Short answer: To check backlinks of your own website for free, open Google Search Console and go to Links. To check backlinks of any website, including competitors, use the free versions of tools such as Ahrefs’ backlink checker, Moz Link Explorer, Semrush or Ubersuggest. Then review which sites link, whether links are dofollow or nofollow, the anchor text and which pages attract the most links.
Knowing how to check backlinks is one of the most useful SEO skills you can learn. It shows you who already trusts your site, where your competitors get their links, and which of your pages deserve more attention. You do not need an expensive subscription to start.
This guide is part of our series on the types of backlinks in SEO.
Method 1: Check Backlinks in Google Search Console (Your Own Site)
Google Search Console is free and shows links that Google itself has found. If your site is verified:
- Open Search Console and choose your property.
- Click Links in the left menu.
- Under External links, review Top linked pages, Top linking sites and Top linking text.
- Click Export to download the full list into Google Sheets or Excel.
Search Console does not show every detail, such as whether each link is dofollow, but it is the most reliable free source for your own site. If you have not set it up yet, verifying your site takes only a few minutes.
Method 2: Check Backlinks of Any Website With Free Tools
These tools crawl the web independently, so they also work for competitors. Free versions limit how many results you see, but they are enough to learn the pattern.
| Tool | Free access | Good for |
|---|---|---|
| Ahrefs Free Backlink Checker | Top backlinks and summary metrics for any domain | Quick look at a competitor’s strongest links |
| Ahrefs Webmaster Tools | Fuller data for sites you verify | Monitoring your own backlinks |
| Moz Link Explorer | Limited monthly queries with a free account | Linking domains and anchor text |
| Semrush | A few free searches per day | Backlink overview and referring domains |
| Ubersuggest | Limited daily searches | Beginner-friendly overview |
Free limits change from time to time, so check each tool’s current plan. No tool sees every link on the internet, which is why numbers differ between them.
Method 3: Check a Single Link by Hand
If you only need to check backlinks one at a time, or confirm a single link, open the page, find your link, right-click and choose Inspect. You will see whether it has rel=”nofollow”, “sponsored” or “ugc”. Our guide to dofollow vs nofollow backlinks explains what each means.
What to Look for When You Check Backlinks
- Referring domains: the number of different websites linking to you matters more than the total number of links.
- Relevance: are the linking sites related to your industry or city?
- Link type: dofollow, nofollow, sponsored or ugc.
- Anchor text: a natural mix of brand names, URLs and descriptive phrases is healthy. See anchor text types.
- Linked pages: which of your pages attract links, and which important pages have none.
- New and lost links: lost links can sometimes be recovered with a quick email.
- Suspicious patterns: many links from unrelated, low-quality sites with the same keyword anchor. See our guide on toxic backlinks.
How to Use a Competitor’s Backlinks
- Search your main keyword on Google and note the top three to five competitors.
- Run each competitor through a free backlink checker.
- List the linking sites that link to more than one competitor but not to you. These are your best opportunities.
- Group them: directories and citations you can join, resource pages you can suggest content to, news sites you can pitch, partners you also work with.
- Skip anything that looks paid or spammy. Copying a competitor’s bad links copies their risk.
This also helps you estimate effort. Our guide on how many backlinks you need to rank shows how to read these numbers.
How Often Should You Check Backlinks?
For a small business site, check backlinks once a month. That is enough. Check more often during an active link building or PR campaign, or after a sudden ranking change.
Learn It in Class
In the SEO course in Faridabad at AdifySkills, students check backlinks for real local businesses and competitors, then turn the gaps into a link building plan.
Key takeaways on Check Backlinks
- Google Search Console is free and shows links that Google itself has found.
- These tools crawl the web independently, so they also work for competitors.
- If you only need to check backlinks one at a time, or confirm a single link, open the page, find your link, right-click and choose Inspect.
- Referring domains: the number of different websites linking to you matters more than the total number of links.
- Search your main keyword on Google and note the top three to five competitors.
- For a small business site, check backlinks once a month.
Further reading
Frequently Asked Questions
What is the best free way to check backlinks?
For your own site, Google Search Console. For competitors, the free versions of Ahrefs, Moz, Semrush or Ubersuggest.
Why do different tools show different backlink numbers?
Each tool runs its own crawler and index, so each finds a different share of the web’s links. Use trends and comparisons rather than exact counts.
Why does Search Console not show a link I know exists?
Google may not have crawled that page yet, or may have chosen not to index it. New links can take days or weeks to appear.
Can I see a competitor’s backlinks in Search Console?
No. Search Console only shows data for sites you have verified. Use third-party tools for competitors.
Is a high number of backlinks always good?
No. A few relevant, trusted referring domains are worth more than hundreds of low-quality links.
Related Reading
Want to learn this with live campaigns and a trainer beside you? See the full digital marketing course in Faridabad, or check admission and batch dates.