Backlink audit
Check your backlinks before you build more.
A short audit shows which pages already attract links, which links point to broken pages and whether anything needs attention. It often finds quick wins before any outreach starts.
Data sources
Start with the data you already have.
The Links report in Search Console shows top linked pages, top linking sites and the most common link text, and you can export the data. It is a sample rather than a complete list, it does not show whether a link is nofollow, and it can include links that have since been removed.
Third-party SEO tools crawl the web separately and each finds a different set of links. Use them to fill gaps, and expect their numbers to differ.
What to check
Five questions for every audit.
01
Which pages earn links
Note the pages that attract links naturally and the important pages that have none. Both shape the next plan.
02
Who links to you
Look for real sites with their own audience and content related to yours. Clusters of unrelated or empty sites deserve a closer look.
03
Link text patterns
Varied text, including your brand name, is normal. The same commercial phrase repeated across unrelated sites often points to purchased links.
04
Links to broken pages
Links that point to pages returning 404 are wasted. Restore the page or redirect it to the closest relevant page.
05
Links you arranged yourself
If you or a previous provider paid for placements, check whether they are marked as sponsored.
Want help applying this to your website? See White-label link building or tell us about your project ↗
Disavow
Most sites do not need the disavow tool.
Google says it can usually assess which links to trust without extra guidance. Its disavow help page recommends the tool only when a site has many spammy or low-quality links that caused, or are likely to cause, a manual action.
Check the Manual actions report in Search Console first. If there is a problem, ask the linking sites to remove the links before disavowing, and do not disavow natural links.
Next steps
Turn the audit into a plan.
- Redirect or restore pages that have links but return 404.
- Improve pages that already attract links so they keep earning them.
- Decide which important pages deserve new links and why a publisher would cite them.
- Record what you found and check again in a few months.
Checklist
A backlink audit in eight steps.
- Export top linked pages and top linking sites from Search Console.
- Add data from one third-party tool if you use one.
- Mark pages with links that return 404 or redirect several times.
- Review linking sites for relevance and real content.
- Look for repeated commercial link text across unrelated sites.
- List paid placements you know about and check their markup.
- Check the Manual actions report.
- Write down the next actions, owners and a date for the next review.
What goes into the price of new placements is explained in what link-building pricing actually covers.
Want a second pair of eyes?
Our link building work starts with a review of your site and existing backlinks before any outreach.
More guides
Keep reading.
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Related services: White-label link building · Link building · SEO