HOW TO STEAL YOUR COMPETITOR'S BACKLINKS (THE ETHICAL WAY)
Your competitors have backlinks that help them rank higher than you. Here's how to find those links and get your own, without being shady about it.
Your competitor is outranking you on Google.
You've got a better website. Better reviews. You do better work.
But they're still on top. Why?
Backlinks.
They've got websites linking to them that you don't. And those links are basically votes of confidence in Google's eyes.
The more votes you have, the higher you rank.
Here's the good news. You can see exactly where their backlinks are coming from. And you can get links from those same sources.
Legally. Ethically. No shady stuff.
Let's go shopping.
What Are Backlinks and Why Do They Matter?
Quick refresher in case this is new to you.
A backlink is when another website links to your website. That's it.
When the local chamber of commerce website has a link to your plumbing business... that's a backlink.
When a local news site mentions you in an article and links to your website... that's a backlink.
Google uses backlinks as a ranking signal. More quality backlinks = more trust = higher rankings.
It's like referrals in the plumbing world. The more people who recommend you, the more work you get.
Same thing online.
How to Find Your Competitor's Backlinks
You need a backlink analysis tool. There are several options.
Free options: - Ahrefs Backlink Checker (free version shows top 100 backlinks) - Ubersuggest (limited free version) - Google Search Console (only shows YOUR backlinks, not competitors)
Paid options (worth it if you're serious): - Ahrefs ($99/month) - SEMrush ($119/month) - Moz ($99/month)
Here's what you do.
Step 1: Go to the tool of your choice.
Step 2: Enter your competitor's website URL.
Step 3: Look at their backlink profile. You'll see every website that links to them.
Step 4: Make a list of the relevant ones. Ignore the junk (random directories, spammy sites). Focus on quality local sources.
The 7 Types of Backlinks Your Competitors Probably Have
Here's where their links are likely coming from. And how you can get the same ones.
### 1. Local Business Directories
Your competitor is listed on Yelp, Angi, HomeAdvisor, Thumbtack, BBB, and a dozen other directories. Each one is a backlink.
How to steal it: Create profiles on every directory they're listed on. This is the easiest win. It takes time, but it's free and straightforward.
Here's a starter list: - Yelp - Better Business Bureau - Angi (formerly Angie's List) - HomeAdvisor - Thumbtack - Yellow Pages - Manta - Merchant Circle
### 2. Chamber of Commerce
Many plumbers are members of their local chamber of commerce. The chamber website usually links to member businesses.
How to steal it: Join your local chamber. Membership typically costs $200 to $500 per year. You get a backlink, networking opportunities, and credibility. Worth every penny.
### 3. Local News Mentions
Has your competitor been mentioned in a local news article? A "best plumbers in [city]" roundup? A community spotlight?
How to steal it: Reach out to local journalists and bloggers. Offer yourself as an expert source for plumbing-related stories. "Tips for winterizing your home" type articles. Reporters are always looking for local experts to quote.
### 4. Supplier and Manufacturer Links
Some plumbing supply companies and manufacturers list their authorized dealers or preferred contractors on their websites.
How to steal it: Contact the manufacturers of the products you install and use. Ask if they have a "find a contractor" page. Get listed.
### 5. Sponsorship Links
Your competitor might sponsor a little league team, a local charity, or a community event. Those organizations often list their sponsors on their website with links.
How to steal it: Sponsor something local. A youth sports team. A charity 5K. A school fundraiser. You get a backlink, community goodwill, and your name out there.
The cost is usually $100 to $500. The backlink and local visibility are worth way more.
### 6. Guest Posts and Expert Content
Some competitors (or their marketing agencies) write guest articles for home improvement blogs, local publications, or industry websites.
How to steal it: Write a helpful article and pitch it to local blogs or home improvement sites. "5 things every homeowner should know about their plumbing" type content.
You don't have to be a great writer. Just share what you know. Most local blogs are hungry for content.
### 7. Partner and Referral Links
Real estate agents, home inspectors, general contractors, HVAC companies. These businesses often have "preferred vendors" or "partners" pages on their websites.
How to steal it: Build relationships with complementary businesses. Offer to refer work both ways. Ask if they'd add you to their website as a recommended plumber. Offer to do the same for them.
This is basic networking. But most plumbers never think to ask for the website link. (For more on this approach, read our citation building guide for plumbers.)
The Ethical Part (Important)
Let me be clear about what we're NOT doing.
We're NOT buying links from shady link farms. Google will penalize you for that.
We're NOT hacking into anyone's website. Obviously.
We're NOT sending spam emails begging for links.
We're looking at where our competitors have legitimate, earned links... and getting our own links from those same sources.
That's not stealing. That's competing.
If your competitor got listed on the chamber of commerce website... you can too. If they got mentioned in a local blog... you can pitch yourself to that same blog.
You're not taking anything from them. You're leveling the playing field.
How Many Backlinks Do You Actually Need?
For local plumbing SEO, you don't need thousands.
Most local plumbing markets, the top-ranking competitors have between 30 and 100 quality backlinks.
Not 10,000. Not 500. Thirty to a hundred.
And many of those are from the directories and local sources I just listed.
If you can get 50 quality, relevant backlinks, you'll be competitive in most local markets. For more details on how to get started, read our local link building guide for plumbers. And if you want the full picture of what affects your rankings, check out our post on local SEO ranking factors.
That's totally doable. It just takes some effort over a few months.
Your Action Plan
Here's what to do this week.
- Run a free backlink analysis on your top 3 competitors
- Make a list of every directory, organization, and website they're linked from
- Sign up for directories you're missing (set a goal of 5 per week)
- Join your local chamber of commerce if you haven't already
- Reach out to one local business about a mutual referral arrangement
Do this consistently for 3 months and watch your rankings climb.
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Want us to handle your backlink strategy? Check out our SEO packages or get a free audit where we'll show you exactly where you stand compared to your competitors.
P.S. Your competitors aren't doing anything magical. They just have links from sources you haven't tapped yet. Find those sources. Get your own links. Watch them sweat when you show up next to them on page 1. Let's make it happen.