Backlinks are links from other websites to yours, and they still matter because they help search engines evaluate how authoritative and trustworthy your site is.
Not all backlinks are equal. A few relevant, high-quality links from authoritative sites are usually more valuable than many weak or spammy ones.
Backlinks support AI visibility because generative engines and language models favor content from authoritative, trustworthy sources, and backlinks are one of the clearest signals of that authority.
Tracking backlinks means monitoring quality and growth. Pay attention to referring domains, anchor text distribution, and link stability over time.
The best way to build backlinks is to earn them through useful content and targeted outreach. You will need to keep refining your approach based on what works.
AI is reshaping search, but one traditional SEO practice has held its ground: backlinks.
A backlink in SEO is a link from another website that points to yours. These mentions across different websites help search engines understand how you fit into the overall picture of your industry, and sites that reference you repeatedly signal authority and trust to Google. That authority also carries weight in AI-driven search experiences, where AI platforms favor content from sources they consider trustworthy.
Backlinks still matter, and the case for them has only grown stronger as AI reshapes how search works.
So, What Exactly Are Backlinks?
A backlink forms when another site links to your page, signaling to search engines that your content is worth referencing. You may also hear them called inbound links or incoming links.
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The screenshot below shows what a backlink looks like in practice, with one site linking directly to another as a reference.
Example backlink of Wikipedia linking to Plausible.io
Source: https://plausible.io/blog/backlinks-seo-guide
Nikki Brandemarte, Senior SEO Strategist and Local SEO Team Lead at NP Digital, explains it well: “Getting backlinks from reputable sources can demonstrate to Google that you have expertise on the topics you cover. I like to think of quality backlinks as a ‘vote of confidence’ that you know what you’re talking about.”
Backlinks help search engines understand which pages other websites find useful and authoritative enough to mention. That same authority can also support visibility in AI search experiences, even if backlinks are not the main ranking factor there.
I’ll go into what makes a “good” and “bad” backlink later in this article. For now, the key thing to know is that backlinks are one of the clearest ways authority gets passed around the web.
Backlink Examples/Types
Dofollow backlinks are the standard links most site owners want. They allow search engine bots to crawl and index your site, passing authority signals that typically have the biggest SEO impact. These are the links worth prioritizing in your outreach and content efforts.
Dofollow HTML example: <a href=”https://example.com/”>anchor text</a>
Nofollow backlinks work differently. They carry a special HTML attribute that tells search engines not to pass authority, but they still drive referral traffic and keep your link profile looking natural. You’ll commonly find them on social media, forums, and sponsored content. Since 2019, Google has treated nofollow links as hints rather than strict directives, meaning some may still carry indirect value.
A healthy backlink profile includes both. Pursuing only dofollow links can signal to search engines that your links are artificially built rather than earned, which can work against you.
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Why Are Backlinks Important For SEO?
Even as search has changed, backlinks still help search engines understand when other websites see your content as worth referencing. Authority and trust still influence rankings, especially for competitive topics.
Backlinks serve as a seal of approval from one site to another. They strengthen your site’s credibility and make it easier for search engines to surface your content in results. They’re also critical for driving targeted, quality traffic to your site. When someone clicks through from a relevant site, they arrive already interested in what you offer.
Backlinks also play a bigger role in the broader visibility ecosystem around search. Strong mentions and links earned through strategies like digital PR can support your presence across traditional and AI search.
Backlinks require ongoing attention, though. They aren’t “set it and forget it” things. A strong backlink profile is built over time and needs regular review. It’s an investment in your site’s long-term success and one of the clearest ways to build durable SEO authority.
Ubersuggest’s backlink profile displaying Ubersuggest’s domain authority and credibility.
Source: https://neilpatel.com/blog/free-backlink-tool/
Cami Ezenwa is a Writer, Editor, Publicist, Biographer and Journalism Trainer
He has worked with the Daily Times, Daily Independent, Financial Standard and Business Television to mention some.
His ongoing Corporate Communications Master Class training series equips learners with credible hands-on skills for effective Media Relations, Public Communications & Corporate Affairs amongst others.
He can be contacted via 09165809519 or 08180335778.