If a competitor consistently outranks you, their backlink profile is one of the best places to look for answers. It shows which sites trust them, which of their pages attract links, and which tactics are actually working in your market. Instead of guessing where to look for links, you can start with sites that have already shown they link to businesses like yours.
A competitor backlink analysis is not about copying every link a rival has. Some of their links will be irrelevant, some will be paid, and some will be impossible to replicate. The goal is to spot patterns and opportunities you can pursue in your own, legitimate way.
This guide shows you how to identify your real search competitors, which tools to use (including free options), what to look for, and how to turn the findings into a prioritised list of link opportunities.
Key Takeaways
- Analyse your search competitors – the sites ranking for your target keywords – not just your business rivals.
- Focus on referring domains, top-linked pages, anchor text and link types rather than raw link counts.
- A "link gap" (sites linking to several competitors but not to you) is your warmest prospect list.
- Do not try to replicate paid or spammy links; buying links that pass ranking credit violates Google's spam policies.
- Turn findings into specific actions: content to create, sites to pitch and broken pages to replace.
Why competitor backlinks matter
Links are one of the signals Google uses to discover and evaluate pages. Google's documentation describes systems that "understand how pages link to each other" and confirms that PageRank remains part of its core ranking systems (Google ranking systems guide). Studies of search results have repeatedly found that top-ranking pages tend to have more referring domains; Backlinko's analysis of 11.8 million results found the number one result had 3x more referring domains than positions 2–10 (Backlinko). That is correlation, not proof, but it explains why understanding competitors' links helps you set realistic goals.
New to the subject? Start with our explainer on what backlinks are, and see our wider guide to SEO competitive analysis for content and keyword comparisons.
Step 1: Identify your real search competitors
Your search competitors are whoever ranks for the keywords you want, which may include publishers, directories and marketplaces as well as direct rivals.
- List 10–20 of your most important keywords (our keyword research guide can help).
- Search for each one and note the domains that appear repeatedly on page one.
- Use an SEO tool's "competitors" report for your domain to confirm the overlap.
- Choose three to five competitors that are similar in type to your site – a local plumber gains little from analysing a national newspaper.
Step 2: Choose your tools
| Tool | What it shows | Cost |
|---|---|---|
| Google Search Console – Links report | A sample of your own backlinks, top linking sites and top linking text | Free (your site only) |
| Bing Webmaster Tools – Backlinks | Backlinks for your site, plus a comparison with other sites without needing to verify them | Free |
| Semrush (Backlinks, Backlink Gap) | Competitor backlinks and a comparison with up to four competitors | Paid, limited free use |
| Ahrefs (Site Explorer, Link Intersect) | Competitor backlinks, best-linked pages, link intersect | Paid, limited free tools |
| Moz Link Explorer | Competitor backlinks and link metrics | Paid, limited free use |
Google's Links report is useful but limited: it shows "a sample of internal and external links" for your own property only, so it cannot be used to see competitors' links (Search Console Help). Bing is the notable free exception. As Search Engine Land reported when the feature launched:
“You do not need to have the site verified to see the site's link profile.”
— Search Engine Land, Bing Webmaster Tools now gives you competitive link data
Every third-party tool has its own crawler and database, so link counts differ between tools. Use one tool consistently for comparisons.
Step 3: Analyse the right metrics
| What to look at | Question to ask | Why it matters |
|---|---|---|
| Referring domains (over time) | How many unique sites link to them, and is that growing? | A better guide to link strength than total links |
| Top-linked pages | Which of their pages attract the most links? | Reveals content formats that earn links |
| Link types | Editorial, resource, directory, guest post, sponsored? | Shows which tactics they rely on |
| Anchor text | Branded and natural, or keyword-heavy? | Heavy exact-match anchors may indicate built links |
| Linking site relevance | Are links from their industry or unrelated sites? | Relevant sites are your best prospects |
| New and lost links | What have they won or lost recently? | Shows current campaigns and broken pages |
Step 4: Find your link gap
A link gap (also called link intersect) analysis lists domains that link to one or more competitors but not to you. Sites that link to several of your competitors are especially promising: they clearly cover your topic and are open to linking out.
- Enter your domain and three to four competitors into a link gap tool.
- Filter for domains linking to at least two competitors.
- Remove irrelevant, spammy or link-selling sites.
- Open each remaining linking page and note why it links: a resource list, a news story, a review, an expert quote, a directory.
- Group prospects by the reason they link, because each group needs a different approach.
Step 5: Turn insights into action
Each pattern you find points to a tactic:
- Their top-linked pages are guides or data studies – create a more useful, more current version and promote it to the sites linking to the original.
- They earn links from news coverage – use digital PR and expert commentary.
- Some of their linked pages are now dead – offer your page as a replacement through broken link building.
- They are listed in industry directories and associations – join the relevant ones that you qualify for. Local businesses should also review local citations.
- They have links from partners and suppliers – ask your own partners for the same.
- Their links look paid or built in networks – do not copy them. Google's spam policies treat buying links for ranking as link spam, and those links may be discounted or attract a manual action.
For a full menu of tactics, see our guide to link building strategies.
Common mistakes
- Analysing the wrong competitors. Compare yourself with sites that rank for your keywords and are similar in type.
- Counting links instead of domains. One sitewide footer link can produce thousands of "backlinks" from a single site.
- Copying spam. A competitor getting away with paid links today is not a strategy you should copy.
- Ignoring relevance. Prioritise sites that your customers actually read.
- No follow-through. An analysis without an outreach plan changes nothing.
- Mixing data sources. Comparing numbers from different tools produces misleading conclusions.
Related Guides
- What Are Backlinks? How They Work and How to Get Them in 2026
- Link Building Strategies That Work in 2026
- Broken Link Building: A Step-by-Step Guide
- How to Do Keyword Research in 2026: A Complete Guide
Frequently Asked Questions
How do I see a competitor's backlinks for free?
Bing Webmaster Tools lets you view and compare backlinks for other sites without verifying them. Most paid tools such as Semrush, Ahrefs and Moz also offer limited free checks.
Can Google Search Console show competitor backlinks?
No. The Links report only shows a sample of links for properties you have verified.
How many competitors should I analyse?
Three to five search competitors that are similar to your site is usually enough to see clear patterns without drowning in data.
What is a backlink gap?
It is the set of websites that link to your competitors but not to you. Sites linking to several competitors are usually the most relevant prospects.
How often should I run a competitor backlink analysis?
A full analysis once or twice a year is sensible, with lighter monthly checks of competitors' new and lost links to spot new campaigns.
Conclusion
A competitor backlink analysis turns link building from guesswork into a plan. Identify the sites that really compete with you in search, study what earns them links, find your link gap and pursue the legitimate opportunities. If you want a ready-made prospect list and an outreach team to act on it, explore our SEO services or enterprise SEO for larger sites, and get a free quote.
References
- Google Search Central – A guide to Google Search ranking systems
- Google Search Console Help – Links report
- Google Search Central – Spam policies for Google web search
- Search Engine Land – Bing Webmaster Tools now gives you competitive link data
- Backlinko – We Analyzed 11.8 Million Google Search Results
- Semrush – How to Find Competitor Backlinks (+ Get Them for Your Site)
