SEMrush, market leader in online marketing software, and Majestic, the Birmingham-based provider of one of the most comprehensive backlink databases, have announced that Majestic’s backlinks database now integrates into SEMrush’s Backlink Audit tool.

This collaboration provides customers access to Majestic’s backlinks database, one of the industry leading databases equipping users with the ability to carry out in-depth analysis of their backlinks, in amounts far greater than any other tools.

“This collaboration is an absolute win-win solution for link building professionals,” said SEMrush’s CEO and co-founder, Oleg Shchegolev. “We’re two SEO market leaders working together to help our industry take the backlink audit experience to the next level. We believe this is the beginning of a long-term partnership and a game-changing collaboration.”

To take advantage of this integration, users will need both SEMrush and Majestic accounts. With the Backlink Audit tool, users will be able to connect to the Majestic database through OpenApps technology.

“It was never Majestic’s desire to do all the other parts of the SEO toolbox and we have always opened up our API to professional ‘all-in-one’ technologies under special licensing,” commented Dixon Jones, Majestic’s CMO. “SEMrush has been in the industry longer than anyone else and has its own link data sources, but our strategy remains. We know that the link data is hard to replicate at scale. If we focus on that, SEMrush can focus on adding a value layer for users. I don’t see the conflict, although I imagine others will indeed be surprised by such a collaboration.”

This collaboration is a landmark moment for the SEO and online marketing industry. Building a sustainable online business in the 21st century means getting the best of your competitors’ practices or even collaborating with them to stay user-focused. User needs and feedback will drive companies to keep experimenting and add more problem-solving features and integrations into their platform.