Want to rank higher on Google? Then you need better backlinks than your competition. But here’s the thing: most guides make competitor backlink analysis sound fancier than it is. If you’re a marketer, SEO, or just someone trying to beat the next guy in search, this step-by-step walkthrough is for you. We’ll use Ahrefs because it’s fast, reliable, and—honestly—it’s what most pros reach for first. No fluff, no hype, just the process that actually works.
Step 1: Nail Down Your Real Competitors
Before you even log in to Ahrefs, get clear on who your actual competitors are. Spoiler: it’s not always who you think.
- Direct competitors: Sell the same thing as you. Obvious, but important.
- SERP competitors: Rank for the keywords you want, even if they’re not in your industry.
How to find them: - Google your main keywords. Who’s on page one? Those are your SERP competitors. - Use your own knowledge. Who keeps showing up when you lose deals or traffic?
Pro tip: Skip the gigantic brands (think Wikipedia, Amazon) and focus on sites in your weight class. Chasing their backlink profiles is a waste of time.
Step 2: Fire Up Ahrefs and Plug in a Competitor
Log into Ahrefs and head to the “Site Explorer.” This is your home base for backlink snooping.
- Enter a competitor’s domain (example:
competitor.com). - Select “.domain/” to include everything, unless you only care about a specific section.
Ahrefs will spit out a dashboard. Ignore the bells and whistles for now. You’re here for backlinks.
Step 3: Head to the Backlinks Report (and Don’t Get Distracted)
In the left-hand menu, click “Backlinks.” This is the raw list of sites linking to your competitor.
Here’s what matters: - Referring page: Where the link lives. - Anchor text: The words used in the link. - Link type: DoFollow (good), NoFollow (less useful, but not worthless). - Traffic: Is the linking page getting any eyeballs? - DR (Domain Rating): Ahrefs’ take on site authority. Take it with a grain of salt—high DR is nice but not gospel.
What to ignore: - A million links from the same domain. One strong link beats 100 junk ones. - Spammy sites, directories, or stuff that looks automated.
Step 4: Filter Ruthlessly
This is where most people get lost in the weeds. Don’t.
Set these filters: - One link per domain: Cuts out noise. - DoFollow only: Focus on links that actually move the needle. - English pages (if your site is English): Use the “Page Language” filter. - DR 20+ or 30+: Up to you, but this weeds out the bottom feeders.
You’ll be left with a much tighter, more actionable list.
Step 5: Scan for Patterns (Don’t Just Grab a List)
Now it’s detective time. What’s actually working for your competitor?
Look for: - Guest posts: Are they writing on industry blogs? Which ones? - Resource lists: Are they on “Best X” or “Top Tools” pages? - Interviews and podcasts: Did they get coverage as a founder/expert? - Sponsorships: Any links from event sites or scholarships? - PR hits: Did they get picked up by media or news outlets? - Forum or community links: Are they active in Q&A or niche forums?
Make notes: Don’t just export the list. Flag: - Easy wins (directories, resource pages, links you can get quickly) - High-value targets (sites with real traffic and authority) - Link gaps (places where competitors are but you aren’t)
Step 6: Export Your Data (But Don’t Let It Rot)
Click “Export” in Ahrefs to download your filtered backlinks. CSV or Google Sheets—your call.
But here’s the real move: - Actually use the data. Don’t let it sit in your Downloads folder for six months.
Start a simple spreadsheet: - Link source - Type (guest post, mention, etc.) - Contact info (if you can find it) - Status (not started, reached out, live, etc.)
You don’t need fancy CRM software. Google Sheets does the trick.
Step 7: Compare Multiple Competitors (This Is Where It Gets Good)
Repeat steps 2–6 for at least two other competitors. Now you’ve got a real sense of the playing field.
Try Ahrefs’ “Link Intersect” tool: - Plug in your site and a couple of competitors. - See which sites link to them, but not you.
These are your link gaps—places where you’re clearly missing out.
Pro tip: Not all “gaps” are worth filling. Use your judgment. If three competitors all got links from a sketchy “SEO directory,” you can safely skip it.
Step 8: Prioritize and Take Action
You’ve got a list. Now what?
- Start with easy wins: Unclaimed directories, resource lists, or mentions you can fix (“Hey, you mentioned us but didn’t link, mind updating?”).
- Move to harder targets: Guest posts, expert roundups, interviews. These take effort, but pay off.
- Skip the junk: If it looks like a paid link farm or a “casino” site, don’t touch it.
Reality check: You won’t replicate every competitor link. Nor should you. Focus on the ones that make sense for your business and audience.
Step 9: Track Results (But Don’t Obsess)
Set a reminder to check your progress every month or so.
- Did you land any new links?
- Are your rankings moving?
- Are you getting referral traffic from new sources?
Don’t expect overnight miracles. SEO is slow, and even good links take time to show results.
What Actually Matters (And What Doesn’t)
Matters: - Links from real sites with real visitors. - Links on pages relevant to your business. - Getting links your competitors don’t have.
Doesn’t matter: - Chasing every last link on a competitor’s profile. - Getting links from spammy, irrelevant sites. - Obsessing over DR scores—they’re just a guide, not the law.
Keep It Simple and Iterate
You don’t need to reinvent the wheel. Competitor backlink analysis is about seeing what works and doing it a bit better (or at least not missing out). Don’t get paralyzed by spreadsheets or “analysis paralysis.” Pick a handful of good targets, reach out, and see what happens. Then repeat.
SEO’s a long game. Keep it simple, stay skeptical of shortcuts, and focus on links that actually make sense for your business. That’s how you win.