--- title: Are Backlinks Still Important in 2026? An Honest Take description: Are backlinks still important in 2026? An honest look at the Backlinko study, what AI search has changed, and how B2B brands should balance link building. image: https://www.johnsteeleconsulting.com/hubfs/JSC%20Linkedin%20OpenGraph%20Image%202.png --- [Skip to content](https://www.johnsteeleconsulting.com/blog/how-much-do-backlinks-matter-in-2025-and-beyond#main-content) [![JSC (1200 x 240 px)](https://www.johnsteeleconsulting.com/hs-fs/hubfs/JSC%20(1200%20x%20240%20px).png?width=172&height=34&name=JSC%20(1200%20x%20240%20px).png)](https://www.johnsteeleconsulting.com) - Services - [HubSpot Consulting](https://www.johnsteeleconsulting.com/hubspot-consulting) - [Automation & Analytics](https://www.johnsteeleconsulting.com/automation-analytics) - [Content Operations](https://www.johnsteeleconsulting.com/content-operations) - [Web & Content Development](https://www.johnsteeleconsulting.com/web-content-development) - [Case Studies](https://www.johnsteeleconsulting.com/case-studies) - [WSI](https://www.johnsteeleconsulting.com/case-studies/wsi) - [Wiseman, Schwartz, Cioschi & Trama](https://www.johnsteeleconsulting.com/case-studies/wiseman-schwartz-cioschi-trama) - [Globe Runner](https://www.johnsteeleconsulting.com/case-studies/globe-runner) - [Documint](https://www.johnsteeleconsulting.com/case-studies/documint) - [FutureThink](https://www.johnsteeleconsulting.com/case-studies/futurethink) - [JSC Labs](https://www.johnsteeleconsulting.com/jsc-labs) - Resources - [Blog](https://www.johnsteeleconsulting.com/blog) - [Case Studies](https://www.johnsteeleconsulting.com/case-studies) - [Funnel Vision Newsletter](https://www.johnsteeleconsulting.com/newsletter) - [Funnel Vision Podcast](https://www.johnsteeleconsulting.com/funnel-vision-podcast) Open main navigation Close main navigation - Services - [HubSpot Consulting](https://www.johnsteeleconsulting.com/hubspot-consulting) - [Automation & Analytics](https://www.johnsteeleconsulting.com/automation-analytics) - [Content Operations](https://www.johnsteeleconsulting.com/content-operations) - [Web & Content Development](https://www.johnsteeleconsulting.com/web-content-development) - [Case Studies](https://www.johnsteeleconsulting.com/case-studies) - [WSI](https://www.johnsteeleconsulting.com/case-studies/wsi) - [Wiseman, Schwartz, Cioschi & Trama](https://www.johnsteeleconsulting.com/case-studies/wiseman-schwartz-cioschi-trama) - [Globe Runner](https://www.johnsteeleconsulting.com/case-studies/globe-runner) - [Documint](https://www.johnsteeleconsulting.com/case-studies/documint) - [FutureThink](https://www.johnsteeleconsulting.com/case-studies/futurethink) - [JSC Labs](https://www.johnsteeleconsulting.com/jsc-labs) - Resources - [Blog](https://www.johnsteeleconsulting.com/blog) - [Case Studies](https://www.johnsteeleconsulting.com/case-studies) - [Funnel Vision Newsletter](https://www.johnsteeleconsulting.com/newsletter) - [Funnel Vision Podcast](https://www.johnsteeleconsulting.com/funnel-vision-podcast) - [CONTACT US](https://www.johnsteeleconsulting.com/contact) [CONTACT US](https://www.johnsteeleconsulting.com/contact) [All posts](https://www.johnsteeleconsulting.com/blog/all) September 3, 2025 Content Operations # Are Backlinks Still Important in 2026? What the Backlinko Study Really Shows ![JSC Services Blog Images (23)](https://www.johnsteeleconsulting.com/hs-fs/hubfs/Blog%20Icons/JSC%20Services%20%20Blog%20Images%20(23).png?width=200&name=JSC%20Services%20%20Blog%20Images%20(23).png "JSC Services Blog Images (23)") ![Picture of John Steele](https://www.johnsteeleconsulting.com/hs-fs/hubfs/1651756967091.jpeg?width=56&height=56&name=1651756967091.jpeg) By  John Steele · 5 minute read ## 2026 Update: Backlinks Are Still There — They're Just Not the Main Show *Updated May 2026 — the original post follows below.* I first wrote this in September 2025. Eight months later, the question hasn't gone away — but the answer has gotten sharper. What's changed since then: - **Google's AI Overviews are the default on an expanding share of queries.** When a search returns an AI answer, the click-through to even a #1 organic result collapses. The Backlinko-style "rank top-3 with backlinks" win is worth measurably less when the answer appears above the blue links. - **Reddit's citation share has held above 40% across every major LLM.** If your category isn't represented in those conversations, you're not in the answers. - **The shift Google announced in late 2023 — experience over expertise — has fully matured.** The Helpful Content System now actively suppresses pages that read as topic-saturated, third-party-summarized content. That includes a lot of B2B "ultimate guide" content that's been backlink bait for years. - **Pages that earn citations in AI answers outperform pages that just rank in traditional organic.** The traffic is smaller, but the conversion intent is dramatically higher. The practical implication for B2B operators in 2026: backlinks are still a ranking factor, but they're a *floor*, not a *ceiling*. You need enough to be in the conversation. You don't need to obsess over earning more once you're past the threshold. The lever that actually moves the needle now is whether your content gets cited by AI search — and whether the SERP gives the AI anything worth citing. What I've been telling clients this year: stop counting backlinks as your primary visibility KPI. Start tracking AI citation share, your category's Reddit visibility, and whether your content actually answers the question someone landed on the page expecting. Backlinks will follow if you do those three things right — and even if they don't follow as fast as you'd like, the visibility will. The original post below holds up. The data points are still directionally correct. But the urgency to operate this way has shifted from "interesting trend" to "missing it means missing the market." ---   ## "Great AEO is what SEO always should have been." ### -Guy Yalif, Chief Evangelist, Webflow       This insight from [a recent Webflow webinar](https://webflow.com/resources/webinars/aeo-maturity-model-in-action) had me nodding so hard my neck hurt. The goal of good SEO should have always been to create content that delivered utility, trust and straightforward answers for your most valuable customers. In the age of AEO (Answer Engine Optimization) or LLMO (Large-Language Model Optimization) or whatever comes next, customer satisfaction should still be our goal, and I'd hope that won't change any time soon.  But we should be clear-eyed about what HAS changed. ## Do Backlinks Still Matter? [A recent  Backlinko study](https://backlinko.com/search-engine-ranking) analyzed 11.8 million Google search results and found that the #1 result has an average of 3.8x more backlinks than positions 2 through 10. That study is widely cited — and it's not wrong. But it's incomplete. In an era where Reddit commands 40.1% of LLM citations, where Google now rewards experience over expertise, and where 77% of Americans are using ChatGPT as a search engine, backlinks are just one piece of a much bigger visibility equation. In this post, we'll cover what B2B brands actually need to focus on now. But first, a little context.   ## Who We Trust Online Has Changed ### Perception vs Reality ![1\_OVyBtLlu2rH3W7ol5h9\_hw](https://www.johnsteeleconsulting.com/hs-fs/hubfs/1_OVyBtLlu2rH3W7ol5h9_hw.webp?width=836&height=634&name=1_OVyBtLlu2rH3W7ol5h9_hw.webp) S/o [Single Grain](https://www.singlegrain.com/) It used to be, if you were an SEO manager selling chips, a link from Coca-Cola saying "try Brand X chips with a Coke" would be the greatest day of your life. But in the world of AI, the SEO channel mix needs to grow. ### Where AI Gets Its Facts When it comes to LLMs and even Google's AI Overviews, backlinks and authority are no longer the best paths to success. We know AI is only as good as its training data. So who's training AI?  Reddit leads all LLM citations (including Google's Gemini) with 40.1% frequency, followed by Wikipedia at 26.3%. ![Most-Cited-Websites-by-AI-WEB](https://www.johnsteeleconsulting.com/hs-fs/hubfs/Most-Cited-Websites-by-AI-WEB.webp?width=1200&height=1569&name=Most-Cited-Websites-by-AI-WEB.webp) And while Google is clearly in the mix, the experience of Google Search has changed drastically. From its own AI products to how it incorporates AI into results to what it considers valuable in ranking decisions, Google represents one of the most foundational shifts in modern search. ## Google's Foundational Shift ### Experience vs. Expertise In November 2023, Google announced that searches would value experience as much as expertise, giving an immediate lift to user-generated content. Reddit saw a 1,328% leap in visibility, along with an organic traffic increase of 253.3%. UGC competitor Quora increased by 133.4%. For more info on Google's algorithm shift valuing experience, [visit my breakdown here.](https://www.johnsteeleconsulting.com/blog/top-trends-shaping-seo-in-2025) ### Reddit Cashes In In February 2024, Google paid Reddit $60 million for access to its API and content to train its AI systems, signaling a major shift toward valuing user discussions. They've since adjusted to cut spammy conversations, but clearly, they have chosen a direction. Sanity Check: Combined, all AI tools (ChatGPT, Perplexity, Claude, Copilot, Gemini) represent less than 2% of the total search market. But with 77% of Americans now using ChatGPT as a search engine, and 24% saying they now turn to it before Google, the writing is on the wall. ## So do backlinks still matter? The true answer is we don't know. This is all still a live ball. But what we do know is personal experience and user generated content are more trusted by most target consumer groups. So if your backlinks come in the form of highlighting personal experience from a customer or influencer, those links will be inherently more valuable than those coming from traditional marketing content. What this tells me (and what I've advised my clients to focus on) is it's time to create a strategy to elevate user generated content and personal experience with your product or service. That means Reddit, Wikipedia (if you can score a listing), YouTube and customer reviews. That means better tracking of your visibility and its relationship to the type of content Google and other AI platforms prioritize. And it means ensuring your backlink profile gets you as close to personal experience as possible. ## Frequently Asked Questions ### What did the Backlinko study find about backlinks? The Backlinko study analyzed 11.8 million Google search results and found that the number one organic result has an average of 3.8 times more backlinks than positions two through ten. The study also confirmed that domain authority correlates strongly with higher rankings. These findings still hold for traditional organic search, but they don't account for AI-generated answers, LLM citations, or Google's recent shift toward experience-based content. ### Do backlinks still matter for SEO? Yes, backlinks still matter for traditional organic search rankings. However, their relative importance has decreased as Google and AI search platforms weigh other signals more heavily. Google's November 2023 update elevated first-hand experience over third-party expertise, and AI tools like ChatGPT cite Reddit at 40.1% and Wikipedia at 26.3% — neither of which relies on traditional backlink profiles for visibility. ### What is AEO and how does it relate to backlinks? AEO stands for Answer Engine Optimization — the practice of optimizing content to appear in AI-generated search results from tools like ChatGPT, Perplexity, and Google AI Overviews. Unlike traditional SEO where backlinks heavily influence rankings, AEO favors content that directly answers questions with clear, authoritative, experience-based information. Backlinks alone won't get your content cited by AI. ### Why does Reddit rank so high in AI search results? Reddit leads all domains in LLM citations at 40.1%, largely because AI models value authentic human discussion and first-hand experience. Reddit also signed a $60 million API deal with Google in February 2024, giving Google direct access to its content. For B2B brands, this signals that community credibility and real-world experience now carry more weight than manufactured authority. ### Should B2B companies still invest in [link building](https://www.johnsteeleconsulting.com/content-operations)? B2B companies shouldn't abandon link building, but they should stop treating it as their primary visibility strategy. A balanced approach includes earning backlinks through genuinely useful content, building presence on platforms AI models cite frequently, and creating content rooted in real client experience rather than generic expertise. The brands winning in 2026 and beyond are the ones adapting to how both humans and AI evaluate trust. Remember: with AI as search engine, brands see 90-95% fewer content visits. ## Let's Talk So if you're dragging your feet on creating an AEO strategy to meet this moment, let this be your written invitation. [Connect with JSC today](https://calendly.com/johnsteeleconsulting/30min)and let's prepare your content for the next phase in findability. [![30-Minute Virtual Coffee ☕ let's chop it up... Just a casual conversation about whatever you've got brewing.   ](https://no-cache.hubspot.com/cta/default/24216250/interactive-195521450147.png)](https://www.johnsteeleconsulting.com/hs/cta/wi/redirect?encryptedPayload=AVxigLLI1ohQdJ%2BfOy5CkWIZCDc5Qu7QJl9gQk0IrYjoH5SWcc73OFACkr9xiq26Vl6VtWTB30H59Bvhy5s7ZBZBj3d5bf2PwcekGa6tOm27bq3%2FyWrIcJUJYt4UGkW61EM1GqCzu%2BqydPirYBq8DAmXtFAKS9iZ8hA1lmDp1hi4ahSyhK7RXQadwx5kkg8OJfx002tmEDilTJkOE%2B3W36tSbAKX8zTqd3WE5HP8MlQtFHMcvTlZZ%2FaedpMt&webInteractiveContentId=195521450147&portalId=24216250) Check out the webinar. S/o to [Webflow](https://www.linkedin.com/company/webflow-inc-/) for sparking the insights!   Share [mailto:?body=https://www.johnsteeleconsulting.com/blog/how-much-do-backlinks-matter-in-2025-and-beyond](mailto:?body=https://www.johnsteeleconsulting.com/blog/how-much-do-backlinks-matter-in-2025-and-beyond)   [![JSC (1200 x 240 px) (3)](https://www.johnsteeleconsulting.com/hs-fs/hubfs/JSC%20(1200%20x%20240%20px)%20(3).png?width=1200&height=240&name=JSC%20(1200%20x%20240%20px)%20(3).png "JSC (1200 x 240 px) (3)")](https://www.johnsteeleconsulting.com) Grow your startup or small business by exploring the most efficient levers for short-term and long-term growth: Positioning, Content & Automation. 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The study also confirmed that domain authority correlates strongly with higher rankings. These findings still hold for traditional organic search, but they don't account for AI-generated answers, LLM citations, or Google's recent shift toward experience-based content." }, "name" : "What did the Backlinko study find about backlinks?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Yes, backlinks still matter for traditional organic search rankings. However, their relative importance has decreased as Google and AI search platforms weigh other signals more heavily. 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Backlinks alone won't get your content cited by AI." }, "name" : "What is AEO and how does it relate to backlinks?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Reddit leads all domains in LLM citations at 40.1%, largely because AI models value authentic human discussion and first-hand experience. Reddit also signed a $60 million API deal with Google in February 2024, giving Google direct access to its content. For B2B brands, this signals that community credibility and real-world experience now carry more weight than manufactured authority." }, "name" : "Why does Reddit rank so high in AI search results?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "B2B companies shouldn't abandon link building, but they should stop treating it as their primary visibility strategy. A balanced approach includes earning backlinks through genuinely useful content, building presence on platforms AI models cite frequently, and creating content rooted in real client experience rather than generic expertise. The brands winning in 2026 and beyond are the ones adapting to how both humans and AI evaluate trust." }, "name" : "Should B2B companies still invest in link building?" } ] } ``` ```json { "@context" : "http://schema.org", "@type" : "Article", "author" : { "@type" : "Person", "name" : [ "John Steele" ] }, "datePublished" : "2025-09-03T18:17:57+0000", "description" : "Are backlinks still important in 2026? 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