For years, backlinks were the backbone of SEO. But do they still carry the same weight, or have they become a fading tactic in an era shaped by AI-driven search and increasingly sophisticated algorithms?
SEO has never been more complex or demanding than it is today. The rise of AI-powered systems has transformed how users find information, introducing new layers of discovery beyond traditional search.
Since Google first introduced PageRank, links were considered the most critical factor for achieving strong rankings.
But does that principle still apply?
This discussion will explore the role of backlinks today by looking at:
- Different viewpoints from across the SEO industry.
- Data and evidence from real-world analysis.
- Google’s latest announcements and updates regarding link value in rankings.
- The influence of co-citation signals within AI-driven systems.
Backlinks and SEO: Clearing the Confusion
There’s no denying that links play a role in SEO. The quantity and quality of external links pointing to a page can affect how it ranks in search results.
But it isn’t just about how many links you have. Other factors that matter include:
- Diversity – Are your links coming from a wide range of domains?
- Relevance – Do the linking sites match your niche or topic?
- Quality and authority – Are the links from trusted, credible sources?
- Editorial value – Google favors organic, non-paid links.
- Technical aspects – How the links are implemented also impacts value.
Links continue to pass PageRank, which can improve keyword rankings. Even though Google no longer displays PageRank publicly, it remains embedded within Google’s ranking systems.
Exactly how much it matters today is debated. Some experts argue PageRank still carries weight, while others consider it nearly obsolete. These conflicting views—ranging from “links are essential” to “links are a scam”—leave many confused about their real value.
So, are backlinks truly vital, or are they an overpriced SEO tactic? As usual, the truth lies somewhere in between.
What Google Has Said
Before making judgments, it helps to look at Google’s own statements.
- September 2023 – Gary Illyes of Google said:
“I think they [links] are important, but I think people overestimate the importance of links. I don’t agree it’s in the top three. It hasn’t been for some time.” - March 2024 – A Spam Policy update removed the word “important” when referencing links as a ranking factor, coinciding with the core update that month.
- April 2024 – Illyes also remarked at a conference:
“We need very few links to rank pages… Over the years, we’ve made links less important.” - John Mueller added further clarity:
“My recommendation would be not to focus so much on the absolute count of links… There are more important things for websites nowadays, and over-focusing on links will often result in you wasting your time doing things that don’t make your website better overall.”
Google’s documentation still acknowledges PageRank as part of its ranking systems, noting that while its role has evolved, it remains foundational. The company’s philosophy page reinforces this, stating that it uses over 200 signals to rank pages, with PageRank as one among them.
At the same time, Google emphasizes:
“No one can buy better PageRank.”
This suggests two things: Google aims to defend PageRank’s credibility, and it actively works to neutralize paid link-building schemes.
The Bottom Line
While links are not the dominant ranking factor they once were, they haven’t disappeared. Google appears to be gradually diminishing their role while investing in methods to prevent abuse.
Meanwhile, much of the SEO industry still promotes link-building as a key tactic, keeping the debate alive and leaving businesses unsure of how much value links really deliver.
These practices have continued into 2025, though a notable shift has taken place. Promotional posts on LinkedIn (organic posts, not ads) advertising link-building services are now far less visible compared to 2024.
A year ago, much of the conversation around links was dominated by direct promotions and sales pitches for such services.
By contrast, in 2025 these posts have become rare. Instead, there’s a growing trend toward educational content—guides showing how to build links independently—or analytical studies reviewing the effectiveness of link agencies across multiple sites. Many of these reports are not flattering in their conclusions.
At the same time, it’s clear that Google is actively working to lessen its dependence on backlinks as a ranking signal. The bigger question is: what could take PageRank’s place?
With Google’s rapid advancements in AI, several possibilities are emerging. If the search engine can evaluate content usefulness directly—without relying on external endorsements—it could move away from popularity-based metrics altogether.
In such a model, rankings would be shaped by AI-driven content analysis and intelligent extraction, assessing the inherent quality of a webpage and surfacing more precise, context-rich results.
This transition, once seen as a distant possibility, is now unfolding quickly. Google’s AI Mode is the clearest indicator of this shift.
Should AI Mode become the default way people search, the SEO landscape will undergo a fundamental transformation. It seems less a question of if and more a matter of when.
Empirical Evidence and Studies
When evaluating SEO strategy, the key question remains: “Do backlinks still work today?”
To answer this, let’s review research from Ahrefs, Backlinko, and MonsterInsights.
Study 1: Ahrefs – Backlink Data and Insights
Ahrefs’ published statistics highlight a clear positive correlation between the number of referring domains pointing to a page and that page’s visibility in search results as well as organic traffic.
Their data also shows that most top-ranking pages continue to attract between 5% and 14% more followed links each month.
In addition, many of their findings reference publishers such as Authority Hacker and include survey-driven insights that reinforce the ongoing role of backlinks in rankings.
Study 2: Backlinko – Search Ranking Findings
According to a Backlinko study (updated April 14), a website’s overall link authority, measured by Ahrefs’ Domain Rating, strongly correlates with higher rankings.
While Google doesn’t rely on third-party SEO tool scores, it still uses PageRank as part of its systems. Since Domain Rating is designed to mirror PageRank, the observed correlation makes sense if Ahrefs’ model is accurate.
The study also revealed:
- Pages with more backlinks consistently rank above those with fewer. On average, the #1 Google result has 3.8x more backlinks than results in positions #2–10.
- However, correlation doesn’t prove causation. Higher rankings may themselves attract more backlinks, but the relationship between link authority and rankings is undeniable.
- The report claimed no connection between page loading speed (as measured by Alexa) and first-page rankings. This point is debatable, as Google evaluates performance using Core Web Vitals, not Alexa metrics—suggesting a flaw in the input data.
- Another notable finding was that link diversity matters. The number of unique domains linking to a page strongly correlated with ranking performance, a point widely supported across the SEO community.
Study 3: MonsterInsights – Ranking Factor Findings
MonsterInsights, the WordPress plugin provider, published an updated study on January 1, concluding that backlinks exert significant influence on Google’s ranking algorithm.
Their research highlighted that websites earning high-quality backlinks generally achieve stronger positions in Google’s search results:
“Backlinks from authoritative sites are far more valuable and can improve rankings more effectively than links from lower-rated domains. These signals tell Google that your content is trustworthy because other credible websites are endorsing it.”
Interpreting Link Data and Claims
Most studies demonstrate a correlation between backlinks, rankings, and search traffic. The unresolved issue is causality: Do links directly improve rankings, or do top-ranking pages simply attract more links?
This question has fueled debate in SEO circles for more than a decade. Some marketers have seen success with link-building campaigns, while others report minimal results—or even penalties from Google.
Among the available research, Ahrefs’ findings appear the most reliable, largely because they provide extensive data without directly selling link-building services. With an index covering over 35 trillion live backlinks, their analysis is both broad and less biased.
The Role of AI Systems and LLMs
As mentioned earlier, SEO link building now overlaps heavily with AI-driven co-citation strategies.
Here’s how it works: when users enter prompts into AI platforms, the system first checks its large language model (LLM) to determine if the information already exists. If not, the AI relies on retrieval-augmented generation (RAG), pulling in external web data to craft an answer.
This is crucial for time-sensitive queries—like breaking news—that won’t yet exist in the pre-trained model. To support this, AI systems deploy their own crawl bots and RAG technologies to retrieve fresh content.
The contrast with Google is stark:
- Google delivers relatively simple outputs (lists of links, until AI Mode takes over) but uses extremely complex algorithms for crawling, assessing, and ranking.
- AI platforms such as ChatGPT or Perplexity, on the other hand, generate detailed, context-rich responses but remain less sophisticated in evaluating link quality, trustworthiness, or spam signals.
Because of this gap, the effectiveness of link-building—or its evolution into contextual citation strategies—has been reset. While traditional backlinks may be losing influence within Google’s ecosystem, brand mentions and co-citations within content are becoming increasingly relevant in AI-driven search.
In fact, this transition may give link-building a new lease on life. If AI search continues to grow, ensuring that your brand and content are cited in authoritative contexts could become one of the most powerful optimization methods available.
For deeper insights, the study “How to Get Cited by AI: SEO Insights from 8,000 AI Citations” explores this emerging trend in detail.
And if another major player surpasses Google in the AI search arena, link-building—or its modern co-citation equivalent—could once again become central to digital marketing strategies.
Understanding the Role of Backlinks in 2026
The key takeaway is that backlinks still play a role in SEO today, though their influence has shifted.
Traditional link-building methods, which often generate low-quality links, have been losing effectiveness for quite some time. Real success now depends on creative strategies and genuine events that attract coverage from authoritative editorial sources.
While links are gradually becoming less central, they continue to be an integral part of SEO for the moment. The smartest path forward is a holistic, quality-driven approach to both link acquisition and overall SEO strategy, ensuring long-term sustainability in a changing environment.
At the same time, with AI platforms now serving massive numbers of users, backlinks—or more precisely, link-adjacent signals—could quickly regain significance. Unlike Google’s highly sophisticated algorithms, AI systems produce nuanced responses but remain comparatively weak in evaluating link quality.
As a result, the balance could shift again, making backlinks (and related citation strategies) more valuable in the near future.
FAQs on Backlinks and SEO in 2026
Q1. Are backlinks still important for SEO in 2026?
Yes, backlinks still play a role in SEO, but their importance is not as dominant as in earlier years. Google continues to use links within its ranking systems, though factors like content quality, user experience, and authority signals now carry more weight.
Q2. Has Google reduced the value of backlinks?
Google has openly stated that links are less critical than before. Updates between 2023 and 2024 made it clear that while links still matter, they are no longer a top ranking factor and should not be the sole focus of SEO efforts.
Q3. What type of backlinks work best today?
High-quality editorial backlinks from relevant and authoritative websites remain the most effective. Low-quality, spammy, or paid links have little to no impact and can even harm rankings.
Q4. Should businesses still invest in link building in 2026?
Yes, but only in a strategic way. Instead of buying links, businesses should focus on earning coverage through valuable content, digital PR, partnerships, and thought leadership that naturally attract authoritative mentions.
Q5. How does AI affect the role of backlinks?
AI-driven search systems can evaluate page content directly, reducing reliance on popularity metrics like backlinks. However, in AI environments, co-citations and brand mentions may become the modern equivalent of backlinks, making context-driven citations increasingly valuable.
Q6. Can backlinks alone guarantee top rankings?
No. Backlinks are just one piece of the puzzle. Content quality, relevance, technical SEO, Core Web Vitals, and user engagement are equally—if not more—important for ranking success in 2026.
Q7. What’s the future of link building?
Traditional link building may continue to decline, but strategies that emphasize quality, authority, and context will remain relevant. As AI search grows, optimizing for co-citations and trustworthy mentions could become a key SEO strategy.
