Ultimate Guide to Backlink Gap Analysis

Backlink gap analysis helps you find websites linking to your competitors but not to you. This method is essential for improving your SEO by identifying missed opportunities to build high-quality backlinks. Here’s a quick summary of the key steps and insights:

• What is Backlink Gap Analysis?
  Compare your site’s backlinks with competitors to uncover untapped linking opportunities.

• Why it Matters?
  Backlinks are crucial for higher Google rankings. Addressing gaps can boost domain authority and organic traffic.

• Key Metrics to Focus On:

  • Domain Rating (DR): Website strength.
  • URL Rating (UR): Page-level backlink quality.
  • Authority Score (AS): Overall SEO performance.
  • Referring Domains: Unique linking domains.
  • Toxicity Score: Identifies harmful links.
  • Anchor Text Relevance: Contextual link quality.

• How to Identify Competitors:

  • Use tools like Semrush or Ahrefs to find domain-level and page-level competitors based on shared keywords and rankings.

• Tools for Backlink Gap Analysis:

  • Ahrefs Link Intersect Tool: Finds domains linking to competitors but not you.
  • SEMrush Backlink Gap Tool: Compares your backlinks with up to four competitors.

• Building a Link-Building Strategy:

  • Create high-quality content like long-form articles, infographics, and original research.
  • Use outreach methods like broken link building, guest posting, and resource page inclusion.
  • Monitor unlinked brand mentions and competitor backlink strategies regularly.

• Tracking and Adapting:

  • Use tools to track your backlinks and competitors’ strategies.
  • Adjust to Google’s algorithm changes by focusing on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).

This process ensures your SEO remains competitive and effective. Start analysing your backlink gaps today to strengthen your online presence.

How To Do Backlink Gap Analysis - Build The RIGHT Links

Source: ODM

How to Find Competitors for Backlink Analysis

Identifying the right competitors is the first step to unlocking valuable backlink opportunities. This process is all about recognising who you’re up against - both at the domain level and the page level. Each level offers unique insights that can shape a focused and effective backlink gap analysis.

Finding Domain-Level Competitors

Domain-level competitors are those websites that operate in the same industry and target similar keywords as you. These are the players who consistently compete with your business across a range of search terms and categories.

• SERP Analysis: Look for websites that frequently rank higher than you for important keywords. These are the domains you’ll want to watch closely.
• Industry Research: Identify the major players in your industry. These market leaders often set the benchmark for competition.
• Keyword Overlap Analysis: Use SEO tools to discover which domains share significant keyword rankings with your site.

Tools like Semrush's Organic Research feature can make this process easier. By entering your domain and exploring the "Competitors" tab, you’ll get a detailed list of domains that rank for your targeted keywords. This gives you a clear view of who your domain-level competitors are.

Once you’ve mapped out these competitors, the next step is to drill down to the page level for more specific backlink opportunities.

Finding Page-Level Competitors

Page-level competitors are individual pages that compete with your content for specific keywords. These pages might not represent the overall performance of a website, but they’re directly vying for the same search visibility as your content - especially when it comes to niche topics or long-tail keywords.

• Keyword Overlap: Focus on pages that rank for the same keywords as your target content. These are your most direct competitors for search rankings.
• SEO Tools: Platforms like Ahrefs or Semrush can help pinpoint these page-level competitors, making it easier to identify specific backlink opportunities.

For example, if you’re targeting a niche topic, analyse the top-ranking pages for that topic. Study why they’re attracting backlinks - whether it’s due to the depth of their content, unique insights, or effective outreach strategies.

Understanding what makes these pages successful is key. It’s not just about finding competitors but also learning from their approach. This insight can help you refine your content and outreach efforts to improve your own backlink profile.

How to Conduct Backlink Gap Analysis

Once you've pinpointed your main competitors, the next step is to use specialised tools to identify where your backlink profile falls short. This process involves comparing your backlinks with those of your competitors to uncover potential linking opportunities. By leveraging these insights, you can take actionable steps to strengthen your link-building strategy.

The focus here should always be on quality rather than quantity. Research shows that pages ranking in the top position on search engines often have 3.8 times more backlinks than those in positions #2 through #10. This highlights the importance of a well-executed backlink gap analysis in driving SEO success.

Using Ahrefs for Backlink Gap Analysis

Ahrefs' Link Intersect tool is an excellent resource for identifying backlink gaps. It reveals domains that link to your competitors but not to your site, helping you uncover valuable opportunities.

To get started, open Ahrefs Site Explorer and navigate to the Organic Competitors section. Focus on competitors with a higher Domain Rating than yours - these are the ones you want to analyse. Once you've identified the key players, head to the Competitive Analysis section.

In the Link Intersect tool, input your website as the target and add your competitors. Click "show link opportunities" to generate a list of domains linking to them but not to you. For better results, filter the list to find domains linking to multiple competitors - this indicates their relevance to your industry. Prioritise dofollow domains with strong Domain Ratings and good traffic, as these are more likely to drive real value.

"If you're looking to build more backlinks to your website, checking how your competitors built and earned their backlinks is a good starting point." - Joshua Hardwick, Head of Content @ Ahrefs

A great example of this in action is Agency B, which used the Ahrefs Link Intersect tool to study their competitors' backlink strategies. By focusing on websites that linked to multiple competitors, they identified high-authority and trusted sources. This prioritised approach helped them uncover unique linking opportunities, ultimately boosting their search rankings.

As you analyse the data, assess each domain's relevance to your industry and note key metrics like domain name, Domain Rating, and traffic. Switch to the "referring pages" mode to drill down into specific content that attracts backlinks, giving you ideas for targeted outreach.

Using SEMrush Backlink Gap Tool

While Ahrefs offers a detailed domain-level analysis, SEMrush provides a simpler, more streamlined way to refine your backlink strategy.

SEMrush's Backlink Gap Tool allows you to compare your domain with up to four competitors. Found in the Link Building section, this tool generates a clear breakdown of shared and unique referring domains.

Pay special attention to domains listed in the "Common" section - these are sites linking to multiple competitors but not to you. These domains are high-priority targets, as they often represent the best mix of authority and relevance. SEMrush also includes difficulty scores, helping you focus on opportunities that balance value with achievability. For further analysis, you can export the data into a spreadsheet, complete with metrics like Authority Score, monthly traffic, and the number of competitors each domain links to.

"If you know your biggest competitors, you can gather insights into what they do well and build your own strategy to outperform theirs." - SEMrush

It's worth noting that 84.6% of SEO professionals prioritise relevance when evaluating backlink opportunities. While tools like Ahrefs and SEMrush provide valuable data, the real success lies in your ability to analyse and prioritise opportunities based on domain authority, content relevance, and traffic potential.

Lastly, remember that top-ranking pages tend to gain 5%-14.5% more dofollow backlinks each month. Regularly conducting backlink gap analysis ensures you stay competitive and continue to find new opportunities to strengthen your link profile.

Building Your Link-Building Strategy

After completing your backlink gap analysis, it's time to turn those insights into a focused link-building strategy. The data you've collected highlights specific opportunities, but the success of your efforts depends on how well you execute your plan to earn those backlinks. A great starting point? Refining your content so it naturally attracts links.

Here's a sobering fact: 94% of all online content gets zero links. This underscores the need to create standout content that compels authoritative websites to link back to it.

Creating Content That Attracts Links

Your analysis has shown where your competitors are thriving, so your next move is to create content that not only matches but surpasses their quality. Certain content formats are proven magnets for backlinks.

For starters, long-form content consistently outperforms shorter posts, generating 77% more backlinks. Dive deep into topics your competitors have only skimmed; the more comprehensive and insightful your content, the more likely it is to attract links.

The format of your content also plays a role. Research shows that "Why Posts" and "What Posts" earn 25.8% more links compared to videos or "How-to" posts. Infographics are another excellent choice - they simplify complex ideas into visually appealing formats that other sites often reference.

Even your headlines can make a difference. Headlines with 14-17 words generate 76.7% more social shares, which often leads to increased visibility and more backlinks. A well-crafted headline can be the hook that draws attention from authoritative sources.

Another effective approach is creating branded techniques or methodologies. As Derek Halpern puts it, "You may not have unique ingredients, but you've got a unique recipe. And that unique recipe is all that matters". Developing a signature method or perspective can make your content more link-worthy.

Content like original research, interactive tools, and expert guest posts also stands out. Publishing surveys, experiments, or industry studies not only offers value but also positions your site as an authoritative source that others will want to link to. Similarly, tools like calculators, quizzes, and polls provide practical utility, making them highly shareable and linkable.

Once your content is primed for attracting links, the next step is outreach - actively securing those backlinks.

Outreach Methods for Quality Backlinks

Outreach is where your content efforts turn into tangible results. The key? Personalising your approach and offering value to the sites you target.

One tried-and-tested method is broken link building. This involves finding broken links on relevant websites and suggesting your content as a replacement. Tools like Screaming Frog and SEMrush can help you identify these opportunities efficiently.

For websites tied to educational institutions, building relationships with faculty, student groups, and alumni networks can be highly effective. Universities often maintain resource pages with curated lists of valuable content, making them prime targets for link requests.

Another high-return strategy is resource page inclusion. Many authoritative websites host pages dedicated to helpful resources in specific niches. If your content fits, website owners are often open to adding your link.

Take this example: A Backlinko reader earned a link from a DR76 university site in 2022 by responding to a HARO (Help a Reporter Out) query. They provided a concise yet insightful answer to the question, "What's the difference between graphic design and web design?" This highlights how responding to journalist queries can result in high-authority backlinks.

Partnership-based outreach is especially effective for government and institutional sites. For instance, The Nature Conservancy collaborated with agencies like the U.S. Fish and Wildlife Service, and their press release ended up on a .gov website, earning valuable backlinks while expanding their reach.

Another interesting example is study-based outreach. A telemedicine study secured a backlink from the Centers for Disease Control and Prevention (CDC) because it provided detailed insights into telemedicine trends. The study's author, Kelly L. Myrick, Ph.D., was even interviewed by the CDC, further amplifying the study's impact.

Earning .gov backlinks requires a thoughtful approach. These domains demand content that aligns with their mission and offers clear value to their audience.

Guest posting remains a reliable strategy when done right. Focus on platforms where your expertise aligns with their audience, and ensure your posts offer actionable insights rather than promotional fluff.

Lastly, don't overlook unlinked brand mentions. Monitor mentions of your brand or products online, then reach out to request that these mentions include a backlink to your site.

The best outreach campaigns mix multiple methods while keeping the focus on building genuine relationships. Target websites with high domain authority, industry relevance, and strong traffic potential to ensure the backlinks you earn deliver lasting value.

Tracking and Improving Your Backlink Results

Building backlinks is just the beginning; the real game-changer lies in tracking and refining your efforts. Without proper monitoring, you’re essentially flying blind - missing out on opportunities to amplify what’s working and fix what isn’t. This ongoing evaluation lays the groundwork for the competitor tracking techniques we’ll dive into next.

The best link-building campaigns aren't static. They evolve, keeping pace with competitor strategies, algorithm updates, and emerging opportunities. To achieve this, you need a structured approach to monitoring - one that goes beyond merely counting backlinks.

Monitoring Competitor Backlinks

Keeping an eye on your competitors’ backlink strategies can reveal where the most promising opportunities are and what content formats are attracting the most links in your industry.

The trick is to automate this process. Tools like Ahrefs and Semrush make it easy with their frequent updates. Ahrefs refreshes its 35 trillion backlink database every 15 to 30 minutes, and Semrush updates its Backlink Analytics tool every 15 minutes. This means you can catch competitor wins almost as they happen.

Set up alerts in tools like Ahrefs or Moz to notify you whenever competitors gain new backlinks. These alerts help you identify consistent linking patterns and uncover untapped sources for your outreach.

Semrush's Backlink Gap tool is another handy resource. It compares your backlink profile with competitors, highlighting domains linking to them but not to you. This creates a prioritised list of outreach targets, making your efforts more focused and effective.

Beyond alerts, schedule regular competitor audits - monthly or quarterly - to spot broader trends. Look for shifts in their content strategy, new partnerships, or emerging link sources. Sometimes, competitors venture into new markets or content areas, opening doors to opportunities you might not have considered.

The goal here isn’t to copy your competitors but to understand the playing field, identify gaps, and refine your approach. Regular monitoring also helps you spot new competitors and adapt to evolving strategies. These insights naturally tie into the adjustments needed when Google rolls out algorithm updates.

Adjusting to Google Algorithm Changes

Competitor insights are just the starting point; your strategy also needs to adapt to external factors like Google’s algorithm updates. These updates can instantly change the value of certain backlinks. What worked a few months ago might not be as effective now, so staying flexible is key to long-term success.

One major shift is Google’s focus on E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. As Hyung-Jin Kim, Google’s VP of Search, explains:

"E-E-A-T is a template for how we rate an individual site. We do it to every single query and every single result. It's pervasive throughout every single thing we do."

This means backlinks from authoritative, trustworthy websites now hold more weight than ever. For example, a link from a respected industry publication with detailed author bios and strong editorial standards will outperform links from generic directories or low-quality guest blogs.

To align with these changes, audit your backlinks whenever an algorithm update occurs. Focus on earning links from reputable sources that demonstrate expertise in your field. For instance, when a sleep expert contributes insights to a couples’ sleep guide on Newsweek, it results in a highly valuable backlink from a trusted site.

Content freshness also plays a big role. Regularly updating your content with current information not only builds trust but also attracts more high-quality backlinks over time.

Another critical factor is topical authority. Instead of spreading your efforts across unrelated topics, aim to become the go-to resource in your niche. Develop in-depth, comprehensive content that thoroughly covers all aspects of your subject.

While it’s still important to diversify your backlinks, the focus has shifted to quality over quantity. Even if you’re earning fewer links, those that meet Google’s E-E-A-T criteria will carry more weight and deliver better long-term results.

Stay on top of algorithm updates and industry discussions to understand how changes might impact your strategy. Analyse ranking fluctuations in relation to your backlink profile, as patterns often emerge that reveal which types of links are gaining or losing value.

Ultimately, the strongest backlink strategies are built on genuine relationships with authoritative sources. These connections naturally lead to high-quality, relevant backlinks that remain effective, even as algorithms evolve. By aligning your approach with these principles, you’ll create a resilient backlink profile that stands the test of time.

Conclusion

Backlink gap analysis offers a powerful edge in the digital marketing arena. As Gaurav Sharma, CEO and Founder of Attrock, aptly says:

"If SEO is the battleground, your competitors are the enemy, and backlink gap analysis is your ammunition".

This approach uncovers untapped backlink opportunities that can elevate your SEO strategy.

We’ve walked through the core steps: identifying key competitors, leveraging tools like Ahrefs and SEMrush for detailed analysis, crafting precise link-building strategies, and maintaining regular monitoring. Each of these steps builds on the previous one, turning backlink analysis into a proactive, results-driven process. This structured method ensures your SEO efforts remain focused and impactful.

Backlink gap analysis isn’t a one-off task - it’s an ongoing effort. Regular monitoring is critical, as top-ranking pages consistently gain 5%-14.5% more do-follow backlinks each month. This reinforces the need for a continuous approach to link building, rather than treating it as a one-time checklist.

The main takeaway? Prioritise quality links from authoritative and relevant domains while diversifying your backlink profile. Using reliable tools is essential to ensure your analysis is accurate and actionable.

More importantly, backlink gap analysis should seamlessly fit into your overall digital marketing strategy. When done right, it transforms isolated tactics into a cohesive, long-term SEO plan. It’s not just about catching up to competitors; it’s about spotting the opportunities they’ve overlooked and building a sustainable advantage through smarter link-building strategies.

Don’t wait - start implementing these techniques today. Every moment of hesitation gives your competitors more time to strengthen their foothold in search rankings.

FAQs

What’s the best way to prioritise backlink opportunities after performing a backlink gap analysis?

To prioritise backlink opportunities after conducting a backlink gap analysis, start by pinpointing domains that have strong authority and are closely aligned with your niche. These types of links tend to carry more weight in improving your SEO and enhancing your site's credibility.

Next, assess how easy it is to acquire these backlinks. Aim for links that require less effort, such as those from websites where you already have relationships or platforms that welcome guest contributions. This approach helps you save both time and energy while still delivering meaningful results.

Lastly, take into account the traffic potential of the sites providing the backlinks. Links from websites with substantial traffic can not only improve your search rankings but also drive a noticeable increase in visitors to your site. By focusing on these key factors, you can streamline your efforts and secure backlinks that truly make a difference.

What are the best ways to approach websites for high-quality backlinks after identifying opportunities?

Securing high-quality backlinks calls for a personalised and strategic approach. One of the most effective ways to start is through customised email outreach. Tailor your messages to align with the recipient’s content and interests. A well-crafted, personalised email can make your request stand out and boost response rates.

Another tried-and-tested tactic is guest blogging. By contributing valuable articles to relevant websites, you not only share your expertise but also earn backlinks in return. Similarly, broken link building is a clever technique. It involves finding broken links on target websites and suggesting your content as a replacement. This method benefits both parties - you gain a backlink, and the website owner resolves an issue on their page.

Don’t underestimate the power of social media engagement. Interacting with potential link partners on platforms like LinkedIn or Twitter can help you build rapport before formally reaching out. At the heart of all these strategies is one crucial principle: focus on building genuine relationships and offering real value to those you connect with.

How frequently should I perform a backlink gap analysis to keep my SEO strategy effective and competitive?

To keep your SEO strategy on point and ahead of the competition, it's a good idea to carry out a backlink gap analysis at least twice a year. This process helps you evaluate your website's current performance, pinpoint areas where competitors might be outpacing you, and uncover fresh opportunities to enhance your backlink profile.

It's also smart to revisit this analysis after significant industry shifts, like search engine algorithm updates, or when rolling out new products or services. Regular reviews like these ensure your strategy stays aligned with the latest trends and keeps driving relevant traffic to your site.