How to Analyze Competitor Backlinks and Boost Your SEO Strategy
Ever wonder how your competitors are ranking above you on Google despite offering the same services, maybe even better? Here’s a clue: backlinks. But not just any backlinks—the right ones from trusted, authoritative sources.
So, how do you figure out what backlinks your competitors have—and use that information to outrank them? That’s the big question: How to Do Competitor Backlink Analysis?
Stick around because we’re diving into the good stuff—strategies that most blogs gloss over, insider techniques, and how tools and services (like Click Typhoon’s Milton SEO service) can give you an edge.
What Are Backlinks and Why Should You Care?
Backlinks are like digital votes of confidence. When another website links to yours, it’s saying, “Hey, these folks know their stuff.” The more high-quality backlinks you have, the more authority your site builds in the eyes of Google—and that can seriously impact your search rankings.
Here’s why backlinks matter:
- Backlinks are one of Google’s top three ranking factors.
- Pages with more backlinks tend to rank higher in Google search results.
- 91% of all web pages never get organic traffic from Google, mostly because they have no backlinks.
But not all backlinks are created equal. That’s where competitor analysis comes in.
Why Competitor Backlink Analysis Is a Game-Changer
You don’t have to start from scratch. Your competitors have already done some of the legwork—let them be your blueprint.
By analyzing their backlinks, you can:
- Identify which websites are linking to them.
- Discover why they’re linking (guest posts, mentions, directories, etc.).
- Target similar sites for your outreach efforts.
- Uncover untapped opportunities they’ve missed.
It’s not about copying—it’s about reverse-engineering their success and finding your own lane.
Step-by-Step: How to Do Competitor Backlink Analysis
If you’re serious about ranking higher on Google, you need more than just great content—you need a strategic backlink game. Here’s how to break down your competitors’ backlink profiles and find golden opportunities for your own website.
1. Identify Your Top Competitors
Before you can reverse engineer someone else’s backlink profile, you need to know who you’re studying.
Here’s the trick:
Your real SEO competitors aren’t always the same companies you compete with in your neighborhood or industry network. They’re the businesses that show up when your potential customers are searching online.
How to identify them:
- Open an incognito window in your browser.
- Search for your primary keywords (e.g., “plumbing services in Milton”, “best roofers near me,” or “Milton bookkeeping experts”).
- Look at who ranks on the first page of Google—these are your SEO competitors, regardless of how big or small they are.
Also check:
- Google Maps listings
- Local service ads
- Directory sites (like Yelp or HomeStars)—if they dominate the results, they’re worth analyzing too.
Pro Tip: Use tools like Ahrefs’ “Competing Domains” or SEMrush’s “Organic Competitors” feature to automatically discover websites ranking for the same keywords as you.
2. Use the Right Tools
SEO tools give you access to the behind-the-scenes data that Google won’t show you directly.
Most guides recommend tools like:
- Ahrefs
- SEMrush
- Moz Pro
And they’re solid picks. But here’s what most blogs don’t tell you:
Don’t rely on just one tool:
Each one has a different crawler, so they may catch different backlinks. For example:
- Ahrefs might find backlinks that SEMrush missed.
- Moz may estimate a lower domain authority than Ahrefs.
Using multiple tools gives you a more complete picture of your competitors’ backlink strategies.
On a tight budget?
Try:
- Ubersuggest (Neil Patel) – Free for limited use, offers backlink data and SEO metrics.
- SEO SpyGlass (from SEO PowerSuite) – Desktop tool with a generous free plan.
- OpenLinkProfiler – A completely free tool with decent data for starter audits.
What to look for:
- Referring domains (not just backlinks) – This tells you how many unique websites are linking.
- Link authority – High-authority domains matter more than the total number.
- Link type – Is it a follow or nofollow? From a blog post or a directory?
Bonus Tip: Set up alerts for new backlinks with tools like Ahrefs Alerts or Google Alerts to watch competitors in real time.
3. Export the Backlink Data
Once you’ve gathered the backlink info from your preferred tools, export it into a spreadsheet (CSV or Excel). This helps you organize and manipulate the data for deeper insights.
Key columns to include:
- Referring domain name – The site linking to your competitor.
- Domain Rating / Authority – Tells you how powerful the referring domain is.
- Anchor text – The clickable words used in the backlink.
- URL of the linking page – Where the link is placed.
- Page title – Provides context on the linking content (e.g., guest blog, product review).
- Follow/Nofollow – Helps you filter for SEO-valuable links.
Start tagging and categorizing your data:
- Tag by link type (e.g., guest post, directory, forum).
- Sort by domain authority—high DA sites should be priority outreach targets.
- Flag links that seem spammy or low-quality so you can avoid them.
Pro Tip: Use conditional formatting in Excel or Google Sheets to highlight high-authority sites and keyword-rich anchor text.
4. Find Patterns and Link Types
This is where the real goldmine is—and where most people drop the ball.
Don’t just skim the backlink list. Dig into the “why” and “how” behind the links. Ask yourself:
What types of content are attracting the most backlinks?
- Are they long-form blog posts, how-to guides, or infographics?
- Are there backlinks to free tools, resource pages, or checklists?
If 50% of your competitor’s backlinks are going to their blog, you know that content marketing is a major part of their strategy.
What link acquisition strategies are they using?
- Are they guest posting on other industry sites?
- Are they listed on local directories or association websites?
- Do they have press mentions, interviews, or sponsor pages?
Are any link sources repeatable or scalable?
- For example, if they’re listed on “Top 10 HVAC Contractors in Ontario” blogs, reach out to get your business featured too.
- If they’re active on Quora or Reddit, jump into the same threads with valuable insights and link back to your content.
Are There Any High-Authority Sites Linking To Multiple Competitors?
That’s a hot lead. If a domain is linking to several businesses in your niche, it’s open to industry-specific content or partnerships. This is where Click Typhoon’s SEO service can help you create tailored outreach strategies that hit the mark.
Create a “Link Opportunity” score for each backlink by combining domain authority, anchor text relevance, and traffic potential. Prioritize links that check multiple boxes.
Advanced Tactics Most Websites Don’t Talk About
1. Find Link Gaps
Use Ahrefs’ Link Intersect tool or SEMrush’s Backlink Gap tool. These show you:
- Which sites link to your competitors but not you.
- Prioritize domains that link to multiple competitors—these are “industry-friendly” sites.
2. Analyze Link Velocity
Did your competitor’s backlinks spike during a product launch? Are they gaining links steadily over time? Tools like Majestic show link growth graphs that can reveal campaigns you missed.
3. Look at Lost Backlinks
Check which backlinks your competitors have lost—and why.
- Was the link removed?
- Did the page 404?
- Did they rebrand or change URLs?
Reach out to the site and replace your competitor’s link with yours.
4. Don’t Ignore “NoFollow” Links
Many people disregard NoFollow links. While they don’t pass “link juice,” they still drive referral traffic, build brand visibility, and sometimes still help with rankings (Google’s algorithm has evolved). Podcasts, press mentions, and major publications often use NoFollow links.
How Click Typhoon Helps with Competitor Backlink Strategy
Doing all of this manually takes time, and business owners are already wearing 17 hats a day. That’s where Click Typhoon steps in.
We specialize in helping businesses in Milton and beyond understand their SEO landscape—including deep-dive competitor backlink audits.
We don’t just tell you who’s linking to your competition—we develop a strategy to get you those links and more. Whether it’s content creation, digital PR, or local citation building, our Milton SEO team tailors the plan to fit your business goals and budget.
Quick Wins: Where to Start Today
Want to dip your toes in without a full-blown audit? Try these:
- Google Alerts: Set up alerts for your competitors’ brand names and see where they’re mentioned.
- Check their blog comments: Are they engaging on industry blogs? You can too.
- Social signals: See which of their content pieces are getting shared—and create better versions.
Also, look at unlinked brand mentions—times when people mentioned your company but didn’t link. Reach out and politely ask for a backlink.
Final Thoughts
Competitor backlink analysis is more than an SEO buzzword—it’s a powerful strategy that puts you in control. By learning what’s working for others and applying it smarter, you’re not just playing the SEO game—you’re winning it.
And the best part? You don’t have to do it alone.
If you’re ready to outshine your competitors and actually understand what’s driving their success, it’s time to make your move. Click Typhoon helps business owners in Milton craft custom SEO strategies built on real data—not guesses.
We’ll analyze your competitors, find untapped backlink opportunities, and turn your site into an authority. Let us handle the heavy lifting while you focus on growing your business. Reach out to Click Typhoon today and take your SEO to the next level.
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