Do Backlinks Still Move the Needle in SEO in Today’s World of AI?
If you have been around SEO for more than a few years, you have probably heard the phrase “backlinks are votes.” Since the earliest days of Google’s PageRank, backlinks have acted as endorsements for a website. The logic was simple: if another site linked to you, it was a sign your content was worth referencing. Over time, entire methods of execution emerged like directory submissions, guest posting, digital PR. While the tactics have evolved, the importance of backlinks has remained.
Today SEO is far more holistic. Search performance depends on content quality, technical health, hosting speeds, user experience and yes, backlinks along with many other factors worth a discussion. The pendulum has shifted from backlinks being the only factor to being one of several but they still matter.
Why Backlinks Don’t Get Their Due Credit
One reason backlinks don’t always get the respect they deserve is the way they have been sold. Too many agencies and freelancers have treated backlinks as commodities—cheaply sourced, poorly executed, or bundled into vague “SEO packages.” This creates a trust gap.
We often meet clients who have been burned before. They arrive skeptical, questioning backlink strategies from day one. In month one, it’s always a challenge to explain the process without immediate proof. By month three, when performance metrics begin to show tangible results whether in rankings, impressions or leads the same clients begin to see the value.
Part of the problem is reporting. Backlink building reports are often not shared proactively, because they can be complex and hard for clients to interpret. Agencies sometimes prefer not to submit them to avoid drawn out conversations about link quality, content curation or niche placements. The client then assumes they are only paying for blogs and on-page SEO tweaks, and when the initial flurry of activity slows, they feel they are paying for nothing even if results are improving.
The best way forward is transparency. Define KPIs from day one, set expectations, and let results speak for themselves. When a business sees consistent growth, they rarely question every operational detail. Trust the agency, trust the process.
Backlinks and AI SEO
Now let’s bring AI into the conversation. Do backlinks help with AI-driven visibility? The answer is yes.
AI engines don’t “rank” content the same way Google does, but they do scrape and synthesize from across the web. The more your brand appears across credible domains, the more signals AI engines have to pull you into their responses. It’s not magic. It’s data.
Think of it this way: backlinks expand the footprint of your brand online. The more authoritative the sources, the stronger the signals. And when AI tools generate answers, your brand’s chances of appearing increase. So even in the world of ChatGPT, Gemini or Perplexity, backlinks remain a key driver.
As Ahrefs notes, backlinks are still among the most heavily correlated factors with higher rankings in Google. And what’s good for Google today continues to echo into how AI engines reference content tomorrow.
Can I Build Backlinks Myself?
This is a common question. Businesses sometimes try to handle backlink building in-house. Some even succeed to an extent. But scale, relationships with webmasters, content quality, and alignment with SEO strategy are where agencies bring unmatched value.
When you hire an agency, you are not just paying for the link. You are paying for the systems, the relationships with webmasters, curated content pipelines, editorial placements, and above all, the ability to do this at scale.
Let’s say you build an internal team. You’ll need writers, outreach specialists, a manager you can trust, and a budget for content. Add up the salaries, overhead and the learning curve. For most businesses, it quickly outweighs the cost of partnering with a specialist agency. Agencies are not only more economical but deliver better results, because this is all we do, every single day.
Backlinks Still Move the Needle
The world of SEO may have expanded, but backlinks continue to move the needle. They may not be the lone factor they once were, but they are far from obsolete. In fact, in a digital landscape where AI engines and Google alike rely on signals of credibility, backlinks are the connective tissue that ties your brand to the wider web.
Our own experience confirms this. Time and again, clients who invest in thoughtful backlink strategies and no shortcuts, oh and no spam either. They see sustainable growth in visibility and leads. It’s not glamorous work, and it doesn’t always show immediate fireworks. But three to six months down the line, it’s the difference between flat traffic and measurable business growth.
Closing Thoughts
Backlinks are not a magic bullet, but they remain one of the most powerful levers in SEO. They expand your reach, signal credibility to both Google and AI engines, and build the kind of authority that compounds over time.
If you are considering whether backlinks still matter, the answer is yes. The real question is whether they are being executed with strategy, scale and integrity. And that’s where choosing the right partner matters.
If you want to align your SEO strategy with results that speak for themselves, feel free to book a consultation with us. Let’s cut through the noise and focus on growth that lasts.
