using competitor backlinks without being a copycat

    Why Copying Competitor Links Can Hurt More Than Help

    One of the first SEO tricks I learned was spying on competitor backlinks. It felt like unlocking a cheat code. But I quickly hit a wall. Copying links one-for-one didn’t work. In some cases, it actually backfired—triggering spam filters or wasting time chasing low-value sources.

    So I changed my approach. I stopped copying and started interpreting. The goal? To understand what worked for them and use that insight to create something even better. Here’s how I do it.

    The Problem with Blind Link Copying

    Copy-pasting competitor backlinks assumes they’re all worth having. But here’s the truth:

    • Not all their links are high quality
    • Many are outdated or dead
    • Some were earned via relationships you don’t have

    Also, Google doesn’t reward “same-ness.” If five sites have the exact same link profile, only one of them wins. So being a copycat keeps you in second place—at best.

    What to Do Instead: Analyze the Why, Not Just the Where

    When I look at a competitor’s backlinks, I ask:

    • What kind of content earned this link?
    • What was the context of the link (guest post, mention, resource)?
    • Is the linking site part of a larger network or niche?

    For example, if they got linked from a marketing podcast's blog post, I don’t just chase that same link. I ask: can I pitch myself as a guest on similar podcasts?

    Turn Competitor Data into Smarter Link Targets

    Here’s a process that’s worked for me multiple times:

    1. Export backlinks from Ahrefs or SEMrush
    2. Tag them by type (blog post, forum, resource page, press)
    3. Find patterns—what types of content are driving links?

    Then, I build a list of *similar but new* opportunities. If they got links from startup blogs, I go after the ones they missed. If they’re heavy on local news, I pitch regional outlets they haven’t hit.

    Case Study: Outranking a Top Competitor Without Copying a Single Link

    I once had a client in the SaaS CRM space. Their top competitor had thousands of backlinks—many from directories, forums, and software review blogs. Instead of chasing those, we:

    • Created a data report that showed trends in customer behavior
    • Pitched it to marketing blogs and trade sites that hadn’t linked to the competitor
    • Used Twitter threads and podcast appearances to build fresh links

    Result? 50+ contextual links in three months. We didn’t copy a single one—but we overtook them in the rankings.

    Build Better Content Than What Earned Their Links

    If they got 10 backlinks to a “Top 10 Tools” post, create a richer, deeper version—maybe with screenshots, expert quotes, and use cases. Link to your version when pitching, and you’ll stand out.

    Remember, most sites link to value, not just popularity. Beat their content, and you’ll earn better links.

    Use Their Weaknesses as Your Entry Point

    I love finding broken links in a competitor’s profile. Or mentions that go to 404 pages. That’s my moment. I reach out to the site owner:

    “Hey, saw you linked to [competitor], but the page is dead. We’ve got a working resource on the same topic—want to swap it in?”

    This works better than asking for new links from scratch. You're helping them, and Google loves fixed experiences.

    Tools I Use to Analyze Without Copying

    • Ahrefs: Best for backlink export and filtering by authority
    • Screaming Frog: Great for finding broken links
    • BuzzSumo: Helps see what competitor content gets shared and linked
    • Google Alerts: For tracking fresh mentions around key terms

    Set filters to find fresh link opportunities rather than stale copycats.

    Pitch Smarter, Not Just Harder

    Most competitors pitch cold and generic. You can win by being personal and precise. Mention a specific post, offer a new angle, and explain why your link improves their content. I’ve landed links from sites with DA 70+ just by being the one person who didn’t send a templated email.

    Final Thought: Learn from Competitors, Don’t Follow Them

    Imitation might be flattering—but it’s not strategic. Use your competitors’ backlink data as a map, not a blueprint. Understand what worked, why it worked, and how you can do it better. That’s how you climb without clinging.

    In SEO, originality with insight always beats replication without context. Make your own path, and let your links be earned, not echoed.