Are links still important in SEO?

With all the changes to Google’s algorithm in recent years, one question keeps coming up: Are links still important for SEO? The short answer? Yes — but not just any links. In this post, we break down why backlinks still matter, how they’ve evolved, and what kind of links actually help you rank in 2025.

What Are Backlinks in SEO?

Backlinks (or “inbound links”) are links from one website to another. When another site links to your content, it’s like a vote of confidence — telling search engines that your page is trustworthy, valuable, and relevant.

Backlinks have been a core part of Google’s ranking algorithm since day one. And while SEO has changed drastically over the years, links still remain one of the most influential ranking signals.

✅ Why Links Still Matter in 2025

Here’s why backlinks remain important — even with Google’s smarter algorithms and AI-driven updates:

1. Authority & Trust

High-quality backlinks from reputable websites help establish your site as an authority in your niche. Google uses these signals to determine how trustworthy your content is, especially when compared to your competitors.

2. Discoverability & Indexing

Backlinks help search engine crawlers find and index your pages. If other sites are linking to your content, it increases your chances of being found, crawled, and ranked.

3. Rankings Boost

Studies continue to show a strong correlation between the number of high-quality backlinks a page has and its position in Google’s search results. Simply put: more good links = better rankings.

4. Referral Traffic

A backlink from a popular blog, local directory, or industry site doesn’t just help with SEO — it also drives qualified traffic to your site from a trusted source.

But Not All Links Are Created Equal

Google’s algorithm has become much better at evaluating the quality of backlinks. So while links still matter, the wrong kind can hurt more than help.

Types of Links to Avoid:

Spammy blog comments
Paid links from link farms
Irrelevant, low-authority directories
Automated or mass-produced backlinks
PBNs (private blog networks)

Google can detect unnatural link building and may penalise sites that use manipulative tactics. That’s why it’s important to focus on earning links — not buying or faking them.

What Makes a Good Backlink?

If you want links that actually help your SEO, focus on quality over quantity. A single link from a reputable, relevant site is more valuable than dozens from low-quality sources.

The best backlinks are:

Relevant – Come from sites related to your industry or niche
Authoritative – From domains with strong trust and domain rating (DR)
Natural – Earned through useful content, not through manipulation
Diverse – From a variety of domains, not just one or two
Contextual – Placed within relevant content, not footers or sidebars

How to Build High-Quality Backlinks in 2025

Earning great backlinks takes time and strategy. Here are proven ways to build links the right way:

✅ Create useful, shareable content (guides, tools, infographics)
✅ Guest post on reputable industry blogs
✅ Get featured in directories, roundups, and local citations
✅ Partner with businesses or publications in your niche
✅ Build relationships with journalists via platforms like HARO
✅ Use internal links to boost the visibility of your own key pages

What Google Says About Links

In 2024, Google’s Search Liaison confirmed that links are still a ranking factor, but their weight is evolving. Google’s AI can better understand content quality — but when it comes to authority and trust, backlinks still play a major role.

“Links continue to be an important signal… but we’re better now at evaluating content without relying on them quite as heavily.”
— Google Search Central, 2024

So, while links alone won’t guarantee rankings, they remain a critical part of a balanced SEO strategy.

Final Verdict: Are Links Still Important?

Yes — links are still important in SEO. But more importantly, the right links are what matter.

To succeed with SEO in 2025, your strategy should include:

High-quality, relevant backlinks
Strong on-page and technical SEO
Valuable content that attracts organic links over time

Want to Improve Your Link Profile?

At Optimise This, we build clean, ethical link building campaigns that boost your domain authority and drive long-term SEO results — without shortcuts or spam.

Request a free backlink audit or Talk to an SEO expert today

Are links still important in SEO?