If you’ve ever wondered whether backlinks still make a difference in SEO, the answer is yes – backlinks are a strong indicator of a website’s authority and trustworthiness. Backlinks are becoming even more valuable in the age of AI-generated content. As Steve Toth says in his SEO Notebook newsletter, backlinks are a differentiator because “they’re harder to acquire than content.”
The Real Value of Backlinks
It’s not difficult to create a lot of content with the right AI prompts, but authentic backlinks can’t be faked. Earning a quality backlink from a respected industry site requires real relationships, genuine credibility and useful content that’s worth referencing. That’s why backlinks remain a core element of Google’s ranking algorithm. It’s how search engines evaluate which sites are authoritative and trustworthy.
It’s also not just about rankings. Quality backlinks build credibility with both search engines and audiences. When a reputable site references your brand, it signals legitimacy – proof that you belong in the conversation. The more quality sites that link to you, the more search engines see you as a credible voice worth showing to searchers.
Quality Over Quantity
Google’s algorithms have matured to recognise intent and context, meaning 10 high-quality, thematically relevant links will always outperform 100 random ones. With backlinks, the focus is less on volume and more about earning attention.
Here are some ways to approach link building:
- Publish research or data that journalists want to cite
- Create linkable assets such as guides, calculator tools, templates, or checklists
- Collaborate with partners and industry peers on shared content
- Contribute expert insight to reputable publications
- Earn mentions through digital PR or community engagement.
This isn’t about shortcuts; it’s about visibility that compounds over time. You also don’t need to do everything at once. It’s about doing the right things for where you are right now, with intention and care.
Backlinks as Part of a Bigger Picture
Steve Toth explains the relationship between backlinks and on-page SEO like this: backlinks are like the wind in your sails. The better your on-page SEO, the stronger your sails. When you have a good on-page foundation (fast load times, great content and smart internal linking), backlinks are the wind propelling your vessel forward. They accelerate your progress toward higher rankings and greater visibility.
On the flip side, if your on-page SEO is weak (lacking content, poor internal linking and technical issues), no amount of ‘wind’ is going to take you anywhere. It’s a mistake a lot of brands make: chasing links before the website is ready to benefit from them. It’s why we don’t treat backlinks as a standalone tactic.
Our team focuses on strengthening the on-page fundamentals that make links work harder – refining site architecture, improving technical performance, optimising keyword targeting and metadata, and strategic internal linking. We also prioritise content quality and relevance to ensure every page that earns a link delivers real value.
Building Trust Takes Time
Backlinks rarely deliver overnight results. Google actually delays visible ranking impact to discourage manipulation. When we talk about backlinks with our clients, we don’t frame them as a quick fix. They’re part of a longer-term growth strategy that complements everything else we do, from technical SEO to content optimisation. Patience is part of the process.
What we do promise is to build backlink profiles thoughtfully, focusing on quality over quantity. We focus on strong on-page optimisation and consistent content quality to build a site that earns visibility, growth, and authority over months and years.
The Last Word
Backlinks are still one of the clearest ways search engines measure reputation, and genuine trust signals are more valuable than ever. Our advice? Focus on the fundamentals. Make sure your website structure, internal linking and content are sound. Then, invest in earning backlinks through credible outreach, great content and authentic collaboration. If you want to work toward strengthening your search visibility, let’s talk about how link building fits into your long-term strategy.