Are Backlinks Still Relevant in 2025?

Jun 9, 2025

backlinks are like tree roots - it all connects

Are Backlinks Still Relevant in 2025? The Truth About Links, LLMs, and Evolving Google Signals

If you’ve been in SEO for more than a few years, you’ve likely witnessed the endless debate: Are backlinks still relevant? Fast-forward to 2025, and this question is more nuanced than ever. With Google’s algorithms growing more sophisticated, and AI engines like ChatGPT and Gemini reshaping how information is consumed, the humble backlink isn’t dead—but its value, form, and influence are changing.

In this article, we’ll break down:

Why backlinks still matter (but not always in the way you think)
How search engines—and LLMs—treat links today
Why referral traffic remains a powerful signal
The rise of “real” links: citations, references, image/form links
Practical tips for building future-proof authority

Let’s separate myth from reality and help you refocus your strategy for the new era of SEO.

The Classic Role of Backlinks in SEO

Historically, backlinks (links from other sites to yours) have been the backbone of Google’s ranking algorithm since Larry Page and Sergey Brin launched PageRank in the late 1990s.
The logic: A link is a vote of confidence. The more (and better quality) votes, the more likely your page is authoritative and deserves higher rankings.

For decades, building backlinks—through outreach, guest blogging, resource link-bait, and, yes, some spam—was a surefire way to rise in search results. But as with any system, marketers gamed it, and Google adapted.

The Evolution: How Google Treats Links in 2025

Over the last five years, Google has significantly evolved how it evaluates links.
Quantity alone doesn’t cut it. Today, Google’s algorithms emphasize:

Relevance: Does the linking site—and the page—relate to your topic?
Context: Is the link naturally embedded in useful content, or tacked on?
Authority: Is the referring domain reputable in its industry?
Trust signals: Does the site show real ownership, original content, and user engagement?
Diversity: Are your links coming from a wide variety of trustworthy sources?

What’s changed is that Google now cares more about the substance of the link—what it references, how it’s cited, and what value it adds to readers.

Are Backlinks Still Relevant for Google and AI Engines Like ChatGPT/Gemini?

Short answer: YES, but…

Google still uses backlinks as a core ranking signal.
John Mueller and Gary Illyes (Google’s Search team) have repeatedly confirmed that links remain part of the ranking puzzle—just not the dominant force they once were.
AI engines like ChatGPT and Gemini also use links, but differently.
Large language models (LLMs) like ChatGPT and Gemini don’t “crawl the web” in real time, but the data they’re trained on includes linked sources. Citations, references, and well-linked content are more likely to be recognized as trustworthy and surface in AI-driven answers.
Backlinks as a proxy for authority (and trust) persist.
Whether it’s Google or an AI model, being linked and cited by respected sources signals that your content has merit.

But here’s the catch:
What counts as a “backlink” is changing. Google and LLMs increasingly reward:

Formal citations (like those in academic papers)
Reference links in high-value content
Links in images, videos, and interactive forms
Mentions and unlinked brand references

The New Gold Standard: Citations, References, and “Links of Substance”

The SEO world has moved far beyond “10 blue links.” Here’s what really moves the needle in 2025:

1. Citations and References

Links that serve as references—citing research, data, or original reporting—carry more weight.
Think about how Wikipedia builds authority: Every factual claim is backed by a reference, and those references are to trusted, third-party sources.

Action tip: Create content worth citing. Original research, data studies, and expert interviews are all link magnets.
Pro tip: Use clear citation formats (footnotes, source lists) to encourage others to reference your work.

2. Links in Images and Multimedia

Google’s algorithms have gotten much better at understanding images and the context around them.
An image that’s widely embedded—with proper attribution and alt text—can serve as a trust signal and drive both SEO and referral traffic.

Action tip: Publish original, share-worthy visuals, infographics, and charts. Use structured data (schema) for images where possible.
Pro tip: Monitor image backlinks using tools like Google Search Console or Ahrefs.

3. Links in Forms and Interactive Content

Modern websites feature calculators, quizzes, interactive maps, and forms—many of which generate links or references when embedded elsewhere.

Action tip: Create embeddable tools or calculators relevant to your industry. Make it easy for others to share and link back.

4. Brand Mentions and Unlinked References

Google’s “co-citation” and “co-occurrence” patents suggest that mere mentions of your brand—especially in proximity to relevant keywords—can function similarly to links.

Action tip: Monitor your brand mentions across the web. Reach out to high-quality sites that mention you and (politely) request a link.
Pro tip: Tools like SEMrush help you find unlinked mentions.

The Referral Traffic Argument: Links as Real Business Drivers

While much SEO discussion focuses on rankings, many forget the original value of a backlink: referral traffic.
When a high-traffic, relevant site links to you, real users click through. This delivers:

New leads, customers, or email subscribers
Direct revenue (for e-commerce)
Audience growth and brand exposure

Referral traffic is immune to algorithm updates. As Google’s algorithms become more inscrutable, a healthy pipeline of actual visitors from reputable sites remains one of the most stable marketing channels.

How ChatGPT, Gemini, and LLMs Use Links and References

AI-driven search experiences (like Google’s SGE, ChatGPT’s browsing tools, and Gemini’s integrated search) are transforming discovery.
These platforms pull answers from high-authority, well-cited sources. The more your content is referenced or cited across the web, the more likely it is to appear in AI-driven answers.

LLMs favor content that is well-cited and widely referenced online.
Source links included in AI responses (when browsing is enabled) drive qualified, intent-driven traffic.
Being “the source” for data or unique insights can earn you lasting exposure as LLMs and AI engines mature.

The Changing Value of Links: Less About “Juice,” More About Substance

The old days of “link juice” are fading. Here’s what matters now:

Editorial context: Links within deep, relevant, well-edited content trump sidebar, footer, or paid directory links.
Substance: Links supporting a factual statement, research, or expert commentary are more valuable than generic “resource” links.
Diversity: A small number of diverse, high-quality links will outperform hundreds of spammy or irrelevant ones.
User value: If a link sends real people who engage with your content, it’s a win for both SEO and your business.

Practical Tips: Building Future-Proof Backlinks

Pursue real relationships, not just links.
Engage with industry thought leaders, contribute to collaborative content, and participate in reputable communities.
Publish “reference-worthy” content.
Original studies, insightful long-form guides, and data-driven posts attract citations and organic references.
Get cited in industry news and reports.
PR efforts, expert roundups, and thought leadership articles increase your citation footprint.
Invest in visual assets.
Charts, infographics, and original images are highly shareable and easy to embed (with a link).
Monitor, measure, and adapt.
Use Google Search Console, Ahrefs, or Semrush to track referring domains, citation sources, and referral traffic trends.

FAQs: Backlinks in 2025 and Beyond

Are backlinks still a Google ranking factor?: A: Yes. While Google now evaluates links more strictly for quality, relevance, and substance, they remain a core part of its ranking algorithm. The focus has shifted from raw quantity to real-world value and context.
Do AI models like ChatGPT use backlinks?: A: Indirectly, yes. Large language models are trained on web data, including linked references. Content that’s widely cited and referenced is more likely to be surfaced and trusted in AI-driven answers.
Is traditional link-building dead?: A: Outdated tactics (spammy directories, paid links, irrelevant guest posts) are largely ineffective—or even risky. But strategic link-building, rooted in high-value content and genuine relationships, is alive and well.
What types of links matter most today?: A: Citations, references, links from authoritative industry sites, visual assets (image links), and mentions in data-driven or original content. Form links and embedded tools are increasingly important.
Should I focus on referral traffic over rankings?: A: Ideally, both. Links that drive real users (referral traffic) are inherently valuable and less vulnerable to algorithm updates. Many of the best referral sources also boost SEO authority.

References & Further Reading

Conclusion: Backlinks are not dead—but the way we think about them must evolve. Focus on links of substance: citations, references, and brand mentions that offer real value to users and AI alike. The future of SEO belongs to those who build genuine authority—one link, one citation, one relationship at a time.

If you need help evolving your link-building or authority strategy for the age of AI, reach out to our team at Got.Media. We specialize in future-proof SEO that works for both Google and the next wave of AI-driven discovery.