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Examining your competitors’ backlink profile can help you to set a benchmark for your own website to achieve, by allowing you to see where you sit in your industry and identify where you need to be to compete in search engine results pages (SERPs)

This eBook gives a step-by-step guide to analysing the backlink profiles of your leading competitors and what you can learn from them to inform your own strategy. To help put the advice into context, we give a walkthrough of example research using two major industries: white goods and motor insurance.

Download it today to find out how to:

  • Identify the tools you need to perform competitor research, such as Keyword Planner, SEMrush and Moz
  • Carry out detailed research to find out where your competitors are ranking for your target keywords
  • Visualise your findings for easy comparison
  • Determine your industry’s natural backlink pattern
  • Focus on four factors when analysing competitor link profiles:
    • Link quality
    • How quickly they’re being earnt
    • Anchor text
    • Where they’re linking to

Why does a website’s backlink profile matter?

Google’s ranking factors

According to industry experts, Google’s algorithm is made up of over 200 ranking factors. While studies have attempted to weight Google’s them, with search becoming bespoke and personalised there’s no single ranking factor that works for all industries.

Ranking algorithms dynamically change based on query and context. Different signals are weighted dynamically based on various factors, including industry. However, studies have shown a correlation between number of backlinks a site has and those that rank in top positions, so this is the main focus of this guide to competitor analysis.

Domain Authority (DA)

DA is a search engine ranking metric calculated by Moz, based on a site’s popularity, which predicts how a website will rank on search engine results pages (SERPs). Analysing the DA of your competitors’ referring domains (where their inbound links are coming from) will give you a benchmark for the link profile you want to achieve.

Backlinks and earning them through outreach and content marketing

The term ‘backlinks’ refers to links from another site to your own that pass on authority, trust and relevancy from the search engine’s point of view. Having high quality links pointing to your website can help to boost your organic search (SEO) visibility, and exposes your brand to a targeted audience.

Earning and maintaining a strong backlink profile for your website is hard work – and there are no shortcuts. Knowing how you’re performing in comparison with your competitors keeps you one step ahead.

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