For a SaaS company, earning more backlinks is not a goal in itself. The links need to help the right pages become easier to discover, strengthen the site’s authority on relevant topics and support useful customer journeys. A page level backlink gap analysis helps teams find where competitors have earned links that their own important pages lack, then turn those findings into a focused outreach plan.
Why look at gaps page by page?
Domain-wide comparisons can be useful, but they often hide the details that matter. A competitor may have a large backlink profile because of a popular research report, while your product pages have few links. Matching that overall link count would not necessarily help you compete for software-related searches. The more practical question is which individual pages attract links, what makes them link-worthy and whether your site has a relevant page that could serve the same reader need.
This approach also helps avoid treating every URL as equally important. A SaaS website may include product and feature pages, integration pages, comparison content, templates, customer stories and educational resources. Each has a different role and a different likelihood of earning editorial links. A page-by-page strategy, such as the one outlined in this SaaS link-building guide, connects link research to the purpose of each page rather than relying on a single site-wide target.
Choose competitors and pages carefully
Start with a small group of competitors that overlap with your business in search results. They may not be direct product rivals: a specialist publication, comparison site or adjacent software provider can also compete for the same audience and topics. Review the pages that rank for the terms you care about, and separate direct competitors from useful content examples. This prevents the analysis from becoming a list of unrelated websites with impressive link numbers.
Next, define the pages you want to improve. Prioritise URLs with clear business relevance, such as a product feature page that supports an important use case, a well-researched resource that answers a recurring question, or an integration page with existing demand. Check that each page is current, useful and easy to understand before pursuing more links to it. Backlinks can attract attention, but they cannot compensate for unclear positioning or an outdated page.
Find meaningful backlink gaps
For each priority page, identify competitor pages that address a similar topic or audience need. Compare the sites linking to those pages with the links already pointing to your own relevant URL. The aim is not to copy every competitor link. Instead, look for patterns: are industry publications citing original data, are partner sites linking to integration documentation, or are professional communities referencing a practical guide?
Then assess each prospect for fit. Consider whether the linking page is relevant, whether its audience could benefit from your resource and whether the link appears editorially earned. A link from a page about a closely related workflow may be more valuable than one from a broad website with no connection to your customers. Record the source page, the reason it might link, the most suitable destination on your site and a possible contribution or pitch. This makes the analysis actionable rather than just a spreadsheet of domains.
Match outreach to the page’s purpose
Different pages call for different reasons to earn a link. A research report may be pitched to writers covering its findings. A free calculator or template could be useful in a tutorial or resource collection. An integration page may merit outreach to a technology partner, provided the relationship and page are relevant. For product pages, useful links may come from comparison resources, specialist reviews or partner materials, but outreach should explain a genuine benefit to their readers.
Do not send the same generic message to every prospect. Refer to the specific page and explain why your resource adds something useful. If the competitor’s link is based on data, consider whether you have original evidence or a stronger update. If it points to a tutorial, make sure your own guide is sufficiently complete and distinct. When a page does not offer a credible reason for another site to cite it, improving the content may be the right first step.
Coordinate content and technical work
Link building often reveals improvements beyond outreach. A useful resource may need clearer navigation, faster loading, a more focused title or a prominent path to the relevant product. A new integration or feature page may require development work before it is ready for promotion. Agree on ownership across marketing, content and product teams so that a campaign does not send visitors to incomplete pages.
When a site change requires specialist help, set a defined scope, timeline and approval process before work begins. Businesses planning a Wix project can review the hiring considerations in this guide to Wix developers on Osdire. Osdire is a freelance marketplace that covers programming, design, writing and marketing services, among other categories; its flat pricing and approval-based payment process can help buyers understand the terms of an order before it starts.
Measure progress beyond link totals
Track new referring pages alongside the URL each link points to, the context in which it appears and any referral visits it generates. Over time, review whether the target page gains search visibility for relevant queries, attracts engaged visitors or contributes to sign-ups and enquiries. These outcomes may take time, and they depend on more than backlinks, so avoid attributing every change to one campaign.
Revisit the gap analysis periodically. Competitors publish new resources, pages change and some links disappear. A focused review can show which outreach angles worked, where content needs improvement and which pages deserve attention next. The value of page-level analysis lies in making link building more selective: each link opportunity has a reason, a suitable destination and a clear connection to the business’s broader marketing goals.