Check a Website's Backlinks

Checking a website's backlinks means pulling the list of other pages that link to it, then reading that list for opportunity and for risk. You can do it for your own site or for a competitor, and you do not need a paid subscription to get started. This guide explains what a backlink report actually shows, which free tools produce a trustworthy version of it, and exactly how to fix the problems it surfaces.

What "checking backlinks" actually means

Every backlink is one page on the web pointing at a page on your site. When you check a website's backlinks, a tool crawls its own index of the web and returns every referring page it has seen, along with a few key columns: the referring domain, the exact anchor text used, whether the link is followed or nofollowed, and the destination URL on your side. Read together, those columns tell you who values your content, what topics they associate you with, and whether any of those links now point at pages that no longer exist.

No single tool knows every link. Each one reports from its own crawler, so counts differ between products. That is normal and not a sign that one is lying. Treat the numbers as directional rather than absolute, and focus on the patterns instead of the exact totals. If you are new to the topic, our complete guide to backlinks explains the fundamentals before you dig into a report.

Free tools that check backlinks (no 404Pulse tool required)

404Pulse does not sell its own backlink index, and you do not need one. Several genuinely free tools will get you a usable report today:

• Google Search Console. For a site you own and have verified, the Links report lists your top linking sites, most linked pages, and top anchor text, straight from Google's own data. This is the single most authoritative source for your own backlinks, and it is free.
• Ahrefs free backlink checker and Moz Link Explorer free tier. Both let you enter any domain, including a competitor's, and see a capped sample of top backlinks and referring domains without paying.
• Bing Webmaster Tools. Its Backlinks report covers links that Bing has discovered for your verified site, which sometimes surfaces links Google has not.

Use Search Console as your source of truth for your own domain, and the third-party free tools when you want to inspect a site you cannot verify. For a walk-through of reading a checker's output in general, see our backlinks checker guide.

How to read the report column by column

Open the report and resist the urge to celebrate a big number. Work through it methodically:

1. Referring domains, not total links. One hundred links from one site is weaker than ten links from ten different sites. Sort by unique referring domain first.
2. Anchor text distribution. A healthy profile is mostly your brand name, your bare URL, and generic phrases like "read more", with only a small share of exact-match keyword anchors. A profile that is overwhelmingly exact-match keyword anchors looks manipulated.
3. Target URL. Check where each link lands. Links pointing at a page that now returns a 404 are wasted authority you can reclaim.
4. Followed versus nofollowed. Nofollowed links still bring referral traffic and brand exposure, so do not dismiss them, but followed links from relevant sites are what move rankings.

Fixing problem 1: valuable links pointing at dead pages

This is the highest-value fix in any backlink audit. When another site links to a URL on your domain that you later deleted or renamed, that link now lands on a 404 and the authority it carried leaks away. The fix is a permanent redirect from the old URL to the best live replacement. A 301, per the MDN reference on HTTP 301 Moved Permanently, tells browsers and search engines the resource has moved for good, and search engines attribute the original link's value to the new destination. A temporary 302 does not carry that same signal, so use 301 for moves you intend to keep.

Find these dead targets by cross-referencing your backlink report's target column against a crawl of your live site, or against the 404s already listed in Search Console. Our guide to finding backlinks to your site covers how to build that cross-reference efficiently.

Fixing problem 2: spammy or unnatural links

Some reports surface links you never asked for: automated directory spam, comment links, or the residue of a shady link-building campaign a previous owner ran. Google's own spam policies describe link schemes such as buying followed links, excessive reciprocal linking, and large-scale keyword-anchor guest posting as violations. The important nuance is that Google is generally good at ignoring obvious spam on its own, so most junk links need no action at all.

Only reach for the disavow tool when you have a manual action for unnatural links or clear evidence of a negative pattern you cannot get removed. Disavowing good links by mistake is a real way to hurt yourself, so treat it as a last resort, not routine hygiene. Never try to fix a thin profile by buying links, which is exactly the behavior the spam policies target. Earn them instead, as covered in our link building guide.

Fixing problem 3: a thin or lopsided profile

If the report shows few referring domains, or shows them all clustered on one page, the answer is not a tool at all. It is content and outreach. Identify the pages that already attract the most links, then build more assets like them: original data, genuinely useful guides, free calculators, and clear reference pages that other writers want to cite. Then tell the people who would care that the resource exists. This is slow, honest work, and it is the only kind that holds up over time.

Checking a competitor's backlinks

You cannot verify a competitor's site, so use the free third-party checkers for their domain. The goal is not to copy every link but to spot patterns: which resource pages, roundups, or industry directories link to several rivals but not to you. Those are realistic targets because the linking site has already shown it links to businesses like yours. Pair this with a review of a specialist index such as the one covered in our Ahrefs backlink checker review, which explains what the paid data adds once you outgrow the free tiers.

Turning the report into a monthly habit

Backlink checking is not a one-time project. Set a recurring reminder to pull the report once a month, watch for sudden spikes that might signal spam, confirm your newest content is earning links, and catch any freshly broken targets before they sit dead for long. A short monthly pass beats a frantic annual audit, and it keeps the authority you have already earned working for you.

Frequently asked questions

Can I check any website's backlinks for free?

Yes. Free tools such as the Ahrefs free backlink checker and Moz Link Explorer let you enter any domain and see a capped sample of its top backlinks. For a site you own and have verified, Google Search Console gives you the fullest and most authoritative view at no cost.

Why do different tools show different backlink counts?

Each tool reports from its own crawler and index, so no two have seen exactly the same set of links. The differences are normal. Treat the numbers as directional and focus on patterns like referring domains and anchor text rather than chasing an exact total.

Do broken backlinks hurt my SEO?

A backlink pointing at a page that now returns a 404 wastes the authority that link carried, because the destination no longer exists. Reclaim it with a 301 permanent redirect from the old URL to the closest live replacement, which passes the link's value on to the new page.

Should I disavow spammy links I find?

Usually no. Google is generally good at ignoring obvious spam automatically. Only use the disavow tool when you have a manual action for unnatural links or clear evidence of a harmful pattern you cannot get removed, because disavowing good links by mistake can hurt your site.

How often should I check my backlinks?

Once a month is a sensible rhythm for most sites. A short monthly pass lets you catch spam spikes, confirm new content is earning links, and fix newly broken targets quickly, without the pressure of a rare, giant audit.