Every backlink profile tells a story. If your competitors are ranking well in search results, it’s probably not because Google flipped a coin. More often than not, they’ve earned—or built—links that send strong authority signals to search engines.
So, instead of guessing which links might help your site rank, it makes sense to reverse-engineer what already works in your niche. By analyzing competitor backlinks, you get:
– A list of proven link opportunities
– Insights into link building strategies that actually work
– A head start in crafting a smarter, more efficient SEO strategy
Let’s walk through a practical, step-by-step process to uncover your competitors’ backlinks—and turn them into your own.
Start by Googling the keywords you care about most. You’ll want to see who already ranks on page one for these terms.
Make a list of competitors who:
– Consistently rank in the top 10 for your target keywords
– Target a similar audience or offer similar products/services
– Have content or landing pages that match your own goals
These are your SEO competitors—not necessarily your business rivals. It’s common for a content-heavy site (like a blog) to compete with an e-commerce site for top rankings, even if their business models are entirely different.
Before diving into backlinks, figure out which pages on your competitors’ sites are attracting the most traffic from search engines. Look for:
– Blog posts that rank for dozens or hundreds of keywords
– Landing pages or product pages pulling in substantial organic traffic
– Resources with strong evergreen value (e.g., guides, templates, tools)
These are the pages most likely to have attracted high-quality backlinks.
The next step is to run those top pages (and the root domains) through a backlink analysis tool. This will show you who links to them, how strong those links are, and where opportunities might lie.
Important backlink metrics to watch:
– Domain Rating (DR) or Domain Authority (DA): Measures the authority of the linking domain.
– Referring domains: Total number of unique websites linking in.
– Anchor text: Gives you context on how and why the page was linked.
– Link type: Follow vs. nofollow, UGC, sponsored, etc.
Prioritize links that are:
– DoFollow
– On relevant and authority sites
– Embedded in the body content
– From editorial mentions, guest posts, or listicles
Ignore:
– Sitewide links (like footer credits)
– Spammy directories
– Low-authority, irrelevant domains
Once you’ve collected backlink data, look for patterns:
– Do they earn links by publishing original data or studies?
– Are many links coming from guest posts?
– Do they target “best of” listicles in their industry?
– Are influencers or journalists linking back?
Understanding the “why” behind each link is critical. It allows you to replicate successful tactics instead of blindly chasing URL matches.
Examples:
– If a competitor earns links from citing their proprietary research, consider creating and promoting similar data-driven content.
– If they’re in dozens of “Top 10 tools” articles, pitch your own tool for inclusion.
Not all competitor backlinks will be worth pursuing. Focus on links that are:
– From high-authority domains in your niche
– On pages that still actively pass SEO value
– Easy to replicate or “skyscrape” with better content
– Tied to specific content themes relevant to your business
Filter weak or outdated links. For instance, if a competitor earned a link from a listicle in 2018, and that page hasn’t been updated in years, it’s not likely to boost your site in 2024.
On the flip side, if you find a fresh backlink on a recently updated guide that ranks well, that’s an opportunity worth chasing.
Once you’ve shortlisted the opportunities, it’s time to take action. Outreach still works—but only when it’s thoughtful, relevant, and respectful of the recipient’s time.
Here are some pitch angles that work:
– Broken link building: Point out that their current link is broken or outdated, and suggest your improved content as a replacement.
– Skyscraper outreach: If your content is clearly more comprehensive or up-to-date, highlight what’s new and valuable in your version.
– Add-on pitches: Offer to contribute a quote, insight, or case study to an existing article that already discusses your topic.
– Ego bait: Feature influencers or link prospects in your own content, then let them know—they may link back.
Personalization is key. Always reference their content, explain why your resource is valuable, and avoid generic templates.
Competitor backlink profiles evolve. As they publish new content and run fresh campaigns, they’ll continue to earn links—and so should you.
Set up alerts or regularly check in on:
– New referring domains
– Lost backlinks
– Anchor text trends
– Pages receiving the most links over time
This helps you stay ahead, catch new opportunities early, and avoid falling behind in backlink equity.
Finding and analyzing competitor backlinks is one of the most efficient ways to build authoritative links to your own website. Instead of reinventing the wheel, you learn directly from what’s already working.
It’s not about copying blindly—it’s about understanding the strategy behind the links, and executing a better version yourself.
Done right, this method doesn’t just help you earn more backlinks—it helps you earn better backlinks.
And in the world of SEO, better backlinks often mean better rankings.
