SEO has evolved dramatically over the years. Algorithms have become smarter, user experience now takes center stage, and AI-driven content is reshaping how we optimize websites. But amid all this change, one debate continues to surface: are links important for SEO in today’s landscape?
The short answer? Yes, but not in the way they used to be.
According to a 2024 Ahrefs study, over 96.55% of all pages online get no organic traffic from Google, largely because they lack backlinks. That alone shows how much weight search engines still give to quality link signals, even in an era driven by machine learning and contextual search.
What Backlinks Are and Why They Mattered So Much
Backlinks are simply links from one website to another. In the early days of Google, they were the backbone of its PageRank algorithm. This is a system that treated every link as a vote of confidence. The more “votes” your site had, the more likely it was to rank higher.
At that time, quantity often outweighed quality. Marketers flooded the web with directories, link exchanges, and even paid links to manipulate rankings. And for a while, it worked.
But as search engines evolved, they began to prioritize the intent and trustworthiness behind those links are changing the SEO landscape forever.
How Google’s Link Evaluation Has Evolved
Today, Google doesn’t just count links, it interprets their meaning. The focus is on relevance, authority, and authenticity. Links from credible, topic-relevant sites carry far more influence than hundreds of low-quality ones.
Google’s ongoing updates (from Penguin to SpamBrain) have refined how links are weighted. Low-quality or manipulative link-building tactics now trigger penalties, while naturally earned links strengthen your authority under Google’s E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness).
In other words, backlinks are still a ranking factor, but they’re now part of a larger ecosystem that includes content quality, user experience, and brand credibility.
So, Do Links Still Matter in 2025?
Absolutely, but they matter differently.
A 2024 Backlinko study analyzing over 11 million Google search results found that pages with more referring domains consistently ranked higher than those with fewer. The correlation is clear: high-quality backlinks remain one of the strongest indicators of authority and relevance.
However, backlinks alone can’t carry your site to the top anymore. Without strong on-page SEO, mobile optimization, and valuable content, even the most link-rich pages struggle to maintain rankings.
In short, links amplify good SEO, they don’t replace it.
Different Types of Link-Building Strategies
Not all link-building methods are created equal. Here are a few that have proven effective when done ethically:
- The Skyscraper Technique: Popularized by Brian Dean, this involves finding top-performing content in your niche, creating something better, and reaching out to sites linking to the original. The key is genuine improvement. More depth, fresher data, or stronger visuals.
- Pillow Link Building: A foundational approach that uses lower-risk, brand-safe links (like social profiles, citations, and press mentions) to “pillow” and diversify your link profile before acquiring stronger editorial links. It helps establish a natural-looking link foundation.
- Resource Page Link Building: Identify pages that list helpful tools or guides in your industry and request inclusion, especially if your content genuinely adds value to that resource list.
- Broken Link Building: Find broken external links on authoritative websites, recreate the missing content on your site, and suggest your link as a replacement. This is a win-win for both parties.
- Niche Edits (Contextual Link Insertions): Instead of guest posting, reach out to relevant blogs to add your link contextually into existing content where it fits naturally.
- HARO (Help a Reporter Out) Outreach: Respond to journalist requests for expert quotes. If your insights are used, you often receive a high-quality backlink from major publications.
Each of these strategies works best when backed by authentic expertise and valuable content, not automation or shortcuts.
Tips for Acquiring High-Quality Backlinks
If backlinks are still crucial, how can brands earn them the right way? The goal isn’t to collect links. It’s to attract editorially given, contextually relevant mentions that signal authority to both users and search engines.
Here are a few proven strategies to do that in 2025:
- Create Original Data or Insights: Nothing earns backlinks faster than unique research. Conduct surveys, compile statistics, or publish trend analyses that others in your industry will cite.
- Guest Posting on Reputable Sites: Write for respected, topic-relevant platforms—not just for the link, but to provide value and build visibility. Always choose quality over reach.
- Digital PR and Thought Leadership: Pitch expert commentary to journalists and niche publications through platforms like HARO or Qwoted. These links tend to come from high-authority domains.
- Publish Linkable Assets: Visuals like infographics, calculators, templates, or interactive tools attract natural citations and shares.
- Reclaim Lost or Unlinked Mentions: A lot of SEO agencies in Sacramento invest in tools like Ahrefs or Semrush. They use it to find mentions of your brand that aren’t linked and politely request attribution.
- Build Relationships, Not Just Links: Engage in communities, collaborate on co-authored content, or host webinars. Real relationships lead to organic link opportunities.
Always Choose Quality Over Quantity
Backlinks are no longer the sole engine driving SEO success, but they’re still a vital signal of trust and authority. The difference lies in how you earn them.
In 2025, effective SEO isn’t about manipulating algorithms. It’s about earning credibility that search engines can recognize. Quality content, great user experience, and genuine relationships create the type of backlinks that move the needle.
At Sierra Exclusive, a Sacramento marketing agency, we’ve seen it firsthand: when you focus on building real authority, the right links come to you and they keep your rankings strong for the long run.
Frequently Asked Questions
Are backlinks still important in 2025?
Yes. Backlinks remain one of Google’s strongest ranking signals, especially when they come from authoritative and relevant sites. Their role has shifted from quantity to quality and trustworthiness.
Is SEO dead now with AI?
Not at all. AI is changing how SEO works, but it’s enhancing rather than replacing it. This can help with keyword insights, automation, and personalization while still relying on strong content and technical foundations.
Can you do SEO without backlinks?
You can rank for low-competition keywords or local searches without backlinks, but it’s difficult to sustain growth long-term. Backlinks help establish authority and amplify visibility for competitive terms.
Can you build 100 backlinks in 30 days or less?
It’s possible, but risky. Rapid link spikes can appear unnatural unless they come from genuine mentions or viral content, which is why steady, organic link-building is more sustainable.
Which backlink is most powerful?
Editorial backlinks from high-authority, niche-relevant websites are the most valuable. They pass the most trust and have the strongest impact on rankings.
Can AI create backlinks?
AI can help identify opportunities, automate outreach, and generate linkable assets, but it can’t replace real relationships or earned editorial mentions. The best backlinks still come from human connection and valuable content.
