How to Use Moz Link Explorer to Analyze Competitor Backlinks (Step-by-Step)

Published July 21, 2025 | By admin

Ever wonder how some websites dominate Google’s search results while others can’t even crack the first page? A major factor behind that visibility is backlinks. These are links from other websites that point back to your site, and in the eyes of search engines, they work like trust signals.

The more quality backlinks a site has, the more credible and authoritative it appears. But how do you build backlinks like the pros? One of the best ways is to study what’s already working for your competitors—and Moz Link Explorer is one of the best tools to help you do exactly that.

In this guide, we’ll walk you through how to use Moz’s backlink extractor to spy on competitor links, understand what the data means, and translate those insights into an SEO strategy that drives traffic and climbs the rankings.

What Are Backlinks and Why Do They Matter?

Backlinks, Explained in Plain English

Backlinks are simply links from one website to another. For example, if another blog links to your content as a reference, that’s a backlink. Think of it like someone saying, “Hey, check this out!” across the web.

How They Affect Your Google Rankings

Search engines like Google treat backlinks as votes of confidence. If respected sites are linking to you, it tells Google your content is probably trustworthy and valuable. But here’s the catch: not all backlinks are created equal.

What Google looks for in backlinks:

Quality: A link from a reputable site carries more weight than one from a sketchy or irrelevant site.
Quantity: The more quality links you have, the better—but spammy links won’t help.
Diversity: Links from a wide range of sources are more natural and powerful than dozens from the same domain.
Relevance: Links from content related to your niche are more beneficial.

Key takeaway: Focus on getting relevant, high-quality, and diverse backlinks.

Why Moz Link Explorer Is Your Secret Weapon

Moz Link Explorer is an SEO tool designed to uncover backlink data for any domain or URL. Whether you’re auditing your own site or reverse-engineering your competitor’s strategy, this tool makes it easy.

What You Can Do with Moz Link Explorer:

See exactly where your competitors are getting their backlinks.
Identify high-authority sites that might link to you.
Evaluate backlink quality using Domain Authority (DA) and Spam Score.
Discover which competitor pages are getting the most links.
Find keywords in anchor text to guide your own SEO.

Free vs. Paid Plans

Moz offers both free and paid versions:

The free plan is perfect for light use, giving a few queries per month.
Moz Pro unlocks advanced features like:
More in-depth link data
Unlimited searches
Historical reports
Custom alerts

Start free and scale up as needed.

Getting Started with Moz Link Explorer

Here’s how to get rolling:

Go to and sign up for a free account.
From the dashboard, click on Link Explorer.
Enter a competitor’s domain (like example.com) or a specific page (example.com/blog-post).
Hit Search and let Moz do its thing.

Step-by-Step Guide to Analyzing Competitor Backlinks

Step 1: Enter a Competitor’s URL

Decide if you want to analyze:

The entire domain to get a full backlink profile
A specific page to dive into a particular piece of content

Step 2: Review the Summary Metrics

Here’s what Moz shows you upfront:

Domain Authority (DA): A score predicting how well a site ranks (1–100).
Inbound Links: Total backlinks pointing to the domain or page.
Linking Domains: How many unique websites are linking in.
Spam Score: A percentage that flags potentially harmful links.
Top Pages: Competitor content that earns the most backlinks.
Anchor Text: Words used in those backlinks.

Step 3: Dig into the Inbound Links Report

Click to explore detailed backlink data. You’ll see:

The source URL of the link
DA of the referring site
The Spam Score
Anchor text used
Link type: dofollow vs nofollow

Use filters to sort by DA, Spam Score, or freshness.

Step 4: Explore Linking Domains

Check how many different websites link to your competitor. The more unique domains, the more natural and effective the backlink profile is. Look for high-authority domains you could reach out to.

Step 5: Identify Top-Linked Pages

Which pages are earning the most backlinks? These pages often follow a pattern: listicles, guides, tools, infographics, etc. Use this insight to guide your own content creation.

Step 6: Analyze Anchor Text

Anchor text reveals how others describe your competitor’s content. Look for common keywords and branding. Don’t over-optimize yours; keep anchor text natural and varied.

What to Look for in Moz’s Backlink Data

Inbound Links: The Core Metric

Look for:

DA 50+ sites: These carry real SEO power.
Topical relevance: The linking content should relate to your niche.
Dofollow links: These pass authority, while nofollow links still offer traffic and visibility.

Linking Domains: Focus on Variety

One hundred links from one site aren’t as good as one link each from 100 different sites. Moz shows domain diversity to help you prioritize outreach.

Top Pages: Use Them as Templates

What’s working for your competitors? Their most linked pages give you a blueprint for what kind of content attracts attention.

Examples include:

Ultimate guides
Research reports
Resource hubs
“Best of” lists

Anchor Text: SEO Clues

See how other sites describe your competitors. If keywords show up frequently, those are likely ranking targets.

Spam Score: Your Warning Light

High Spam Scores mean shady links. Avoid getting backlinks from sites with a Spam Score above 6–7.

How to Turn Insights Into Action

Once you have the data, it’s time to act.

Find Link Opportunities

Look for:

Sites that link to your competitors but not to you.
Blogs or directories that frequently link to top content in your niche.

Reach out and suggest your own high-quality resource.

Create Better Content

If your competitor’s “Beginner’s Guide” earned 100 links, aim to create a more in-depth, updated, or user-friendly version.

Adjust Your Anchor Strategy

Use insights from anchor text to build a balanced internal and external linking structure. Include branded, generic, and keyword-rich phrases—naturally.

How to Earn Quality Backlinks Through Outreach

Backlink success often comes down to relationship-building.

Craft Better Outreach Emails

Be human, not spammy.

Example:

Hi [Name],
I really enjoyed your article on [Topic]. I just published something similar and thought your readers might find it useful. Would love your thoughts!

Engage Before You Pitch

Comment on their blog.
Share their content on social media.
Build a rapport before asking for a backlink.

Use Guest Posts or Collabs

Offer to write content or collaborate on a piece. It’s a win-win—they get fresh content, and you earn a valuable backlink.

Monitor Competitor Links Over Time

Backlink profiles evolve constantly. Stay ahead of the game by:

Setting Moz alerts for new or lost links on key competitors
Creating monthly reports to track shifts and new opportunities

Common Mistakes to Avoid

Copying links blindly: Not all backlinks are worth replicating.
Chasing low-quality links: Spammy backlinks can tank your SEO.
Neglecting original content: Replicating without adding value won’t cut it.

Bonus Tips & Complementary Tools

Pair with other tools: Ahrefs and SEMrush offer different backlink insights.
Audit your own links: Use Moz to clean up harmful backlinks.
Promote content on social: Sometimes the best backlinks come from viral content.

FAQs

Is Moz Link Explorer free to use?
Yes, with limits. The free version allows a few queries per month. For full access, Moz Pro is ideal.

How often should I analyze competitor backlinks?
Once a month is a good rhythm to spot changes and opportunities.

Can I use Moz for local SEO?
Absolutely. Check which local businesses link to your competitors and connect with them.

What if competitors have spammy backlinks?
Don’t try to replicate those. Focus on quality sources that actually help your SEO.

Moz Link Explorer isn’t just a backlink tool—it’s a window into your competitors’ strategy and a map for building your own authority. Use it wisely, take action consistently, and watch your site rise through the rankings.

Your Backlink Game Plan Starts Here

Backlinks remain one of the most important ranking factors in SEO—and now you know exactly how to leverage Moz Link Explorer to uncover them, decode them, and use them to your advantage. By taking a peek behind the curtain of your competitors’ link strategies, you gain access to a treasure trove of insights that can transform your own SEO efforts.

Remember, success doesn’t come from copying links blindly. It comes from understanding what works, creating valuable content that earns links naturally, and building real relationships with reputable websites in your niche. Moz makes that process easier, giving you the tools to act strategically instead of guessing blindly.

So, whether you’re an SEO newbie or a seasoned pro, take what you’ve learned here and put it into action. Start with a free Moz account, explore your top competitors’ backlink profiles, and begin crafting a smarter, more effective link-building strategy today.

Your path to higher rankings, more organic traffic, and long-term online success starts with one simple search. Ready to outsmart your competition? Fire up Moz Link Explorer—and let the backlink building begin!