By Hridoy Ahmed | Last updated: October 2026 | 8 min read
Short answer: Competitor backlink analysis means studying which sites link to the pages that outrank you, then deciding which of those links you can earn honestly. Find your real search competitors, export their referring domains, compare them with yours to spot a link gap, sort the links by type and quality, then build a short list of realistic targets. Copy the reason a link exists, not the link itself.
In this guide
- Why analyze competitor links
- 6 steps
- Link types and what to do with each
- Links to skip
- Tools you can use
- FAQ
Why analyze competitor links
Links are one of many signals that help pages rank. When several pages rank for your keyword, their link profiles show what it takes to compete and where the opportunities are. The goal is not to copy every link. The goal is to find realistic, relevant sources and learn why those sites linked.
This guide focuses on links. For a wider view of your rivals, read my guide on SEO competitor analysis.
6 steps
- Pick real search competitors. Search your main keywords and note the sites that rank. These may differ from your business competitors. Choose three to five.
- Look at pages, not only domains. Check which pages of each competitor earn the most links. A single guide, tool or study often holds most of the links.
- Export referring domains. Use a backlink tool to list the sites that link to those pages. Export the list for each competitor and for your own site.
- Run a link gap. Find domains that link to two or more competitors but not to you. A site that links to several rivals shows interest in your topic.
- Sort and score the links. Label each by type (see below), relevance to your topic and effort needed. Check a sample by hand. A metric score alone does not show quality. Read what makes a backlink high quality.
- Build a short target list. Pick the links you can earn with real work: a better resource, a useful guest article or an honest mention. Plan one action per target and track the results.
I do this research by hand for clients. See my link building and guest posting service.
Link types and what to do with each
| Link type | What it is | What to do |
|---|---|---|
| Editorial link | A writer cites a page inside an article | Create a resource worth citing and pitch it |
| Resource page | A page that lists helpful sites | Ask politely if your page fits |
| Guest post | A competitor wrote for a relevant site | Pitch your own idea. Do not copy theirs |
| Press or interview mention | A journalist quoted the competitor | Build real expertise and answer requests. See journalist requests |
| Local or industry listing | A directory or association page | Join if it is real, relevant and checked by humans |
| Broken link | A link to a dead page | Offer your page as a replacement. See broken link building |
| Unlinked mention | A site mentions a brand without a link | Ask for a link. See unlinked brand mentions |
Links to skip
- Paid links and link networks. Google treats links that exist to manipulate rankings as link spam.
- Comment, profile and forum links dropped for the link alone.
- Sites with no real readers, auto-generated pages or off-topic content.
- Links that a competitor got from a one-time event you cannot match.
- Anything that you would not want a human editor to see.
If you already have bad links, read when and when not to use the disavow tool.
Tools you can use
Several SEO platforms, including Ahrefs, Semrush, Moz and Majestic, report backlinks and offer link gap or competitor comparison features. Features and limits change by plan, so check the current options. Free tiers usually show limited data. Each tool has its own index, so numbers differ. Compare results inside one tool, and treat all link counts as estimates. For more choices, see my guide to SEO audit tools.
FAQ
What is competitor backlink analysis?
It is the study of which sites link to your competitors, so you can find realistic link opportunities for your own site.
What is a link gap?
A link gap is a list of sites that link to your competitors but not to you.
Should I copy all my competitors’ links?
No. Many of their links are low quality or impossible to copy. Pick relevant ones you can earn honestly.
How many competitors should I check?
Three to five search competitors give enough data without too much noise.
Can I do this without a paid tool?
You can start with free tool tiers and manual checks of the top results, but the data will be limited. Paid tools save time on larger sites.
Want a link plan based on real research? I analyze your competitors by hand and build links the safe way. See my link building and guest posting service.
About the author: Hridoy Ahmed is an SEO specialist and WordPress security expert based in Dhaka, Bangladesh. He has 8+ years of experience and works with clients worldwide.