Are backlinks still a thing?

Last week, I found myself neck-deep in backlink data, scrutinizing every link pointing to our website and comparing it to our competitors’. You know, the usual marketing fun – staring at numbers until your eyes cross and wondering, “Is this still a thing?”. Are backlinks still carrying the same weight in 2025, or am I just spinning my wheels here?

With Google changing its rules like it’s trying to keep us on our toes, I decided to dig a little deeper. Maybe they’d dropped a hint somewhere about whether backlinks are still worth the effort. And guess what? Turns out, Google recently shared some pretty surprising insights that might just change the way we look at link-building in the future.

State of backlinks in 2025

So, let’s talk about where backlinks actually stand these days. For years, backlinks were the holy grail of SEO – the more, the better, right? But, like all good things in marketing, that approach has evolved. Google’s getting smarter, and relying only on links is starting to look a bit…well, outdated.

Even John Mueller, Google’s own Search Advocate, recently pointed out that over-focusing on links might not be the best use of time. He said:

“I’d venture to guess, over time, links will be a little bit less important, and how important they are for some sites…well, it can vary a lot.”

In short, Google seems to be hinting that backlinks are still part of the SEO mix, but they’re no longer the only star in the show.

So what’s the takeaway here? Backlinks are still important, sure – they’re a vote of confidence for your site. But Google’s playing a long game, working to judge websites more on the quality of their content, user experience, and relevance rather than simply how many other sites link to them. It’s kind of like Google’s saying:

“Yes, we see all your links, but what else have you got?”

In 2025, this means that instead of chasing every link opportunity, we should focus on getting links that actually mean something: quality over quantity, relevance over randomness. Because, let’s be honest, those links that are just there for the sake of being links? Google’s not as easily impressed as it once was.

What’s changed?

So, if links are still in the mix, what kind of links actually make an impact now? Google’s all about quality over quantity, which means spamming links all over the web isn’t going to do you any favors. John Mueller summed it up perfectly, saying that over-focusing on link-building can actually be a “waste of time” and that it’s better to put energy into making a “fantastic website that people recommend and refer to.” Translation? The days of obsessing over link volume are officially over.

Think of it like this: Google’s less interested in how many sites are pointing to yours and more interested in which ones. A handful of meaningful links from respected, relevant sites is worth way more than hundreds of random links that just clutter up the web. Google’s looking for links that bring real value, from sources that are trusted and related to what you’re actually doing.

Now, this shift also means Google’s on high alert for manipulative tactics. Gone are the days when you could get away with sneaky schemes like link farms or suspiciously placed blog comments. Google’s getting good at spotting these, and let’s just say the penalties aren’t exactly light. As Mueller pointed out, the focus should be on “recommendations that come naturally” – so, the goal is genuine endorsements, not a stack of manufactured votes.

So how do you do it? If you’re going to go after backlinks, make sure they’re worth the effort. That means looking for quality, relevancy, and context: 

• A single link from a trusted industry source? Gold. 
• Dozens of links from sketchy, unrelated sites? Not so much. 

Remember, in 2025, it’s about building a link profile that makes sense, not just stacking numbers that could end up doing more harm than good.

How to create high-value backlinks?

For B2B SaaS companies, building high-quality backlinks that deliver real value means leaning into strategies that establish credibility and industry authority. Let’s break down a few smart, sustainable ways to make that happen.

1. Create content that solves real problems

For SaaS companies (because that’s what I’m focusing on), valuable content is content that helps solve a business problem. Think in-depth guides, case studies, and original data reports. When you produce resources that address specific challenges or offer new insights, other companies, analysts, and industry sites are more likely to link back to you. As John Mueller put it:

“The best links are the ones people create on their own because they think it’s useful.”

So make content worth linking to – data that decision-makers can use, insights that analysts want to share, or solutions that tackle key industry pain points.

2. Partner with industry influencers and clients

Strategic partnerships can be a goldmine for backlink building. Collaborate with industry influencers or work with clients on joint case studies or webinars. These partnerships create content that’s naturally relevant to your audience and builds credibility. For instance, a co-authored report with a key client can position both companies as thought leaders, while bringing in organic links from their networks and publications.

3. Leverage PR and analyst relations

Analyst reports and industry media still hold significant influence. A solid PR strategy can get your company featured in respected industry reports, news articles, or comparison sites, providing high-authority backlinks that matter. This is also where relationship-building with industry analysts can pay off. Getting mentioned in analyst reviews, reports, or industry newsletters is worth its weight in backlinks, as these sources tend to have strong authority in Google’s eyes.

4. Focus on Thought Leadership content

Thought leadership is one of the most powerful link magnets. Regularly sharing valuable insights, industry predictions, or best practices positions you as a go-to resource, which encourages other companies and publications to link back to your content. Whether it’s through guest blogs, white papers, or industry forums, thought leadership helps you naturally attract links from trusted sources in your field.

In 2025, building backlinks for B2B SaaS isn’t about chasing every possible link – it’s about being smart, strategic, and aiming for real value. Google’s latest guidance makes it clear: focus on quality, relevance, and genuine connections. Instead of sweating over link volume, prioritize content that people actually want to link to, form partnerships that make sense, and build relationships with trusted industry voices. When you do, the right links will naturally follow – and those are the ones that will keep your SEO strong for the long haul.