Here is a simple trick: before you build a single link, look at who already links to the pages that outrank you. Those sites have shown that they accept links in your niche, and you can see many of them for free. Below is how to do it step by step.
Why Look at Competitor Backlinks?
- You learn which websites link to businesses like yours.
- You find link types that work in your niche, such as guest posts, resource pages or directories.
- You save time, because you start with sites that already link to similar content.
- You see gaps, meaning sites that link to your competitors but not to you.
Step 1: Choose the Right Competitors
Do not only pick the biggest brand. Search your main keywords on Google and note the websites that rank on page one. Those are your real search competitors, even if they are not your business competitors.
Step 2: Use a Free Backlink Checker
Several well known SEO tools offer a free backlink checker or a free account with limited results. They usually show a sample of the strongest backlinks and the top linking pages for any domain. The limits change over time, so check what each tool currently gives you. The free view is often enough to spot patterns.
Step 3: Check Your Own Links in Google Search Console
Google Search Console has a Links report for your own site. It shows your top linking sites and top linked pages. It does not show competitors, but it is the most reliable record of what Google knows about your links, so compare it with what you see in other tools.
Step 4: Read the Results the Right Way
Do not just count links. Look at these points:
- Referring domains. Ten links from ten websites usually matter more than a hundred links from one.
- Relevance. Does the linking site cover your topic?
- Link location. A link inside an article is stronger than one in a footer or a sidebar.
- Link type. Is it a guest post, a mention in a news article, a directory or a forum comment?
- Anchor text. See how the competitor is described, but do not copy anchors blindly.
Step 5: Build a Target List
Put the best sites in a simple sheet and sort them by how hard they are to win:
- Easy. Relevant directories and business listings.
- Medium. Guest posts and expert quotes on sites that accept contributors.
- Hard. Editorial mentions, reviews and resource pages that need a strong asset.
Step 6: Make Something Worth Linking To
Most good links go to useful pages. If your competitor earned links with a guide, a tool or a data page, do not copy it. Make a clearer, more complete or more up to date version. Strong content makes outreach far easier.
Mistakes to Avoid
- Copying every link, including spammy ones. A competitor may have bad links that you should not repeat.
- Focusing only on high authority numbers and ignoring relevance.
- Sending the same template email to every site.
- Expecting results in days. Links take time to be found and to influence rankings.
A Simple Link Gap Example
Imagine you run a plumbing company in Manchester. You check three competitors that rank above you and notice that two of them are listed on the same local business guide and were both mentioned in the same regional news article. You are not on either. That is a link gap, and it is also a ready made to-do list: ask the guide to add you, and give the journalist a reason to include you next time.
The same idea works in any niche. You do not need to find new ideas from scratch. You only need to find the places where your competitors are present and you are not.
How Many Backlinks Do You Need?
There is no magic number. The right amount depends on how strong the pages that outrank you are. A practical way to decide is to compare the number of referring domains for the top three pages for your keyword with your own page. If they have many more, you have a gap to close. If they have a similar number, content quality and on-page work may matter more than extra links.
Remember that a few relevant links often help more than many weak ones. Aim for steady progress month after month instead of a big push followed by nothing.
How Often Should You Check Competitor Links?
Once a month is enough for most sites. Look for new links your competitors gained, new sites that started linking to them, and any content that suddenly attracted many links. Add the good ones to your target list and move on.
Competitor Backlink Questions
Can I see all of my competitor’s backlinks for free?
Usually not all of them. Free tools show a limited sample, often the strongest links. That is enough to spot patterns, and you can upgrade later if you need a deeper view.
Is it legal to look at competitor backlinks?
Yes. Backlinks are public. Anyone can see which websites link to a page, and checking them is a normal part of SEO research.
Should I copy every link my competitor has?
No. Some of their links may be low quality or even harmful. Copy the ideas that make sense for your business, and skip anything spammy.
How long until new links help my rankings?
It varies. Links need to be found and counted, and rankings also depend on content and competition. Expect weeks to months, not days.
Turn Your Research Into a Monthly Routine
Competitor research is most useful when it becomes a habit and not a one-time project. Keep one simple sheet with the linking site, the competitor it links to, the link type and the status of your outreach. Every month, add the new finds, send a small batch of personal messages and record the replies. After three or four months you will have a clear picture of which types of sites respond to you, and you can spend your time on those. Keep notes on what you offered each site, because a useful idea that worked once will often work again with a similar website.
Need Someone to Do This for You?
A competitor link gap analysis is part of how we plan every campaign. Read about our SEO services or our link building service, or contact us and we will review your site and your competitors.