SEO Backlink and Competitor Analysis Templates & Tools

Top Recommended Tools

These platforms provide built-in analysis features, exportable data for templates, and automation. They're essential for pulling accurate backlink data (e.g., domain authority, referring domains) and competitor insights (e.g., keyword gaps, top pages).

Recommendation: Start with Ahrefs if backlinks are your priority (superior database). Use SEMrush for full competitor audits. Both offer 7-14 day trials—export data to free templates below.

Free Templates for Backlink Analysis

Downloadable and customizable. Import data from tools like Ahrefs/SEMrush via CSV.

• Ahrefs Backlink Gap Analysis Template (Download here): Excel-based; compares your site vs. 4 competitors to find missing links. Pros: Step-by-step guide. Cons: Requires Ahrefs data export.
• QuestionDB Free Backlink Audit Template (Link): Google Sheets; audits toxic/broken links. Pros: Beginner-friendly, step-by-step. Cons: Manual data entry.
• Stackby SEO Backlink Analysis (Link): No-code database; integrates Serpstat/Ahrefs. Pros: Automates imports. Cons: Learning curve for non-Sheets users.
• Gray Dot Co Competitor Backlink Analysis (Google Sheets): Free Sheets template with instructions. Pros: Community-vetted. Cons: Basic visuals.

Free Templates for Competitor Analysis

Focus on keywords, traffic, backlinks, and gaps.

• Inflow SEO Competitor Analysis Template (Download): Google Sheets; tracks rankings/performance. Pros: E-commerce focused, easy metrics. Cons: Generic for non-ecom.
• Stackby SEO Competitor Analysis (Link): All-in-one (social, site speed, backlinks). Pros: Visual dashboards. Cons: Signup required.
• HubSpot Competitive Analysis Template (Excel/PDF): Simple matrix for 5 competitors. Pros: No SEO tools needed. Cons: Lacks backlink columns.
• SpyFu Competitive Analysis Template (Link): Sheets-based; keyword/content opportunities. Pros: Integrates SpyFu data. Cons: Best with paid SpyFu.

Quick Start Workflow:

1. Use Ahrefs/SEMrush free tools to export backlinks/competitors.
2. Paste into Gray Dot Co or Inflow Sheets template.
3. Analyze: Sort by DR (Domain Rating), identify gaps >10% opportunity.

These are all free as of 2026 searches. For GA4 users, try Looker Studio backlink templates for traffic insights.

What niche or website are you analyzing (e.g., e-commerce, blog)? Do you prefer Google Sheets, Excel, or automated platforms? Budget for paid tools? Let me know for more tailored recs!

Performing a backlink and competitor analysis is much easier when you have a structured framework. Depending on whether you want a quick manual sheet or an automated report using professional tools, here are the best templates and solutions currently available.

1. The "Big Three" Industry Standard Templates

If you use (or are considering) a major SEO tool, these templates are designed to work perfectly with their data exports.

• Ahrefs: Backlink Gap Analysis Template
  • Focus: Specifically finding links your competitors have that you don't.
  • Format: Google Sheets / Excel.
  • Pros: High-quality SOP (Standard Operating Procedure) included; great for technical link building.
  • Best for: Identifying specific outreach targets to close the authority gap.
  • Get Ahrefs Template
• Semrush: Competitive Content & SEO Template
  • Focus: A holistic view of organic traffic, keywords, and backlink counts.
  • Format: Google Docs (for reporting) or Google Sheets (for data).
  • Pros: Very professional formatting; includes a "SWOT" analysis section to present to clients or stakeholders.
  • Best for: Creating a comprehensive "State of the Market" report.
  • Get Semrush Template
• Moz: SEO Competitor Analysis Spreadsheet
  • Focus: Direct comparison of Domain Authority (DA), Page Authority (PA), and link counts.
  • Format: Google Sheets.
  • Pros: Simple, clean, and easy to use even if you aren't an SEO expert.
  • Best for: Quick, high-level benchmarking against 3–5 core rivals.
  • Get Moz Template

2. General & Comprehensive Business Templates

These are better if you want to analyze more than just "links," such as content strategy and social presence.

• HubSpot: 10 Competitive Analysis Templates
  • Includes: SWOT analysis, product feature comparison, and content marketing audit.
  • Format: Excel / PDF.
  • Pros: The most "all-in-one" option for business-wide strategy.
  • Get HubSpot Templates
• Sheets for Marketers: Competitor Research Collection
  • Focus: A curated list of dozens of community-made Google Sheets.
  • Best for: Finding "niche" templates (e.g., specific for e-commerce or local SEO).
  • Browse Collection

3. Comparison of Features

4. How to Choose the Right One

1. If you are building a link-building campaign: Use the Ahrefs template. It focuses on "Link Intersect" data, which is the fastest way to get results.
2. If you need to show your boss/client why you are winning/losing: Use the Semrush or Moz templates. They provide the best "at-a-glance" charts.
3. If you are starting a brand-new business: Use the HubSpot templates to understand the broader market before diving into technical SEO.

Recommended Tool for Automation: Stackby

If you don't want to manually copy-paste data, Stackby offers an SEO Competitor Analysis Template that uses APIs to pull in Ahrefs or Moz data automatically. This is a great "middle-ground" between a static spreadsheet and a $100/month software subscription.

To give you the most relevant advice, are you planning to do this analysis manually using free tools (like Google Search Console), or do you already have a subscription to a platform like Ahrefs or Semrush?