Yes, backlinks still matter, but they are not the only thing. Google says links are one signal among many, that they help it discover pages, and that prominent sites linking to content is usually a good sign of trust. At the same time, its guide to AI features says SEO best practices remain valid and that creating unique, useful content will probably influence results more, in the long run, than any of its other suggestions.
What Google says
In its SEO starter guide, Google explains that it finds pages mainly through links from other pages it has already crawled, and that, although PageRank (which uses links) is one of its fundamental algorithms, there is much more than links: it has many ranking signals and PageRank is just one.
In how ranking works, Google states that one of the factors for determining quality is whether other prominent sites link to or refer to the content, which is usually a good sign that the information is reliable.
What the data says about AI
Google notes in its guide to AI features that SEO remains relevant because those features rely on its ranking systems. An Ahrefs study of 75,000 brands (domains with DR above 40) found a correlation of 0.218 between number of backlinks and visibility in AI Overviews, versus 0.664 for brand mentions. The study itself clarifies that correlation is not causation, and it comes from a single tool, so it should be read as an indication, not as proof.
What to prioritize
- Useful, original content that answers search intent.
- A technically accessible site with a good page experience.
- Links and mentions that exist for a real reason and in relevant outlets.
- Transparency about what is paid: sponsored or nofollow, according to Google's policy.
- Honest measurement: don't promise rankings.
Google reminds us that a lot of content does well without explicit SEO actions. Links don't replace site quality.
What role paid links play
A paid link qualified as sponsored or nofollow is not a ranking tool, but it is a way to gain visibility in a relevant outlet. Use it with that expectation.
How SEOfy helps
SEOfy connects agencies with Latin American media, with a direct relationship with editors, white label delivery and conditions per outlet. It is a coverage and visibility tool; it does not guarantee rankings, traffic or AI citations.
Frequently asked questions
Are backlinks a ranking factor?
Google says links are one signal among many. It doesn't say how much they weigh.
Can I rank without backlinks?
Google acknowledges that a lot of content works without explicit SEO actions. Results depend on the sector and the competition.
How many backlinks do I need?
There is no official number. It is better to prioritize relevance and editorial context.
Related reading
- Do backlinks help you appear in ChatGPT or AI Overviews?
- High-DR backlink or relevant links: which is better
- Topical authority vs link building: where to start
Next step
If your strategy includes coverage in Latin American media, see how SEOfy works.
Sources consulted
- developers.google.com/search/docs/fundamentals/seo-starter-guide
- www.google.com/search/howsearchworks/how-search-works/ranking-results/
- developers.google.com/search/docs/fundamentals/ai-optimization-guide
- ahrefs.com/blog/ai-overview-brand-correlation/
- developers.google.com/search/docs/crawling-indexing/qualify-outbound-links
- www.seofy.link/