Introduction

Is link building dead? Not quite. Studies show links still help rankings, but the way to earn them has completely changed.

What’s the Problem It Solves?

Marketers are confused by constant claims that link building is “dead.” This article clears up the debate with data and shows how modern link building really works in both Google Search and AI-powered results.

Quick Summary

For years, SEO pros have argued over whether backlinks still matter. The truth is that links remain strongly tied to higher rankings. Studies from Ahrefs, Backlinko, and Semrush prove that top-ranking pages consistently have more quality backlinks and stronger authority scores than lower-ranking ones. But the way links are built has shifted.

Traditional tactics like mass guest posting, broken link outreach, and paid placements are largely ineffective after Google’s Helpful Content and Link Spam updates. Instead, digital PR is now the strongest path forward. It earns authoritative links and unlinked mentions from trusted publications, which carry more weight with Google and AI systems.

AI Overviews in Google, Bing, and ChatGPT also lean heavily on top-ranking pages and strong brands. However, unlinked brand mentions now influence visibility as much as backlinks. This means building a recognizable brand and earning media coverage matters more than chasing raw link counts.

Key Takeaways

• Links still correlate with higher rankings across all major SEO studies.
• Traditional link building is mostly dead; Google punishes low-quality tactics.
• Digital PR earns real authority through media coverage and trusted mentions.
• AI Overviews cite top-ranking pages and well-known brands more often.
• Unlinked brand mentions may outweigh backlinks for AI visibility.
• Click-through from AI results is low, so visibility > referral traffic.

What To Do

• Focus on digital PR campaigns that secure mentions in authoritative outlets.
• Build brand authority with unlinked mentions, not just backlinks.
• Prioritize quality over quantity when it comes to link building.
• Align link efforts with organic traffic and rankings goals, not vanity metrics.
• Track your presence in AI Overviews as closely as SERPs.
• Invest in brand-building content to stay relevant in a zero-click world.

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