In SEO, backlinks (those clickable links from other websites pointing to yours) act like votes of confidence – the more high-quality links you have, the more search engines are likely to trust you.
Naturally, it makes sense to build as many (quality) links as possible, but with so many different ways to get links, it can be hard to know where to start. That’s where a competitor backlink analysis comes in. It’s basically a sneaky little peek at who’s linking to your competitors’ sites and why, giving you ideas and opportunities to strengthen your own link-building strategy.
Low-hanging fruit
One big benefit of doing a competitor backlink analysis is that it helps you uncover link opportunities that you might never have found on your own. Instead of starting from scratch, you can see exactly which websites already think your competitors’ content is worth linking to – and, if they found value in your competitors, there’s a good chance they’ll be open to linking to you too (especially if you can offer something fresher, more detailed, or more helpful).
Even if this doesn’t catapult you far beyond your competitors right away, it’s still a solid, belt-and-braces approach to link building that makes sure you’re covering the essentials.
Time-saving strategy
Competitor backlink analysis is a real time-saver because it takes so much of the guesswork out of link building. Instead of spending hours reaching out to websites that may never accept guest posts, or worse, publishing content only to find out they won’t give you credit (boo hiss) or a backlink, you’re working from a proven list.
You already know these sites are willing to link – because they’ve linked to your competitors – so your chances of success are instantly higher. That means less wasted effort chasing dead ends and more focus on building relationships with sites that actually make a difference to your domain authority and referral traffic.
A window into competitor strategy
A competitor backlink analysis doesn’t just reveal where your rivals are getting links – it also gives you a window into their broader SEO strategy. By looking at the content that’s attracting backlinks, you can spot the topics they’re prioritising, which hints at what’s resonating with their audience (and search engines).
You’ll also notice the types of sites they’re targeting – whether that’s industry blogs, news outlets, or niche directories – which shows you where they believe their ideal customers are hanging out.
On top of that, you can see where they’re building deep links (to specific product pages, resources, or blogs) and which sites allow it, giving you insight into how they’re trying to push authority to key areas of their site. Altogether, this kind of analysis lets you reverse-engineer their SEO playbook and use it to sharpen your own strategy.
Identifying content gaps
Another great benefit of competitor backlink analysis is that it helps you spot content gaps and opportunities. When you review the types of pages your competitors are earning links to – like guides, research reports, tools, or case studies – you can quickly see what’s working for them and compare it to what you’ve already got. If they’re getting loads of backlinks to a resource you don’t have, that’s a clear signal you could create something similar (but better) to attract those same kinds of links. It’s like getting a shortcut to understanding what the market actually values, so you can focus your content creation on assets that are more likely to earn attention and backlinks.
Broadening your inner circle
Competitor backlink analysis isn’t just about spotting places to grab a quick link – it can also open the door to discovering new thought leaders, influencers, and potential partners in your industry. When you see which sites are linking to your competitors, you’re not only finding link-building opportunities, but also identifying the people and businesses those sites trust and amplify. In other words, don’t just focus on the competitor content that’s already there – use those backlinks as a window into a bigger network of voices and platforms that can help grow your visibility and authority in the right circles.
I could go on with plenty more benefits, but you’ve probably got the gist by now: competitor backlink analysis is a seriously worthwhile activity.
It might not be the sexiest part of SEO, but it’s one of those fundamentals that often gets overlooked after the initial kick-off between a client and agency. The truth is, competitors evolve, link opportunities come and go, and the backlink landscape shifts. That’s why repeating this process regularly is so valuable – it keeps your strategy fresh and ensures you’re not missing out on opportunities hiding in plain sight.
And remember, it’s not just about building a quick hit-list of sites for easy wins. When done thoughtfully, competitor backlink analysis can uncover new content ideas, highlight industry influencers worth connecting with, and give you a steady stream of insights that strengthen your SEO over the long term.
So, whether you’re tackling it in-house or working with an agency, make sure it’s not a box you tick once and forget – it should be a core part of your ongoing SEO toolkit.