Backlinks remain one of the strongest signals search engines use when ranking websites. The more high-quality links you earn, the better your website visibility.
Backlink gap analysis compares your backlink profile with competitors to spot where they have links you don’t. These differences highlight opportunities to pursue new, relevant backlinks that can boost your authority.
In this blog, you’ll learn how to run a backlink gap analysis from start to finish. You’ll know how to identify competitors, filter weak links, and uncover strategies that reveal valuable backlink opportunities.
What Is Backlink Gap Analysis?
A backlink gap analysis compares your site with competitors to reveal referring domains that link to them but not you.
A backlink checker or backlink gap tool runs competitor backlink analysis and surfaces backlink opportunities worth pursuing.
These digital marketing tools also highlight SEO insights such as new links competitors gain, lost backlinks they drop, and spammy backlinks to avoid.
SEO competitor analysis can reveal patterns. You might find review sites, resource pages, or guest posting outlets that link to multiple competitors. Each one points to link-building opportunities tied to your target keywords.
Backlink analysis directs link-building efforts toward valuable domains with relevant content. It also helps expand your backlink profile in a competitive landscape.
Why Agencies Should Care About Backlink Analysis
Agencies compete in a crowded market where clients expect visibility. Search engines rank sites with high-quality backlinks higher, so backlinks influence client success.
Backlink analysis reveals link opportunities from multiple domains already tied to competitors. Instead of chasing low-quality websites, you can target websites linking to valuable content that supports the client's target keywords.
Common sources include:
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Review sites featuring competitors in your industry
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Resource pages listing trusted references
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Guest posting outlets that welcome relevant content
Research confirms the value of backlinks. According to DemandSage, websites with 30 to 35 backlinks often generate more than 10,500 visits each month. Of the top 100 ranking sites, 92.3% have at least one backlink.
In My Codeless Website's survey, 58% of marketers say backlinks strongly affect domain authority and search results.
When agencies apply SEO insights from link gap analysis, they direct link-building efforts toward valuable links that drive traffic and improve rankings.
How to Do Backlink Gap Analysis
Running backlink gap analysis is a structured process. Each step builds on the previous one, giving you clear direction for link building.
Step 1: Identify Your SEO Competitors
Start backlink gap analysis by identifying your true competitors. These are the domains that rank for the same particular keyword phrases you target, not always the same businesses you compete with in the marketplace.
Use these methods to find websites competing with you in search results:
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Use digital marketing tools: Platforms such as Ahrefs, Moz, and Semrush generate lists of competitor backlinks. Enter your domain or a competitor's URL to see which other websites rank for the same terms.
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Conduct keyword research and manual checks: Search target keywords on Google and review the first page of results. The top competitors based on visibility are the domains you need to study further.
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Explore different angles: Check review sites, directories, or resource pages in your niche. Many of these sources link to multiple competitors and highlight backlink opportunities that others overlook.
Focusing on true competitors delivers actionable insights for your link-building strategy. This helps you target good links that attract traffic while avoiding spammy links and irrelevant domains.
Step 2: Gather Competitor Backlink Data
After you identify true competitors, collect their backlink data to see which referring domains connect to them but not you.
Use platforms such as Ahrefs, Semrush, or Moz. These digital marketing tools let you:
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Compare backlink profiles across multiple competitors
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Review link placement, anchor text, and authority metrics
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Export the data for campaign analysis
Quality matters more than volume. How many backlinks a competitor has means little if they come from irrelevant or low authority sources. A single trusted backlink can deliver more value than dozens of weak ones.
Look for patterns in competitor backlinks. If two competitors share a backlink from the same domain, that site may also link to you. These patterns highlight backlink opportunities you can add to your link-building strategy.
Step 3: Refine and Filter the Data
Raw backlink data often includes irrelevant or low-quality sources. Refine the list so you focus on backlinks that improve rankings and authority.
Remove spammy backlinks first. Weak domains that have no connection to your industry can harm your backlink profile.
Next, sort by authority. A backlink from a trusted domain usually carries more weight than dozens of weak links from other businesses or unrelated blogs. This step helps you attract links that search engines value.
Relevance is equally important. If most sites linking to your competitors share content related to your niche, prioritize those domains. Links from unrelated sources rarely add value.
Look for patterns in competitor data. If multiple competitors earn backlinks from the same review site or resource page, that domain may also link to your site.
In some cases, you may even find broken links on these pages that you can replace with your own content.
Step 4: Analyze Competitor Backlink Strategies
After refining your data, the next step is to see how competitors earn their backlinks.
Look for:
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Guest posting: If competitors contribute articles to industry blogs, those outlets may also accept your content. Pitch ideas that add value to the same audience.
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Resource pages: These pages list trusted references. If competitors appear, suggest your content as an additional resource.
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Review sites and directories: Many link to multiple businesses in a niche. If competitors are listed, submit your profile to gain visibility.
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Top-performing content: Backlink tools reveal which competitor articles attract the most links. Use these insights to publish content on related topics.
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Broken links: When sites link to missing competitor pages, recommend your content as a replacement. This helps the site owner and earns you a backlink.
Studying competitor backlink strategies uncovers link-building opportunities and shows what types of content attract backlinks in your industry.
Step 5: Prioritize and Execute Backlink Outreach
Once you identify backlink opportunities, choose which ones to pursue first. Focus on domains that can provide the greatest value.
Start with websites that link to multiple competitors. These domains already support content in your niche, which increases the chance they will link to you as well.
Match your outreach method to the backlink source:
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Guest posting: Pitch an article idea that aligns with the site’s audience and adds value.
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Resource pages: Suggest your content as an additional reference that improves the page.
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Review sites and directories: Submit your profile to appear alongside competitors.
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Broken link replacement: Point out a competitor’s broken link and recommend your page as a substitute.
When you earn new backlinks, connect them with internal links on your site. This practice spreads authority across your pages and strengthens your overall backlink profile.
Finally, measure the results of your outreach. Track which outreach emails receive replies, which domains add backlinks, and which methods fail. This data shows you where to focus future link-building efforts.
Step 6: Monitor and Adapt Your Strategy
Backlink profiles shift over time as competitors gain new links and lose others. Tracking these changes helps you stay competitive.
Monitor new backlinks to your site and identify which pages attract links most often, and publish similar content to build on that momentum.
Track lost backlinks as well. When a domain removes your link, contact the site owner and suggest updated or more relevant content as a replacement.
Study competitor backlink activity regularly. If they secure links from review sites, resource pages, or industry blogs, reach out to those same domains with your own content.
Review your internal links too. Connect new content with established pages to improve crawlability and distribute authority across your site.
If you’re managing this for multiple campaigns, roll-up reporting can help track progress across accounts without duplication.
Turn Backlink Data Into Client Insights With TapClicks
Backlink gap analysis highlights where to build authority, but clients want proof of progress that they can easily understand.
TapClicks delivers this by integrating backlink data from SEO platforms like Semrush, Ahrefs, and Moz into one unified system.
With TapClicks, you can:
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Pull backlink data through instant connectors or import CSV and Google Sheets files with the Smart Connector
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Track backlink metrics such as total links, referring domains, domain authority, new vs. lost links, and anchor text patterns
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Build customizable dashboards with a drag-and-drop editor that standardizes metrics from multiple sources
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Create polished, white-labeled reports in ReportStudio with automated delivery in PDF, PPT, or CSV formats
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Benchmark competitors to compare backlink quantity, quality, and authority over time
Beyond dashboards and reports, TapClicks also expands your visibility. TapAnalytics lets you dig deeper into backlink performance.
TapInsights adds plain-language summaries and alerts, so you can highlight changes without extra effort.
With TapData, you can store backlink history and analyze trends over longer periods.
FAQs About Backlink Gap Analysis
What is backlink gap analysis?
Backlink gap analysis compares your site’s backlink profile with competitors. It identifies referring domains that link to them but not to you, revealing backlink opportunities worth pursuing.
Can ChatGPT do a gap analysis?
ChatGPT can explain the process and outline methods, but it can't run the analysis itself. You need SEO tools like Semrush, Ahrefs, or Moz to collect and review backlink data.
What are the Five Whys of gap analysis?
The Five Whys is a root cause method used in gap analysis. After defining the gap between current and desired performance, you ask “Why?” repeatedly, often five times, until you reach the underlying cause.
What is gap analysis in SEO?
Gap analysis in SEO compares your site’s performance with competitors across backlinks, keywords, or rankings. It shows where competitors have an advantage and helps you plan actions to close that gap.
