Are backlinks still relevant in 2025? Or is the backlink game fading into the background as Google’s algorithms get smarter?
The short answer is yes, backlinks absolutely still matter, but the way we approach them has evolved.
Why backlinks remain a powerful SEO tool
Google treats backlinks like votes of confidence or endorsements for your website.
When authoritative industry sites link to your content, it’s like they’re telling Google, “Hey, this source is trustworthy and valuable.”
This trust translates into higher keyword rankings and better visibility in search results.
Research that can back it up
A study by Backlinko found that the top-ranking Google results have an average of 3.8 times more backlinks than those ranking #2 to #10.
Additionally, websites with links from many unique domains tend to outperform those relying on fewer sources.
The role of authority in 2025’s SEO landscape
Authority isn’t just a buzzword.
It’s a measure of your website’s potential to rank well on Google. The higher your domain authority, the greater your chances of dominating the SERPs (search engine results pages).
And guess what? The best way to increase your domain authority is by earning high-quality backlinks.
But there is a catch, not all backlinks are created equal.
A single backlink from a trusted, high-authority site like the BBC can be worth more than hundreds of low-quality links from irrelevant or spammy sites.
However, not all high-authority sites are equally valuable for your SEO. If the publication doesn’t typically cover topics related to your business or industry, the backlink it provides might have little to no impact on your rankings or traffic.
Google values relevance alongside authority, so a link from a site that’s authoritative but unrelated to your niche won’t carry as much weight.
Sometimes it’s better to earn a backlink from a lower-authority site that’s highly relevant to your industry. These links can drive targeted traffic that matches your audience profile, increasing the chances visitors will engage with your content, sign up, or buy your product.
Relevance leads to qualified traffic, and qualified traffic often converts better. So, when building backlinks, focus not just on the authority of the site linking to you, but also on how closely it aligns with your industry and audience.
Why some companies are missing out
Many businesses still overlook a critical part of backlink building: a dedicated PR strategy.
Simply creating good content and waiting for links to roll in might work occasionally, but consistently earning authoritative backlinks usually requires proactive outreach and relationship building.
In fact, companies with an integrated PR and SEO approach see significantly better results.
PR professionals know how to pitch stories, build connections with journalists, and secure those coveted links from authoritative media outlets—links that can dramatically boost your SEO.
Creating content to earn links naturally
If you establish yourself as a thought leader in your industry by sharing genuinely valuable, insightful content, relevant websites will naturally want to link to you.
High-quality, user-focused content is the backbone of any successful backlink strategy.
Still, promoting your content is key. Even the best articles need some amplification to get in front of the right eyeballs and attract organic backlinks.
The golden rule of backlinks
Remember it should be quality over quantity.
In competitive niches, top-ranking sites often boast 40-50 backlinks to their homepage, while individual pages might have anywhere from zero to over 100 backlinks. But it’s not about chasing numbers.
Prioritise earning authoritative, relevant links to pages that target high-value keywords—those that drive actual leads and sales for your business.
So, should you invest in backlinks in 2025?
The answer is a resounding yes, but with nuance. Backlinks remain one of the top three ranking factors in Google’s algorithm.
Ignoring them means missing out on valuable traffic and ranking opportunities. However, the strategy to earn backlinks must be smarter, more thoughtful, and often integrated with PR efforts.
If you’re still debating whether backlinks matter in 2025, consider this: Sites that consistently rank at the top of Google results are still those with the strongest backlink profiles. Don’t miss your chance to build yours.