The short answer is not only do backlinks still matter—they may be more important than ever. However, their role has evolved significantly, and understanding this evolution is crucial for any SEO strategy in 2025 and beyond.

Key Takeaways

  • Backlinks remain a critical ranking factor: Despite claims of declining importance, multiple studies confirm backlinks continue to strongly correlate with search rankings
  • AI search amplifies backlink value: Google’s AI Overviews and other AI search features prioritize content from high-authority sites with strong backlink profiles
  • Quality over quantity is paramount: The focus has shifted from link volume to relevance, authority, and natural acquisition patterns
  • Brand mentions complement backlinks: While backlinks drive authority, brand mentions across the web influence AI citations and recommendations
  • E-A-T framework integration: Backlinks serve as key signals for Google’s Experience, Expertise, Authoritativeness, and Trustworthiness evaluation
  • Zero-click searches create new opportunities: Even without clicks, being featured in AI Overviews through strong backlink profiles provides valuable brand visibility

The Data Speaks: Backlinks Aren’t Dead

Contrary to speculation about their declining relevance, backlinks continue to demonstrate strong correlations with search rankings. A comprehensive analysis by Patrick Stox examining 1,000,000 keywords revealed significant correlation values:

  • Number of referring domains: 0.255
  • Number of followed backlinks: 0.242
  • Correlation for local queries: 0.33

These numbers tell a compelling story. While correlation doesn’t equal causation, the consistency of this relationship across millions of data points suggests backlinks remain a fundamental component of Google’s ranking algorithm.

According to industry expert Itamar Haim, an SEO specialist with extensive experience at Elementor, “The evolution of search hasn’t diminished the importance of backlinks—it has refined their purpose. In an AI-driven landscape, backlinks serve as quality signals that help algorithms distinguish between authoritative and manufactured content.”

Google’s Internal Documents Confirm Link Importance

The leaked Google internal documents from 2024 provided unprecedented insight into the search giant’s actual ranking mechanisms. These documents revealed that despite public statements about deemphasizing links, Google continues to use them as core ranking signals. The documents specifically highlight:

  • SiteAuthority scores based on linking domain quality
  • Link relevance as a critical factor beyond mere quantity
  • Media site backlinks carrying particular value
  • Link diversity from unique referring domains as a ranking boost

AI Overviews and Backlink Correlation

Perhaps the most compelling evidence for backlink relevance comes from studying AI Overviews themselves. Research by Botify and DemandSphere found that 75% of pages cited in Google’s AI Overviews rank in the top 12 organic results. This creates a powerful feedback loop: strong backlink profiles improve organic rankings, which in turn increases the likelihood of AI Overview citations.

The study by Ahrefs analyzing 75,000 brands further confirmed this relationship, showing that “AI Overviews overwhelmingly favor large, authoritative domains with extensive organic visibility and robust backlink profiles”.

From PageRank to AI Algorithms

Google’s original PageRank algorithm, developed by Larry Page and Sergey Brin, established backlinks as fundamental trust signals. While the algorithm has evolved dramatically, the core principle remains intact. In 2025, Google’s Director of Product Management, Elizabeth Tucker, referred to “PageRank, one of Google’s classic ranking signals” which “aligns most with authoritativeness”.

However, AI has introduced new layers of sophistication:

Contextual Understanding: Modern algorithms analyze the context surrounding links, including anchor text, surrounding content, and thematic relevance.

Quality Assessment: AI can better identify manipulative link patterns, making natural, earned links more valuable than ever.

Entity Recognition: Links are evaluated within the broader context of entity relationships and topical authority.

The Shift Toward Quality and Relevance

The AI era has accelerated the shift from quantity-based to quality-based link building. Several factors now determine backlink value:

Source Authority: Links from established, trusted domains carry significantly more weight. Domain Authority scores, while not direct Google ranking factors, correlate strongly with the types of sites that perform well in AI search.

Topical Relevance: Links must come from contextually relevant sources. A backlink from a cooking blog to a fitness website carries less weight than one from a health and wellness publication.

Link Placement and Context: The position of links within content, surrounding text, and user likelihood of clicking all factor into AI evaluation.

Natural Link Patterns: AI systems are increasingly sophisticated at detecting artificial link patterns, making organic link acquisition essential.

Google’s AI Overviews

AI Overviews represent perhaps the most significant change to search results since the introduction of featured snippets. These AI-generated summaries pull information from multiple sources to provide comprehensive answers to user queries.

The relationship between backlinks and AI Overview inclusion is multifaceted:

Organic Ranking Dependency: Since 75% of AI Overview sources rank in the top 12 organic results, strong backlink profiles remain essential for inclusion.

Authority Signals: Pages with robust backlink profiles are more likely to be selected as trustworthy sources for AI synthesis.

Content Discovery: Backlinks help AI crawlers discover and index content more effectively, increasing the chances of being considered for AI Overviews.

ChatGPT and LLM Mentions

The relationship between traditional SEO signals and large language model (LLM) mentions has revealed surprising patterns. A study by Seer Interactive analyzing 10,000 questions in finance and SaaS industries found:

  • Strong correlation (0.65) between Google first-page rankings and ChatGPT mentions
  • Weak correlation (0.10) between backlink quantity and LLM citations
  • Bing rankings also correlated with ChatGPT mentions (0.5-0.6)

This data suggests that while backlinks may not directly influence LLM mentions, their impact on search rankings creates an indirect pathway to AI visibility.

AI Mode and Topical Authority

Google’s AI Mode represents the future of search interaction, moving from keyword-based queries to topical exploration. In this environment, backlinks serve crucial roles:

Topical Signal Building: Links from thematically related sites help establish topical authority
Brand Citation Networks: Backlinks often include brand mentions that contribute to entity recognition
Content Validation: Links serve as votes of confidence that AI systems use to assess content credibility

The Growing Importance of Brand Mentions

While backlinks remain crucial, brand mentions—references to your brand without necessarily including a link—have gained significant importance in AI search. Studies show that 80.9% of SEO professionals believe brand mentions influence rankings.

The rise of AI search has amplified the value of brand mentions:

AI Training Data: LLMs are trained on vast amounts of text data, making brand mentions across the web influential in how AI systems understand and recommend brands.

Entity Recognition: Consistent brand mentions help AI systems understand brand relationships and authority within specific topics.

Citation Likelihood: Brands frequently mentioned across trusted sources are more likely to be cited in AI-generated responses.

The Symbiotic Relationship

Rather than competing with backlinks, brand mentions work synergistically:

  • Linked brand mentions provide both authority signals (backlinks) and entity recognition (mentions)
  • Unlinked mentions from trusted sources can be equally valuable for AI visibility
  • Brand mention networks create the semantic relationships that AI systems use to understand industry landscapes

AI-Powered Link Building

The integration of artificial intelligence into link building processes has transformed how SEO professionals approach this discipline:

Prospect Identification: AI tools can analyze vast datasets to identify high-quality link opportunities based on domain authority, content relevance, and linking patterns.

Personalized Outreach: Machine learning algorithms can craft personalized outreach messages based on analysis of target websites and their content preferences.

Predictive Analytics: AI can forecast trending topics and content formats most likely to attract quality backlinks.

Relationship Management: Advanced systems can track and manage ongoing relationships with link prospects, optimizing follow-up sequences.

Quality Over Quantity: The New Paradigm

Modern link building strategies prioritize several key factors:

Editorial Standards: Links must meet journalistic standards of relevance and value to readers

Natural Integration: Links should flow naturally within content rather than appearing forced or manipulative

Long-term Relationships: Focus on building sustainable partnerships rather than one-off link acquisitions

Brand Alignment: Target sites that align with your brand values and audience

Local SEO and Geographic Relevance

The integration of local SEO with link building has become increasingly important:

  • Local Business Partnerships: Links from regional businesses and organizations
  • Community Involvement: Citations from local directories and community websites
  • Geographic Relevance: Search engines prioritize locally relevant results, making regional backlinks more valuable

E-A-T and the Authority Signal Framework

Understanding Google’s E-A-T Framework

Google’s E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) framework has become central to content evaluation. The addition of “Experience” in late 2022, shortly after ChatGPT’s launch, signals Google’s response to AI-generated content proliferation.

Backlinks serve multiple E-A-T functions:

Experience Validation: Links from sites where the author has demonstrated real-world experience in the topic

Expertise Demonstration: Citations from academic institutions, professional organizations, and industry authorities

Authority Building: Links from established, recognized sources in your field

Trust Signals: Backlinks from verified, secure, and transparent websites

Beyond Traditional Link Metrics

Modern authority assessment extends beyond simple link counting:

Entity Relationships: How your brand connects to known entities, organizations, and topics across the web

Content Depth: Links to comprehensive, well-researched content that demonstrates subject matter expertise

Author Credentials: Links associated with verified authors and industry experts

Source Verification: Backlinks from sites with clear editorial standards and fact-checking processes

The Impact of Zero-Click Searches

Understanding the Zero-Click Phenomenon

Zero-click searches—where users find their answers without clicking through to any website—now account for over 50% of all searches. This trend has accelerated with AI Overviews, which provide comprehensive answers directly in search results.

The implications for backlinks are complex:

Reduced Traffic: Even high-quality backlinks may generate less direct referral traffic

Increased Visibility: Being cited in AI Overviews can provide significant brand exposure

Authority Building: Backlinks remain crucial for achieving the rankings that lead to AI Overview inclusion

Adapting to the Zero-Click Reality

Successful SEO strategies must account for zero-click searches:

Focus on Brand Building: Use backlinks to build brand authority and recognition rather than just traffic

Optimize for AI Citations: Create content specifically designed to be cited in AI-generated summaries

Track New Metrics: Monitor brand mentions, AI citations, and impression data alongside traditional traffic metrics

Diversify Content Strategy: Develop content that serves both traditional search and AI answer generation

Industry-Specific Implications

High-Stakes Industries

Certain industries show particular sensitivity to backlink quality in the AI era:

YMYL (Your Money Your Life) Topics: Health, finance, and legal content requires exceptional authority signals

Technical Industries: Software, engineering, and scientific content benefits from academic and professional citations

News and Media: Current events and breaking news rely heavily on established media authority

E-commerce: Product recommendations and reviews depend on trusted retail and review site citations

Emerging Opportunities

New industries and content types are creating fresh link building opportunities:

AI and Technology: The rapid growth of AI-related content creates opportunities for early authority building

Sustainability: Environmental and sustainability topics are attracting increased link interest

Remote Work: The evolution of work patterns creates new niches for authoritative content

Digital Health: Telemedicine and digital wellness represent growing link building opportunities

Measuring Success in the AI Era

Traditional Metrics Still Matter

Despite changing search behaviors, traditional backlink metrics remain relevant:

Domain Rating/Authority: Scores from tools like Ahrefs and Moz continue to correlate with performance

Referring Domains: The number of unique websites linking to your content

Link Velocity: The rate of new link acquisition over time

Link Placement: The position and context of links within referring content

New Metrics for AI Search

Additional metrics have gained importance:

AI Overview Citations: Frequency of inclusion in Google’s AI-generated summaries

Brand Mention Volume: Total mentions across the web, linked and unlinked

Entity Association: How often your brand appears alongside industry terms and concepts

LLM Visibility: Mentions in ChatGPT, Claude, and other AI systems

Tools and Tracking

Modern link analysis requires sophisticated tools:

AI-Powered Analytics: Platforms that can track AI citations and brand mentions

Entity Tracking: Tools that monitor brand associations and entity relationships

Competitive Intelligence: Systems that analyze competitor link and mention patterns

Predictive Modeling: AI systems that forecast link building opportunities

Common Myths and Misconceptions

“Links Are Dead” Myth

The most persistent myth in modern SEO is that backlinks have lost their relevance. The data consistently contradicts this claim:

  • 95% of SEO professionals in 2025 still rank backlinks as “critical” or “very important”
  • Correlation studies continue to show strong relationships between links and rankings
  • AI systems rely on authority signals to determine content credibility

“AI Can Replace Link Signals” Misconception

Some believe that advanced AI can assess content quality without external validation. However:

  • AI systems still require trust signals to combat misinformation
  • Content quality alone cannot establish domain authority
  • Link patterns help AI understand content relationships and relevance

“Only Brand Mentions Matter Now” Fallacy

While brand mentions have gained importance, they complement rather than replace backlinks:

  • Backlinks provide direct authority transfer that mentions cannot
  • Link context and placement offer signals that mentions alone don’t provide
  • The strongest SEO strategies combine both backlinks and brand mentions

The Evolution of Link Building

Several trends will shape link building’s future:

Increased AI Integration: More sophisticated AI tools for prospect identification and outreach

Relationship-Centric Approach: Focus on long-term partnerships rather than transactional link exchanges

Content Collaboration: Joint content creation as a natural link building strategy

Brand Partnership Integration: Link building as part of broader brand partnership strategies

Regulatory and Algorithm Changes

Potential changes that could impact link building:

Algorithm Updates: Continued refinement of AI-based link evaluation

Privacy Regulations: Changes in how link data can be tracked and analyzed

Platform Policies: Evolution of guidelines around link building practices

Industry Standards: Development of ethical link building standards and certifications

The Role of Emerging Technologies

New technologies will influence link building:

Blockchain Verification: Potential for verified, tamper-proof link authority

Voice Search Integration: How link signals influence voice and AI assistant responses

Augmented Reality: Links and citations in AR experiences and applications

IoT Integration: How Internet of Things devices might interpret and use link signals

Best Practices for 2025 and Beyond

Content-First Approach

Successful link building starts with exceptional content:

Original Research: Conduct studies and surveys that naturally attract citations

Comprehensive Resources: Create definitive guides that become go-to references

Expert Insights: Develop content featuring industry experts and thought leaders

Unique Data: Provide exclusive information that can’t be found elsewhere

Relationship Building

Focus on sustainable relationship development:

Industry Networking: Attend conferences and build genuine professional relationships

Content Collaboration: Partner with other sites on content creation projects

Expert Positioning: Establish yourself as a thought leader in your niche

Community Participation: Actively contribute to industry forums and discussions

Technical Excellence

Ensure your site meets technical standards:

Site Speed: Fast-loading pages are more likely to earn and retain links

Mobile Optimization: Mobile-friendly sites have better link retention rates

Security: HTTPS sites are viewed as more trustworthy by both users and algorithms

Structured Data: Help search engines understand your content and its relationships

Measurement and Optimization

Implement comprehensive tracking:

Multi-Platform Monitoring: Track links, mentions, and citations across various platforms

Competitor Analysis: Understand how competitors are building authority

ROI Measurement: Connect link building efforts to business outcomes

Continuous Optimization: Regularly refine strategies based on performance data

Questions and Answers for Expansion

1. How do I know if my backlinks are helping with AI search visibility?

Monitor your inclusion in AI Overviews using tools like SEMrush or Ahrefs, track brand mentions across AI platforms like ChatGPT and Perplexity, and analyze the correlation between your strongest backlink pages and AI citations. Look for increases in impressions even if click-through rates decline, as this indicates AI visibility growth.

2. What’s the difference between a good backlink in traditional SEO vs. AI search?

In traditional SEO, backlinks were primarily evaluated for PageRank transfer and relevance. In AI search, backlinks must also serve as credibility signals for AI systems, demonstrate E-A-T qualities, and come from sources that AI models recognize as authoritative. The content context around the link becomes more important than ever.

3. Should I prioritize building backlinks or brand mentions in 2025?

Both are essential and work synergistically. Focus on building high-quality backlinks from authoritative sources while simultaneously working to increase unlinked brand mentions across trusted websites. The strongest strategy combines both approaches, as backlinks provide authority while brand mentions improve entity recognition in AI systems.

4. How has the value of different types of backlinks changed with AI?

Editorial links from high-authority news and media sites have increased in value due to AI systems’ preference for trusted sources. Academic and research citations carry more weight for E-A-T evaluation. Directory and low-quality links have become less valuable or potentially harmful as AI systems better detect manipulation.

5. Can I build links specifically to improve my AI Overview inclusion?

Yes, but indirectly. Focus on earning backlinks from sites that already appear in AI Overviews, create comprehensive content that naturally attracts citations, and build topical authority through relevant, high-quality links. Since 75% of AI Overview sources rank in the top 12 organic results, strong backlink profiles that improve rankings are essential.

6. How do nofollow links factor into AI search?

Since 2020, Google treats nofollow as a hint rather than a directive, meaning these links can still pass some authority. In AI search, nofollow links from reputable sources can contribute to brand recognition and entity understanding, even if they don’t provide traditional link equity.

7. What role do backlinks play in local AI search results?

Local backlinks have become increasingly important, with correlation values of 0.33 for local queries—higher than general search results. Focus on links from local businesses, community organizations, regional media, and local directories to improve visibility in local AI search features.

8. How should I adjust my link building strategy for zero-click searches?

Shift focus from traffic generation to authority building and brand visibility. Target links that will help you rank well enough to be included in AI Overviews, even if users don’t click through. Prioritize brand-building links that establish topical authority and entity recognition.

9. Are there any link building tactics that are now more risky due to AI?

AI systems are better at detecting manipulative link patterns, making tactics like private blog networks, link farms, and keyword-stuffed anchor text more risky. Focus on natural, earned links with varied anchor text from genuinely relevant sources to avoid algorithmic penalties.

10. How can I measure the ROI of link building in the AI search era?

Track multiple metrics beyond traffic: monitor AI Overview inclusions, measure brand mention volume, analyze entity association improvements, and calculate the value of increased visibility and brand recognition. Consider the long-term authority building benefits that may not immediately translate to traffic but improve overall search presence.

The evidence is clear: backlinks not only remain relevant in the era of AI search—they’ve become more sophisticated and, in many ways, more important than ever. While the tactics and strategies have evolved, the fundamental principle remains unchanged: quality backlinks from authoritative, relevant sources continue to be one of the strongest signals of trustworthiness and expertise that both traditional search algorithms and AI systems rely upon.

As we navigate this new landscape, success will come to those who understand that backlinks are not just about PageRank transfer or direct traffic—they’re about building the kind of comprehensive authority that allows your content to be discovered, trusted, and cited by the AI systems that increasingly mediate our access to information. The future belongs to those who can master both the art and science of earning these digital endorsements in an AI-driven world.