How to Use Competitor Backlink Analysis for SEO in NZ
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How to Use Competitor Backlink Analysis for SEO in NZ
Backlinks Services
1. Fill in your details 2. Upload the photos of your licence 3. Pay
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or get in touch. Your website should work as a 24/7 representative that reflects your brand identity and drives results.
Redesigning a website becomes necessary when it starts to feel outdated, loads slowly, or no longer supports your current goals.
Technology, design trends, and user expectations change quickly—what worked five years ago might now be hurting your traffic and
conversions.
A strategic redesign improves performance, user experience, and SEO, making your site more effective at turning visitors into customers.
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In the New Zealand digital landscape, competition to rank on Google .co.nz is fierce, and one of the most effective ways to gain an edge is by studying the backlink profiles of your competitors. A competitor backlink analysis gives you deep insight into where rival sites are getting their authority from, what types of content earn links, and which link sources are being leveraged in your niche. With that intelligence you can pinpoint opportunities that you may have missed, refine your own content and outreach strategy, and build a link profile that improves your ranking prospects in NZ.
Rather than starting from scratch, you’re borrowing from what already works. This tactic is especially valuable in a smaller, localised market like New Zealand where region, culture and local relevance play an outsized role. The more you know about how others in your niche are earning links — especially from NZ-based domains (.co.nz, .org.nz, .ac.nz) — the more you can adapt and tailor your strategy to secure similar or better links.
Competitor backlink analysis isn’t just copying links; it’s interpreting patterns, understanding why links were earned, and applying that insight strategically. According to one guide: “Competitor backlink analysis is the process of identifying and assessing the links pointing to competing websites. It provides insight into where competitors earn backlinks, which ones contribute most to their rankings… and how similar or better links can be secured.” AgencyAnalytics+1
In NZ, where local signals, geographic relevance and domain-trust matter heavily, a refined analysis of competitor backlink profiles can offer disproportionate benefit if done correctly.
Before diving into tools and spreadsheets, you must structure what you will analyse and why. Without clear focus, you risk drowning in data without actionable insight.
Some key focus areas include:
Not all “business competitors” are your SEO competitors. Your real SEO competitors are those who rank consistently for the keywords you care about. To identify them:
You’ll want to capture and compare metrics such as:
You should know where you currently stand: your existing backlink profile, number of referring domains, link types, and local links (NZ domains). A local SEO guide for New Zealand stresses this: “Analyzing competitors’ backlink profiles helps identify hidden link-building opportunities.” Ranktracker
With a clear baseline and competitor benchmark, you can set realistic goals for how many and what kind of links you’ll need to close the gap.
Let’s walk through a structured, practical process you can apply — especially relevant for NZ businesses and local SEO efforts.
Create a list of 3-5 competitors who rank for your target keywords in the NZ market. Include both national and regional players if relevant. For each competitor capture: domain name, region, main keyword targets, and whether they are purely NZ-focused or international.
Use SEO tools such as Ahrefs, SEMrush, Moz Link Explorer or other tools that support analysis of NZ domains. For each competitor:
Once you've exported data, you’ll need to assess it. Key questions include:
One of the most powerful parts of competitor backlink analysis is finding the links your competitors have that you don’t. This is often called a “link gap” or “backlink gap”. For example:
With the data in hand, you can now map out actionable strategies:
Link building is not a single activity — it’s ongoing. You should track:
Over time you refine your outreach, adapt to tactics that work in your NZ niche, and scale your link building.
Since your focus is on the NZ market, there are a few localised nuances to keep in mind when using competitor backlink analysis.
Backlinks from NZ-centric domains (.co.nz, .org.nz, .ac.nz) often carry more local relevance for Google .co.nz search results. When analysing competitor backlinks, look for how many of the links are from NZ domains, and set a target to increase your NZ-based links proportion. The RankTracker guide for NZ highlights this local filter. Ranktracker
If you serve a specific region (e.g., Wellington, Christchurch, Auckland), examine competitor links focusing on those regions. See if competitors are getting links from local chambers of commerce, regional news outlets or city blogs. These can often be easier to replicate and more valuable locally.
In many NZ contexts, content that references local events, NZ statistics, Māori-language or cultural aspects can earn more attention from local publications — which in turn may secure backlinks. When you spot competitor backlinks from NZ-specific content, consider how your content could localise even further.
One challenge in NZ is that many local publications and blogs have stricter editorial standards and are less open to generic guest posts or self-promotional content. The NZ link-building guide notes “strict editorial standards” are a common hurdle. Ranktracker Use competitor backlink analysis to identify exactly which NZ sites accepted links, what type of content they accepted, and how to tailor your outreach accordingly.
Because NZ is smaller, competitor backlink analysis can produce lower-volume but high-impact opportunities (e.g., a regional NZ blog linking to multiple local businesses). Such links may not bring thousands of traffic, but their local relevance and authority can boost your local SEO significantly.
Even when you follow the competitor backlink-analysis process, there are some mistakes that can undermine your efforts. Being aware of these will help you avoid wasted time or harmful tactics.
Just because a competitor has many backlinks doesn’t mean all of them are good. Focus on authority, relevance and link-type. As one guide notes, the “number of referring domains” is better than sheer link count when comparing sites. Stellar SEO
Some competitor links are not accessible or replicable (e.g., private partnerships, old placements, paid placements). Your job is to identify realistic opportunities. Use the competitor’s links as indicators, not automatic targets.
If you reach out for a link to low-quality content, you’ll likely be rejected. Make sure your content is link-worthily strong — accurate, localised, well-designed, and relevant. Competitor backlink analysis is strongest when used in conjunction with high-quality content creation.
Without measuring the impact of your new links (for example in NZ organic traffic or rankings), you won’t know what works. Use consistent monitoring and refine accordingly.
In NZ, a link from a very large overseas domain might bring authority, but a link from a trusted NZ domain (with regional relevance) may bring stronger local SEO benefit. Make sure your analysis gives weight to NZ-domain links and locally relevant sources.
After you finish your competitor backlink analysis and have compiled your insights, you should translate them into a structured action plan.
Based on your analysis, create a ranked list of link targets. Criteria for prioritisation:
If your competitor’s top links are coming to e.g., “industry reports”, “how-to guides”, “case studies”, then plan your version. For NZ, you might create:
These become the assets you’ll pitch for links.
Once you have your target list and assets, start outreach. Use a personalised email, reference their site’s recent work, demonstrate how your content adds value, and propose a backlink opportunity. Since you’ve identified from competitor analysis that they link to such content, your pitch is more credible.
Using tools (Google Analytics, Search Console, SEO tools) monitor:
Review monthly or quarterly and compare against the baseline you recorded.
Competitor backlink analysis should not be a one-time task. Competitors will earn new links, content strategies will shift, and new domains may emerge. Set a cadence (every 3-6 months) to rerun the analysis, update your spreadsheet, and adapt your strategy.
Imagine you run a Wellington-based software company focused on “SME export tools NZ”. You notice two competitor domains ranking consistently for “NZ export software”. You run backlink analysis and discover:
Armed with that insight, you:
To know if your efforts are effective, focus on the following key performance indicators (KPIs), especially for the NZ context:
Keep regular dashboards comparing your link profile with competitor summary metrics so you can see how you’re stacking up and whether the gap is closing.
Competitor backlink analysis doesn’t exist in isolation. It ties into your broader SEO and content strategy in these ways:
Here are some pitfalls to watch out for:
Even as search engine algorithms evolve, backlinks remain one of the strongest ranking signals — especially when they are relevant, high-quality and locally anchored. In New Zealand, where the market is smaller and local signals matter more, competitor backlink analysis gives you a way to shortcut the guesswork. You’re leveraging proven link flows and adapting them to your brand, location and niche.
Moreover, because many NZ publications and blogs may accept contributions, analyses, local case studies or resource pages, you can use competitor insights to find link sources that are both accessible and relevant. The smaller the market, the more effect a few strong, relevant links can have.
By consistently analysing your competitors’ backlink profiles, you’re staying ahead of evolving link patterns, spotting emerging link sources early, and building a diversified, robust link profile geared for NZ search success.
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