Link Building Strategies Evolve for SEO and AI Search

Backlinks have long been recognized as a significant Google ranking factor, yet the way Large Language Models (LLMs) like ChatGPT process information suggests they do not weigh links with the same emphasis as traditional search engines. Despite this, a study by Semrush identified a strong correlation between the quality of a website's backlinks and its visibility within AI-powered search results. This indicates that while the mechanics may differ, the underlying principle of authoritative connections remains relevant for both SEO and AI-driven discovery.

Acquiring backlinks, however, presents several inherent challenges. These include low reply rates from outreach efforts, limited control over how other websites choose to link to a given domain, constraints on available resources for outreach and content creation, and the persistent issue of link decay, where links can become inactive or irrelevant over time. After accumulating over six years of experience in link acquisition for more than 90 Software-as-a-Service (SaaS) brands, a nuanced approach has emerged as most effective: integrating three distinct strategies—link building, linkable assets, and digital PR—to mutually support each other. This integrated methodology aims to establish a brand as a central authority on its core subject matter.

The three approaches can be differentiated by their primary mechanisms. Link building typically involves a direct request for a link, whether through guest posting on other websites, repairing broken links on relevant pages, or seeking links from brand mentions. In contrast, linkable assets are content pieces designed to naturally attract backlinks due to their inherent value and appeal, without requiring an explicit request for a link. Digital PR focuses on creating and disseminating attention-grabbing stories. The outreach in digital PR is for coverage of the story itself, rather than a direct ask for links, although newsworthy stories can indirectly lead to earned links. Both link building and digital PR necessitate proactive outreach, but the objective of the outreach differs: one seeks links, the other seeks story coverage. Linkable assets possess the capability to earn links organically, but their reach and impact can be significantly amplified when promoted through digital PR campaigns, leading to increased volume and higher quality backlinks. Furthermore, linkable assets can serve as the foundation for PR-worthy stories, blurring the lines between content creation and public relations.

Historically, the success of link building has been quantified by the number of followed links acquired and the perceived quality of the domains providing those links. However, the evolving digital ecosystem, influenced by the rise of AI and LLMs, suggests a need to re-evaluate these metrics. While direct link acquisition remains a tactic, the emphasis is shifting towards creating content that is inherently valuable and shareable, thereby earning links and attention organically. The integration of linkable assets and digital PR, supported by strategic link building, offers a more robust and future-proof approach to enhancing online visibility and authority in an increasingly complex search landscape.