In the ever-evolving realm of search engine optimisation (SEO), link building remains an indispensable strategy for achieving higher search engine rankings and driving organic traffic to your website. While there are various approaches to building backlinks, one often overlooked yet incredibly effective technique is reverse competitor link building.

By analysing and leveraging your competitors’ backlink profiles, you can gain valuable insights and uncover unique opportunities to bolster your own SEO efforts. In this comprehensive guide, we will explore the intricacies of reverse competitor link building and provide you with actionable steps to achieve remarkable results.

Understanding Competitor Link Building

Competitor link building is a strategic approach that involves studying and analysing the backlink profiles of your competitors. It goes beyond simply monitoring their activities and allows you to gain valuable insights into their link acquisition tactics, strategies, and successes. By delving into their backlink profiles, you can extract valuable information that informs and enhances your own link building strategies.

  1. Gaining Insights into Effective Strategies:
    Analysing your competitors’ backlink profiles gives you a unique opportunity to identify the most effective link building strategies in your industry. By studying the types of websites, sources, and content that have successfully attracted backlinks for your competitors, you can gain valuable insights into what works in your niche. This knowledge enables you to adopt and adapt these successful strategies into your own link building campaigns.
  2. Identifying Potential Gaps in Your Approach:
    Competitor link building also helps you identify any gaps or weaknesses in your own link building approach. By comparing your backlink profile to that of your competitors, you can pinpoint areas where you may be falling behind or not capitalising on certain opportunities. This analysis allows you to adjust your strategies, fill those gaps, and stay competitive in the ever-evolving digital landscape.
  3. Discovering Untapped Opportunities:
    Examining your competitors’ backlink profiles can uncover hidden opportunities that may have otherwise gone unnoticed. By identifying websites, blogs, or influencers that have linked to multiple competitors, you can target these sources as potential link acquisition opportunities for your own website. This approach saves you time and effort by focusing on sources that have already shown interest and relevance to your industry.
  4. Leveraging Competitors’ Successes:
    Competitor link building allows you to leverage the successes of your competitors for your own benefit. By understanding the types of content, link building strategies, and authoritative sources that have contributed to your competitors’ success, you can tailor your own approach accordingly. This knowledge empowers you to emulate and improve upon their successes, giving you a competitive edge in the market.

In summary, competitor link building is a strategic approach that provides valuable insights into effective strategies, highlights gaps in your own approach, uncovers untapped opportunities, and allows you to leverage your competitors’ successes. By thoroughly analysing and understanding your competitors’ backlink profiles, you can refine your link building strategies, enhance your SEO efforts, and achieve greater success in the digital landscape.

Identifying Competitors

Identifying your competitors is a crucial first step in the reverse competitor link building process. It allows you to understand the competitive landscape and gain insights from their link building strategies.

Here are some key points to consider when identifying your competitors:

Direct and Indirect Competitors:
Start by identifying your direct competitors, who are typically businesses or websites that offer similar products or services to your own. These are the companies you directly compete with for customers and market share. Analysing their backlink profiles can provide valuable insights into effective link building strategies.

In addition to direct competitors, it’s important to consider indirect competitors. These are businesses or websites that may not offer the exact same products or services as you, but they still target a similar audience or share common keywords. Analysing their backlink profiles can reveal linking opportunities that you may have overlooked.

Market Research:
Conduct thorough market research to identify potential competitors within your industry. Explore industry-specific directories, forums, and social media groups to find businesses or websites that are active and engaging with your target audience. Look for companies that rank well in search engine results for relevant keywords and phrases.

Competitive Analysis Tools:
Utilise competitive analysis tools to help identify your competitors and gain insights into their backlink profiles. These tools can provide valuable data on competitor websites, backlinks, organic rankings, and more. Some popular competitive analysis tools include Ahrefs, SEMrush, Moz, and SpyFu. These tools can provide comprehensive reports on your competitors’ backlinks, allowing you to assess their strategies and find potential linking opportunities.

Established and Emerging Competitors:
Consider both established players and emerging contenders within your industry. Established competitors often have well-established backlink profiles and established authority in the industry. Analysing their strategies can provide insights into long-term successful link building tactics.

On the other hand, emerging competitors may be targeting the same keywords and audience as you, but they might have a smaller online presence. Analysing their backlink profiles can help you identify fresh strategies and discover niche-specific opportunities that larger competitors may have overlooked.

By identifying both direct and indirect competitors, conducting market research, leveraging competitive analysis tools, and considering both established and emerging players, you will gain a comprehensive understanding of the competitive landscape within your industry. This knowledge will provide a solid foundation for conducting in-depth analysis of your competitors’ backlink profiles and developing effective link building strategies for your own website.

Analysing Competitor Backlink Profiles

After identifying your competitors, it’s time to analyse their backlink profiles. This step involves gathering data on the backlinks they have acquired and conducting a comprehensive analysis of those links. Here’s how you can effectively analyse your competitors’ backlink profiles:

Step 1: Gather Data on Acquired Backlinks:
Utilise backlink analysis tools like Ahrefs, Moz, Majestic, or SEMrush to gather data on your competitors’ acquired backlinks. These tools provide insights into the websites that link to your competitors, the anchor text used, the authority of those domains, and other relevant information. Export the backlink data for further analysis.

Step 2: Assess the Quality, Relevance, and Authority of Backlinks:
Evaluate the quality of the backlinks by considering factors such as domain authority, page authority, relevance to your industry or niche, and the trustworthiness of the linking domains. High-quality backlinks from authoritative and relevant websites carry more weight in terms of SEO impact.

Pay attention to the diversity of the backlink profile. A healthy mix of different types of backlinks, such as guest posts, industry directories, editorial mentions, and social media shares, indicates a well-rounded link building strategy.

Step 3: Identify Patterns and Trends:
Look for patterns and trends within your competitors’ backlink profiles. Identify commonalities such as specific websites or sources that frequently link to multiple competitors. This can indicate potential opportunities for your own link acquisition efforts. For example, if multiple competitors have acquired backlinks from a particular industry-specific directory, it might be worth considering for your own link building strategy.

Additionally, analyse the anchor text used in the backlinks. Are there specific keywords or phrases that are consistently used? This can give you insights into the keywords your competitors are targeting and help you refine your own keyword strategy.

Step 4: Analyse Link Acquisition Strategies:
Examine how your competitors are acquiring their backlinks. Are they primarily obtaining links through guest posting, content partnerships, influencer collaborations, or other tactics? Identify the strategies and tactics they are employing to gain valuable backlinks. This analysis can inspire new ideas and help you optimise your own link building efforts.

By thoroughly analysing your competitors’ backlink profiles, you gain valuable insights into their link acquisition strategies, identify patterns and trends, and extract opportunities that can inform your own link building approach. This analysis serves as a foundation for developing a robust and effective link building strategy that aligns with your specific goals and objectives.

Extracting Insights and Opportunities

Once you have analysed your competitors’ backlink profiles, it’s time to extract valuable insights and uncover potential opportunities for your own link building efforts. Here are key steps to follow:

Step 1: Identifying Common Linking Domains:
Pay close attention to the websites and sources that have linked to multiple competitors. These common linking domains present excellent opportunities for acquiring backlinks to your own website. If these websites find value in linking to your competitors, there’s a higher likelihood that they will also be interested in linking to your content.

Reach out to these common linking domains and introduce your own website or content to them. Highlight how your content adds value and complements what they have already linked to. Building relationships with these websites can open doors to acquiring quality backlinks.

Step 2: Analysing Competitors’ Link Building Strategies:
Study the link building strategies and tactics employed by your competitors. Look for patterns and trends in their approach. Examine the types of content they create, the platforms they target, and the methods they use to acquire backlinks. This analysis can provide you with valuable insights and inspiration for refining your own link building strategy.

Consider the different strategies your competitors are using, such as guest blogging, influencer outreach, content partnerships, or resource page submissions. Assess the effectiveness of these strategies based on the quality and quantity of backlinks they have acquired.

Identify the tactics that resonate most with your target audience and align with your brand. Use these insights to optimise your own link building approach and develop unique strategies that set you apart from your competitors.

Step 3: Refining Your Link Building Approach:
Utilise the insights gained from analysing your competitors’ link building profiles to refine your own approach. Identify gaps and opportunities that exist in your niche. Determine what types of websites, platforms, or content formats your competitors may have overlooked.

For example, if you notice that your competitors are primarily focusing on guest blogging, you can explore other avenues such as podcast appearances, expert interviews, or hosting webinars to differentiate your link building strategy.

Create a plan that leverages the successful strategies employed by your competitors while adding your unique value proposition. Develop compelling content and outreach strategies that attract backlinks from relevant and authoritative sources.

By extracting insights from your competitors’ link building strategies and identifying common linking domains, you can uncover untapped opportunities and refine your own approach. This allows you to strategically acquire quality backlinks and strengthen your website’s authority and visibility in search engine rankings.

Evaluating Competitor Content

Content is a critical component of successful link building. By evaluating the types of content that have attracted backlinks for your competitors, you can gain insights and identify opportunities to create content that sets you apart and attracts valuable links. Here’s how you can effectively evaluate competitor content:

Analyse Content Topics:
Examine the topics and themes covered in your competitors’ content that have successfully garnered backlinks. Identify the subjects that resonate with your target audience and have generated a significant number of quality backlinks. This analysis helps you understand the content landscape in your industry and determine popular topics that are link-worthy.

Identify any gaps in your competitors’ content topics. Look for areas that are underrepresented or overlooked. These gaps represent opportunities for you to create unique and valuable content that can attract backlinks.

Assess Content Formats:
Evaluate the formats and presentation styles of your competitors’ content that have been successful in acquiring backlinks. Consider different content formats such as articles, blog posts, infographics, videos, podcasts, case studies, whitepapers, or interactive tools.

Identify which formats have generated the most engagement and backlinks. This analysis will help you understand the preferences of your target audience and the types of content that are most likely to be shared and linked to.

Identify Unique Approaches:
Look for opportunities to differentiate yourself from your competitors by taking a unique approach to content creation. Consider how you can present information in innovative ways or offer a fresh perspective on popular topics. Think about how you can provide additional value or solve problems that your competitors may have overlooked.

For example, if your competitors are primarily producing written articles, you could consider creating visually appealing infographics or engaging videos that simplify complex concepts. By offering content in a format that is not commonly used in your industry, you can stand out and attract attention from both your target audience and potential link sources.

Quality and Relevance:
While evaluating competitor content, pay attention to the quality and relevance of the content that has attracted backlinks. Ensure that your own content matches or exceeds the quality standards set by your competitors. Aim to provide in-depth, informative, and well-researched content that adds unique value to your audience.

Make sure your content is relevant to your target audience and aligns with your brand positioning. Tailor your content to address the specific needs and interests of your audience, providing them with valuable insights and solutions.

By evaluating your competitors’ content, identifying gaps and opportunities, and adopting unique approaches, you can create exceptional content that attracts backlinks. Remember to focus on delivering high-quality, relevant content that resonates with your target audience, sets you apart from your competitors, and encourages others to link to it.

Identifying Link Building Opportunities

After conducting a thorough analysis of your competitors’ backlink profiles and evaluating their content strategies, it’s time to identify specific link building opportunities for your own website. Here are some steps to help you identify and capitalise on these opportunities:

Websites, Blogs, and Influencers:
Identify websites, blogs, and influencers that have linked to multiple competitors. These entities have already demonstrated an interest in your industry or niche, making them more likely to be receptive to linking to your content as well.

Reach out to these websites and influencers and establish genuine relationships. Show them how your content or expertise can provide additional value to their audience. Explore opportunities for guest blogging, contributing expert opinions or quotes, or collaborating on content projects. Building connections with these entities can lead to valuable backlinks and expanded visibility within your industry.

Guest Blogging and Content Partnerships:
Consider the potential of guest blogging and content partnerships with websites that have linked to your competitors. Guest blogging allows you to showcase your expertise to a new audience while earning backlinks to your website. Look for websites that accept guest contributions and align with your industry or niche.

Additionally, explore content partnerships with complementary businesses or industry influencers. Collaborating on content projects, such as co-authored blog posts, infographics, or videos, can help you tap into their audience and attract backlinks from relevant sources.

Niche-Specific Directories, Resource Pages, and Forums:
Take note of niche-specific directories, resource pages, and forums where your competitors have obtained backlinks. These platforms cater to specific industries or topics, making them valuable sources of relevant and targeted traffic.

Research and identify niche directories that accept submissions and list your website. Look for resource pages that curate valuable content and provide opportunities for inclusion. Participate in industry-related forums or discussion boards, offering valuable insights and building relationships with other participants. These platforms can provide targeted exposure and backlink opportunities within your specific industry or niche.

Broken Link Building:
Another effective strategy is broken link building, which involves finding broken links on other websites and offering your content as a replacement. Use tools like Check My Links, Broken Link Checker, or Ahrefs’ Broken Link Checker to identify broken links on websites within your industry or niche.

Once you identify broken links, create relevant, high-quality content that can serve as a replacement. Reach out to the website owners or webmasters, notifying them of the broken link and offering your content as a replacement. This approach provides value to the website owner while earning you a valuable backlink.

Remember, when reaching out to potential link sources, be genuine, personalised, and highlight the value you can provide. Building authentic relationships and offering unique content or expertise will increase the chances of securing valuable backlinks.

By identifying websites, blogs, and influencers that have linked to your competitors, exploring guest blogging and content partnership opportunities, leveraging niche-specific directories and resource pages, and utilising broken link building tactics, you can uncover a variety of link building opportunities. These opportunities can help you expand your reach, improve your website’s authority, and drive more organic traffic to your site.

Outreach and Relationship Building

After identifying potential link sources and opportunities, the next crucial step is to engage in outreach and relationship building. Building genuine relationships with webmasters, bloggers, and influencers in your industry is key to securing valuable backlinks. Here’s how you can craft effective outreach strategies and foster meaningful connections:

Personalised Outreach:
Avoid generic or automated outreach messages. Take the time to personalise your outreach efforts for each individual or website you’re reaching out to. Show that you’ve done your research and understand their content, audience, and interests.

Address the recipient by their name and mention specific aspects of their website or content that you appreciate. Explain why you believe your content or collaboration idea would be valuable to their audience. Personalised outreach demonstrates your genuine interest and increases the likelihood of receiving a positive response.

Offer Unique Value Propositions:
Highlight the unique value that you bring to the table. Clearly articulate how your content, expertise, or collaboration proposal can benefit the recipient and their audience. Showcase what sets you apart from others in your industry and why they should consider linking to your website or working with you.

Consider offering exclusive content or data, sharing insights that haven’t been widely discussed, or providing a fresh perspective on a popular topic. By offering unique value propositions, you increase the chances of building relationships and securing valuable backlinks.

Valuable Content Contributions:
When reaching out to potential link sources, offer to contribute valuable content to their website or blog. This could include guest blog posts, expert interviews, case studies, or other content formats that align with their audience’s interests.

Ensure that the content you contribute is of high quality, well-researched, and provides value to their readers. By demonstrating your expertise and willingness to provide valuable content, you enhance your credibility and increase the likelihood of gaining backlinks.

Engage in Meaningful Conversations:
Building relationships goes beyond a one-time outreach email. Engage in meaningful conversations with webmasters, bloggers, and influencers through social media, commenting on their blog posts, or participating in industry-related discussions.

Demonstrate your expertise and contribute valuable insights to these conversations. By actively engaging, you’ll establish yourself as a trusted and knowledgeable voice within your industry. This can lead to ongoing relationships and future opportunities for collaboration and link building.

Long-Term Relationship Building:
Focus on building long-term relationships rather than just seeking immediate backlinks. Cultivate genuine connections by supporting and promoting the work of others in your industry. Share their content on social media, provide positive feedback, and engage with their updates.

By fostering mutually beneficial relationships, you create a network of connections that can yield continuous link building opportunities in the future. Establishing trust and credibility within your industry will open doors to further collaborations and backlink opportunities.

Remember, relationship building takes time and effort. Be patient, respectful, and responsive in your interactions. Authenticity and providing value should be at the core of your outreach efforts. By investing in relationship building, you increase your chances of acquiring high-quality backlinks and establishing your website as a reputable authority in your industry.

Monitoring and Tracking Progress

After implementing your link building strategies, it’s important to monitor and track your progress to understand the impact of your efforts and make informed decisions for future optimisations. Here’s how you can effectively monitor and track your link building efforts:

  1. Set Clear Goals and Metrics: Define specific goals and key performance indicators (KPIs) to measure the success of your link building campaigns. These goals could include improvements in search engine rankings, increased organic traffic, higher domain authority, or specific conversion metrics. Clear goals provide a benchmark for evaluating your progress and determining the effectiveness of your link building efforts.
  2. Utilise Analytics Tools: Leverage analytics tools such as Google Analytics, Google Search Console, or third-party SEO tools to track the performance of your website. Monitor changes in organic traffic, referral traffic, and conversion rates to assess the impact of acquired backlinks on your overall SEO performance. These tools also provide insights into the keywords driving traffic to your website and the user behavior on your site.
  3. Track Backlinks: Regularly monitor and track the backlinks you have acquired. Use backlink analysis tools like Ahrefs, Moz, or SEMrush to identify new backlinks, analyse their quality and authority, and monitor changes in your backlink profile over time. By tracking your backlinks, you can identify any potential issues such as broken links or low-quality links that may need to be addressed.
  4. Measure SEO Performance: Assess the impact of acquired backlinks on your search engine rankings and organic visibility. Track changes in your keyword rankings for targeted keywords and observe any improvements or fluctuations. Monitoring your SEO performance allows you to understand the direct correlation between your link building efforts and the visibility of your website in search engine results.
  5. Competitive Backlink Monitoring: Continuously monitor your competitors’ backlink profiles to stay updated on their latest link acquisition strategies. Tools like Ahrefs or Moz can provide insights into new backlinks acquired by your competitors, the types of websites linking to them, and their overall backlink profile growth. This information helps you stay competitive and adapt your link building strategies accordingly.

Ethical Considerations in Competitor Link Building

While engaging in competitor link building, it’s crucial to maintain ethical practices and adhere to search engine guidelines. Here are some ethical considerations to keep in mind:

  1. Avoid Black Hat Tactics: Steer clear of black hat SEO tactics that aim to manipulate search engine rankings, such as buying or spamming links, using link farms, or participating in link schemes. These practices can lead to severe penalties from search engines and harm your website’s reputation and visibility in the long run.
  2. Focus on Value and Authenticity: Emphasise providing value to your audience and building authentic relationships with other website owners, bloggers, and influencers. Create high-quality, engaging content that naturally attracts backlinks. Offer unique perspectives, expertise, and insights that genuinely benefit others. Building authentic relationships ensures long-term link building success.
  3. Follow Search Engine Guidelines: Familiarise yourself with the guidelines set forth by search engines like Google. Understand what they consider to be acceptable practices and what they deem as manipulative or spammy. Adhere to these guidelines to ensure your link building efforts are in line with ethical standards.
  4. Transparency and Disclosure: When engaging in guest blogging or collaborations, be transparent about your intentions and disclose any partnerships or sponsored content. This fosters trust and transparency with your audience and other website owners.

Remember, ethical competitor link building focuses on providing value, building relationships, and adhering to search engine guidelines. By following these principles, you can create a sustainable and successful link building strategy that enhances your website’s visibility and authority in a responsible manner.


Reverse competitor link building presents a powerful opportunity to gain insights and discover the untapped potential for effective link building. By understanding and analysing your competitors’ backlink profiles, you can identify successful strategies, uncover opportunities, and refine your own link acquisition approach. Implement the strategies outlined in this blog post to enhance your SEO efforts, increase organic traffic, and secure a prominent position in the search engine rankings. Embrace the power of reverse competitor link building, and unlock the path to SEO success.

Neil Manchip SEO Consultant