In digital marketing, linkbuilding has long been considered a key SEO factor. While Google claims that links are not as important as before, the latest studies show a more nuanced reality. Links remain essential for improving search visibility and play a crucial role in various types of search queries.
Key Findings from the Study
Patrick Stox of Ahrefs analyzed a million top-searched keywords in the US, comparing their search rankings with SEO metrics. The study concludes that links still influence ranking but their role is evolving. Important takeaways include:
- High search volumes increase the importance of links because competition is tougher.
- Local searches rely more on links, especially when businesses compete in similar regions or market segments.
- Informational content benefits the most from links, likely due to greater competition in content areas.
The Growing Importance of Linkbuilding
Backlinks offer a competitive advantage, especially in these areas:
- More Competition = Greater Need for Links
With rising organic search competition, a strong backlink profile is necessary for higher rankings. Content optimization alone is insufficient—Google values external signals confirming trustworthiness and authority. The more quality, relevant links point to your site, the better your chances to compete and maintain stable rankings. A robust backlink profile not only boosts rankings but also provides long-term competitive advantage, helping you stay ahead. Companies actively building quality links enjoy greater visibility, more organic traffic, and enhanced competitiveness. - Brand Credibility and Authority
Brands with more high-quality backlinks are typically seen as more credible and achieve better search positions. Search engines interpret links as endorsements of relevance and quality, improving brand reputation. Sites with natural backlink profiles are regarded as authoritative sources, which not only benefits SEO but also raises user trust and potential customer conversions. This results in higher marketing ROI and sustainable growth. Plus, valuable content naturally attracts links, signaling its usefulness and relevance to Google and other search engines. - Improved Local SEO
For local businesses, links are vital because Google needs signals to distinguish firms from competitors. Local SEO depends on backlinks not just from general web sources but also from local directories, regional media, and partner sites. Firms focusing on acquiring local links have better chances to rank higher for local queries. This translates to greater visibility and customer trust in services nearby. Local links help Google understand geographical relevance and increase the likelihood of your inclusion in Google Maps and local search result packs. Some examples from our clients are: Prague Accountant („accountant Prague“), Jan Bureš Auto Service („auto service Prague 5“), luxury hotel Old Royal Post („luxury hotel Prague“), or Horus Boiler Service („boiler inspection Central Bohemia“).
We Can Help Your Business Too
As a marketing agency, we design and execute linkbuilding campaigns that deliver measurable and visible results. Our services include:
- Linkbuilding strategy analysis and planning—finding the best methods for acquiring quality links that work for you.
- Content strategy—creating link-worthy content to naturally earn backlinks and improve rankings.
- Local SEO—boosting your visibility in your operating region through strategic links and localized keywords.
- Brand-oriented linkbuilding—strengthening your brand by securing links from relevant authoritative sites.
Summary
Though linkbuilding evolves, its importance remains significant across SEO dimensions. To maximize your marketing potential, focus on strategic linkbuilding. Contact us at Lucky Brand, and let us help you enhance your website’s visibility.
Source:
https://ahrefs.com/blog/links-matter-less-but-still-matter