Is link building still relevant to SEO in the coming years?
Search engine optimization evolves constantly. Google rolls out algorithm updates faster than ever, AI reshapes search behavior, and brands face increasing pressure to build topical authority, not just traffic. With so much changing, many marketers wonder whether link building still matters or if it’s become an outdated ranking tactic.
Short answer? Yes, link building is still relevant to SEO, but its role has transformed. The real conversation isn’t “Is link building dead?” but rather “What type of link building still works?”
This article explains the modern state of link building, how its importance has shifted, and which strategies still deliver real results.
What Link Building Really Is (and Why It Started Mattering)
At its core, link building is the process of acquiring hyperlinks from other websites to your own. Google originally treated backlinks like votes of trust: if many reputable websites linked to a page, it assumed the content was valuable.
But not all links pass the same value.
- A link from a niche-relevant authority site is powerful.
- A random directory link or spammy placement? Almost worthless.
- A link earned because your brand publishes useful information carries much more weight than one swapped or purchased.
From the beginning, backlinks signaled authority. That’s still true today—but how Google evaluates these signals has matured dramatically.
Why Link Building Still Matters Today
Backlinks remain one of the strongest indicators of authority, trust, and relevance. Google has never stated that links don’t matter—only that their influence has become more contextual, and that high-quality content can earn visibility without aggressive link campaigns.
Data still shows a clear connection between strong link profiles and top-ranking pages.
In an analysis of 11.8 million Google search results, Backlinko found that the #1 result has, on average, 3.8x more backlinks than positions #2–#10.
This doesn’t mean “more links = higher ranking.” Instead, it reveals that authoritative links often coincide with high-performing content, especially in competitive niches.
Here are the major reasons link building still matters:
1. Links remain a trust signal
Google wants to surface information users can rely on. Backlinks, specifically from trustworthy sources, serve as digital endorsements.
2. Links help Google discover new content
Crawlers move across the web through links. If no one links to your content, discovery slows down.
3. Links reinforce topical authority
When authoritative sites in your niche link to you, Google strengthens its understanding of your expertise.
4. Competition still invests in links
If your competitors are earning high-authority links and you’re not, you’re at a disadvantage.
How Link Building Has Evolved
Link building today looks completely different from the link building of a decade ago. Many tactics that once worked, some even recommended by SEOs at the time, no longer produce results.
Old tactics that no longer work
- Mass directory submissions
- Blog network links
- Link wheels and link farms
- Low-quality guest posts on irrelevant sites
- Automated comment spam
- Paid link swaps or obvious link schemes
Google’s link spam and helpful content updates have cracked down on manipulative link practices. Today, context, intent, and user value matter far more than the number of links obtained.
The shift from manipulation to earning
The modern SEO environment rewards:
- Brand authority
- Topical relevance
- High-value content people naturally want to reference
Search engines can now detect patterns of unnatural linking. That means sustainable link building must align with real brand-building principles: thought leadership, helpful content, and genuine digital relationships.
Link Building Strategies That Still Work Today
Here are the link-building approaches proven effective now, based on real-world data and modern best practices followed by many Sacramento SEO company.
1. Digital PR & Newsworthy Assets
Digital PR is now one of the most powerful and scalable ways to earn links. It involves creating newsworthy stories, reports, surveys, or tools and pitching them to journalists or industry publications.
Examples include:
- Data-based studies
- Interactive tools
- Industry statistics pages
- Trend reports
- Expert predictions
According to a recent survey, over 67% of marketers now rate digital PR as the most effective way to earn high-authority backlinks from top-tier websites.
This aligns with Google’s focus on useful, original, and authoritative content that genuinely deserves coverage.
2. Thought Leadership & Expert Commentary
Building personal authority for founders or subject-matter experts naturally attracts links.
Successful strategies include:
- Contributing expert quotes to journalists
- Participating in interviews or podcasts
- Publishing opinion pieces or industry analyses
- Providing commentary on trending topics
As your brand authority grows, other websites begin citing your content organically.
3. Guest Posting (Done the Right Way)
Guest posting still works, but only when:
- The publication is relevant to your industry
- The content is genuinely helpful
- The relationship is real
- There’s editorial oversight
A well-placed article on a reputable niche site can pass meaningful authority and send qualified referral traffic, not just “link juice.”
4. Resource Link Building
A “linkable asset” is content so useful it attracts citations.
High-performing assets include:
- Comprehensive guides
- Tools and calculators
- Glossaries
- Templates and checklists
- “Statistics for [topic]” pages
- Case studies
This approach works because you’re providing something others want to reference in their own content.
5. Updating & Reclaiming Lost Links
Many websites lose links naturally as pages get deleted, sites migrate, or old content becomes outdated.
You can regain lost link equity by:
- Broken link building: find pages referencing outdated or broken resources and offer a fresh replacement.
- Updating top content: refresh articles regularly to maintain relevance and retain links.
- Reclaiming unlinked brand mentions: reach out when your brand is mentioned but not linked.
These “quick wins” often yield high-quality links with minimal heavy lifting.
Should You Still Invest in Link Building?
Yes, but with intention.
Link building remains valuable, but it’s not a standalone strategy. It must integrate with content, brand authority, and user experience.
Here’s when investing heavily in link building makes sense:
1. Your niche is competitive
Finance, insurance, software, real estate, travel, and health all require strong authority signals.
2. You’re in a YMYL category
Google scrutinizes “Your Money, Your Life” content more heavily. Links and authority become indispensable.
3. Your website is new
New sites have little to no authority. Well-earned links accelerate indexing, ranking, and trust building.
4. You have strong content but no visibility
Often content doesn’t rank—not because it’s bad—but because Google doesn’t yet trust the domain.
When Link Building Isn’t A Top Priority
For very local businesses or early-stage websites with thin content libraries, it’s better to focus first on:
- On-page optimization
- Local SEO
- Content depth
- Technical SEO basics
Once your content is strong, link building amplifies it.
Conclusion
Link building is absolutely still relevant to SEO, but not in its old, manipulative form. Today, the most effective links stem from credibility, originality, relevance, and brand authority. Google rewards the websites that contribute the most value, not the ones that game the system.
If you want sustainable rankings, focus on earning links through high-quality content, digital PR, real relationships, and genuine expertise. When done right, link building doesn’t just improve SEO, it strengthens your overall brand presence online.
Why Choose Sierra Exclusive for Link Building
If you’re ready to earn high-quality, authoritative backlinks without shortcuts or spammy tactics, Sierra Exclusive, an SEO and marketing agency in Sacramento, can help. We use ethical, strategic, and content-driven link-building methods that strengthen your brand’s authority and improve long-term search visibility.
Reach out to Sierra Exclusive to build links that actually move the needle.
Frequently Asked Questions
Has Google reduced the importance of backlinks in its ranking algorithm?
Yes, Google has reduced the weight of backlinks over time, but not their importance. Backlinks are still a strong trust and authority signal, but Google now evaluates many other factors such as content quality, user experience, intent matching, brand authority, and on-page optimization. Instead of relying heavily on links like it once did, Google now focuses more on the overall value and relevance of a page.
Can a website rank on Google without link building?
Yes, but typically only in low-competition or hyper-local niches. For competitive industries, ranking without backlinks is extremely difficult because Google uses external links to validate credibility. High-quality content may rank for long-tail keywords without active link building, but for broader, more competitive terms, authoritative backlinks are still essential.
What are the risks of using outdated or spammy link-building tactics?
Outdated or manipulative tactics can harm your rankings. Google’s SpamBrain system is designed to detect and devalue unnatural links. In severe cases, your site may face manual penalties, sudden ranking drops, or long-term trust issues. Ethical, high-quality link building protects your domain from these risks.
Is digital PR better than traditional link-building methods?
For most brands, yes. Digital PR earns high-authority editorial links from news sites, magazines, and reputable online publications. These links are harder to replicate, carry greater trust, and often drive real referral traffic. Traditional link-building still has value, but digital PR offers stronger authority signals and aligns more closely with Google’s preference for natural, earned links.
Is link building still the most important SEO ranking factor?
No single factor is the “most important” anymore, but link building remains one of the top ranking signals. Google now takes a more holistic approach, evaluating content relevance, user experience, page quality, expertise, and intent. Links still contribute significantly to authority and trust, but they work best when combined with high-quality content and strong technical SEO.
Do nofollow links still matter for SEO and authority?
Yes, nofollow links can still be valuable. While they don’t pass traditional PageRank, they can drive traffic, build brand awareness, and diversify your link profile. Google also treats “nofollow” as a hint, not a strict rule, meaning some nofollow links may contribute to discoverability and credibility. A healthy backlink profile includes both dofollow and nofollow links.
What are some examples of high-quality backlinks?
High-quality backlinks typically come from:
- Reputable news websites
- Industry-relevant blogs and publications
- Government or educational websites (when appropriate)
- Authoritative resources or guides
- Niche-specific websites with strong editorial standards
- Digital PR coverage or expert quotes
- Well-respected organizations, associations, or thought leaders
These links are editorially earned, contextually relevant, and placed within real content—not forced or transactional.
Should small or local businesses invest in link building?
Yes, but selectively. Small or local businesses don’t need aggressive link-building campaigns, but they do benefit from high-quality local citations, niche directories, community partnerships, local news mentions, and collaborations with nearby organizations. A few strong local backlinks can significantly boost local SEO visibility and build trust in the community.
