Cold outreach is hard because most sites have no reason to link to you. But there's a shortcut: the sites that already link to your competitors have proven they'll link to a business like yours. Find those sites, pitch them, and you're starting warm instead of cold. That's the entire idea behind a link gap analysis — and it's one of the highest-converting link-building tactics there is.
This guide explains what a link gap is, how to run the analysis, and how to turn the results into links that close the distance between you and the competitors outranking you.
What is a link gap?
A link gap is the set of websites that link to your competitors but not to you. Each one represents a backlink helping a rival outrank you — and a realistic opportunity to earn the same link. Close enough of these gaps and you don't just catch up on authority; you neutralize a competitor's advantage one link at a time.
Why competitor backlinks are the best prospects
Prospecting is usually the hardest part of link building. Link gap analysis solves it by handing you a pre-qualified list. A site that links to your competitor:
- Is relevant — it already covers your topic.
- Is reachable — it links out to businesses like yours, so it's open to it.
- Is proven — you're not guessing whether it links to your niche; you have evidence.
That relevance and intent is why warm, gap-sourced outreach converts far better than blasting cold lists.
How to run a link gap analysis
- Pick the right competitor. Choose a site ranking where you want to be — a true search rival, not just the biggest brand in your space.
- Run the comparison. Enter your domain and the competitor's into our free Link Gap Checker. It surfaces every referring domain that links to them but not you, sorted by Domain Rating and automatically spam-filtered.
- Prioritize by authority. Start with the highest-DR, most relevant opportunities — those move the needle most and are worth the most outreach effort.
- Find your angle. Look at why each site linked — a resource list, a guest post, a mention, a statistic. That tells you how to pitch your own inclusion.
Turning the gap into links
A list of prospects is only step one. To convert them, match your pitch to the reason the link exists. If a site links to your competitor from a "best tools" roundup, pitch your addition to that roundup. If it's a guest post, propose your own. If it's an unlinked-style mention, offer a resource worth citing. Personalized, relevant pitches — grounded in the fact that they already link to your space — are what turn a gap into a won link.
For a deeper competitive breakdown, pair this with a full backlink profile check on each competitor to understand the shape of their entire link strategy, not just the gaps.
Frequently asked questions
What is link gap analysis?
It's the process of comparing your backlink profile against a competitor's to find the domains that link to them but not you — a ready-made list of relevant, winnable link prospects.
How many competitors should I analyze?
Start with one strong, closely-matched competitor to keep your prospect list focused. Once you've worked through it, add another to widen the pool.
Are all the gap sites worth pursuing?
No — prioritize by authority and relevance, and skip low-quality or spammy domains. A good tool filters obvious spam out for you, but human judgment on relevance still matters.
Find your link gaps now
Enter your domain and a competitor into the free Link Gap Checker to get a warm, DR-scored list of the links they have and you don't — then start closing the gap.