If you’ve been following SEO trends over the years, you may have heard the claim that link building is “dead.” With advancements in AI, user behavior signals, and semantic search, some marketers believe backlinks no longer matter. But here’s the truth:
Backlinks remain one of the strongest ranking signals in Google’s algorithm, and that isn’t changing anytime soon.
In fact, as competition increases and Google becomes more selective about which websites it rewards, backlinks are becoming even more essential to earning trust, visibility, and authority online.
So, why does Google still care so much about links? And how should today’s businesses approach link building strategically, without falling into outdated or risky tactics?
Let’s break it down.
Backlinks Are the Original “Reputation Score” of the Internet
Since Google’s earliest days, the idea behind backlinks has been simple: If other websites want to reference yours, your content must be valuable.
This concept originated from Google’s PageRank algorithm, a ranking formula inspired by academic citation systems. Research papers with more citations are seen as more credible. Web pages operate the same way:
- A backlink = a vote of confidence
- More high-quality backlinks = stronger credibility
- Backlinks from trustworthy websites = higher authority
Google may have evolved dramatically since the late ’90s, but this principle still drives its decision-making: Backlinks help Google understand what content deserves to show up first.
Even with better AI and content-quality metrics, backlinks provide real-world validation that search engines can’t generate on their own.
Backlinks Strengthen E-E-A-T: Google’s Trust Framework
Google’s ranking system prioritizes content that demonstrates:
- Experience
- Expertise
- Authoritativeness
- Trustworthiness
Naturally, backlinks play a starring role here. When a well-respected site in your industry links to you, it signals that you’re knowledgeable, your information is reliable, and other experts recognize your brand. For industries like finance, health, legal, and home services (where accuracy truly matters) trustworthy backlinks can make or break rankings.
Backlinks Help Google Discover and Index New Content
Google can only rank content it knows exists. Backlinks essentially act as pathways for Google’s crawlers. They guide search engines from one page to another, help identify new or recently updated pages, and provide context about what a page is about. Without backlinks pointing toward your content, indexing becomes slower and visibility drops.
Not All Backlinks Are Equal: Quality Matters More Than Quantity
Link building isn’t about chasing any link you can find. Google’s algorithm has matured, and it’s laser-focused on quality signals, including:
|
Quality Factor |
What Google Looks For |
| Relevance | Is the linking site related to your industry or topic? |
| Authority | Does the linking site have high trust and strong rankings? |
| Natural Placement | Was the link editorially earned vs. purchased or spammy? |
| Anchor Text Context | Do the words used make sense and support relevance? |
In 2025, Google is ruthless when it comes to ignoring (or penalizing) low-quality links, including link farms, paid directory blasts, forum spam, and Private Blog Networks (PBNs). Today’s link building success relies on earning attention, not manipulating algorithms.
Backlinks Support User-First Ranking Signals
Since Google’s Helpful Content Updates, user experience and content quality play a major role in rankings. But here’s the catch: Even the most valuable content needs backlinks to get discovered.
What typically happens is this:
- Great content earns exposure
- Exposure leads to more natural backlinks
- Backlinks drive rankings → drive more exposure → drive more links
It’s a cycle, and backlinks fuel it.
Strong backlinks also correlate with other user-focused signals, such as:
- Higher click-through rates
- More branded search volume
- Increased time on page
- Stronger overall engagement
Google sees backlinks not just as a ranking factor, but as a reflection of audience trust and interest.
Backlinks Give Small Brands a Competitive Advantage
Many businesses assume ranking is all about domain age or budget size, but link building can level the playing field. A newer business with a smart content strategy, local relevance, earned press, and resourceful link outreach can absolutely outrank long-established competitors.
This is especially true in local SEO. Community-driven backlinks, such as sponsors, chambers of commerce, local publications, and nonprofits, hold huge value and help businesses build both online and offline relationships.
AI Has Made Link Building Smarter (Not Obsolete)
Yes, AI changes the game, but in a good way.
AI helps SEOs identify high-value link opportunities faster, analyze competitor backlink profiles, personalize outreach at scale, and generate quality content that earns links naturally. The result is less guesswork and more strategic decisions. But one thing AI cannot do: It cannot replace real human endorsements. Backlinks remain an authentic signal that you’ve provided real value.
The Future of SEO Depends on Digital Relationships
At its core, link building isn’t just a technical SEO tactic—it’s reputation building.
Backlinks come from:
- Industry relationships
- PR efforts
- Thought leadership
- Partnerships
- Community involvement
- Outstanding content worth sharing
That makes link building a brand growth strategy, not merely a ranking hack.
As long as people share content and reference trusted sources, backlinks will remain the internet’s credibility currency.
Final Takeaway: Backlinks Aren’t Going Anywhere
Google’s mission hasn’t changed: deliver the best and most trustworthy content on the web.
Backlinks help make that possible. They validate expertise, improve discovery and indexing, enhance rankings, and amplify brand visibility and user engagement.
So the marketers who say link building is dead?
They’re not paying attention.
Partner With Experts Who Build Links the Right Way
Link building is powerful, but only when done strategically, ethically, and aligned with Google’s evolving standards. At WSI Internet Partners, we help businesses strengthen authority with high-quality backlinks, improve rankings safely and sustainability, and build a credible brand online. Let’s talk about boosting your authority and search rankings. Give us a call today at 254-235-2452 or fill out our online contact form to get started.
Aaron Braunstein is the President of WSI Internet Partners, a Waco-based digital marketing agency that helps local businesses grow through strategy-driven SEO, Google Ads, and AI-powered solutions. A long-time member of the Waco business community, Aaron brings global expertise and local insight to every project. Connect with him on LinkedIn or learn more at WSI Internet Partners.
