Competitor backlink analysis reveals the link opportunities you are missing. By systematically analysing where competitors get their links, you can identify high-probability targets and replicate their success.
This template provides the complete framework for identifying, scoring, and prioritising competitor link gaps.
Analysis Framework Overview
Step 1: Competitor Selection
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Step 2: Data Collection
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Step 3: Gap Identification
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Step 4: Opportunity Scoring
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Step 5: Strategy Mapping
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Step 6: Outreach Prioritisation
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Step 7: Progress Tracking
Step 1: Competitor Selection
Competitor Identification Criteria
Select 3-5 competitors based on:
| Criterion | Why It Matters |
|---|---|
| Rank for your target keywords | Similar SEO goals |
| Similar domain authority range | Achievable link targets |
| Same industry/niche | Relevant link opportunities |
| Comparable business model | Similar content types |
Competitor Selection Template
| # | Competitor | Domain | DA | Main Keywords | Why Selected |
|---|---|---|---|---|---|
| 1 | |||||
| 2 | |||||
| 3 | |||||
| 4 | |||||
| 5 |
Competitor Profile Summary
For each competitor, document:
Competitor 1: [Name]
| Attribute | Value |
|---|---|
| Domain | |
| Domain Authority | |
| Total Referring Domains | |
| Total Backlinks | |
| Primary Topics | |
| Link Building Strengths | |
| Notable Link Sources |
(Repeat for each competitor)
Step 2: Data Collection
Export Requirements
From your backlink analysis tool, export:
| Export | Your Site | Comp 1 | Comp 2 | Comp 3 | Comp 4 | Comp 5 |
|---|---|---|---|---|---|---|
| Referring Domains | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] |
| All Backlinks | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] |
| Anchor Text Report | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] |
Data Fields to Include
Ensure each export contains:
- Source domain
- Source URL (for backlink exports)
- Target URL
- Domain Rating/Authority
- Anchor text
- Link type (dofollow/nofollow)
- First seen date
Master Database Setup
Create a consolidated spreadsheet with these columns:
| Column | Field | Description |
|---|---|---|
| A | Referring Domain | The linking domain |
| B | DA/DR | Domain authority score |
| C | Links to You | Yes/No |
| D | Links to Comp 1 | Yes/No |
| E | Links to Comp 2 | Yes/No |
| F | Links to Comp 3 | Yes/No |
| G | Links to Comp 4 | Yes/No |
| H | Links to Comp 5 | Yes/No |
| I | Competitor Count | How many competitors have this link |
| J | Gap Status | Gap / Match / You Only |
| K | Traffic | Estimated monthly visitors |
| L | Relevance | Score 1-5 |
| M | Opportunity Type | Guest post, resource, etc. |
| N | Priority Score | Calculated field |
Step 3: Gap Identification
Gap Classification
Formula for Competitor Count (Column I):
=COUNTIF(D2:H2,"Yes")
Formula for Gap Status (Column J):
=IF(AND(C2="No",I2>0),"Gap",IF(AND(C2="Yes",I2=0),"You Only","Match"))
Gap Summary Analysis
| Metric | Formula | Your Count |
|---|---|---|
| Total unique referring domains (all sites) | Count distinct domains | |
| Domains linking to you | COUNTIF(C:C,"Yes") | |
| Domains linking to any competitor | COUNTIF(I:I,">0") | |
| Gap domains | COUNTIFS(C:C,"No",I:I,">0") | |
| Gap percentage | Gaps / Total competitors' domains |
Gap Distribution
| Gap Type | Description | Count | % of Total Gaps |
|---|---|---|---|
| All competitors | Links to every competitor, not you | ||
| 3+ competitors | Links to majority of competitors | ||
| 2 competitors | Links to some competitors | ||
| 1 competitor only | Unique to one competitor |
Competitor-Specific Gaps
| Competitor | Their Referring Domains | Shared with You | Gap Count | Gap % |
|---|---|---|---|---|
| Competitor 1 | ||||
| Competitor 2 | ||||
| Competitor 3 | ||||
| Competitor 4 | ||||
| Competitor 5 |
Step 4: Opportunity Scoring
Scoring Criteria
Authority Score (0-30 points)
| DA Range | Points |
|---|---|
| 60+ | 30 |
| 50-59 | 25 |
| 40-49 | 20 |
| 30-39 | 15 |
| 20-29 | 10 |
| 10-19 | 5 |
| <10 | 0 |
Competitor Coverage Score (0-25 points)
| Links To | Points |
|---|---|
| All 5 competitors | 25 |
| 4 competitors | 20 |
| 3 competitors | 15 |
| 2 competitors | 10 |
| 1 competitor | 5 |
Relevance Score (0-25 points)
| Relevance Level | Points |
|---|---|
| Perfect fit (5) | 25 |
| Strong fit (4) | 20 |
| Good fit (3) | 15 |
| Moderate fit (2) | 10 |
| Weak fit (1) | 5 |
Accessibility Score (0-20 points)
| Opportunity Type | Points |
|---|---|
| Resource page (easy submission) | 20 |
| Guest post accepting site | 18 |
| Broken link opportunity | 15 |
| Directory listing | 12 |
| Editorial (harder to get) | 10 |
| Partnership required | 5 |
Total Priority Score
Priority Score = Authority + Competitor Coverage + Relevance + Accessibility
| Score Range | Priority | Action |
|---|---|---|
| 80-100 | Critical | Pursue immediately |
| 60-79 | High | Include in next campaign |
| 40-59 | Medium | Standard outreach queue |
| 20-39 | Low | Only if capacity allows |
| 0-19 | Skip | Not worth pursuing |
Step 5: Strategy Mapping
Opportunity Type Classification
Review each gap domain and classify by how competitors got the link:
| Category | Indicators | Your Strategy |
|---|---|---|
| Guest Posts | Author bio links, contributor pages | Pitch similar topics |
| Resource Pages | Listed in resource collection | Submit for inclusion |
| Editorial Mentions | In-article references | Create linkable content |
| Directories | Directory listings | Submit your site |
| Partnerships | Partner pages, sponsorships | Explore relationship |
| Digital PR | News coverage, press | Create newsworthy content |
| Content Features | Data citations, quotes | Create original research |
Strategy Summary
| Opportunity Type | Count | % of Gaps | Your Content Needed | Effort Level |
|---|---|---|---|---|
| Guest Post | Medium | |||
| Resource Page | Low | |||
| Editorial | High | |||
| Directory | Low | |||
| Partnership | High | |||
| Digital PR | High | |||
| Content Feature | Medium |
Content Gap Analysis
What content do competitors have that earns these links?
| Competitor | Top Linked Content | Content Type | Your Equivalent? |
|---|---|---|---|
| Comp 1 | Yes / No / Partial | ||
| Comp 2 | Yes / No / Partial | ||
| Comp 3 | Yes / No / Partial | ||
| Comp 4 | Yes / No / Partial | ||
| Comp 5 | Yes / No / Partial |
Content Creation Priorities
Based on gap analysis, prioritise creating:
| Content Priority | Topic | Competitors with Similar | Potential Link Sources |
|---|---|---|---|
| 1 | |||
| 2 | |||
| 3 |
Step 6: Outreach Prioritisation
Priority Outreach List
Top 20 gap opportunities to pursue first:
| Rank | Domain | DA | Competitors Linked | Type | Priority Score | Outreach Strategy |
|---|---|---|---|---|---|---|
| 1 | ||||||
| 2 | ||||||
| 3 | ||||||
| 4 | ||||||
| 5 | ||||||
| 6 | ||||||
| 7 | ||||||
| 8 | ||||||
| 9 | ||||||
| 10 | ||||||
| 11 | ||||||
| 12 | ||||||
| 13 | ||||||
| 14 | ||||||
| 15 | ||||||
| 16 | ||||||
| 17 | ||||||
| 18 | ||||||
| 19 | ||||||
| 20 |
Quick Wins List
Low-effort opportunities to tackle first:
| Domain | Opportunity Type | Effort | Expected Timeline |
|---|---|---|---|
| Directory submission | Low | 1 week | |
| Resource page | Low | 2 weeks | |
| Profile creation | Low | 1 week |
Campaign Batching
Group opportunities by strategy for efficient execution:
Batch 1: Directory Submissions
- [List domains]
- Estimated time: ___
- Expected completion: ___
Batch 2: Resource Page Outreach
- [List domains]
- Estimated time: ___
- Expected completion: ___
Batch 3: Guest Post Pitches
- [List domains]
- Estimated time: ___
- Expected completion: ___
Batch 4: Content-Dependent Opportunities
- [List domains]
- Content needed: ___
- Estimated time after content: ___
Step 7: Progress Tracking
Gap Closure Dashboard
| Metric | Start | Current | Change |
|---|---|---|---|
| Total gap domains | |||
| Critical priority gaps | |||
| High priority gaps | |||
| Links acquired from gaps | |||
| Gap closure rate |
Weekly Progress Log
| Week | Outreach Sent | Responses | Links Won | Gap Domains Closed |
|---|---|---|---|---|
| 1 | ||||
| 2 | ||||
| 3 | ||||
| 4 | ||||
| Month Total |
Competitor Parity Tracking
Track your progress toward matching competitor profiles:
| Competitor | Their RDs | Your RDs | Gap | Parity % |
|---|---|---|---|---|
| Competitor 1 | ||||
| Competitor 2 | ||||
| Competitor 3 | ||||
| Competitor 4 | ||||
| Competitor 5 |
Success by Strategy
| Strategy | Outreach Volume | Response Rate | Conversion Rate | Links Won |
|---|---|---|---|---|
| Guest Post | ||||
| Resource Page | ||||
| Directory | ||||
| Broken Link | ||||
| Editorial |
Analysis Tips
High-Value Patterns to Find
-
Sites linking to all competitors but not you
- Highest probability targets
- They clearly link to sites in your space
-
Consistent content types earning links
- If all competitors get links from guides, create guides
- If data studies earn links, create original research
-
Relationship-based links
- Identify competitors' partnerships
- Look for similar partnership opportunities
-
Content gaps competitors exploit
- Topics competitors cover that you don't
- Opportunities to create better versions
Common Mistakes to Avoid
-
Pursuing every gap blindly
- Not all gaps are worth closing
- Some links are relationship-specific
- Some are low quality
-
Ignoring link quality
- High gap count doesn't mean high quality
- Always evaluate quality before pursuing
-
Copying competitor strategy exactly
- What worked for them may not work for you
- Find your own angle
-
One-time analysis only
- Competitors build new links constantly
- Refresh analysis quarterly
Spreadsheet Formulas
Competitor Count
=COUNTIF(D2:H2,"Yes")
Gap Identification
=IF(AND(C2="No",I2>0),"Gap",IF(AND(C2="Yes",I2=0),"You Only","Match"))
Priority Score
=IF(B2>=60,30,IF(B2>=50,25,IF(B2>=40,20,IF(B2>=30,15,IF(B2>=20,10,IF(B2>=10,5,0))))))+I2*5+L2*5+[Accessibility Score]
Gap Percentage
=COUNTIFS(J:J,"Gap")/COUNTIF(J:J,"<>")
Parity Percentage
=Your RDs / Competitor RDs * 100
Related Resources
- Competitor Analysis Guide - Complete methodology
- Link Prospecting Guide - Finding opportunities
- Link Building Spreadsheet Templates - Tracking systems
- Outreach Email Templates - Email scripts
- Link Quality Checklist - Evaluating opportunities
Try the free tool
Compare referring-site lists with your own data. The tool explains its inputs and limitations and lets you export the result.
Verify competitor source pages
The competitor backlink source finder discovers a limited set of English Wikipedia and Hacker News references and checks candidate pages for actual links. Add source URLs from your own research to widen the sample. Its results are page-level evidence, not a complete backlink-index comparison.