A backlink is a link from another website to yours. Backlinks have long been a core search ranking signal because they act as a vote of credibility from one site to another. Their relative importance is shifting as AI search weights brand mentions more heavily.

Backlinks still matter for traditional search rankings, and their monopoly on authority is loosening. The evidence on AI visibility points to mentions mattering more than links. That means the work worth doing is earning genuine coverage, which produces both, rather than chasing link placements that produce only one and increasingly the less valuable one.

Example:

Coverage in a credible publication produces both a backlink and a brand mention. A purchased link placement produces a link with no accompanying credibility signal.

Do backlinks still matter?

Yes for traditional search ranking, though their relative weight is shifting as AI search systems lean more heavily on brand mentions than on link counts.

What makes a backlink valuable?

Genuine relevance and credibility of the linking source. A link earned through real coverage carries far more weight than a placed or purchased one.