How to Perform a Competitor Backlink Analysis in 6 Comprehensive Steps

Introduction
Backlinks are the bedrock of SEO authority: they act as “votes” from other websites, signaling to Google that your content is valuable and trustworthy. However, not all backlinks carry the same weight—links from high-authority, topically relevant sites are worth far more than hundreds of low-value directory or comment links. Conducting a thorough competitor backlink analysis helps you reverse-engineer proven link-building tactics, uncover untapped prospect pools, and refine your own outreach strategy. In this detailed walkthrough, we’ll cover:

1. Identifying the right competitors
2. Extracting and consolidating backlink data
3. Using link intersect to spot gaps
4. Analyzing link context and patterns
5. Prioritizing high-impact prospects
6. Executing a disciplined outreach campaign

By following these steps, you’ll transform raw backlink data into a targeted pipeline of high-value link opportunities—fueling sustainable SEO growth.

1. Define and Prioritize Your Competitors

Before you can analyze backlinks, you need to know whose profiles to examine. Not every top-ranking site is a true peer; choose competitors based on keyword overlap, audience, and business model.

A. Keyword-Based Identification

• Manual SERP Review
  1. Open an incognito browser window to avoid personalized results.
  2. Search your primary target keywords (e.g., “best email marketing tools”).
  3. Note the domains that consistently appear in positions 1–5 across multiple queries.
• SERP Feature Context
  If a competitor dominates featured snippets or People Also Ask boxes, include them even if their raw ranking position varies.

B. Tool-Driven Discovery

• Ahrefs
  • Navigate to Site Explorer → Organic Competitors for your domain.
  • Review the “Shared Keywords” metric: competitors with high overlap share your target audience.
• SEMrush
  • Go to Domain Overview → Organic Research → Competitors.
  • Examine the “Common Keywords” column to gauge relevance.

C. Relevance and Authority Filters

• Business Alignment
  Prioritize sites offering similar products or services to ensure link prospects are in your vertical.
• Authority Threshold
  Use a minimum Domain Rating (DR) or Domain Authority (DA)—for instance, DR ≥ 40—so you focus on established domains.
• Quantity vs. Quality
  Balance between direct competitors (high keyword overlap) and aspirational domains (high authority but lower overlap) to learn best practices.

2. Extract and Consolidate Backlink Data

Once you’ve selected 3–5 primary competitors, gather their backlink profiles into a single database for analysis.

A. Using Ahrefs Site Explorer

1. Enter Competitor Domain
   Go to Site Explorer → Overview, drop in their domain (root or subdomain).
2. Navigate to Backlinks Report
   Under Backlinks, click “Export” and choose “All” to download a full CSV of every referring URL, anchor text, link type, and first/last seen dates.
3. Key Columns to Export
   • Referring Domain
   • Referring Page URL
   • Anchor Text
   • Type (dofollow/nofollow)
   • DR (Domain Rating of the referring domain)

B. Using SEMrush Backlink Analytics

1. Enter Competitor in Backlink Analytics
2. Export Referring Domains
   Grab the list of referring domains, Authority Scores, and number of backlinks per domain.

C. Consolidation Process

1. Import All CSVs into a master spreadsheet (Google Sheets or Excel).
2. Normalize Columns so each export aligns on headers for Domain, URL, Anchor, Authority, Link Type.
3. Deduplicate Referring Domains across competitors to reveal the unique universe of prospects.

D. Enrich with Metrics

• Add Domain Metrics: Use Ahrefs API or SEMrush Bulk Analysis to append DR/DA and organic traffic estimates to each domain row.
• Spam Score: Optionally, pull Moz’s Spam Scores to flag risky sites (Spam Score ≥ 6).

3. Perform a Link Intersect to Spot Gaps

Link Intersect directly highlights links your competitors have that you don’t—your most urgent outreach targets.

A. Ahrefs Link Intersect

1. In Site Explorer, click Link Intersect.
2. Enter Your Domain plus your competitor domains (e.g., You + Competitor A + Competitor B).
3. Generate the Report: Ahrefs lists all domains linking to at least one competitor and not to you.

B. Filtering for Quality

• Domain Rating Filter: DR ≥ 30 to focus on impactful links.
• Traffic Filter: Referring domain organic traffic ≥ 500 visitors/month.
• Link Type: Prioritize dofollow links, but don’t ignore nofollow entirely—some convert to dofollow later.

C. Segment by Link Frequency

• Multi-Competitor Links: Domains linking to two or more competitors indicate higher likelihood to link to you if you pitch correctly.
• Single-Competitor Links: Still valuable if the site’s authority is strong and the content context aligns.

4. Analyze Link Context and Patterns

Knowing which domains link to your competitors is just the start—you need to understand why those links exist to replicate or improve on them.

A. Categorize Link Types

• Editorial Mentions: Natural mentions in articles or blog posts.
• Guest Posts: Contributed articles where the author includes a resource link.
• Resource Pages: Lists such as “Top 10 Tools,” “Industry Resources,” or curated link directories.
• Footer/Sidebar Credits: Often low-value but useful to note for branding agencies or development credits.

B. Extract Content Themes

1. Pivot by Anchor Text
   Sort anchors to see which keywords attract the most connections (e.g., “SEO audit checklist,” “best email tools”).
2. Group by Content Format
   Identify if competitors earn more links via long-form guides, infographics, case studies, or tools.

C. Broken Link Building

1. Filter for 404 Links
   In Ahrefs, apply the “Broken” filter on a competitor’s high-link page to list dead outbound links.
2. Compile Replacement Prospects
   Export the URLs, then audit those pages to confirm replacement viability.
3. Pitch Your Updated Content
   Contact the webmaster with a friendly note: “I noticed your resource page includes a broken link to [X]. I’ve recently published an updated guide on [Topic]—could it replace the old link?”

5. Prioritize High-Impact Prospects

With a master list annotated by context and metrics, narrow your focus to the best opportunities.

A. Authority & Traffic

• Sort by DR/DA descending to tackle the highest-authority domains first.
• Traffic Estimate: Prioritize domains sending at least 1,000 organic visits/month for broader exposure.

B. Topical Relevance

• Manual Review: Visit each prospect homepage or linking page to ensure content aligns with your niche.
• Majestic’s Topical Trust Flow: Use the “Computers/Internet” or “Business/Marketing” flow category to filter for thematic fit.

C. Link Viability

• Check 404 Status: Confirm the linking page still exists and hasn’t been removed or redirected.
• Spam Score Audit: Exclude domains with high spam indicators to avoid penalties.

6. Execute a Structured Outreach Campaign

Having identified, qualified, and prioritized your link prospects, turn your analysis into effective outreach.

A. Contact Discovery

• Hunter.io: Input each domain to find verified email addresses.
• LinkedIn or Twitter: For individual bloggers or editors, use social profiles when emails are unavailable.
• On-Page Contact Forms: Crawl /contact or /about pages to find submission forms as a fallback.

B. Crafting Personalized Pitches

1. Reference Their Existing Links “Hi [Name], I saw you linked to [Competitor’s Resource] in your post on [Topic]. I’ve put together an updated guide that includes [Unique Data/Angle]—would you consider adding it as well?”
2. Highlight Unique Value
   • Data-driven insights, interactive tools, expert quotes, or fresh case studies.
3. Keep It Concise
   • One or two sentences on why your resource is relevant and improves upon the existing link.

C. Multi-Touch Sequences

• Initial Email: Brief intro + value proposition.
• Follow-Up 1 (4–5 days later): Polite reminder + additional benefit or testimonial.
• Follow-Up 2 (7 days later): Final note—offer to answer questions or help integrate the link.

D. Tracking and Iteration

• Use a CRM or Outreach Tool (NinjaOutreach, Mailshake) to log opens, clicks, and replies.
• A/B Test Subject Lines and Templates to optimize open and response rates.
• Weekly Review: Assess which templates performed best and update your approach accordingly.

Conclusion

Competitor backlink analysis is a data-driven, multi-phase process that goes far beyond a simple link dump. By carefully defining your competitors, extracting and intersecting backlink data, analyzing link context, prioritizing high-impact prospects, and executing personalized outreach, you’ll build a scalable, repeatable link-building engine. Over time, these efforts not only help you replicate your competitors’ successes but also uncover unique opportunities that set your site apart—fueling sustainable SEO growth and long-term authority.