Link intersect, also called a link gap or backlink gap analysis, compares backlink profiles to find sites that link to two or more competitors but not to your site. If a publication has linked to several companies in your space, it may cover your category and be open to linking to you too. Several backlink tools offer this as a built-in report.
How to run one
Enter your domain and a few competitors. The tool returns domains or pages linking to at least some of the competitors and not to you. Set the threshold to two or more competitors to filter out one-off links.
- Pick direct competitors and adjacent companies your buyers also use
- Run the report at domain level first, then at page level
- Group results by type: review sites, listicles, partner pages, news, communities
- Review the actual linking pages to see why they link
What the results usually show
Common findings include "best tools" listicles you are missing from, review platforms you have not claimed, integration directories, podcasts that interview founders in your space, and resource pages. Each type calls for a different approach: some need a profile, some a pitch, some a product change.
Some results will be paid placements or link schemes. Skip those rather than copying them.
Turning gaps into work
Prioritize by relevance and by how likely the linking page is to change. A listicle updated yearly is a better target than one that has not changed in years. Track outcomes so you learn which gap types are worth the effort.
Example
Finding missing listicles
An illustrative social scheduling tool, Postwillow, runs a link intersect against four competitors. Many shared links come from "best social media tools" articles that list all four competitors but not Postwillow. The team reaches out to the authors of recently updated lists with a short product summary and a trial account, and is added to several.
Common mistakes
Comparing against the wrong competitors
Huge, broad brands link-gap badly. Choose companies close to your size and category.
Copying competitors' paid links
If a gap is a paid placement, it is a paid link for you too.
Questions
Keyword gap compares rankings for search terms. Link intersect compares linking sites.
