How to Run a Backlink Gap Analysis Step by Step

Backlink gap analysis compares your referring domains against competitors ranking for target keywords. The output is a prioritized list of sites linking to rivals but not to you, segmented by quality and placement type.

Skip this step and outreach becomes random emails to high-DR domains that will never reply.

Step 1: Define true SERP competitors

Business competitors and SEO competitors differ. A Wikipedia page ranking for your keyword is an SEO competitor even if you sell software, not encyclopedias.

Select five to ten domains appearing consistently for priority keywords across:

• Head terms
• Mid-funnel comparisons
• Bottom-funnel product queries

Include at least one domain you aspire to beat, not only those currently outranking you everywhere.

Step 2: Export and merge backlink data

Pull data from your preferred backlink tools. Export:

• Referring domains per competitor
• Your own referring domains
• Link type flags where available

Merge into one spreadsheet. Deduplicate domains appearing for multiple competitors (high-value targets).

Step 3: Filter for quality

Remove or deprioritize:

• Known link networks and PBN patterns
• Irrelevant language or topic categories
• Zero-traffic parked domains
• Sitewide footer links counted hundreds of times
• Expired domains redirected to spam

Tag remaining domains by placement type:

Step 4: Segment gaps

Create four buckets:

1. Shared: Everyone has it, including you (baseline)
2. Gap: Competitors have it, you do not (primary targets)
3. Unique: Only you have it (defend and replicate if strong)
4. Unwinnable: Links driven by fame, legacy, or non-replicable relationships

Not every gap deserves outreach. Mark unwinnable entries to prevent wasted effort.

Step 5: Score and prioritize

Sample scoring model (adjust weights to your niche):

Sort by weighted score. Top fifty to one hundred domains become month-one to month-three outreach queues.

Step 6: Map gaps to tactics

Translate domains into execution:

• News domains → digital PR
• Niche blogs → guest posts
• Resource pages → dedicated resource outreach
• Local sites → local link building

One gap list feeds multiple workstreams.

Step 7: Document anchor and URL patterns

Analyze which competitor URLs receive the most gap links and which anchors appear. Feed findings into:

• Internal landing page priorities
• Anchor text guidelines for your outreach
• Content briefs for pages lacking linkable assets

Sample gap output

Common gap analysis pitfalls

Teams new to gap work often make predictable mistakes that inflate prospect lists with low-value targets:

• Counting sitewide footer links as unique opportunities when one domain appears hundreds of times
• Treating every competitor gap as winnable without checking whether links stem from brand fame or decade-old content
• Ignoring link type and pitching guest posts to domains that only cite original research
• Skipping manual verification on the top twenty prospects, then wasting month one on dead sites
• Exporting raw CSVs without deduplication across five competitors, creating outreach lists three times larger than necessary

Building a repeatable scoring model early prevents these issues from compounding. Document why domains were excluded, not only which domains made the final list. Future refreshes become faster when exclusion logic is transparent.

Tool stack recommendations

No single backlink tool captures every link. We typically export from two sources minimum, merge in a spreadsheet, and use the third for spot checks on disputed domains. Document which tool surfaced each prospect so future refreshes do not waste time re-discovering known gaps.

Spreadsheet columns worth standardizing:

• Domain, placement type, competitors linked, priority score
• Outreach status, owner, last contact date
• Live URL if placement succeeds, anchor text, target page
• Notes on editorial standards and contact path

Consistent columns make handoffs between strategists and outreach specialists painless.

Refresh cadence

Re-run gap analysis:

• Quarterly for competitive industries
• After major SERP shifts or algorithm updates
• When entering new keyword clusters or markets

Our retainers include quarterly refreshes. Standalone audits available via competitor backlink analysis.

FAQ

See the real estate portal case study for gap analysis in practice. Read Competitor Link Benchmarking for SaaS for vertical-specific tips.