Competitor Backlink Analysis: Tools & Techniques in 2025

If you’ve been working on your SEO strategy for a while but still feel like your competitors are outranking you on Google despite your best efforts, it’s time to dig deeper.

One of the most overlooked yet powerful ways to level the playing field is through competitor backlink analysis.

Backlinks are still one of the most important ranking factors in Google’s algorithm.

In fact, a study by Backlinko found that the number one result on Google has an average of 3.8 times more backlinks than the results in positions two through ten.

That means it’s not just about having great content or optimized keywords—who’s linking to your site matters just as much.

Competitor backlink analysis gives you a behind-the-scenes look at the link-building strategies that are helping your rivals rank higher.

It shows you where they’re getting their backlinks from, what types of content are attracting those links, and which websites you should be targeting too. It’s like peeking into their playbook—and using it to outsmart them.

The best part? You don’t need to guess.

With the right approach and tools, you can systematically uncover backlink opportunities that are already working for others in your niche—and use them to boost your own authority, traffic, and rankings.

In this guide, we’ll walk you through everything you need to know: what competitor backlink analysis is, how to do it step-by-step, what tools to use, and how to turn insights into action.

Whether you’re managing SEO for your own site or handling clients, this is a skill that can genuinely move the needle.

Ready to learn how your competitors are winning backlinks—and how you can win them too? Let’s get started!

What Is Competitor Backlink Analysis and Why Does It Matter?

Competitor backlink analysis is the process of identifying which websites link to your competitors and understanding the reasons behind these links.

The goal isn’t just to admire their backlinks from a distance; it’s to uncover opportunities you can tap into for your own website.

In simple terms, it’s about learning what works for them so that you can build a stronger link profile for yourself.

Let’s say you’re in the digital marketing space and you notice a competitor consistently outranking you for high-intent keywords.

A quick backlink check may reveal that they have earned links from industry blogs, business directories, or even media outlets.

These aren’t random wins—they’re strategic placements that help search engines trust their site more than yours.

Backlinks are like votes of confidence from other websites. The more high-quality and relevant backlinks a site has, the more authority it builds in the eyes of search engines.

According to a study by Ahrefs, 66.31% of pages have no backlinks at all.

That means if you can secure even a few good ones, especially from sources already linking to your competitors, you’re already ahead of most of the web.

But competitor backlink analysis goes beyond just quantity. It also helps you:

• Spot content formats that attract the most links (e.g., guides, tools, case studies)
• Understand which industries or domains are linking to competitors and not to you
• Discover gaps in your own backlink profile that could be holding you back
• Save time by focusing on proven backlink sources rather than starting from scratch

In short, it’s one of the most efficient ways to reverse-engineer success.

Instead of blindly chasing links, you’re targeting ones that have already been proven to boost rankings, just not for you yet.

Next, we’ll break down the actual steps and tools you can use to find competitor backlinks with confidence. Let’s make your backlink strategy smarter, not harder.

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Benefits of Competitor Backlink Analysis

When done right, competitor backlink analysis can unlock a level of strategic clarity that most businesses don’t even realize they’re missing.

Instead of guessing which backlinks might help, you’re working from a blueprint that’s already driving results in your industry.

Here are some of the most significant benefits you’ll gain from this process:

1. Discover High-Quality Link Opportunities

   Not all backlinks are created equal. A single link from a high-authority site can have more impact than dozens of low-quality ones.

   By analyzing your competitors’ backlink profiles, you can pinpoint the exact websites that are likely to give you a meaningful SEO boost—and that have already shown they’re open to linking to sites like yours.

2. Understand What Content Attracts Links in Your Niche

   Some content formats naturally earn more links—think in-depth guides, research studies, interactive tools, or opinion pieces.

   When you see what type of content your competitors are getting links for, you can identify patterns and shape your own content strategy accordingly.

   It takes the guesswork out of what to create next.

3. Benchmark Your Own Link Profile

   It’s easy to focus inward and try to grow backlinks in a vacuum. But unless you know how your backlink profile stacks up against competitors, it’s hard to know if you’re truly making progress.

   Competitor analysis gives you that perspective, helping you understand where you stand and how much work is realistically needed to close the gap.

4. Save Time and Resources

   Let’s face it—link building can be time-consuming. However, when you already know where your competitors are achieving results, you can prioritize outreach to those sources instead of starting from scratch.

   It’s a shortcut to finding links that are both relevant and attainable.

5. Stay Ahead of SEO Trends

   Industries evolve, and so do the sites that hold influence. Regularly monitoring competitor backlinks helps you stay informed about shifting trends.

   For instance, you can track new blogs gaining traction, journalists covering your niche, or fresh platforms where your audience is active. This insight helps you stay proactive rather than reactive.

   Ultimately, competitor backlink analysis isn’t just about spying—it’s about strategic improvement.

   It provides a roadmap for building trust, enhancing visibility, and outperforming competitors in search results.

   Next up, let’s talk about the actual process: how to find those competitor backlinks in a way that’s both efficient and actionable.

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How to Find Competitor Backlinks: 4 Proven Methods

Now that you understand why competitor backlink analysis matters, let’s dive into how to actually find those backlinks.

Whether you’re a solo SEO or managing campaigns for multiple clients, these methods are practical, repeatable, and can uncover hundreds—sometimes thousands—of opportunities.

1. Use SEO Tools to Export Backlink Data

   The most effective and accurate way to identify competitor backlinks is by utilizing specialized SEO tools.

   Platforms like Ahrefs, Semrush, Moz, and Neil Patel’s Backlink Checker allow you to enter any URL (or entire domain) and instantly see who’s linking to it.

   For example, with Neil Patel’s tool, you can:

   • Type in your competitor’s domain into the Backlink Checker

     

   • Sort by DR (Domain Rating), traffic, or link type

     

   • Export the data for deeper analysis

   Tools like these not only show you where the links are coming from, but also the anchor text used, link context, and whether it’s a dofollow or nofollow link—all of which matter for SEO impact.

2. Analyze Your Competitor’s Most-Linked Pages

   Not all backlinks point to home pages. In fact, many high-authority backlinks go to blog posts, tools, case studies, or landing pages.

   Identifying which pages on your competitor’s site attract the most links can reveal the type of content that earns attention in your space.

   To do this:

   • Use Ahrefs’ “Best by links” report or Semrush’s “Indexed Pages”
   • Look for patterns—are listicles, how-tos, or industry reports performing best?
   • Note the structure, content depth, and positioning of those pages

   This insight helps you not only replicate those pages but also improve upon them, creating more valuable content that’s likely to earn even better backlinks.

3. Check Anchor Text and Link Types

   Anchor text (the clickable text of a hyperlink) gives clues about how others are positioning your competitor’s content.

   Are they using branded terms? Keywords? Generic phrases like “click here”? Understanding this can guide your own outreach strategy.

   Also, pay attention to link types:

   • Dofollow links pass SEO value and help rankings
   • Nofollow links don’t directly impact rankings, but can still bring traffic and brand visibility
   • Sponsored or UGC links signal how the link was acquired

   Aim to find dofollow links from relevant, authoritative domains—but don’t ignore nofollow links entirely.

   Some of the best exposure can come from high-traffic nofollow placements like news sites or Reddit.

4. Identify Authority vs Low-Quality Links

   Not every backlink is worth chasing. Some tools will assign an authority score to each domain (e.g., Ahrefs’ DR or Moz’s DA). While not perfect, these scores give a general sense of link value.

   Focus on:

   • Domains with high authority (DA/DR 40+)
   • Sites relevant to your niche
   • Contextually placed links within valuable content
   • Editorial links (i.e., links given naturally rather than paid or swapped)

   Avoid:

   • Spammy directories
   • Link farms or private blog networks (PBNs)
   • Sites with low traffic and poor trust signals

At this stage, you should have a rich list of backlink sources from your competitors.

Running a Link Gap Analysis: Step-By-Step

Once you’ve gathered backlink data for your competitors and your own site, the next logical step is to run a link gap analysis.

This process helps you identify which backlinks your competitors have that you don’t—and which ones are worth pursuing.

Think of it like comparing notes: you’re not just collecting links, you’re finding the ones that give your rivals a competitive edge.

Step 1: Collect Backlink Data for You and Your Competitors

Start by selecting your top competitors, typically 2 to 5 websites that target the exact keywords or audience.

Use a tool like Ahrefs, Semrush, or Moz to pull backlink data for each domain, as well as your own.

Pro tip: Export the backlink lists into spreadsheets to easily compare them later.

For each backlink, try to capture:

• Referring domain
• Target URL (the page being linked to)
• Anchor text
• Domain authority (DA or DR)
• Dofollow/nofollow status

This raw data serves as the foundation for your gap analysis.

Step 2: Identify the Overlap (and the Missing Links)

Now, compare your competitor’s backlink sources with your own. Tools like Ahrefs’ “Link Intersect” or Semrush’s “Backlink Gap” make this really easy—they’ll highlight all the domains that link to your competitors but not to you.

You’re looking for:

• Domains that link to multiple competitors but not you (these are high-priority)
• High-authority domains relevant to your industry
• Links pointing to valuable content (not just homepages)

These are your backlink opportunities—the websites that already endorse similar businesses and are more likely to link to you if approached correctly.

Step 3: Prioritize Based on Link Quality and Relevance

Not every gap is worth filling. Your goal isn’t to chase every backlink your competitor has—it’s to focus on the ones that are likely to move the needle.

Here’s how to prioritize:

• High-authority sites first: These carry more SEO value and credibility
• Relevant industry blogs or directories: Especially if they’ve linked to multiple competitors
• Content-driven links: Like those embedded in articles, guides, or resources (these are more natural and powerful)
• Broken links: If a competitor’s link is dead, you can offer your content as a replacement (more on this in the next section)

Run this analysis regularly, every 3 to 6 months, to track progress and identify new opportunities. SEO isn’t static, and your competitors are always earning (or losing) links too.

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6 Smart Ways to Acquire Competitor Backlinks (Ethically)

Discovering where your competitors are acquiring backlinks is only half the battle. The real magic happens when you start converting that intel into links of your own.

But here’s the thing—this isn’t about copying links blindly or engaging in spammy tactics. The goal is to earn backlinks the right way by offering real value.

Below are six ethical and practical strategies you can use to acquire competitor backlinks and strengthen your site’s authority.

1. Replicate High-Value Links

   This is the most straightforward and often the most effective approach. If a site has linked to a competitor, there’s a good chance they’ll consider linking to your content, especially if it’s similar or better.

   Start by identifying:

   • Guest posts your competitors have published
   • Mentions in industry roundups or “top tool” lists
   • Blog posts that include your competitor as an example

   Once you find these opportunities, reach out with a friendly email. Share your relevant content or pitch yourself as an alternative worth mentioning.

   Keep it personalized and focus on why your content would add value for their readers.

2. Target Broken Link Opportunities

   Web pages go offline all the time, and when that happens, any links pointing to them become broken, creating a golden opportunity for you.

   Here’s how to capitalize:

   • Use tools like Ahrefs’ Broken Backlinks report or Check My Links (Chrome extension) to find broken links pointing to competitor pages
   • Create a replacement page on your site with similar (or better) content
   • Reach out to the referring domain, let them know the link is broken, and suggest your content as a fix

   This approach works well because you’re solving a problem for them, not just asking for a favor.

3. Create 10x Better Versions of Their Content

   If your competitor is getting links to a specific guide or blog post, don’t just write your own version—create something significantly better.

   That might mean:

   • Expanding the word count
   • Adding original data or research
   • Including visuals, infographics, or video
   • Making it more actionable or beginner-friendly

   Once your improved content is live, start reaching out to the same sites that are linked to the original version. Let them know you’ve published a more comprehensive, updated resource they may want to consider linking to.

4. Offer Guest Posts to the Same Sites

   If your competitors have published guest posts on popular blogs, you can do the same, sometimes even on the same sites.

   To find them:

   • Search Google for “[competitor name] guest post”
   • Use backlink tools to identify links coming from blog sections (often a clue they’re from guest content)

   When pitching, emphasize your unique perspective or expertise. Editors want content that offers value, not just links—so make your pitch relevant, timely, and engaging.

5. Build Relationships With the Same Media and Influencers

   Many high-authority backlinks originate from media mentions, interviews, expert roundups, and public relations (PR) opportunities. If your competitors are being quoted or featured in industry blogs or publications, there’s no reason you can’t be too.

   Start by:

   • Identifying journalists or editors who have mentioned your competitors
   • Following them on LinkedIn or Twitter/X and engaging with their content
   • Pitching yourself or your brand for similar stories or features

   Building genuine relationships takes time, but it leads to more consistent, high-quality backlinks in the long run.

6. Use Digital PR Campaigns to Earn Links at Scale

   Digital PR isn’t just for big brands. Even small businesses and agencies can use it to earn powerful backlinks.

   The idea is to create something newsworthy, such as a report, tool, infographic, or campaign, and pitch it to journalists or niche blogs.

   Examples include:

   • A data-driven report relevant to your industry
   • An online tool or resource solving a common pain point
   • A creative campaign tied to a trending topic

   Platforms like HARO (Help a Reporter Out), Featured, or Prowly can help you connect with journalists who are actively seeking expert insights or stories.

   All of these strategies are rooted in the same principle: give people a reason to link to you.

   Whether it’s through better content, fixing broken links, guest posts, or media outreach, the key is to approach backlink building with value in mind.

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Case Study: How Competitor Backlink Insights Drove Real Results at Nexa Growth

At Nexa Growth, we have seen firsthand how competitor backlink analysis can unlock massive growth, especially when paired with a clear and actionable strategy.

Here are a few real-world examples that show how reverse-engineering backlink profiles and acting on those insights has helped our clients overcome SEO and PPC challenges.

Born in Brand Pvt Ltd – SEO Recovery from a Japanese Keyword Hack

This project involved more than backlinks—it was a full-blown SEO emergency. The client’s website had been hijacked by a Japanese keyword hack that generated over 1.8 million spam pages. Their search visibility plummeted overnight.

After cleaning up the spam and securing the site, we conducted competitor backlink analysis to benchmark their original authority against that of industry rivals.

We discovered that they had lost several high-quality backlinks during the hack, some of which had been redirected to competing sites.

By identifying these lost links and re-establishing connections with authoritative referring domains, we were able to reclaim valuable link equity.

Within one month, the site’s rankings began to recover, and its trustworthiness in Google’s eyes was restored.

Virginia – 70% Increase in Conversions Using Competitor Keyword and Link Data

In Virginia’s case, the goal was aggressive PPC growth. But instead of starting cold, we ran a comprehensive audit of their top-performing competitors.

This included not only their paid search strategies but also their backlink sources, which revealed common linking domains, such as industry directories and affiliate review sites.

We leveraged that insight to develop a hybrid strategy: running targeted PPC campaigns while also securing backlinks from reputable sources to enhance landing page trust and quality score.

The result? A 70% increase in conversions and lower CPCs across the board.

While PPC was the primary driver, the backlinks supported ad relevance and enhanced page authority, giving our campaigns a competitive edge.

Katalyst Labs – 200% Growth in Ticket Sales via Competitive Creative + Link Insights

For Katalyst Labs, the objective was to maximize event ticket sales while minimizing the cost per acquisition.

We conducted a comprehensive analysis of competing event organizers, examining not only their Facebook ad libraries and audience segments but also where their events were being featured online.

From backlink research, we discovered niche startup blogs and media platforms that had linked to similar events. Many of these domains hadn’t yet covered Katalyst Labs.

We reached out with targeted content pitches and partnership ideas, resulting in mentions on a handful of well-aligned platforms.

Combined with high-converting Meta Ads, the campaign achieved a 200% increase in ticket sales and a 4.5x return on ad spend (ROAS).

This wasn’t just about getting clicks—it was about building a credible, interconnected web presence where every mention, link, and ad worked together.

These examples demonstrate that competitor backlink analysis is not just a theoretical tactic. It’s a practical and repeatable part of the growth engine we use at Nexa Growth.

Whether it’s restoring rankings, improving ad performance, or boosting organic visibility, it pays to know who’s linking to your competitors—and why.

Pro Tips and Mistakes to Avoid When Doing Backlink Analysis

Competitor backlink analysis can be a goldmine—but only if you approach it the right way. Like any powerful SEO tactic, it comes with its own set of best practices and common pitfalls. Below are some pro tips to help you maximize your efforts, along with a few things to watch out for.

1. Don’t Chase Every Backlink

   It’s tempting to build a massive list of your competitors’ backlinks and try to replicate all of them, but not every backlink is worth your time.

   Focus on links that come from credible, relevant, and authoritative sites.

   A link from a niche industry blog or a respected publication will do far more for your SEO than a dozen links from obscure directories or spammy domains.

   Quality always beats quantity when it comes to backlinks.

2. Avoid Toxic or Spammy Sources

   Not all links are good links. Some may actually harm your SEO if they come from shady, irrelevant, or penalized websites.

   Always run a quality check on potential backlink sources before reaching out or replicating them. Tools like Semrush’s Toxic Score or Ahrefs’ Domain Rating can help you filter out the bad ones.

   Google’s algorithm is innovative and getting smarter. Associating your site with low-quality backlinks can lead to manual penalties or long-term trust issues.

3. Look Beyond Homepages

   A lot of link-building efforts default to the homepage, but the real opportunity often lies deeper. Many of your competitors’ backlinks will point to specific blog posts, tools, or resource pages.

   These types of content are often more linkable because they provide tangible value.

   So when analyzing backlinks, pay close attention to the target URLs. Which content is earning links, and can you create something even better?

4. Keep Your Outreach Human

   One of the most common mistakes in backlink building is relying on automated outreach. If you’re using templates with no personalization or context, you’re going to get ignored.

   Instead, take the time to:

   • Mention why you’re reaching out
   • Show that you’ve actually read their content
   • Explain how your resource adds value

   Authentic outreach leads to higher response rates and better long-term relationships.

5. Refresh Your Backlink Analysis Regularly

   Competitor landscapes shift quickly. A site that wasn’t ranking three months ago might be dominating now, and picking up fresh backlinks along the way. Make backlink analysis a routine part of your SEO process, not a one-time task.

When you combine that mindset with the right tools and tactics, you’re setting yourself up for sustained SEO success.

Best Tools for Competitor Backlink Analysis (With Pros and Cons)

Backlink analysis is only as effective as the tools you use. Fortunately, there are several powerful platforms designed to make the process faster, smarter, and far more actionable.

Below are some of the best tools for competitor backlink analysis, along with a breakdown of their strengths and weaknesses.

1. Ahrefs

   Ahrefs is one of the most trusted names in the SEO world, and its backlink database is among the largest. The Site Explorer tool enables you to analyze a competitor’s backlink profile in depth.

   Pros:

   • Massive and frequently updated backlink database
   • “Link Intersect” tool shows sites linking to your competitors but not to you
   • Visual graphs and metrics for authority, traffic, and referring domains
   • Easy-to-export reports for deeper analysis

   Cons:

   • Pricey for beginners or small teams
   • Some advanced features require a learning curve

   Best for: Agencies, consultants, and in-house teams who want deep insight and scalability.

2. Semrush

   Semrush is a comprehensive SEO suite that excels not only in SEO but also in backlink tracking. It’s especially useful when paired with keyword and content analysis.

   Pros:

   • Intuitive “Backlink Gap” tool for quick comparison
   • Toxic Score feature for spotting risky backlinks
   • Integration with keyword and traffic analytics
   • Great all-in-one tool for SEO campaigns

   Cons:

   • UI can feel cluttered for new users
   • The Backlink index isn’t as deep as Ahrefs for some niches

   Best suited for: Marketers seeking an integrated SEO and backlink strategy platform.

3. Moz

   Moz offers a clean and user-friendly interface, along with its own proprietary metrics, such as Domain Authority and Spam Score.

   Pros:

   • Clear backlink insights and easy-to-understand metrics
   • Free tools with limited access for beginners
   • Good at highlighting linking domains and anchor text trends

   Cons:

   • Smaller backlink index compared to Ahrefs and SEMrush
   • Limited data on fresh or newly gained backlinks

   Best suited for: beginners, small businesses, or anyone seeking a simplified experience.

4. Ubersuggest

   A budget-friendly SEO tool created by Neil Patel, Ubersuggest offers solid backlink analysis capabilities for those just starting out.

   Pros:

   • Affordable pricing
   • Useful for quick backlink overviews
   • Great for individual bloggers or small businesses

   Cons:

   • Smaller backlink index
   • Limited deep-dive capabilities compared to premium tools

   Best for: Freelancers, solopreneurs, or early-stage websites on a budget.

5. Google Search Console

   Overview:
   While not a competitor analysis tool per se, GSC allows you to see who is linking to your site, which is crucial when comparing your backlink profile with others.

   Pros:

   • Completely free
   • An accurate source of inbound links to your site
   • Helps identify newly earned backlinks

   Cons:

   • No competitor backlink data
   • Limited filtering or sorting features

   Best for: Tracking your own backlink health and spotting fresh links.

Each tool has its strengths depending on your needs, budget, and level of expertise. If you’re serious about gaining a competitive edge through backlinks, tools like Ahrefs or Semrush offer the depth needed to outpace your rivals.

However, even free tools like Google Search Console have a role to play, especially in tracking your own progress over time.

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Competitor Backlink Analysis Template

A strong backlink strategy starts with a strong organization.

Once you have gathered data from your competitors and identified potential link opportunities, the next challenge is managing them all.

That’s where a simple, structured template can save you hours—and help you stay focused on high-impact actions.

Below is a layout you can replicate in Google Sheets or Excel.

It’s the same format we use at Nexa Growth to track competitor backlink opportunities during client audits and link-building campaigns.

Suggested Columns for Your Template

1. Referring Domain
   The domain that links to your competitor (e.g., exampleblog.com)
2. Linking Page URL
   The exact page on that domain where the backlink is placed
3. Target URL
   The page on your competitor’s site receiving the link
4. Anchor Text
   The clickable text used for the backlink
5. Domain Authority (DA or DR)
   The strength or authority score of the referring domain
6. Type of Link
   Dofollow, Nofollow, Sponsored, or UGC
7. Link Context
   Is it a blog mention, guest post, resource list, press coverage, or something else?
8. Action Needed
   Your next step—e.g., “Reach out with guest post pitch,” “Submit to the directory,” “Request inclusion”
9. Status
   Not started, In progress, Contacted, Acquired, Rejected
10. Notes
    Add any additional context, such as contact information or the type of content to offer.

Using a template like this allows you to work methodically. It ensures your outreach isn’t just a scattershot effort but a focused campaign that builds momentum over time.

Pro Tip: If you’re analyzing multiple competitors, color-code your rows by competitor source to facilitate comparison.This way, you can quickly spot which opportunities are coming from shared backlinks across your niche and prioritize them accordingly.

We recommend revisiting and updating your sheet on a monthly or quarterly basis. Backlink opportunities evolve, and staying organized means you’ll always be ready to act when new doors open.

Final Thoughts:

Competitor backlink analysis isn’t just another SEO tactic—it’s a mindset.

It’s about constantly learning from what’s already working in your industry and using that insight to build smarter, more effective strategies.

Rather than starting from scratch or relying on guesswork, you’re working with proven data.

You’re seeing which content formats attract links, which websites have the authority to move the needle, and where the real gaps lie between you and your competitors.

At Nexa Growth, we’ve used this exact approach to help clients recover from SEO disasters, scale ad campaigns, and dominate local and global rankings.

Whether it’s spotting high-value guest post opportunities, replacing broken competitor links, or creating better content that earns attention, the results speak for themselves.

Here’s the bottom line:

If your competitors are earning backlinks and outranking you, they’re doing something right. But that doesn’t mean they’ve won.

With the right tools, strategy, and a consistent execution plan, you can not only catch up, but leave them behind.

So, make backlink analysis a routine part of your SEO process. Schedule audits, document opportunities, and track your progress.

As search algorithms get more sophisticated, the websites that invest in authority and credibility will be the ones that rise to the top—and stay there.

Now that you have a complete framework, from strategy to tools to templates, it’s your move.

Dig into your competitors’ backlinks, pick your targets wisely, and start building a link profile that drives real, lasting results.

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