Ahrefs examined 1 000 000 SERPs and found that backlinks still impact rankings. However, the correlation varies depending on the types of SEO queries. Some searches rely more on different SEO metrics, while others rely more on SEO link types.

So, do backlinks matter anymore? The answer is yes, but not always. Highly competitive search queries and original SEO still benefit from strong links. However, Google now takes many factors into account when ranking content.

The Importance of Links in SEO

Understanding the Importance of Links in SEO

In the past, search engines relied heavily on links to determine authority. Over time, Google has improved its ranking systems. Google’s latest link update reduces link power but does not eliminate it.

Why has Google adjusted its approach?

• Improved AI models are better at assessing content relevance.
• Different SEO metrics now carry more weight in rankings.
• Spam link-building tactics have forced an algorithm update.

However, the importance of links on a website remains. Backlinks act as approvals, helping Google measure the trustworthiness of content.

Do Backlinks Still Matter for Rankings?

Ahrefs analyzed SERPs to assess the strength of backlink. Results? Weak but still noticeable correlation between SEO link types and rankings.

Google claims that links matter less than they used to. However, data shows that for certain types of SEO queries links still matter.

  Source: Ahrefs

Backlinks should support your SEO strategy, not define it. To test their impact, Ahrefs checked how Google indexed disavowing links for many blogs. Rankings and traffic dropped rapidly. This proved the importance of links in SEO.

Over time, their influence has changed. Now, data segmentation helps determine when types of links in SEO carry more weight. Some queries require more robust backlinks, while others rely on other SEO metrics.

Methodology and Key Findings

Ahrefs conducted a study to evaluate different SEO metrics and their correlation with rankings. The analysis focused on high-volume keywords to determine the role of links in a website’s performance. 

The results revealed that, although the correlation between links and rankings ranged from -0.107 to 0.255, links still contributed significantly to rankings in meaningful ways.

Main findings include:

1. Links are one of many SEO ranking factors.
2. The strength of their impact varies depending on the keyword.
3. Backlinks remain valuable despite their weak correlations with rankings.

The Role of Links Across Different Types of Queries in SEO

The impact of links differs depending on the nature of the query. This is critical when considering the importance of backlinks in SEO rankings.

Competitive Queries Need More Links

Highly competitive keywords often require stronger backlinks to secure top positions. Websites targeting competitive queries need high-quality links to stand out. This is especially true when the keyword is highly competitive and many websites are aiming for the same top spot.

• Competition increases the need for strong backlinks.
• Quality links can help boost a page in the rankings.
• The relevance of the link is crucial to success.
• High-Performing pages organically attract more links.

  Source: Ahrefs

Pages with significant visibility tend to get organic backlinks. High-ranking pages, especially those with high visibility, have a higher chance of attracting backlinks from external sources.

This is a natural result of increased traffic and engagement.

• Pages that rank well and generally get more links.
• Visibility leads to increased link-building.
• Content that performs well is often shared, creating more backlinks.

The importance of links in SEO should not be underestimated. While Google’s algorithm continues to evolve, and link-building practices change, backlinks remain an important element. Google links updates signal a change in how links are valued, but they still matter. 

Understanding SEO query types helps marketers tailor their strategy and decide where backlinks can have the greatest impact. While backlinks may not carry as much weight as they once did, they still play an important role in SEO rankings. Tracking Google rankings and adjusting your strategy accordingly is essential for staying competitive.

Local SEO – Links Are Still Crucial

In local SEO, links and referring domains show a correlation of 0.33 for local queries. Despite the rise of other ranking factors, backlinks are still important in helping websites stand out. Links help differentiate similar businesses, particularly in localized types of queries in SEO.

  Source: Ahrefs

Key insights include:

• Local backlinks increase relevance in a specific location.
• Referring domains give businesses authority in local search results.
• Original SEO rankings benefit from highly targeted backlink strategies.

Informational Content & The Power of Backlinks

When it comes to informational content, backlinks can have a significant impact on rankings. For informational queries, a correlation (0.278) between backlinks and rankings has been observed. Types of links in SEO, such as authoritative and contextual, can make the difference between ranking well or falling behind.

  Source: Ahrefs

The impact of backlinks on informational queries includes:

1. Quality backlinks signal to Google that content is safe.
2. Informational queries are highly competitive and need strong links.
3. Links help position content as a valuable resource.

Why does Google still rely on links for competitive content? Backlinks act as an important signal of authority and relevance. As Google continues to change its SEO algorithm, the importance of backlinks in improving rankings of content increases.

High Search Volume Queries & The Importance of Links

The data shows that backlinks play a more important role in ranking for high search volume queries. These queries are often highly competitive, and securing links can give you an advantage. For these types of searches, track Google rankings to measure the impact of backlinks on performance.

Key findings include:

• Backlinks boost ranking for high search volume queries.
• High volume keywords need a strong backlink profile.
• Track rankings to understand how backlinks impact your SEO.

While the Google links update continues to change the role of links, they remain a vital aspect of SEO strategies. By focusing on backlinks and understanding the nuances of SEO query types, businesses can maintain higher rankings in competitive areas.

The Role of Links in the Google SEO Ranking Factors in 2025

In 2025, Google will include various ranking signals beyond backlinks. While backlinks will still apply, Google SEO ranking factors in 2025 will focus on a broader range of elements. In largely competitive industries, backlinks continue to be a crucial factor.

Important points to consider:

1. Content quality now matters a lot in rankings.
2. User experience signals, like page speed, influence results.
3. Behavioral metrics (click-through rates, dwell time) are becoming more important.

Practical Tips to Optimize Your SEO Strategy

For local businesses, it’s important to focus on types of links in SEO, especially core backlinks. These links help establish trustworthiness. Larger brands, on the other hand, organically attract backlinks.

However, even they can benefit from strategic linking.

  Source: Ahrefs

Steps to Improve Your Strategy

• Local businesses should prioritize relevant backlinks.
• Brands must continue to use strategic link building techniques.
• Prioritize high-quality content to earn backlinks organically.
• Content marketing should focus on valuable, shareable assets.

Behavioral and AI-driven signals will influence the future of SEO. These signals assess user intent and engagement, giving Google deeper understanding of content relevance. For now, backlinks still play a significant role.

The importance of links in SEO is evolving but remains crucial. As Google’s SEO algorithm changes, backlinks are just one part of a much more complex ranking system. In the future, Google may rely more on behavioural and AI- driven signals to assess content quality and relevance. Stay ahead by focusing on both backlinks and user-centric content strategies.

Conclusion

Key Findings from the Study

• More competition = more link impact. Competitive keywords depend on backlinks to rank.
• Popular sites attract more backlinks. Pages with high traffic organically gain external links.
• Local SEO depends on backlinks. Google SEO ranking factors in 2025 still favour original citations.
• Branded queries show stronger link correlations. Well-known brands have an advantage in rankings.

These insights confirm that backlinks do play a role, though a smaller one. SEOs must adapt by focusing on content, SEO algorithm trends, and effectively tracking Google rankings.

Source: https://ahrefs.com