Backlink Analysis: How to Spy on Your Competitors’ Link Profiles
If SEO were a competitive sport, backlinks would be one of the top scoring plays and spying on your competitors’ backlink profiles is like getting a peek at their playbook.
Understanding who links to your competitors, why, and how, can provide a roadmap for your own link-building strategy. In this guide, we’ll show you how to perform a backlink analysis that exposes gaps, reveals opportunities, and helps you outrank the competition.
Why Backlink Analysis Matters
Backlinks remain one of the most influential Google ranking factors. When another site links to yours, it’s like a vote of confidence for your content.
But it’s not just about quantity—quality, relevance, and diversity matter too.
Analyzing competitor backlinks helps you:
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Discover high-authority sites linking to them.
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Identify link-building opportunities you’ve missed.
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Uncover low-quality links to avoid.
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Understand their content and PR strategies.
Tools You’ll Need
To analyze competitor backlink profiles effectively, use any of these popular SEO tools:
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Ahrefs
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SEMrush
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Moz Link Explorer
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Majestic
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Ubersuggest (budget-friendly)
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Google Search Console (for your own site)
Most offer free trials or limited free features if you’re just getting started.
Step-by-Step: How to Analyze a Competitor’s Backlink Profile
1. Identify Your Competitors
Before you can analyze backlinks, you need to know who you’re up against.
Start with a simple Google search using your target keywords. The top 5–10 sites ranking on Page 1 are your SEO competitors, even if they’re not your direct business rivals.
Look for:
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Niche blogs
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Industry publications
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Competing brands
2. Plug Them into a Backlink Tool
Let’s say you’re using Ahrefs:
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Go to Site Explorer
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Enter your competitor’s domain
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Click on “Backlinks” or “Referring Domains”
You’ll now see:
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Total number of backlinks
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Quality scores (DR/DA)
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Anchor texts
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Linking pages
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Link types (follow vs. nofollow)
Repeat this for several competitors to get a well-rounded picture.
3. Filter Out the Noise
Not all links are created equal. Use filters to remove:
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Nofollow links (optional, but useful)
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Low Domain Authority (DA) or Domain Rating (DR)
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Spammy or irrelevant websites
Focus on dofollow links from sites with DR 30+ in your industry or niche.
4. Analyze Referring Domains: Backlink Analysis
A single domain can link to your competitor many times, but what really matters is diverse referring domains.
Look for:
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Authority blogs or news sites
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Resource or directory listings
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Guest posts on niche-relevant sites
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Broken links on aged content
Make a list of domains that might also be open to linking to your content.
5. Inspect the Linking Content: Backlink Analysis
Study the content that earned backlinks. Ask:
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Is it a blog post, infographic, or video?
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Is it data-driven, educational, controversial, or evergreen?
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What makes it worth linking to?
This gives you insight into content formats and topics that attract links in your niche.
6. Spot Link Building Patterns: Backlink Analysis
Are your competitors:
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Guest posting frequently?
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Getting cited in roundups or expert interviews?
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Earning links from tools or templates?
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Ranking for statistics and original research?
Recognize these patterns so you can replicate or improve upon them in your own campaigns.
7. Find Broken Links for Outreach
Tools like Ahrefs or Broken Link Checker can help you find:
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Broken backlinks pointing to your competitors
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Opportunities to suggest your content as a replacement
This “broken link building” tactic is highly effective and relatively underused.
8. Track Anchor Text Distribution
Anchor text tells you what keywords competitors are targeting.
Review:
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Branded anchor text
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Exact-match or partial-match keywords
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Generic text (“click here,” etc.)
Too many exact-match anchors can be risky, but a healthy mix shows targeted keyword focus.
Tips for Actionable Takeaways
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Benchmark yourself: Compare your backlink profile side-by-side with top competitors.
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Identify the gaps: Where are they getting links that you’re not?
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Set priorities: Target high-authority, industry-relevant domains first.
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Reverse-engineer success: Use competitor tactics as inspiration—but always add unique value.
Build vs. Borrow: Use Their Strategy to Build Yours
Backlink analysis isn’t about copying—it’s about learning. By studying your competitors’ links, you get real-world data on what works in your niche.
✅ You’ll find link-worthy content ideas.
✅ You’ll uncover outreach targets.
✅ You’ll learn what not to do.
Final Thoughts on Backlink Analysis: How to Spy on Your Competitors’ Link Profiles
Spying on your competitors’ backlink profiles is like putting on night-vision goggles in the dark world of SEO. The more insight you gather, the smarter and more targeted your own strategy becomes.
