Are Backlinks Still Good for SEO? Why They Matter More in the AI Era

Since AI is taking over SEO, many marketers question whether traditional ranking factors still hold value. Among these, backlinks remain perhaps the most debated element of an SEO strategy.

Traditionally, backlinks were key to improving domain authority and an effective way to receive referral traffic. But with AI content generation, core algorithm updates, and Google’s increasing emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), it’s reasonable to ask this question: Are backlinks still good for SEO in 2025?

While the answer is yes, there are important caveats that every marketing professional needs to be aware of. While there is still value in backlinks, how search engines evaluate and weigh these signals has undergone a profound transformation.

Key Takeaways

• Backlinks have always been a measure of authority and helped Google determine which websites to rank on SERPs.
• Data shows that backlinking is still a crucial part of SEO.
• Instead of simply focusing on high DA and similar metrics, effective backlinking now requires relevance, authority, and proper placement.
• Various businesses, from agencies to small businesses, still improve SEO performance with backlinking.
• The most effective backlinking strategies include creating linkable assets, partnering with PR firms, and harnessing technical optimizations.
• Marketers should measure metrics like relevance and impact.
• Pay attention to common backlinking myths to ensure your campaign holds value.
• Some of the most crucial backlink trends include AI-powered tools and integrated reputation.

The Evolution of Backlinks: From Quantity to Quality

Backlinks have been central to search engine algorithms since Google’s inception, when PageRank revolutionized search by using links as a measure of confidence between websites. The early 2000s and 2010s saw countless black hat link-building tactics—from mass directory submissions to comment spam to paid link networks—all attempting to game the system.

Today is a different story. According to recent industry research from Atomic Social, while 95% of SEO professionals in 2025 still rank backlinks as a “critical” or “very important” ranking factor, 72% note that the focus has definitively shifted to quality, relevance, and authority over sheer quantity.

“The best backlinks aren’t built—they’re earned through undeniable value. A single editorial link from a trusted industry source now outweighs dozens of manipulative, low-quality links that might have moved the needle a decade ago.”

Several key factors have driven this:

• Algorithmic sophistication: Google’s AI-driven algorithms can now evaluate relevance, semantic relationships, and authority.
• E-E-A-T: Backlinks now serve as indicators of expertise and authority within specific areas of knowledge.
• Penalties: Updates like Penguin have become increasingly effective at identifying manipulative link schemes.
• User signals: Engagement metrics now work alongside backlinks to validate content quality and relevance.

Statistical Evidence: Why Backlinks Remain Critical for SEO

If you’re wondering whether to continue investing in backlink acquisition as part of your SEO strategy, let the data speak for itself. Multiple recent studies confirm that backlinks remain one of the strongest correlating factors with search ranking performance.

What’s particularly telling is that Gotch SEO’s analysis of 11.8 million Google search results in 2025 found a strong correlation between a website’s overall link authority (as measured by metrics like Ahrefs Domain Rating) and higher search engine rankings. Similarly, 85% of the websites ranking on page one had more than 1,000 backlinks from different websites.

Furthermore, according to data from Userp.io, 67.5% of SEO professionals believe that backlinks continue to have a substantial impact on search engine rankings. This broad industry consensus highlights that backlinks remain one of the most influential factors in determining SERP positions.

Quality Over Quantity: The New Backlink Paradigm

In 2025, SEO professionals are prioritizing quality over quantity. While quality backlinks have always been at the forefront of a link-building strategy, which ranking factors will reign this year?

Relevance and Context

Relevance has become perhaps the most critical factor when evaluating a backlink. In other words, the page or source must fit the context of the post and offer more information on the topic.

That said, a backlink from a related website carries more weight than one from an unrelated domain. For example, a link to a dental practice from a health publication is far more valuable than one from a general directory or unrelated business.

This has made relationship-based link building more critical than ever. Cultivating connections within your industry helps build links that are not only authoritative but also reinforce your expertise in the eyes of search algorithms.

Authority and Trust

Backlinks have always signaled authority to Google and other search platforms, but how this trustworthiness is measured has evolved. Modern SEO looks beyond credibility to evaluate:

• Page-level authority and relevance.
• Author expertise and credentials.
• Editorial standards and content quality.
• Citation patterns and reference quality.

These factors align with Google’s broader E-E-A-T framework, which serves as the foundation for evaluating both content and the backlinks pointing to it.

Link Placement

Not just any backlink will signal authority to Google. In 2025, these factors will influence value:

• Editorial integration: Links naturally incorporated within relevant content carry more weight than those that are forced.
• Anchor text signals: While exact-match anchor text once dominated SEO strategies, today’s algorithms favor natural anchor texts. Creating links that boost rankings now requires a more sophisticated approach to diversifying anchor texts.
• User engagement context: Links placed in sections with high user engagement (as measured by scroll depth, time on page, and interaction events) typically carry more value.

Case Studies: Quality-Driven Backlink Strategies in Action

To understand how backlinks impact SEO performance, let’s examine three case studies that demonstrate the power of link building in different contexts.

Gotch SEO: Authority Building Through Quality Links

In a compelling demonstration of quality over quantity, Gotch SEO faced the challenge of improving search rankings in an environment where Google increasingly prioritizes content quality and authority over raw backlink counts.

Their solution focused on earning high-quality backlinks from authoritative, relevant websites by creating linkable assets and strategically distributing internal links, rather than artificially boosting individual commercial pages. This approach aligns perfectly with modern SEO principles that emphasize building sustainable authority.

The results were definitive: pages ranked #1 had, on average, 3.8 times more high-quality backlinks than those in positions #2-#10, leading to sustained ranking stability and increased organic traffic. This case demonstrates that prioritizing quality over quantity in backlinks remains essential for building authority.

Surfer: E-E-A-T-Driven Backlink Success

The Surfer team needed to increase organic traffic to their blog by transitioning from a volume-based link acquisition approach to a quality-driven one aligned with E-E-A-T standards. Their solution centered on implementing a targeted link-building campaign emphasizing backlinks from high-authority and industry-relevant sites.

Surfer achieved a remarkable 105% increase in organic clicks to their blog within just six months. This case study powerfully illustrates that a quality-driven backlink strategy, adhering to E-E-A-T principles, leads to significant and measurable improvements in organic traffic and search rankings.

Edelweiss Bakery: Local Business Backlink Application

Small businesses often struggle with link building due to limited resources and a lack of visibility. Despite a loyal local customer base, Edelweiss Bakery struggled with low online visibility and poor search rankings, which limited its organic web traffic.

They implemented a comprehensive strategy that combined technical improvements with a focused backlink campaign, building 230 new backlinks in four months. The results were transformative: a 214% growth in organic traffic, improved rankings for targeted keywords, and enhanced local brand recognition.

This case demonstrates that even for local businesses, a strategic approach to backlinking can drive organic growth.

Effective Strategies for Earning Quality Backlinks in 2025

Now that you understand why backlinks are still crucial in 2025, which link-building strategies should you use? From digital PR to technical optimizations, here are the best backlink tactics to use this year.

Content-Driven Link Acquisition

Creating content specifically designed to attract backlinks remains one of the most effective and sustainable approaches. Here’s how to create content that naturally attracts backlinks:

• Original research and data: Publishing proprietary studies, surveys, and data analysis that provide unique insights others want to reference.
• Expert roundups and interviews: Featuring industry experts creates automatic link potential as participants often share and link to their features.
• Resource pages and guides: Comprehensive, authoritative content continues to accumulate links over time, making it a go-to reference in your industry.
• Visual assets: Infographics, charts, and custom images are highly linkable when they present valuable information in an accessible format.

The key is creating what some SEO professionals call “link bait”—content so valuable that industry websites naturally want to reference and link to it. Building a diverse backlink portfolio starts with producing content that serves as powerful link magnets.

Digital PR and Strategic Partnerships

Beyond content creation, proactive outreach strategies remain essential for quality link building. One of the most effective ways to do this is by partnering with digital PR firms. They will publish your press releases and link back to your website. This tells Google that a reputable news source is linking to your website, improving your SEO performance.

Here are effective partnerships that can offer these benefits:

• Digital PR campaigns: Crafting newsworthy stories and data-driven press releases that attract coverage from industry publications.
• Strategic collaborations: Partnering with complementary businesses or thought leaders on joint content strategies that both parties promote.
• Expert contributions: Securing guest posting or expert commentary opportunities on authoritative industry platforms.
• Podcast and webinar appearances: These often result in natural backlinks from episode pages and promotional content.

The effectiveness of these approaches depends heavily on relationship building—creating genuine connections with journalists, editors, and industry leaders before making specific requests.

Technical Backlink Optimization

Don’t overlook the technical aspects of backlink optimization, because the last thing you want is to receive Google penalties during your link-building campaign. Here are the technical tactics to prioritize:

• Link reclamation: Identifying and fixing broken backlinks pointing to your site.
• Brand mention conversion: Turning unlinked brand mentions into proper backlinks through outreach.
• Competitor backlink analysis: Analyzing competitor backlinks to identify high-value link opportunities in your space.
• Strategic use of nofollow links: Extracting value from nofollow backlinks from high-authority sites through traffic, brand exposure, and secondary linking opportunities.

Measuring Backlink Success Beyond Quantity

As backlink strategies evolve, so too must our metrics for measuring success. Modern SEO requires looking beyond raw link counts to evaluate the actual impact of your backlink profile. Here are the most effective backlinking metrics.

Quality Metrics to Monitor

• Domain and page authority: Track the overall authority of linking domains using metrics from tools like Ahrefs, Moz, or Semrush.
• Relevancy: Assess how closely aligned the linking site’s topic is with your own.
• Traffic potential: Evaluate whether backlinks come from pages that themselves receive significant traffic.
• Engagement signals: Monitor referral traffic and engagement metrics from backlinks to assess their practical value.
• Brand impact: Consider how backlinks contribute to overall brand visibility and perception.

Tools for Comprehensive Backlink Analysis

Several specialized tools can help you monitor and analyze your backlink profile:

• Ahrefs: Provides comprehensive backlink data, including domain rating, referring domains, and organic traffic estimates.
• Semrush: Offers backlink gap analysis and competitive intelligence for link building.
• Majestic: Specializes in Trust Flow and Citation Flow metrics to evaluate link quality.
• Google Search Console: Offers first-party data on which links Google sees and counts.

Common Backlink Misconceptions in 2025

Do you believe that nofollow links don’t have value? Or social signals are replacing backlinks? Despite the evidence supporting the continued importance of backlinks, several persistent myths need to be addressed:

Myth 1: “Social Signals Have Replaced Backlinks”

While social engagement can benefit SEO, social signals have not replaced backlinks as a core ranking factor. Google has repeatedly confirmed that it doesn’t use social signals as direct ranking factors, although visibility gained through social media can lead to more natural backlinks.

Myth 2: “All Link Building is Against Google’s Guidelines”

Google doesn’t prohibit all link building—only manipulative tactics designed to game the algorithm. Creating valuable content and promoting it through legitimate channels aligns perfectly with Google’s guidelines. The key distinction is between earning links through value versus manipulating rankings through link schemes.

Myth 3: “Nofollow Links Have No Value”

While nofollow links don’t pass PageRank in the traditional sense, they still provide significant benefits:

• Brand visibility and referral traffic
• Diversification of link profile (too many followed links can appear unnatural)
• Indirect SEO benefits through increased brand recognition

Additionally, Google now treats nofollow attributes as hints rather than strict directives, meaning they may choose to consider these links for ranking purposes in certain contexts.

Looking Ahead: The Future of Backlinks in SEO

While many traditional backlinking rules still apply today, several trends suggest ways that link-building may evolve. Here are the trends to watch.

• AI-driven link evaluation: As AI becomes more sophisticated, search engines are increasingly able to evaluate the true context and value of a backlink beyond DA or simple metrics. This includes understanding the semantic relationship between linking content and destination pages, assessing the credibility of authors, and evaluating the overall user benefit of the link.
• Entity-based SEO: Google’s Knowledge Graph and entity-based search are changing how backlinks contribute to authority. Increasingly, backlinks help establish entity relationships and authority within specific domains of knowledge. This means links from websites that Google recognizes as authoritative within your particular subject area will likely carry even more weight.
• Integrated online reputation: The line between traditional backlinks and broader online reputation signals continues to blur. Citations, mentions, reviews, and other instances where your brand appears online—even without a direct link—may increasingly contribute to search engines’ understanding of your authority and relevance.

Backlinks Remain Essential, But the Bar Is Higher

Backlinking is still one of the most valuable traditional SEO tactics. The fundamental principle remains: when authoritative, relevant websites link to your content, they signal to search engines that your site deserves attention, and that signal remains one of the most powerful in SEO.

However, the standards for backlinking are changing. Search algorithms are evolving, as are the ways backlinks contribute to search visibility. Marketers should focus on building the right kinds of backlinks—those that drive relevant traffic, establish brand authority, and create genuine value for users.

Need expert guidance in developing a quality-focused backlink strategy? Work with the leading SEO agency that specializes in strategic link building.

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