Competitor Backlink Outreach Template for Marketing Agencies

Better Case Study

Reach sites citing a competitor agency's case study and offer yours with stronger, more relevant results.

Subject: A [Industry] case study for [Article Title]

Hi [First Name],

I came across your piece [Article Title] ([Their URL]) while researching [Topic], and the part citing [Competitor Agency]'s work on [Project Type] stood out.

We recently ran a similar engagement for a [Client Industry] brand and published the full breakdown at [Your URL], including [one concrete detail: the strategy, the timeline, the before/after]. It might give your readers a second, more recent example to weigh.

If it's a fit alongside the [Competitor Agency] link, I'd be glad for the mention. Either way, thanks for covering [Topic] so thoroughly.

Best,
[Your Name]
[Title, Company]
[Email / Phone]

Competitor's Dead Link

Flag a broken link to a competitor's page and offer your current resource as the replacement.

Subject: A broken link in [Article Title]

Hi [First Name],

I was reading [Article Title] ([Their URL]) and noticed the link to [Competitor Agency]'s [Resource] now returns an error, it looks like they moved or retired the page.

We keep an up-to-date version of that resource at [Your URL], covering [what it covers]. If it helps, it could be a clean replacement so your readers don't hit a dead end.

Happy to send the exact anchor text if that's easier. Thanks for maintaining such a useful post.

Best,
[Your Name]
[Title, Company]
[Email / Phone]

Additional Resource

Offer a complementary resource to sit alongside an existing competitor link, not replace it.

Subject: One more resource for your [Topic] readers

Hi [First Name],

Your guide [Article Title] ([Their URL]) already points to [Competitor Agency] for [Subtopic], and it's a fair pick.

We approach [Subtopic] a little differently and documented it at [Your URL], where we walk through [the specific angle the competitor piece skips]. It could sit alongside their link as a complementary view rather than a replacement.

No pressure at all, just offering it in case it rounds out the section. Appreciate the work you put into that guide.

Best,
[Your Name]
[Title, Company]
[Email / Phone]

Agency Roundup Add

Ask to be considered for a 'best agencies' roundup that already features a competitor.

Subject: A candidate for your [Best Agencies Roundup]

Hi [First Name],

I enjoyed your roundup [Article Title] ([Their URL]), especially the entry on [Competitor Agency]. It's clearly a curated list, not a link dump.

[Your Agency] works in the same space, [one line on your focus or niche], and we recently [a verifiable proof point: a named result, a client sector, a specialty]. If you ever refresh the list, we'd be honored to be considered at [Your URL].

Totally understand if the roundup is set. Thanks either way for putting it together.

Best,
[Your Name]
[Title, Company]
[Email / Phone]

Award-Backed Pitch

Use a recent award or recognition to earn a mention next to a competitor in a leadership piece.

Subject: Recently named [Award], a note for [Article Title]

Hi [First Name],

Your article [Article Title] ([Their URL]) references [Competitor Agency] as a leader in [Specialty]. We were just recognized as [Award / Recognition] for our work in that exact area.

If you're ever updating the piece, our overview at [Your URL] lays out [what earned the recognition, in plain terms] and could give readers a current alternative to weigh.

I know awards aren't everything, so no pressure. Thanks for the thoughtful coverage of [Topic].

Best,
[Your Name]
[Title, Company]
[Email / Phone]

Soft Follow-Up

Send one brief, friendly nudge when your first competitor-link email got no reply.

Subject: Re: [Original Subject]

Hi [First Name],

Floating this back up in case it got buried, I know inboxes fill fast.

Short version: I think [Your URL] would be a useful addition next to the [Competitor Agency] link in [Their Page or Article], and I'm happy to make it a one-click change on your end. If the timing's off, no worries at all, just let me know.

Thanks again for your work on [Their Site].

Best,
[Your Name]
[Title, Company]
[Email / Phone]

How do I find the sites linking to a competitor agency?

Run their domain through a backlink analysis tool and export the referring pages, then filter to editorial links on relevant sites with real traffic. Skip directories, paid placements, and low-quality domains. The remaining pages are your pre-qualified prospect list.

Is it better to chase a competitor's links or build my own from scratch?

Do both, but competitor links are a useful shortcut because the site has already shown it will link to work like yours. You still have to earn the placement on merit with a stronger or complementary asset. Think of the competitor's profile as a relevance filter, not a guarantee.

What success rate is realistic for this outreach?

It varies widely by niche, list quality, and how strong your asset is, and most campaigns see single-digit reply rates. The quality of your case study and the precision of your targeting are the biggest levers. Judge success by live links earned, not by opens.

Should I name the competitor in the email?

Referencing the competitor's link gives the editor context for why you're writing, so it usually helps. Keep it factual and respectful, and never disparage them. The goal is to position yourself as a credible addition or upgrade, not to start a fight.

Which of a competitor's links are worth pursuing?

Focus on editorial links from relevant pages with genuine audiences, resource pages, roundups, and articles where your work fits. Skip syndicated, paid, or spammy links, which won't help you and may not be replaceable. A shorter list of high-fit pages beats a long list of junk.

How is this different from copying a competitor's link scheme?

You're not replicating a scheme, you're identifying pages that already link to relevant work and offering something genuinely useful of your own. That's standard editorial outreach and squarely within Google's guidelines. Buying links or trading them at scale is what crosses the line.