A common method of forming a link strategy is analyzing competitors. To analyze them, compile a list of main competitors, gather necessary data, and compile it into a single table. Then analyze the links, their sources, and create a plan for acquiring each specific link. This will provide a template on which to build your site’s link profile.
Enter a commercial query related to your business theme in the search bar, for example, “buy electric drill.” Select sites from the top-10 dedicated to construction equipment, as well as those similar in size and assortment to yours. If you have a small online store, do not focus on large trading platforms and big price aggregators, as the data will be different.
To analyze backlinks on competitor websites and view their sources, use tools and services like Ahrefs, Ubersuggest, etc. Ahrefs provides detailed backlink statistics but is paid. Ubersuggest is free, however, it does not show statistics for all domains.
Depending on the service, metrics may vary by 15-20%, as each operates on its own search base. Nevertheless, all provide data on competitors’ link sources.
Note that by default, the display mode is set to show one link per donor. If you disable it, you will see all links from sites. But for analysis, it’s more convenient to use the mode displaying one link per domain — this is enough to identify sources.
Often competitors have links from the same websites, and if you analyze each export separately, you might review the same resources.
For clarity, add a column in the Excel file where you will specify the sources of links. If you don’t want to invest in building paid links yet, i.e., you need registrations, links from forums where you can leave information about the company, products, then filter the sources by URL addresses containing the word “forum.”
Thus, analyzing competitors’ links will not only provide data on sources but also ideas for expanding the link profile.
The simplest way to compile a list is to enter your queries of interest into a search engine and collect data from the top-10 results. You can also use specialized services like Ahrefs or MegaIndex.
Important: Choose company websites similar to yours in size and assortment. If you are promoting a small online store or a local small business, study similar websites. Do not consider the link mass of aggregators (like Ozon, Wildberries) and large online stores (such as “Eldorado”). They will reduce the accuracy of the analysis and you won’t get valuable information.
How many platforms do competitors use, what types of links do they purchase, their shares in the overall link mass, and which pages are strengthened by them — Majestic SEO or its analogs can help find this information.
Count all types of links, the number of unique donor sites, and the total number of links. Their average value will be decisive in the strategy.
Base your actions on the figures obtained in the previous step and start working. Remember that a diverse link profile is optimal for promotion and is also the safest. This corresponds to how sites grow and develop naturally. Therefore, search engines will not suspect you of manipulation when the site begins to accrue various types of links:
There are many different tools for creating a suitable link profile. For example, you can try the “Favorites” feature in Serpzilla: upload a list of competitor donor pages and get constant access to purchasing links from the same platforms.
However, do not rush to rapidly increase the link mass. It’s better to do this gradually, and the “Smooth Link Purchase” auto-mode feature in the service can save time on routine work. All you need is to set the necessary quantity, budget, and frequency of launch for each separate URL. Success in link building depends on constant experimentation, so don’t be afraid to use new strategies and the possibilities of link services for effective promotion.