How to Use Competitor Backlink Analysis for SEO in NZ
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Why Build or Redesign your Website?
Having a well-designed website is essential for any business today. It’s often the first impression potential customers have of your brand. A
professional, functional,
and mobile-friendly site not only builds credibility but also ensures visitors can easily find the information they need—whether it's to
learn more about your services, make a purchase,
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Redesigning a website becomes necessary when it starts to feel outdated, loads slowly, or no longer supports your current goals.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.
It’s an investment that helps your business grow online.
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Understanding the importance of competitor backlink analysis in the NZ market
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.
Defining your analysis scope: What you should focus on & why
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:
Identifying the right competitors
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:
Search for your primary NZ keywords (e.g., “Auckland plumbing services”, “Wellington software export NZ”) and note which domains appear.
Use SEO tools that list “organic competitors” for your domain to find sites targeting the same search queries. Ahrefs+1
Include both national and regional competitors if your service has a local dimension.
Setting clear metrics and link profile targets
You’ll want to capture and compare metrics such as:
Number of unique referring domains (RDs) to competitor sites. Stellar
SEO+1
Domain authority/Domain rating/trust metrics of those linking domains.
Types of backlinks (guest posts, listicles, editorial mentions, resource pages).
Anchor-text distribution (branded, generic, exact-match, partial).
Regional and topical relevance (e.g., links from NZ-based domains, NZ news media).
Link types (dofollow vs nofollow), link location (in-content vs footer/sidebar).
Considering your own baseline
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.
Step 1: List out your real competitors
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.
Step 2: Extract backlink profiles using tools
Use SEO tools such as Ahrefs, SEMrush, Moz Link Explorer or other tools that support analysis of NZ domains. For each competitor:
Enter their domain into the tool and pull the “referring domains” report and “backlinks” report. Semrush+1
Filter results to include only relevant regions if possible (e.g., filter for NZ domains).
Export the results into a spreadsheet or data sheet for analysis.
Step 3: Analyse link quality, type and relevance
Once you've exported data, you’ll need to assess it. Key questions include:
Which domains link to the competitor? Are they high-authority or low-quality?
What kinds of pages are getting the most links (e.g., blog posts, case studies, resource pages)?
What anchor text is being used? Is it generic, branded or keyword-rich?
Are the links coming from NZ-specific domains or global ones? Which might carry more value in NZ search results?
Are there obvious patterns — e.g., many links from listicles, guest posts, sponsorships, broken-link replacements?
The step-by-step guide from Ardent Growth outlines this method: “Step 1: Identify your competitors. Step 2: Export your competitor’s
backlink profile. Step 3: Export your site’s backlink profile …” ardentgrowth.com
Step 4: Spot the link gap and opportunity list
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:
Use a tool’s “backlink gap” or “link intersect” feature (such as in Ahrefs) to find domains linking to your competitors but not to you. Ahrefs+1
Build a list of these domains and evaluate them for relevance, authority and feasibility (i.e., can you realistically earn a link from
them?).
Prioritise these targets in your upcoming outreach or content strategy.
Step 5: Develop your outreach/content strategy based on your findings
With the data in hand, you can now map out actionable strategies:
Create content that rivals—or beats—the content your competitor has linked (e.g., if they got links from a “top 10 NZ industry list”, create
a better “top 15” version with NZ-specific data).
Reach out to domains you discovered in the gap analysis with a pitch tailored to the NZ context.
Use the anchor-text insight to diversify your own link signals (branded vs partial match vs generic).
If many links come from resource pages in NZ (.co.nz domains), consider offering to be featured or referenced in those resource pages.
Step 6: Monitor, track and iterate
Link building is not a single activity — it’s ongoing. You should track:
New backlinks you obtain and their referring domains.
Changes in your competitor’s link profiles (e.g., new links they earn) so you can react.
Impact on your organic rankings, traffic from NZ, and domain authority over time.
As the Wix SEO Hub guide recommends: “Monitor competitors’ new and lost backlinks.” wix.com
Over time you refine your outreach, adapt to tactics that work in your NZ niche, and scale your link building.
Considerations specific to New Zealand and local SEO
Since your focus is on the NZ market, there are a few localised nuances to keep in mind when using competitor backlink analysis.
Relevance of NZ-based domains
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
Regional/Local offsets
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.
Content localisation
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.
NZ editorial standards & link behaviour
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.
The “smaller market” advantage
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.
Common pitfalls and how to avoid them
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.
Mistake: Chasing quantity over quality
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
Mistake: Blindly replicating competitor links
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.
Mistake: Ignoring your own content readiness
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.
Mistake: Not tracking your own progress
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.
Mistake: Neglecting local relevance
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.
Turning insight into action: What to do after your analysis
After you finish your competitor backlink analysis and have compiled your insights, you should translate them into a structured action plan.
Prioritise link prospects
Based on your analysis, create a ranked list of link targets. Criteria for prioritisation:
Domain authority/trust of the linking site
Relevance (NZ domain, local region, industry relevance)
Feasibility of outreach (ease of contact, fit with your brand)
Type of link (editorial, resource, guest post)
Potential traffic/referral benefit
Create or enhance your linkable assets
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:
“2025 NZ Small Business Export Trends” report
“How to Register and Grow a Start-Up in Wellington” guide
“Case Study: Christchurch business uses renewable tech”
These become the assets you’ll pitch for links.
Outreach and relationship building
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.
Track and measure results
Using tools (Google Analytics, Search Console, SEO tools) monitor:
New referring domains
Traffic from NZ sources
Ranking changes for target keywords in Google .co.nz
Link equity flow (if dofollow links)
Review monthly or quarterly and compare against the baseline you recorded.
Iterate continuously
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.
Example of how NZ business might apply competitor backlink analysis
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:
Both competitors have links from NZ-based trade & export association sites (.org.nz).
They each received guest post links on NZ business blogs discussing “export readiness”.
Links from list-type roundup articles like “Top 10 tech service providers for NZ exporters”.
Armed with that insight, you:
Create a new content asset titled “2025 Export Readiness for New Zealand SMEs – Interactive Checklist & Guide”.
Prioritise outreach to the same trade associations and business blogs, referencing the competitor links and offering a superior resource.
Track which domains link back to your content, monitor your referring domains count, and gauge uplift in your region-specific search
visibility.
Within 3-4 months, you may see your domain authority improve locally, and your site start ranking for keywords like “export software NZ”,
“NZ SME export tool”, “Wellington tech export service”.
Measuring success and KPIs for competitor-based link building
To know if your efforts are effective, focus on the following key performance indicators (KPIs), especially for the NZ context:
Number of new referring domains (RDs) from NZ-relevant sites.
Quality of those domains: Domain Authority/Rating, traffic, topical relevance.
Ratio of local (NZ domain) links to global links – especially important for New Zealand SEO.
Percentage increase in organic traffic from NZ sources (check Google Analytics, filter by geographic region).
Keyword ranking improvements in Google .co.nz for your target terms.
Diversity of anchor text – branded vs generic vs partial match.
Referral traffic from linked domains – which links are actually sending visitors.
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.
Integrating with your overall SEO & content strategy
Competitor backlink analysis doesn’t exist in isolation. It ties into your broader SEO and content strategy in these ways:
Content creation: Insight from links tells you which topics and formats attract links (e.g., guides, listicles, reports).
Outreach & PR: Knowing who links to your competitors helps you build relationships and pitch smarter.
On-site SEO: Once you earn links, enhance internal linking structure so that those external links benefit priority pages.
Technical & local SEO: Make sure your site is optimised (mobile, speed, proper NZ targeting) so that links you earn have full effect.
Local relevance: Use your NZ context (local case studies, regional data, NZ domain links) to make your link-building more effective.
Common mistakes to avoid when using competitor backlink data
Here are some pitfalls to watch out for:
Chasing too many competitors – Focus on your most relevant 3-5 to keep the process manageable.
Fixating on link quantity rather than relevance or quality – A few high-quality NZ links may beat dozens of weak generic
ones.
Assuming every competitor link is replicable – Some links may be one-off partnerships or not relevant within your
budget/time.
Ignoring anchor-text risk – If competitor links use spammy exact-match anchors, replicating that without caution may harm
your profile.
Failure to track and iterate – If you treat competitor analysis as a one-off event, you miss changes in the landscape.
Neglecting your own content and site readiness – If your site isn’t prepared (poor UX, thin content, irrelevant pages),
links won’t translate into rank improvements.
Why competitor backlink analysis remains a cornerstone for NZ SEO
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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