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Reevaluating the Role of Backlinks in 2025: Insights from Recent Studies

Author

Courtney Kotulak
June 10, 2025 • Estimated Reading Time: 9 minutes

Reevaluating the Role of Backlinks in 2025: Insights from Recent Studies

Backlinks have long been the bedrock of SEO success.

For years, SEOs treated backlinks like votes of confidence—more links meant more authority, and more authority meant higher rankings.

But as we step further into 2025, that narrative is changing.

Search engines are getting smarter. Google’s algorithms are evolving beyond raw link counts. And the rise of AI-generated content, topical authority models, and user behavior signals is reshaping how Google defines “trust.”

So, the question we must ask: Are backlinks still as powerful as they once were?

In this post, we’ll explore what the latest data tells us, what’s changed in link valuation, and how modern brands should approach link-building strategies in today’s SEO landscape.

Table of Contents

Yes—backlinks still matter. But not the way they used to.

In the words of Google’s own Search Liaison, Danny Sullivan:

“Links will always be a part of the equation, but they’re just one of many signals now—and not always the most important one.”

Google’s algorithm has shifted from simple signal summation to multi-layered evaluations of relevance, context, and expertise.

In 2025, links still help—but not every link moves the needle, and not every page needs links to rank.

2. What Recent Studies Say About Link Influence

Recent studies from leading SEO platforms show:

  • Ahrefs (2024-2025): Pages with fewer but high-quality backlinks often outrank those with high link volume from low authority domains.

  • Semrush (Q1 2025): Top-ranking pages increasingly come from domains with topical relevance rather than link-heavy profiles.

  • Moz (2024): Domain Authority (DA) correlations have dropped slightly, while page-level engagement and topical fit have risen in importance.

  • Google’s March 2024 Core Update: Emphasized content helpfulness, site experience, and first-hand expertise—over technical or manipulative link-building.

The bottom line? Quality beats quantity. Relevance beats reach.

In the early 2010s, PageRank and anchor text were king. Now?

Google’s machine learning systems consider links in a more nuanced way:

  • Source credibility: Is the referring site an authority in its field?

  • Contextual placement: Is the link surrounded by relevant, helpful content?

  • Link diversity: Are links coming from a variety of domains and formats?

  • Freshness: Is the link recent and reflective of current trust signals?

Furthermore, Google is discounting manipulative link strategies, including:

  • Link exchanges

  • Guest post networks

  • Directory spam

  • Mass outreach with templated pitches

In short: Link quality is judged within a semantic and contextual framework—not in isolation.

4. Understanding the Shift to Topical Authority and Entity SEO

Google increasingly uses entities and topic graphs to evaluate content trust. Rather than asking, “Who has the most links?”, the algorithm now asks:

  • “Who has the deepest expertise on this topic?”

  • “Does this site consistently cover this subject matter?”

  • “Is this source cited by others discussing this topic?”

That’s why creating content around clusters of related topics is more effective than chasing high-DA links.

✅ Editorial Mentions on Niche Sites
A link from a topically relevant, authoritative blog or publication holds serious weight—especially when surrounded by related content.

✅ Brand Citations in High-Trust Publications
Think: your brand mentioned in local news, .gov, or .edu sites—even if the link is nofollow.

✅ Internal Links with Clear Topical Relationships
Google evaluates your site’s link structure to assess how well you understand and organize your own content.

✅ Mentions in Original Research or Data Studies
Sites that publish proprietary studies often earn high-value citations—and Google recognizes them as thought leaders.

🔥 Modern Tactics That Work:

  • Digital PR campaigns that earn news mentions

  • Original research published as content assets

  • Podcast guesting and interviews

  • Industry expert roundups

  • Niche community content (Reddit, forums, Quora) with brand references

🛑 Outdated or Risky Tactics:

  • Automated link insertion tools

  • Bulk directory listings

  • Paid link farms

  • Anchor-text-heavy guest posts

  • Reciprocal link networks

Remember: Google is no longer just evaluating your backlinks. It’s evaluating your intentions.

7. How AI and Generative Search Are Impacting Link Value

AI Overviews and other generative SERP features don’t necessarily display links—but they still use links behind the scenes.

Here’s how AI changes the backlink equation:

  • Citation visibility is limited → Even if your link is used in an AI Overview, it may not be clicked.

  • Brand mentions matter more than clickable links → Google and AI tools use entity recognition to associate authority without hyperlinks.

  • Structured content matters more than link count → AI favors content that’s easy to parse, cite, and summarize.

8. Building Authority Without a Heavy Link Profile

Some of the fastest-growing SEO brands today don’t have millions of links. Instead, they rely on:

  • Topical clusters with high E-E-A-T

  • Fast, mobile-optimized UX

  • Original, first-party content

  • Strong internal linking

  • Social proof and engagement signals

Your site can outrank competitors with bigger backlink profiles if your content is better, more trusted, and more relevant.

9. ScaledOn’s Approach to Modern Link Strategy

At ScaledOn, we believe backlinks are still valuable—but only when earned organically through high-quality content and strategic positioning.

Our approach includes:

✅ Auditing your existing backlink profile for spam or decay
✅ Building content clusters that naturally earn mentions
✅ Prioritizing digital PR and content distribution
✅ Supporting link-building with first-party research and expert insights
 ✅ Leveraging tools like Semrush, Ahrefs, and Search Console to evaluate link performance over time

Interested in elevating your brand’s SEO without sketchy link buys? Let’s talk about a smarter, modern strategy.

Use this checklist to align your backlink efforts with 2025 best practices:

✅ Conduct a backlink audit to remove toxic links
✅ Prioritize quality over quantity in outreach
✅ Create original research or visual assets worth citing
✅ Earn mentions on topic-relevant blogs and media outlets
✅ Add internal links with clear topical intent
✅ Monitor your site’s citation footprint using tools like GSC, Semrush, or BrandMentions
✅ Avoid old-school black hat or grey hat link tactics
✅ Measure success based on traffic and conversions—not just DA
✅ Include branded queries and social signals in authority tracking
✅ Focus on earning trust with every link—not gaming algorithms

Are backlinks still a ranking factor?

Yes—but they are now one of many signals. Google values context, authority, and helpfulness more than raw link quantity.

What matters more than backlinks now?

Topical relevance, original content, structured data, and entity recognition are all gaining influence in search ranking models.

Should I still do link-building campaigns?

Yes, but they should be rooted in real value creation—like digital PR, data storytelling, or expert content. Avoid link swaps or low-quality directories.

Do no follow links help?

While they don’t pass PageRank, nofollow links can drive referral traffic, increase brand awareness, and support entity recognition. They’re still valuable.

How can I build links without outreach?

Focus on link attraction. Publish high-value, unique assets that people want to cite naturally—like research, visuals, and tools.

Final Thoughts: Rethink, Refocus, Reprioritize

Backlinks are not dead—but blind link chasing is.

In 2025, your SEO success hinges not on how many backlinks you earn, but why those backlinks exist.

It’s time to trade volume for value, shortcuts for strategy, and manipulation for authority.

At ScaledOn, we help brands create link-worthy content, monitor link performance, and stay ahead of Google’s ever-evolving ranking landscape.

📩 Let’s build a smarter, ethical link-building strategy together.
Book a strategy session with our SEO experts today.