**If your SEO seems to be dragging even after strong on-page efforts, here’s the hard truth: you’re likely lacking the essential element that the web still depends on—links.**
Let’s be real: algorithms change, AI fluctuations go up and down in the SERP, but the essence of discovery is still held together by hyperlinks. Google’s documentation clarifies that crawlers locate new pages by following links; without links, there is no discovery, no indexing, and consequently no rankings.
Now, I’m not advocating for scattershot link strategies. That path leads to trouble. The landscape in 2025 revolves around credibility, context, and cumulative effects—garnering placements that bring authority and targeted readers. For many teams, this translates to establishing a reliable outreach mechanism or collaborating with [Top link-building services](https://rankz.co/blog/best-link-building-services/) that already understand the nuances of research, outreach, and digital public relations. Maintain elegance: a single reputable mention can surpass a hundred low-quality links.
## “Are links still significant?” Absolutely—just not as they were in 2013.
Two facts can coexist:
1. **Google is raising quality standards.** The March 2024 Core Update focused on combating scaled content misuse, expired domain exploitation, and (the major issue) *site reputation abuse*—the tactic known as “parasite SEO” where a strong domain’s credibility is utilized for unrelated content. If your link strategy relies on these tactics, it’s now a risk.
2. **Links remain linked to improved visibility**—even if the influence isn’t as pronounced as it once was. [Ahrefs](https://ahrefs.com/blog/links-matter-less-but-still-matter/)’s analysis for 2025 revealed that referring domains and followed links still demonstrate a significant (if slightly diminished) correlation with Google rankings. In simpler terms: links aren’t everything, but they still hold value you can rely on.
There’s subtlety involved. Google representatives have mentioned that they “require very few links” these days, which many interpreted as links being obsolete. What it truly indicates is that Google has become more adept at comprehending content and user intent—but this does not diminish the importance of citations and reputation indicators. If two pages are equal in relevance and quality, the page that is more frequently referenced by reputable sites typically prevails.
And don’t underestimate user behavior: despite the excitement around AI-generated answers, most searchers continue to click the traditional blue links. That’s where your earned mentions contribute to both rankings and referral traffic.
## Why link building remains the missing link
**Discovery & coverage.** Internal links along with external references aid crawlers in locating deeper pages—particularly fresh collections, faceted categories, long-tail documents, and support content. If your crawl budget is limited or your site’s structure is intricate, intelligent linking is crucial.
**Authority & trust.** In a web saturated with AI-generated content, a third-party citation serves as social proof. When credible outlets, creators, and communities reference your work, that endorsement accumulates. The policy changes of 2024–2025 didn’t eliminate link equity; they merely penalized artificial shortcuts.
**Demand capture.** Strong placements continue to generate direct referral traffic, newsletter acquisitions, and social reverberations—metrics your executive team can experience this quarter, not just in rank reports next quarter. (Bonus: referred visitors tend to bounce less because the context pre-qualifies them.)
## What transformed (to avoid pitfalls)
– **Quality expectations are elevated.** Low-effort guest posts, mass directory submissions, and “rent-a-subfolder” tactics can expose you to fallout from site reputation abuse crackdowns. Aim for editorially controlled, relevant placements with genuine audiences.
– **Signals are increasingly multifaceted.** Google considers experience, usefulness, freshness, and various behavioral indicators. Links are beneficial, but they should be complemented by resources that people genuinely use and share.
– **Correlation has softened but not vanished.** The 2025 data indicates that the dynamics are still shifting—just not as dramatically as they did five years ago. That’s your signal to cultivate fewer, higher-quality links to optimal pages.
## A contemporary link-earning strategy (no fluff, just actions)
1. **Develop an “always-pitchable” asset.** Conceptualize proprietary data analyses, public mini-tools/calculators, benchmarks, research-driven guides, or original visuals. Create something that a journalist or creator *must* cite when a story arises.
2. **Conduct digital PR campaigns.** Formulate story ideas from your asset: seasonal trends, regional highlights, contrarian findings. Present pitches to publishers who genuinely cover your niche (not just any site with a high third-party metric).
3. **Collaborate with authoritative figures.** Partner with industry professionals, analysts, or niche communities (Slack/Discord/Substack). Their audiences become your channels and reference you organically.