We’ve all seen how quickly search is changing. Tools like Google’s AI Overviews, ChatGPT, and Perplexity are starting to answer questions directly on the search page—sometimes without sending traffic anywhere else. It’s no surprise many marketers are wondering: if AI is taking over search, do backlinks still matter?
The short answer? Yes, they absolutely do. Even as AI reshapes how people discover content, backlinks remain one of the strongest signals of authority and trust. In fact, they may be more valuable than ever.
From Keywords to AI-Powered Answers
Not too long ago, SEO was fairly straightforward: research keywords, optimize your content, build links, and climb the rankings. While that foundation still matters, AI search has changed the way people interact with information.
Instead of a simple list of links, AI-driven tools pull data from multiple sources and serve up a ready-made answer. That means fewer clicks, more “zero-click” searches, and a new challenge for anyone relying on organic traffic.
SEO professionals are now adapting by focusing on Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO)—strategies that make content easy for AI systems to understand and quote.
Why Backlinks Still Matter in 2025
Here’s the reality: no matter how advanced AI search becomes, backlinks continue to carry enormous weight. A recent survey of SEO professionals found that:
- 73% say backlinks affect visibility in AI search results.
- 79% believe even nofollow links move the needle.
- 81% say unlinked brand mentions help build authority.
And here’s the kicker—over half of respondents don’t think Google can consistently identify paid links, proving that links are still a critical (and sometimes misunderstood) ranking factor.
What’s also interesting is the cost: building high-quality backlinks is getting more expensive, averaging around $500 per link. In competitive industries like law, gaming, and finance, SEO teams dedicate over a third of their budgets just to link-building.
So, while AI search is changing where people find content, backlinks still determine whose content gets found.
The Smartest Strategy: A Blend of Old and New
The best way forward isn’t to abandon traditional SEO—it’s to build a hybrid strategy that works for both search engines and AI.
Here’s what that looks like:
- Keep building quality links. They still signal trust and authority to both Google and AI-driven platforms.
- Structure your content for AI. Use schema markup, FAQs, and clear Q&A sections so AI can easily pull from your pages.
- Show credibility. Add author bios, credentials, and cite trustworthy sources—AI engines look for this when choosing what to display.
As digital marketing experts explain, it’s about striking a balance between writing for people and structuring for machines.
Practical Tips for Digital Marketers and SEO Companies
If you’re running digital marketing campaigns or managing SEO for clients, here are a few steps you can start right away:
- Review your backlinks. Remove spammy ones and focus on acquiring links from relevant, high-authority websites.
- Create modular content. Break down content into smaller, answerable sections—this makes it easier for AI to pull into its summaries.
- Track new metrics. Don’t just look at rankings; monitor AI mentions, retrieval frequency, and citation rates.
- Write for both humans and AI. Engaging content for readers, but structured in a way AI systems can parse.
How to Measure Progress in 30 Days
Unlike traditional SEO (which takes months to show impact), AI search visibility can shift faster. Within 30 days, you should start tracking:
- How often does your content show up in AI Overviews or summaries?
- Whether your site is being cited by AI tools like ChatGPT.
- Changes in organic traffic—especially from zero-click search behavior.
- Engagement on pages optimized with schema and structured Q&A.
AI search is here to stay, and it’s already reshaping how people consume content. But one thing hasn’t changed: backlinks remain a critical factor in determining which sources get visibility.
For businesses, marketers, and SEO companies, the winning formula is clear: embrace AI-driven optimization without abandoning the fundamentals. Build links, structure your content for AI retrieval, and position yourself as a trustworthy source.
Ready to Take SEO Into the AI Era?
We help brands adapt their SEO strategies to today’s rapidly evolving search landscape. From building high-authority backlinks to optimizing content for AI-driven search engines, we’ll ensure your business stays ahead. Let’s talk about how we can boost your visibility in both Google rankings and AI-powered search results. Contact us today to get started.
