How to perform a competitor backlink analysis

Here’s a fact that might make you rethink your SEO strategy: the top-ranking page on Google typically has 3.8 times more backlinks than the pages ranked #2 to #10.

And it’s not just about quantity – diversity matters too. In the same study, Backlinko found that pages with links from a wide range of domains tend to rank even higher.

If backlinks are the currency of SEO, then competitor backlink analysis is like uncovering your rival’s secret stash. It’s your chance to see where they’re getting their link juice, which domains are boosting their authority, and how you can tap into similar opportunities. 

In this guide, you’ll learn how to:

• Identify the competitors whose backlinks are driving their rankings.
• Use top tools like Semrush, SpyFu, Ubersuggest, Ahrefs, and Moz to uncover backlink data.
• Analyze backlink metrics to spot quality opportunities.
• Build a winning backlink strategy that outshines your competition.

Because when it comes to SEO, you don’t just want to compete – you want to win.

What is competitor backlink analysis?

Competitor backlink analysis is exactly what it sounds like – it’s the process of examining the backlinks pointing to your competitors’ websites. Backlinks, also known as inbound links, are links from one website to another, and they play a crucial role in determining how search engines rank a page.

Why do backlinks matter so much? They’re like endorsements from other websites, signaling to search engines that your content is valuable and trustworthy. The more high-quality backlinks a site has, the more likely it is to rank higher in search results.

By analyzing your competitors’ backlinks, you can uncover the sites boosting their authority, spot patterns in their link-building strategy, and identify opportunities to replicate or even outperform their success. Think of it as reverse-engineering their SEO game plan to strengthen your own.

Why is competitor backlink analysis important for your SEO strategy?

Backlinks are a cornerstone of effective SEO. The more high-quality links a site has, the more authority it builds in the eyes of search engines. 

But it’s not just about quantity. A study published on Backlinko found that the number of domains linking to a page had the strongest correlation to higher rankings on Google. In other words, variety matters. Getting backlinks from a range of websites sends a clear signal to search engines that your content is worth paying attention to.

There’s also a snowball effect to consider. According to Ahrefs, the number-one ranking page in Google search results gains 5%–14.5% more do-follow backlinks from new websites each month. This "vicious circle of SEO" means that once a page ranks highly, it continues to attract even more backlinks, cementing its position at the top.

This is why competitor backlink analysis is such a critical part of your SEO strategy. By analyzing your competitors’ backlinks, you can identify the domains boosting their rankings, uncover link-building strategies that work, and find opportunities to secure backlinks that propel your site forward. 

The more strategic you are in leveraging this information, the better your chances of breaking into – and staying in – that coveted top spot.

How to carry out competitor backlink analysis: A step-by-step guide

Competitor backlink analysis might sound tricksy, but trust me – it’s not rocket science. With the right tools and a clear plan, you can uncover your competitors’ backlink strategies and use that intel to level up your own rankings. 

The process boils down to four simple steps:

Let’s take a closer look at each step.

Step one: Identify your competitors

First things first – you’ve got to know who you’re up against. These are the websites outranking you for important keywords or dominating your niche. But, how do you find them without spending hours combing through Google? 

Enter SpyFu’s RivalFlow AI, your new best friend for competitive search intel.

Here’s how it works: drop in your domain URL, and RivalFlow AI instantly spits out a list of keywords you’re being outranked for, along with the competitors stealing your spotlight. 

And it doesn’t stop there. You can click “Generate project” under any of those insights, and in less time than it takes to brew your morning coffee, it’ll hand you detailed suggestions to outshine those competitors. It’s fast, it’s free to get started, and honestly, it feels like you’ve just cheated the SEO system (in the best way possible).

Want another option? Let’s talk Semrush. This all-in-one platform is a powerhouse for competitor research. Just enter your domain or URL into the Backlink Analytics tool, hit "Analyze," and head to the Competitors tab. You’ll get a ranked list of competing domains, complete with data to help you size up the competition.

Here’s what Semrush highlights:

• Competition level: How closely a domain competes with yours based on shared backlinks. A higher percentage means more overlap.
• Common referring domains: The number of websites linking to both you and your competitors.
• Total referring domains: The total number of unique domains linking to a competitor’s site, showing their backlink diversity.
• Backlinks: The overall number of backlinks pointing to a competitor’s domain, giving you an idea of their link-building volume.

For example, if you analyze Nike.com, you’ll see competitors like Adidas.com or NBA.com ranked by competition level and backlink overlap. This kind of intel helps you pinpoint who’s winning in your space and where you might need to step up your game.

With either tool, you’ll quickly build a hit list of competitors whose backlink strategies are worth investigating. Now that you’ve identified the players, it’s time to dive into their backlink profiles and uncover their secrets.

Step two: Gather backlink data

Now that you’ve identified your competitors, it’s time to dig into the details of their backlink profiles. Fortunately, there are plenty of tools to help you gather this data efficiently. Here are a few standout options:

Ahrefs free backlink checker

If you’re on a tight budget, Ahrefs’ Free Backlink Checker is a solid starting point. Simply enter a competitor’s domain, and the tool provides a quick overview of their top backlinks. While it doesn’t offer the full functionality of Ahrefs’ paid plan, it’s handy for getting a snapshot of a competitor’s backlink strategy without spending a dime.

Moz link explorer (free tier)

Moz offers a free version of its Link Explorer tool, which allows up to 10 queries per month. It provides:

• Domain authority (DA): A score predicting how well a site will rank on search engines.
• Linking domains: The number of sites linking to a competitor.
• Top pages: Your competitor’s most valuable pages.

While the free version is limited to ten inquiries per month, it’s useful for quickly gauging the quality and diversity of your competitor’s backlinks.

Ubersuggest backlink tool

Ubersuggest is a great choice if you’re looking for a straightforward way to gather backlink data without a steep learning curve. 

Its backlink overview gives you a clear picture of a competitor’s link profile, including the total number of backlinks, referring domains, and even a timeline showing how their backlinks have grown (or shrunk) over time. 

It’s perfect for spotting trends or figuring out when a competitor might have kicked off a big link-building campaign. You can also see new and lost referring domains, which is super helpful for identifying fresh opportunities.

Then there’s the backlink details section. Here, you can dig into individual backlinks with metrics like domain authority, page authority, spam score, and anchor text. You can filter the results to focus on follow or nofollow links, or even limit it to one link per domain to keep things clean. This makes it easy to zero in on the most valuable links driving your competitor’s rankings.

With its user-friendly interface and detailed insights, Ubersuggest is perfect for getting actionable backlink data without feeling overwhelmed. Whether you’re just starting out or looking for a budget-friendly tool, it’s definitely worth checking out. And good news – you can try it for free!

OpenLinkProfiler

OpenLinkProfiler is a tool brilliant for exploring competitor backlinks in detail. It provides a comprehensive overview of a competitor’s backlink profile, including metrics like:

• Total backlinks and referring domains: See the total number of backlinks pointing to a site and the unique domains sending them. This helps you understand the scale and diversity of a competitor’s link-building efforts.
• Backlink types: Visualized in clean pie charts, OpenLinkProfiler categorizes links by attributes like follow/nofollow, platform types (e.g., blogs, forums), and even semantic locations. These insights let you spot patterns and identify where competitors are earning their most valuable links.
• Link details: The tool provides granular data for individual backlinks, including the URL, type (e.g., anchor or image), anchor text, and the quality of the referring page and domain.

OpenLinkProfiler is particularly useful for uncovering recent backlinks, as it focuses on links acquired within the last 90 days. This gives you up-to-date insights into your competitors’ ongoing campaigns. Best of all, it’s completely free, making it a great option if you’re just getting started or looking for quick, actionable intel.

Step three: Analyze your competitors’ backlinks

Now that you’ve gathered all that juicy backlink data, it’s time to analyze it. This is where you uncover actionable insights like where your competitors are earning their most valuable links, which sites are boosting their rankings, and where you might be missing opportunities.

Spot patterns in backlink profiles

Start by looking at trends and patterns in your competitors’ backlinks. Are they getting a lot of links from blogs, news sites, or forums? Is there a recurring theme in the anchor text used (like specific keywords or branded terms)? 

Identifying these trends will help you understand the strategies driving their rankings and how you can replicate or improve on them.

Focus on quality, not just quantity

Not all backlinks are created equal. A few high-quality backlinks from authoritative sites will have a much bigger impact than hundreds of low-value links. 

Use the metrics provided by your tools – like domain authority, spam score, and traffic estimates – to assess the quality of your competitors’ backlinks. Prioritize links from trusted, high-traffic domains that are relevant to your industry.

Use Semrush’s Backlink Gap tool for side-by-side comparisons

If you want to see how your backlink profile stacks up against your competitors, make Semrush’s Backlink Gap tool your go-to. You can use it to compare your domain with up to four competitors at a time and categorize backlinks into:

• Best: High-authority domains that link to multiple competitors but not to you. These are prime targets for your outreach efforts.
• Weak and strong: Knowing the link quality can help you prioritize where to focus your efforts.
• Shared and unique: Domains linking to all competitors (shared) or only one competitor (unique), giving you insights into both overlap and exclusivity.

Semrush also provides key metrics like authority score and monthly visits for each domain, helping you prioritize high-impact opportunities. For example, if a competitor has backlinks from a high-traffic site that you’re missing, that’s a clear sign to reach out and close the gap.

Step four: Build your backlink strategy

Now that you’ve analyzed your competitors’ backlinks and identified key opportunities, it’s time to put that data to work by building a solid backlink strategy. 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.

Prioritize high-impact opportunities

Start by focusing on the “best” backlinks you uncovered during your analysis. These are high-authority domains that link to multiple competitors but not to you. These are prime targets because they’ve already shown they’re willing to link to sites in your industry. Reach out with tailored pitches, highlighting how your content or product adds unique value.

Leverage existing relationships

Don’t overlook the power of relationships you already have. If you’ve identified domains linking to both you and your competitors (shared backlinks), reach out to strengthen those relationships. For example, if a blogger has already linked to one of your articles, they may be open to linking to additional content if you pitch it well.

Create link-worthy content

To attract quality backlinks, you need content that’s worth linking to. Here are a few ideas:

• Data-driven content: Original research, studies, or statistics that others will want to cite.
• How-to guides: Detailed, actionable content that solves a problem.
• Infographics: Visually engaging content that’s easy to share.
• Expert interviews or roundups: Leverage the authority of industry experts to boost your content’s credibility.

The more valuable and shareable your content is, the easier it will be to earn backlinks.

Use tools to streamline outreach

Outreach is a critical part of any backlink strategy, and tools like Semrush and BuzzStream make it easy. These tools allow you to find contact details for target domains, track outreach campaigns, and even automate follow-ups. 

When you reach out, be sure to personalize your emails to show how your content aligns with the site’s audience and why linking to your page adds value.

Diversify your backlink profile

Don’t put all your eggs in one basket. Aim for backlinks from a range of sources, including blogs, news sites, directories, and forums. A diverse backlink profile signals to search engines that your site is credible and widely referenced.

Monitor and adjust

Once your backlink strategy is in motion, keep an eye on your progress. Use tools like Semrush or Ahrefs to monitor new backlinks, measure their impact on your rankings, and refine your strategy as needed. If a particular outreach approach isn’t working, tweak it. If a specific type of content is earning lots of links, double down on that format.

Building a backlink strategy takes time and effort, but with a clear plan and consistent action, you’ll start to see results. The key is to focus on quality, relevance, and long-term value – because when it comes to backlinks, it’s all about building authority that lasts.

Conclusion

With a solid competitor backlink analysis under your belt, you’re equipped to take your SEO game to the next level. You’ve identified the competition, uncovered key insights, and built a strategy to target high-value opportunities. 

Just remember, SEO isn’t a one-and-done effort – it’s an ongoing process. Stay curious, keep experimenting, and trust that the work you’re putting in now will lead to long-term results.