Competitor Backlink Analysis: Step-by-Step Guide

Competitor backlink analysis helps you identify where your rivals get their links, which ones boost their rankings, and how you can gain similar links to improve your own SEO. Here’s a quick breakdown:

• Why it matters: Backlinks are a key factor in search rankings. Pages with more quality backlinks often rank higher.

• What to track: Focus on referring domains, domain authority, anchor text, and link types.

• Tools to use: Popular options include Semrush, Ahrefs, Moz Link Explorer, Majestic, and Ubersuggest.

• How to start: Identify competitors by researching keywords or using tools to find sites ranking for the same terms.

• Next steps: Build a list of competitors, analyse their backlinks, and use insights to secure links from high-authority sites.

Backlink Competitor Analysis - How To Build Quality Backlinks

Finding Your Competitors

Before diving into competitor backlink analysis, you first need to figure out who your actual competitors are. Keep in mind that your SEO competitors won’t always align with your business competitors. For instance, an industry blog or publication might not sell the same products or services as you, yet it could still siphon off search traffic that could have been yours.

The goal here is to focus on websites that rank for the same keywords you're targeting. These are the sites competing for your audience's attention in search results, even if their offerings aren't identical to yours.

How to Find SEO Competitors

The best way to identify SEO competitors is through keyword research. Start by searching your target keywords on Google. This straightforward method gives you an unfiltered look at the top-ranking pages for those terms.

Don’t overlook the "People also ask" section on Google search results. This feature can provide additional keywords and content ideas, helping you uncover competitors you might not have considered.

You can also use tools like Semrush, Ahrefs, or Ubersuggest to build a comprehensive list of competitors. By entering your website or a competitor’s domain into these tools, you can find other sites that rank for the same keywords. This can reveal competitors that wouldn’t necessarily show up in manual searches.

"Look at which pages and topics are driving the highest amount of nonbrand traffic to your competitors. This can reveal emerging trends that can be leveraged within your industry, or help determine which content on your own website should be prioritised to maximise organic traffic." - Nikki Brandemarte, Sr. SEO Strategist and Local SEO at NP Digital

Don’t stop at just SEO tools, though. Explore industry publications and thought leadership content to identify authoritative sites, even if they don’t match your business model directly.

Social media can also provide valuable insights. Look at the accounts your audience follows and interacts with on platforms like LinkedIn, Twitter, or niche forums. The websites and content they share can point you to competitors vying for the same attention and authority.

Lastly, customer feedback and reviews can offer clues. Pay attention to the language your audience uses and the challenges they mention - this can lead you to competitors addressing similar needs or concerns.

Compile all your findings into a clear, actionable list to guide your analysis.

Creating Your Competitor List

Once you’ve identified potential competitors, it’s time to organise them into a structured list. Not every competitor will be relevant for your backlink analysis, so focus on those that align closely with your niche and goals.

Start by assessing the relevance of their backlinks. Prioritise competitors whose backlinks come from sites within your niche, rather than just looking at domain authority. Use keyword overlap as a key metric - SEO tools can help you identify sites that rank for multiple keywords you’re targeting. Competitors consistently appearing in search results for your target terms are likely to provide the most valuable insights.

Also, take domain age and authority into account. Older domains often have more established credibility and link-building relationships. However, newer competitors shouldn’t be ignored, as they might be gaining traction with fresh strategies.

Content alignment is another critical factor. Check how closely their content matches your offerings and resonates with your audience. If their content is similar to yours, their backlink sources are more likely to be relevant.

To make your analysis more efficient, consider creating a tiered competitor list. Place your most direct competitors - those with the highest keyword overlap and audience alignment - in your top tier. Secondary competitors might include industry thought leaders, publications, or businesses in adjacent niches that occasionally compete for the same search traffic.

Keep your list focused and manageable. Analysing 5–10 highly relevant competitors will give you more actionable insights than spreading your efforts across too many sites. Remember, the competitive landscape isn’t static - review and update your list regularly as new players emerge or existing competitors shift their strategies.

Collecting Competitor Backlink Data

The next step is to gather detailed data on your competitors' backlinks. This means digging into where their links come from, the types of links they're securing, and how their backlink profile stacks up against yours.

Key Backlink Metrics to Track

When analysing competitor backlinks, focus on metrics that provide actionable insights. Start with total backlinks to understand the overall volume, but pay closer attention to referring domains - this metric shows how many unique websites are linking to your competitor. For instance, a site with 500 backlinks from 200 domains will generally outperform one with 1,000 backlinks from just 50 domains.

Another critical factor is domain authority, which evaluates the quality of linking sites. Tools like Moz and Ahrefs assign authority scores to domains, predicting how well they might rank. Links from trusted, high-authority sites tend to carry more weight than those from less established sources.

Anchor text distribution is another valuable metric. It shows the types of phrases competitors use in their link profiles - whether they rely on branded terms, exact-match keywords, or generic phrases. Additionally, categorising links by type (e.g., editorial links versus directory links) and monitoring spam scores can help you avoid low-quality backlinks that might harm your site.

Using SEO Tools for Data Collection

Once you know which metrics to track, turn to SEO tools to collect the data. Tools like Semrush provide a vast backlink database and offer insights beyond backlinks, such as keyword overlaps and paid search data. Ahrefs, known for its frequent database updates (every 15 minutes), is another excellent choice for backlink analysis.

"Ahrefs is my go-to software for SEO, and their functionalities for competitor analyses are super helpful right out of the gate. I can create detailed reports on competitive benchmarking by keyword and category. These help me and clients quickly spot gaps, underperforming areas, or highly competitive terms we do well on, but want to make sure we maintain."

• Ben Poulton, SEO consultant and founder of Intellar

If you're looking for a cost-effective option, SE Ranking offers plans starting at £18.50 per month.

When extracting data, prioritise the most recent backlinks. Most tools let you filter by date, link type, and domain authority, making it easier to focus on the most relevant links. Exporting this data in CSV format allows for easier analysis in spreadsheet software.

For a more complete picture, cross-check your data across multiple platforms. Each tool uses its own crawlers, so comparing results can help uncover links that might otherwise go unnoticed.

Building a Comparison Table

After collecting and refining your data, organise it into a comparison table for a clear, side-by-side view of your competitors' backlink profiles.

Include columns for the key metrics that matter most:

• Competitor name

• Total referring domains

• Total backlinks

• Domain authority or rating

• Top linking domains

• Predominant link types

Regularly updating this table - whether monthly or quarterly - helps you monitor changes in your competitors' backlink strategies. Over time, this approach reveals which competitors are actively building links and which tactics are yielding the best results.

Examining Competitor Backlink Profiles

With your data in hand, it's time to dive into the details of your competitors' backlink profiles. Analysing the quality and patterns of their links will provide the groundwork for shaping your own link-building strategy.

Finding High-Quality Backlinks

Not all backlinks are created equal. The key is identifying those that offer real value. High-quality backlinks typically come from well-established, trustworthy websites with strong domain authority. Tools like Ahrefs and Moz can help you evaluate this by providing metrics such as Domain Rating (DR) and Domain Authority (DA). Links embedded within content tend to carry the most SEO weight, so make these a priority.

Pay special attention to links from government (.gov) and educational (.edu) domains, as these are often seen as more credible.

Relevance is another crucial factor - 84.6% of SEO experts rate it as a top priority when assessing backlinks. Google echoes this sentiment:

"We look for sites that many users seem to value for similar queries. For example, if other prominent websites link to the page (what is known as PageRank), that has proven to be a good sign that the information is well trusted." - Google Search

Identifying Link-Building Strategies

Take a close look at anchor text usage. A balanced mix of keyword-rich, branded, and generic anchor texts often signals a well-thought-out strategy. Additionally, review the backlink profiles of the referring domains to spot trends in their linking behaviour. Understanding these tactics can help you benchmark and refine your own approach.

Comparing Profiles Side-by-Side

Top-ranking pages often have a significant edge in backlinks - on average, they boast 3.8 times more links than pages ranked between #2 and #10. By comparing competitors' profiles side-by-side, you can identify the strongest players and decide where to focus your outreach efforts next. This comparative analysis is invaluable for prioritising your strategy.

Taking Action on Your Findings

Turning competitor backlink insights into actionable steps is where the real value lies. The data you’ve gathered becomes powerful when it’s used to create opportunities that can elevate your search rankings.

Choosing Link-Building Opportunities

Start by pinpointing domains that link to several of your competitors but not to your site. These domains are promising because they’ve already shown interest in your industry. Tools like Ahrefs’ Domain Rating or Semrush’s Authority Score can help you focus on reputable sites with strong metrics.

Don’t forget about existing relationships. Domains that already link to both your site and your competitors are excellent candidates for further collaboration. They’ve already established trust with your brand, making them more likely to engage again.

Take note of the types of content that consistently attract backlinks to your competitors. If they’re gaining links through research studies, infographics, or in-depth guides, you could create similar high-quality content to draw attention and links naturally.

Another tactic is to look for broken links on competitor websites. When you find dead links pointing to content relevant to your niche, suggest your own pages as replacements.

Planning Your Outreach Strategy

Once you’ve identified your targets, it’s time to craft a clear outreach plan. Group your link-building opportunities by type - such as guest posting, resource page inclusions, broken link replacements, or partnerships - to streamline your efforts.

Personalisation is key. Tailor each message to the recipient by referencing specific content from their site and explaining how your resource could benefit their audience. A personalised approach often performs much better than generic outreach templates.

Focus on sites already linking to your competitors for guest posts or collaborations. These platforms are already open to featuring industry-relevant content, making them more likely to consider your proposals.

Spread your outreach over several weeks to avoid overwhelming potential partners. Follow up professionally - often, a well-timed follow-up can make the difference between securing a link and being ignored.

Ensure your outreach is supported by compelling content, such as original research, detailed guides, or practical tools. Strong content strengthens your pitch and makes it easier to secure a positive response. Keep an eye on your outreach results and adjust your strategy as needed.

Regular Monitoring and Updates

Make it a habit to monitor your competitors’ new backlinks every month. Research shows that the top-ranking pages on Google gain 5%–14.5% more do-follow backlinks from new websites each month. Keeping up with their activity ensures you stay competitive.

Track your outreach success rate by analysing which types of opportunities yield the best results. This will help you refine your strategy and focus on what works.

Revisit your competitor list every quarter to ensure you’re tracking the most relevant players in your industry. New competitors might emerge, while others may shift their focus, so staying updated is crucial.

Finally, keep an eye on any changes in your competitors’ link-building tactics. If they start getting links from new types of websites or using different content formats, explore whether you can adopt similar approaches to strengthen your own strategy.

Conclusion

Competitor backlink analysis is a powerful way to improve your search rankings. By following the steps outlined in this guide, you can gain a clear understanding of your competitors' link-building strategies and identify opportunities to enhance your own backlink profile.

Did you know that over 90% of web pages receive no organic traffic from Google? A major reason for this is the lack of quality backlinks. High-authority backlinks can boost your website’s ranking potential by as much as 22% compared to other sites with similar content but weaker backlink profiles. This makes competitor backlink analysis a critical part of any effective SEO strategy.

Each stage of the process - from identifying your SEO competitors to analysing their backlinks and acting on the insights - helps build a stronger link profile. Remember, quality always trumps quantity. A handful of high-quality backlinks from relevant, authoritative domains will outperform dozens of low-value links.

It’s also essential to keep an eye on your progress. The digital world is constantly changing, and regularly updating your analysis ensures you stay ahead of the curve. By tracking new opportunities and adapting to trends, you’ll maintain your competitive edge and improve your rankings over time.

Key Takeaways

• Focus on the right competitors: Target those ranking well for your keywords, even if they’re not direct business rivals.

• Prioritise quality over quantity: Use metrics like domain authority and spam scores to evaluate and prioritise backlinks.

• Spot patterns: Look for trends in your competitors’ backlink profiles - whether they rely on guest posts, resource pages, or industry partnerships - and replicate what works.

• Target shared domains: Identify sites that link to multiple competitors but not to you. These are prime candidates for outreach since they’re already interested in your industry.

• Stay consistent: Regularly monitor and refine your backlink strategy to adapt to changes and sustain your SEO success.

If you're looking for expert support in applying these strategies in the UK market, check out Skwigl Digital (https://skwigl.digital). They offer tailored SEO solutions designed to deliver measurable results.

FAQs

How can I find and prioritise my competitors' most valuable backlinks for SEO?

To pinpoint and prioritise the most impactful backlinks from your competitors, start by using dependable backlink analysis tools to dig into their link profiles. Pay attention to links coming from reputable websites that boast high domain authority, publish related content, and attract solid user engagement. These are the types of links that can significantly boost your SEO efforts.

Look for trends in their backlink strategies, such as collaborations with well-known organisations or features on niche-specific sites. Identifying these patterns can open doors for you to pursue similar link-building opportunities, strengthening your own SEO approach.

What mistakes should I avoid when analysing competitor backlinks?

When diving into competitor backlink analysis, it's crucial to sidestep some common mistakes that can skew your results or waste valuable time.

• Choosing the wrong competitors: If you analyse businesses that aren't targeting the same audience or ranking for similar keywords, you'll end up with irrelevant data. Stick to competitors who genuinely overlap with your market.

• Focusing on quantity over quality: A large number of backlinks might look impressive, but it's the quality that counts. Low-quality or spammy backlinks can do more harm than good to your SEO.

• Overlooking spam scores: Not all backlinks are created equal. Always check the spam score of a link before pursuing it. High spam scores can hurt your rankings instead of improving them.

By avoiding these traps, you can build a backlink strategy that genuinely strengthens your SEO and helps you achieve your goals.

How often should I review and update my competitor backlink analysis to keep it effective?

To keep your competitor backlink analysis useful and up-to-date, make it a habit to revisit and refresh your data at least once a year. If you’re in a fast-moving industry like technology or digital marketing, you might want to check in weekly or monthly to stay on top of trends and seize new opportunities.

Frequent updates allow you to track fresh backlinks, identify new players in the field, and tweak your approach to stay competitive.