Master Competitive Link Analysis for Local SEO

Quick checklist: what you need before you start

• A list of real local competitors that rank for the target query.
• Access to a backlink tool (examples below) to pull link profiles.
• The workbook copy (we make a copy and use it).
• Basic spreadsheet skills to paste and check data.

Step-by-step process

1. Pick the right competitors.

   Choose the businesses that rank where you want to rank. Pick local competitors, not national sites with huge budgets. We usually pick the top 3–5 organic or Maps results that show up for the target keyword or service in the target city.

2. Pull their backlink data.

   Use a backlink tool to export referring domains and anchor text. Common tools work fine. Gather the raw lists for each competitor. You want referring domain counts, domain authority or rating, and the anchor text for links.

3. Copy the workbook and paste data.

   Make a copy of the Excel workbook we provide. Paste each competitor’s link exports into the right sheet. The workbook is pre-made to read that data and calculate the charts and averages automatically.

4. Let the workbook calculate averages and ratios.

   The file will compute link counts, average domain strength, and anchor text percentages. It will also show charts so you can see patterns fast. These charts show you what anchor mixes are normal for that niche and area.

5. Analyze the results and set targets.

   From the report, pick realistic targets: how many links you need per month, the distribution of anchor text types, and the kinds of sites you should get links from (local directories, relevant blogs, industry sites, etc.).

6. Make the campaign plan.

   Choose the types of links to build first (citations, niche directories, content links, local partnerships) and set anchor text rules based on the competitor report. Track progress and update the report as you build links.

How to read common metrics in the workbook

Link quantity

Look at how many referring domains your competitors have. If the top competitors have a clear lead in referring domains, you will likely need to add links to close the gap. The workbook gives you averages so you don’t have to eyeball it.

Anchor text ratios

This is where many people make big mistakes. The workbook shows the percentage of exact match, partial match, brand, and generic anchors. We match safe ratios, not extremes. If the top sites have only 5% exact match, you should not target 50% exact match anchors.

Relevance and site types

Note where links come from: local directories, community sites, industry blogs, or national sites. If competitors rank with a lot of local or niche links, your campaign should focus there first instead of chasing generic high-authority links that may not move local rankings.

Domain strength

Domain authority or domain rating gives an idea of strength, but look at a mix. High counts of low-strength domains can still add up. The workbook averages domain metrics so you can see whether top competitors have strong domains or many average ones.

Where to get the data (tools and tips)

Use a backlink tool to export referring domains and anchor text. Common tools include Ahrefs, SEMrush, Moz, and Majestic. Each tool orders and formats its exports slightly differently, but all give the key fields we need: referring domain, anchor text, and a strength metric.

If you don't have a paid tool, use free trials or low-cost reports for the few competitors you need. The workbook helps you make the most of small data sets. For local SEO, a few focused competitor exports are often enough to make smart decisions.

Common mistakes to avoid

• Building links without a report. We never do that. The report is the plan.
• Using a too-small sample of competitors. Pick the right local competitors that actually rank for your target phrase.
• Copying anchor text blindly. Match the anchor mix; do not copy exact anchors word-for-word.
• Chasing only high domain metrics. Relevance and link type matter for local rankings.
• Ignoring on-page and GBP signals. Links are part of the map, not the whole map.

How we use the report to build a campaign

Once the workbook shows the numbers, we set clear rules for the campaign:

• Monthly link targets. This is based on the gap between your site and the competitors’ averages.
• Anchor text rules. We set percentages for exact match, partial match, branded, and generic anchors and track them.
• Priority link types. We choose the types that match competitors: local lists, niche blogs, community mentions, or press pick-ups.
• Reporting cadence. We update the workbook as links go live and compare progress to the targets.

We test and adjust. If we build links and rankings don’t move, we revisit the report and check whether the quality and relevance of the new links match what competitors have. Adjustments happen fast because we start with data.

Where to find the workbook

We put a copy of the workbook in a pinned comment of the training post. Make a copy and use it as your base file. The workbook has formulas and charts already set up. All you need to do is paste the exports and let the file do the math.

Tip: The training video that walks through the workbook is about an hour and eight minutes. You can watch it at 1.5x speed if you want. Watching the demo helps you see where to paste exports and how to read each chart.

Simple example: how a quick analysis works

Imagine three local competitors. We pull their backlink lists. We paste them into the workbook. The workbook shows:

• Competitor A: 250 referring domains, 10% exact anchors, many local citations.
• Competitor B: 180 referring domains, 5% exact anchors, a few niche blog posts.
• Competitor C: 300 referring domains, 15% exact anchors, several strong regional sites.

From that we might decide to aim for 220–300 referring domains over time, keep exact anchors under 10%, and focus on getting regional and niche blog links. The workbook tells us those numbers so our link building plan is not a guess.

Reporting and quality control

We track every live link and compare current link counts and anchor mix to the target from the workbook. If a link drops or an anchor ratio drifts, we fix the plan. The workbook makes this tracking simple because it stores the numbers in one place.

FAQ

How many competitors should we analyze?

We usually analyze the top 3–5 local competitors for the target query. That gives a clear picture without creating too much noise. If the market is odd, look at a few more, but start with the best-ranking local businesses.

Do we need paid backlink tools?

Paid tools give cleaner, bigger exports and save time. If you’re on a tight budget, use trial accounts or exports for only the top competitors. The workbook works with small sets, so you can still get a useful report without a big tool budget.

How often should we update the analysis?

Update the report when you start a campaign and then every few months or after a big push in links. If rankings move fast, check monthly. If things are slow, quarterly updates are fine.

Can we copy competitor anchors exactly?

No. We match the mix and intent. Copying exact anchors can look unnatural and risky. Use similar themes and keep exact match anchors low if competitors do.

What if competitors have paid links or spammy links?

Filter out spammy or paid links from your goals. The workbook helps show whether top rankings are driven by clean links or risky ones. If you see spam, don’t copy it—look for clean alternatives that match the intent.

Final thoughts

Running a competitive link analysis first saves time and money. It gives a plan, not a guess. The workbook we use turns raw backlink exports into clear targets for link quantity, anchor mix, and relevance. We make a copy of the file, paste competitor exports, and use the calculated averages to build a campaign that mirrors what actually works in that niche and city.

Do the analysis first. Make the plan from the numbers. Then build links that match the plan. That is how we approach every campaign, and that is how you can move from guessing to doing work that actually fits the market.