank them based on their importance and likelihood of success. While Domain Authority (DA) is a helpful metric, it shouldn’t be your only factor .

| Priority Factor | What to Look For | Priority Level |
| --- | --- | --- |
| Link Quality | High DA, Trust Flow | High |
| Content Relevance | Alignment with your industry/topic | Critical |
| Link Placement | Contextual links over footers | Medium |
| Traffic Potential | Organic traffic, audience overlap | High

When evaluating your targets, keep these points in mind:

Quality Assessment: Look for sites with strong authority and consistent, high-quality content. Check their organic traffic and overall site health.
Relevance Analysis: Ensure the linking site's content closely matches your niche. The closer the match, the more impactful the link.
Placement Potential: Aim for contextual links embedded in the main content. These are generally more valuable than links in navigation bars or footers .

Organize your link opportunities by themes, categories, or geographic locations. This will make your outreach more efficient and keep your link-building efforts natural.

Step 5: Make Your Link Plan

After analyzing your competitors' backlinks, it's time to create a plan to secure those links for your site.

Create Content That Earns Links

Your content should stand out and naturally attract backlinks. Aim to address gaps in your competitors' strategies by offering something they don't.

| Content Type | Purpose | Impact |
| --- | --- | --- |
| Original Research | Share unique industry data | Builds authority |
| Case Studies | Highlight real-world results | Boosts credibility |
| Expert Interviews | Share exclusive insights | Positions you as a leader |
| Templates/Tools | Provide practical resources | Encourages sharing

When your content offers real value, high-quality backlinks follow. Once you have this content ready, it's time to connect with site owners.

Reach Out to Site Owners

Tailor your outreach to increase your chances of success.

| Outreach Element | Best Practice | Why It Works |
| --- | --- | --- |
| Initial Contact | Start with a friendly email | Builds a connection |
| Value Proposition | Highlight benefits for them | Shows you’re genuine |
| Follow-up | Use personal timing/approach | Keeps the conversation alive

"If you're not getting responses, you're not getting links. It takes a lot of trial and error to find what works, which can be difficult for new link builders." - Peter Attia

Finally, keep an eye on how your outreach efforts are performing and adjust as needed.

Track Your Results

Use analytics tools to measure how well your link-building efforts are working. Tools like Metrics Watch can help you combine backlink data with other marketing metrics, sending detailed reports straight to your inbox.

Key metrics to monitor include:

New backlinks: Track how many links you gain each month.
Domain authority: Check for improvements in your site's authority.
Keyword rankings: See how your target keywords are moving up in search results.
Referral traffic: Measure visitors coming from your backlinks.

Top-ranking pages typically gain 5%-14.5% more do-follow backlinks each month , which can lead to steady growth over time.

Next Steps

Review Key Points

Analyzing competitor backlinks provides practical insights you can use to boost your own strategy.

| Component | Summary | Goal |
| --- | --- | --- |
| <strong>Links</strong> | Target high-authority domains | Strengthen your domain |
| <strong>Content</strong> | Create better content to address competitor gaps | Attract organic links |
| <strong>Outreach</strong> | Reach out to sites linking to competitors | Improve your outreach success |
| <strong>Monitoring</strong> | Keep an eye on link portfolio changes | Refine your approach

These elements can help you design a more effective backlink strategy.

Start Your Analysis

Kick off your analysis by focusing on proven methods to gain competitor backlinks:

Use trusted SEO tools to identify the top five competitors and their strongest backlinks.
Prioritize websites that link to multiple competitors in your industry.
Evaluate metrics like domain authority, referring domains, and link growth trends.
Track your progress with detailed analytics and reporting tools.