Why Backlinks Still Matter in the Age of AI Overviews

TL;DR Summary

Backlinks are evolving, not disappearing. In a world of AI Overviews, zero-click results and E-E-A-T, they still play a key role in how Google decides what to trust and what to show.

Good backlinks do two big things: they help search engines find your content,and they signal that others see it as credible. And in 2025, smart SEO means focusing more on creating content that’s actually worth linking to.

Introduction
Why Backlinks Still Matter in 2025
1. Backlinks Still Signal Authority (And Always Have)
2. E-E-A-T Isn’t Just On-Page
3. Backlinks Aid Discoverability and Crawlability
4. Context > Quantity
5. Referral Traffic Still Matters
6. Unlinked Mentions Still Build Trust
Conclusion: The Smart Play Is Quality, Always
FAQs

If you think backlinks are a thing of the past, you’ve probably been hanging out in the wrong SEO forums.

With AI Overviews (AIOs), zero-click searches and voice-led discovery changing how people interact with content, it’s easy to assume backlinks are no longer relevant. But the truth is: backlinks aren’t dead-they’re just maturing.

Backlinks aren’t dead. They’ve just grown up. And in today’s algorithmic landscape, backlinks are more important than ever, especially in helping Google’s AI decide what to trust, cite, or skip.

Let’s break it down.

1. Backlinks Still Signal Authority (And Always Have)

Google’s goal hasn’t changed: deliver the most relevant and reliable information. Roughly 96% of websites get zero organic traffic from Google simply because they don’t have any backlinks.

That’s not a minor detail. It’s a loud reminder that without external signals of trust, your content is invisible, no matter how well-written it is.

Backlinks are still one of the clearest signs that your content has real value. They’re like digital word-of-mouth. When a credible site links to you, it’s telling search engines: “Hey, this is worth a look.”

That signal becomes even more important in an AIO world. AI models pull content from sources they trust to avoid serving misinformation. So if you’re getting linked by solid, topic-relevant sites (with anchor text that actually makes sense), AI is more likely to notice you.

2. E-E-A-T Isn’t Just On-Page

You can write like an expert and format the content like a pro. But if no one’s linking to it, you’re basically just vouching for yourself.

Google’s E-E-A-T framework—Experience, Expertise, Authoritativeness, and Trust—relies on third-party validation. And backlinks are still one of the strongest forms of that validation. They’re external proof that others value your work.

For AIOs, backlinks are foundational. For Local SEO (GEO), they’re the lifeblood of regional trust, especially from local news sites, directories and community partners.

3. Backlinks Aid Discoverability and Crawlability

AI can’t cite what it can’t find.

Backlinks help search engines find and index your pages more quickly. That means your new content shows up faster in search, and your older content gets re-crawled and reconsidered more often.

For both AIOs and GEO packs, this kind of discoverability isn’t optional.

4. Context > Quantity

Forget link farms and spammy outreach. Google’s algorithms now understand context. The search engines care more about where your links come from and how they’re used.

Is the linking site topically relevant?
Does the anchor text make sense?
Is the link embedded naturally within meaningful content?

One high-quality backlink from an industry-respected blog can easily outweigh 100 random ones. Modern SEO is about link alignment, not link volume.

If you’re optimizing for visibility, don’t miss our article on AI Overview SEO strategies.

5. Referral Traffic Still Matters

Yes, AIOs might reduce clickthroughs. But the clicks that do come are more intentional.

A backlink from a respected site not only boosts SEO, it can send qualified, ready-to-engage visitors your way. That matters more than ever when every visit counts.

6. Unlinked Mentions Still Build Trust

No link? No problem.

Even when your brand isn’t linked, being mentioned matters.

Google’s AI can infer trust from unlinked brand mentions. It understands context. So if your name shows up on reputable platforms-even without a hyperlink, it still contributes to your authority footprint.

Conclusion: The Smart Play Is Quality, Always

Backlinks are still one of the top three ranking factors in organic search. And for AIOs? They’re a behind-the-scenes validator for everything you publish.

So don’t waste energy chasing links. Focus on earning them.

Create link-worthy content. Share original research. Say something new. Partner with your ecosystem. Build your reputation.

Because in an AI-first world, trust isn’t something you just claim, it’s something the internet has to vouch for.

At The Wise Idiot, we help brands become the source worth linking to. Let’s build content that earns its place, not just on Google, but in the future of search.

Frequently Asked Questions

Do backlinks affect how to rank in Google AI Overviews?

Yes. AI Overviews pull from trusted, authoritative sources. Backlinks serve as off-page signals of trust, helping AI determine which content is worth quoting.

Are backlinks still important in 2025 SEO?

Absolutely. Despite AI advancements, backlinks remain one of the top three ranking factors in organic search and play a critical role in E-E-A-T.

What’s more important: backlink quantity or quality?

Quality by far. One contextual link from a high-authority domain beats dozens of random, unrelated backlinks. Relevance, context, and trust matter most.