How to Find Backlinks

Welcome to the newest installment of our educational Next Level series! In our last episode, Brian Childs equipped copywriters with the tools they need to succeed with SEO. Today, he's back to share how to use Link Explorer to find link building opportunities based upon your competitors' external inbound links. Read on and level up!

In Moz’s SEO training classes, we discuss how to identify and prioritize sources of backlinks using a mix of tools. One tactic to quickly find high Domain Authority sites that have a history of linking to pages discussing your topic is to study your competitors' backlinks. This process is covered in-depth during the SEO Bootcamp.

In this article, I’ll show how to create and export a list of your competitor’s backlinks that you can use for targeting activities. This assumes you've already completed keyword research and have identified competitors that rank well in the search results for these queries. Use those competitors for the following analysis.

How to find and check backlinks?

Step 1: Navigate to Link Explorer

For the unfamiliar, Link Explorer is our world-class backlink checker used to research the link profile of any site on the internet. It shows you the quality of inbound links using metrics like Page Authority, Domain Authority, and Spam Score. You can do a good amount of backlink research with the free version, but to enjoy all its capabilities you'll need full access; you can get that access for free with a 30-day trial of Moz Pro.

Step 2: Enter your competitor’s URL

I suggest opening your competitor’s site in a browser window and then copying the URL. This will reduce any spelling errors and the possibility of incorrectly typing the domain name. An example of a common error is incorrectly adding “www” to the URL when that's not how it renders for the site.

Step 3: Navigate to the "Inbound Links" tab

The Inbound Links tab will display all of the pages that link to your competitor’s website. In order to identify sources of links that are delivering link equity, I set the parameters above the list as follows: Link type - Follow, Links Status - Active. This will show all external backlinks providing link equity to any page on your competitor’s site.

Step 4: Export backlink data into .csv

Most reports in Link Explorer will allow you to export to .csv. Save these results and then repeat for your other competitors.

Step 5: Compile backlink .csv results from all competitors

Once you have Link Explorer backlink exports from the top 5–10 competitors, compile them into one spreadsheet.

Step 6: Sort all backlinks by Page Authority

Page Authority is a 1–100 scale developed by Moz that estimates the likelihood of a page’s ability to rank in a search result, based on our understanding of essential ranking factors. Higher numbers suggest the page is more authoritative and therefore has a higher likelihood of ranking. Higher Page Authority pages also will be delivering more link equity to your competitor’s site. Use Page Authority as your sorting criteria.

Step 7: Review all linking sites for opportunities

Now you have a large list of sites linking to your competitors for keywords you are targeting. Go down the list of high Page Authority links and look for sites or authors that show up regularly. Use your preferred outreach strategy to contact these sites and begin developing a relationship.