Competitor Backlinks: How to Find & Win Links

If you want faster, higher-ROI SEO moves, stop guessing and start copying what already works. Competitor backlink analysis gives you a shortcut: find the sites that send authority and traffic to rivals, then craft a plan to get some of those links for yourself. In this guide you’ll learn a practical, repeatable process tools to use, what to look for, and outreach tactics that actually convert.

Why competitor backlinks matter

Backlinks remain a major off-page signal for search engines. The number of referring domains that point to a page correlates strongly with rankings, and most pages have few or no backlinks so finding and capturing the right links is hugely leverageable.

That said, quality beats quantity. Modern engines evaluate relevance, context, and link diversity more than raw volume. Google engineers have warned against over-focusing on links at the expense of making your site better. Balance is the key.

The 6-step competitor-backlink workflow

1. Pick the right competitors.
2. Gather their backlinks (tools + free methods).
3. Filter for quality & relevance.
4. Prioritize opportunities.
5. Create content/assets to earn those links.
6. Outreach, follow-up, and monitor.

I’ll walk through each step with examples and quick templates so you can get started today.

1) Pick the right competitors (domain & page level)

Not every site that ranks for the same keyword is your “true” competitor. Use two lenses:

• SERP competitors — pages that rank for the target keyword (page-level rivalry).
• Business competitors — brands or sites selling the same product/service (domain-level rivalry).

Example: you sell a productivity app. A template roundup that ranks for “best productivity apps” is a page-level competitor. A review site that often links out to SaaS tools is a domain-level competitor worth tracking.

Pro tip: build a small competitor list (3–8 domains) and include the exact URL(s) for the pages you want to outrank.

2) Gather backlinks: paid & free methods

Paid tools give depth and convenience; free methods can still surface quick wins.

Paid options (fast, reliable):

• Ahrefs Site Explorer — industry standard for backlink and competitor intelligence. Use it to export referring domains, referring pages, anchor text, and traffic estimates.
• SEMrush, Majestic, Moz Link Explorer — similar workflows; pick what fits your budget.

Free and built-in options (good first pass):

• Bing Webmaster Tools — Backlinks: lets you compare backlinks for up to two other sites and see referring domains and pages. Very handy for a free competitor check.
• Manual checks: search site:example.com "keyword" or look at a competitor’s resource pages, PR mentions, and industry roundups.

Example workflow:

1. In Ahrefs: paste competitor URL → Backlinks → Export CSV.
2. Columns to pay attention to: referring_domain, referring_page, anchor_text, DR/Domain Rating, traffic_estimate.

3) Filter for quality & intent

Not all links are worth chasing. Filter exported backlinks by:

• Domain authority / DR (higher is better).
• Relevance — is the referring site topically related?
• Traffic estimate — does that referring page actually drive visits?
• Anchor text & link type — editorial links > footer/sidebar.
• Link health — is the referring page live or returning 404? (Broken links are outreach gold.)

Quick filter checklist:

• Remove low-quality directories and spammy sites.
• Prioritize editorial links from niche blogs, news sites, and resource pages.
• Flag “linkable” content templates (roundups, statistics pages, how-tos).

4) Prioritize opportunities (score them)

Create a simple scoring system (0–10) to rank opportunities. Example factors and weights:

• Referring domain authority (0–4)
• Relevance to your niche (0–3)
• Traffic potential (0–2)
• Ease of outreach (0–1)

Sort by score and pick the top 20 links to pursue this month. That gives a focused outreach list and avoids spreading your team too thin.

5) Build link-worthy assets (don’t just beg)

You’ll convert far more if you offer value. Match the backlink type to the ask:

• Roundups & “best of” lists → create a standout case study or comparison that’s easier to link than the competitor’s.
• Resource pages / link lists → build an evergreen guide or tools page that deserves inclusion.
• Broken link replacements → create a close replacement for the dead resource and pitch it.
• Data/Original research → publish concise, citable data (quick polls, proprietary stats, industry benchmarks).

Case in point: competitor has a “Top 50 X tools” post that you want to be in. Instead of asking “link to us,” create a short comparison chart or downloadable cheat sheet that editors can embed. Make inclusion easier than the effort of sourcing a new tool.

6) Outreach that works (templates & cadence)

Outreach is a numbers game — but quality messages convert better than generic ones.

Short outreach template (for a resource inclusion):
Subject: quick suggestion for your “[Resource page title]”

Hi [Name],

Love your resource on [page title]. I noticed you link to [competitor-resource] — great pick.

We recently published a concise [type: guide/chart/cheat-sheet] that covers [benefit]. It’s short, citable, and includes a ready-to-embed table you or your readers might find useful: [link]

If you think it fits, happy to send an embed code or a quick screenshot.

Thanks for the useful resource keep it up!
[Your name] — [role], [company]

Cadence: send initial outreach → 4–6 days follow-up → final follow-up after two weeks. Personalize two lines per outreach (why it matters to them).

Final thoughts

Competitor backlink analysis is one of the highest-ROI SEO plays you can run. It’s practical, repeatable, and scalable — especially when you pair good tools with thoughtful outreach and link-worthy content. Start small: pick 3 competitors, export backlinks, and run one outreach sprint this month. You’ll be surprised how quickly a few well-placed editorial links can move the needle.

FAQ

Is copying competitor backlinks “blackhat”?
No — you’re simply identifying legitimate editorial links and trying to earn the same types of placements. Avoid buying or spammy schemes; focus on earned, editorial links.

What’s the cheapest way to start?
Use Bing Webmaster Tools to get a quick picture, then do manual outreach for broken links and roundups. It’s a proven low-cost path.

How many links do I need to outrank a competitor?
A: There’s no magic number. Focus on link quality, relevance, and the on-page experience. Backlink counts help, but relevance and content quality are often the tie-breakers.

Which tool is best?
Ahrefs is excellent for backlink analysis and exports. If budget’s tight, pair Bing Webmaster with manual checks.