Backlink audit: what to check before you spend on link building
If rankings are stuck, buying more backlinks can be a waste if the backlink profile has problems. A backlink audit helps you spot risky referring domains, weird anchor text patterns, lost links, and pages that are not earning link equity. This page shows the checks we run, the tools people use, and what “clean next steps” usually look like.
What a backlink audit is
A backlink audit is a review of your inbound links, the referring domains they come from, and the patterns those links create. The goal is not to chase metrics, it is to understand if the link profile looks natural for your niche and your growth pace. You also want to find links that are helping, links that are neutral, and links that can drag a site down.
The quick checklist
- Referring domains quality, topic fit, and index status.
- Anchor text distribution: brand, URL, topical, partial match, exact match.
- Link attributes: dofollow, nofollow, sponsored, UGC, plus placement type.
- Lost links, redirected targets, 404s, and broken link equity paths.
Tools people use for backlink audits
Most audits start by exporting backlink data, then cross-checking it across more than one source. Every tool misses something, so you want overlap.
Google Search Console
Useful for a baseline “Google sees this” view. Combine with third-party crawlers for deeper sorting, anchor text grouping, and link type patterns.
Ahrefs, Semrush, Majestic
Helpful for backlink discovery, referring domains, anchor text reports, and competitor backlink gap checks. Export data so you can sort by domain topic, traffic signs, and placement type.
Screaming Frog and site crawlers
Great for internal linking, 404 targets, redirect chains, and figuring out whether link equity can flow to your money pages.
Manual review
Nothing replaces clicking into the linking page and reading context. That is where you spot sitewide links, footer links, spun content, and placements that do not fit.
Backlink audit process
This is the same structure we use for client audits. It is built around real SEO signals: relevance, anchor text patterns, link attributes, index status, and link equity flow.
- Export backlink data from Search Console plus at least one crawler, then merge by canonical URL and root domain.
- Group anchors: brand, URL, generic, topical, partial match, exact match, then spot ratios that look forced.
- Review link attributes and placements: dofollow vs nofollow, sponsored, UGC, in-content, author bio, sitewide.
- Check target URLs: do links point to the right page, are there redirects, 404s, or irrelevant targets?
- Flag risks: link networks, malware, spun content, de-indexed domains, anchor spikes, unnatural link velocity.
What you get after an audit
The goal is a clear plan you can execute. That plan usually includes cleanup priorities, link building targets, and a safer anchor approach.
Risk list with notes
A list of risky domains and URLs, plus why they look risky. This is what supports cleanup planning and disavow decisions.
Anchor mix direction
A target anchor text mix by intent: brand and URL anchors for safety, topical anchors for relevance, partial match anchors where it fits naturally.
Competitor backlink gap targets
A shortlist of competitor referring domains that fit your topic and can be approached with outreach, guest posts, or PR. See competitor backlinks.
Next steps plan
A practical plan tied to your pages: what to clean, what to rebuild, which link types to use, and a reasonable monthly pace. Start with packages or request manual outreach.
FAQ
A few common questions people ask before they request an audit.