Website Backlink Audit & Research
Know what backlinks the client already has before building new ones.
Build from evidence, not repetition.
Use the existing backlink profile to understand coverage, anchor text, backlink types and gaps.
What this audit should tell us
One clean view of the client's current backlink profile and what it suggests for the next campaign.
Get Existing Backlinks
Use a backlink tool first to collect known links to example.com. Then use Google Search Operators to discover pages that may mention Example Brand or the website but are missing from the tool data.
Part A · Backlink tools
Use any available backlink database to collect the client's existing links.
- Enter the client's domain.
- Open the backlink report.
- Export the available backlink data.
- Save the original export separately.
Part B · Google Search Operators
Google Search Operators help you look for external pages that mention Example Brand or the website. For example, "Example Brand" -site:example.com searches for the exact phrase “Example Brand” while excluding example.com itself.
"DOCTOR NAME" -site:DOMAIN.COM
Find pages mentioning the doctor outside the client's own website.
"John Smith" -site:example.com"Dr. DOCTOR NAME" -site:DOMAIN.COM
Find pages using the doctor's name with the “Dr.” title.
"Dr. John Smith" -site:example.com"DOCTOR NAME" "website" -site:DOMAIN.COM
Find profile, directory or article pages that mention the doctor's website.
"John Smith" "website" -site:example.com"DOCTOR NAME" "visit website" -site:DOMAIN.COM
Find pages using “visit website” or similar wording around the doctor.
"John Smith" "visit website" -site:example.com"DOCTOR NAME" "official website" -site:DOMAIN.COM
Find pages that identify or reference the doctor's official website.
"John Smith" "official website" -site:example.com"DOCTOR NAME" "BRAND NAME" -site:DOMAIN.COM
Find pages mentioning both the doctor and the brand.
"John Smith" "Example Brand" -site:example.com"BRAND NAME" -site:DOMAIN.COM
Find external pages mentioning the client's brand.
"Example Brand" -site:example.com"DOCTOR NAME" "CITY" -site:DOMAIN.COM
Find local mentions combining the doctor and location.
"John Smith" "Bhopal" -site:example.com"Dr. DOCTOR NAME" "CITY" -site:DOMAIN.COM
Find local pages using the doctor's full title and city.
"Dr. John Smith" "Bhopal" -site:example.com"BRAND NAME" "CITY" -site:DOMAIN.COM
Find local brand mentions, listings and external references.
"Example Brand" "Bhopal" -site:example.comClean & Verify the Backlink Data
Clean the export so every row represents a usable backlink. For example, remove duplicate source URLs and keep the correct target URL for example.com.
Notes & steps
- Remove unnecessary columns.
- Keep the columns required for the audit.
- Remove duplicate backlink records.
- Open questionable URLs.
- Confirm the backlink exists on the source page.
- Mark broken, removed or unavailable links.
Recommended columns
| Column | What to record |
|---|---|
| Source URL | Page containing the backlink |
| Target URL | Client page receiving the link |
| Anchor Text | Text used for the backlink |
| Link Type | DoFollow / NoFollow |
| DA / PA | Available third-party metrics |
| Backlink Type | Backlink category |
| Link Status | Live / Removed / Redirected / Broken |
| Index Status | Indexed / Not Found / Unable to Verify |
Check Backlink Status
Open the source page and confirm the link still works. For example, if a page mentioning example.com now returns 404, it is not a live backlink.
Notes & steps
- Open the source page.
- Find the client's backlink.
- Check the page and link.
- Record the current status.
Check Indexing Status
Check whether the source page can be found in Google. A live page that mentions example.com is not automatically an indexed backlink.
Notes & steps
- Check the source page using the method taught in the session.
- Record Indexed, Not Found or Unable to Verify.
- Keep the result tied to the audit date.
Classify Backlinks
Group the backlinks by source type so you can see what has already been built for example.com, such as directories, profiles, editorial links, forums or Web 2.0.
Backlink categories
What to look for
Look for categories that are heavily used, lightly used or missing. This shows the shape of the existing backlink profile.
Analyse Anchor Text Distribution
Group anchors into branded, exact-match, partial-match, URL, generic and other types. For example, “Example Brand” is branded and “example.com” is a naked URL.
Notes & steps
- Extract anchor text from the backlink sheet.
- Group similar anchors.
- Classify each group.
- Count each category.
- Calculate the percentage.
- Create a simple chart.
Verify & Add Discovered Backlinks
Treat every Google result as a lead until you verify the page. For example, a page may mention Example Brand but contain no clickable link, so it should not be counted as a backlink.
What to search
- Client name and variations
- Brand mentions
- Website and domain variations
- Profile pages
- Directories and listings
- Articles and publications
- Other known backlink sources
Verification
- Find the result using the search operator.
- Open the page.
- Confirm that the backlink actually exists.
- Add only verified backlinks to the working sheet.
Build the Final Backlink Database
Merge the tool exports and verified Google discoveries into one master sheet for example.com, then remove duplicate records.
Final cleanup
- Combine Ubersuggest and Google-discovered backlinks.
- Remove duplicates.
- Complete missing fields where possible.
- Check link and index status.
- Confirm backlink type and anchor text.
Final outputs
Identify Gaps & Plan Next Backlinks
Use the final profile to spot missing backlink categories, anchor-text patterns and useful opportunities before building new links for example.com.
Review the profile
- Which backlink categories are already heavily used?
- Which categories have little or no coverage?
- What does the anchor-text distribution show?
- Which relevant referring domains are already present?
- Which useful backlinks are unindexed?
- Where are the repeated patterns or clear gaps?
Next backlink plan
Use the findings to create the next backlink-building list. Prioritise relevant opportunities and avoid simply repeating the existing profile.
Audit first. Build next.
The final output is not just a backlink list. It is a clear view of what already exists and what needs to happen next.
