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When we talk about link building, the first thing that comes to our minds is always the dreaded “Hi Dear,” spam emails — weird unformatted emails that come from Leonardo DiCaprio or Elon Musk, who just started their link-selling services and offer the “best” links on the market. Well, I want to change that vision and replace it with what professional link builders actually do. Link building is an art in itself and can be done best by people who possess multiple characteristics or broader senses for sales, marketing, SEO, links, etc.

If it’s done properly, those links and mentions you got can be just the beginning of a positive movement on the Search Results Land. This is not another boring link-building article, instead, it’s my way of seeing the current state of backlinks, including what’s coming and trending in 2025.

Current State of Backlinks and Link Building

Let’s recap what’s been happening this year (2024). We can all strongly agree that this year was the toughest for the people who do traditional SEO. I mean, let’s say that almost 90% of the usual pattern in SEO tactics has now changed. Google clearly had intentions to rehaul the old-fashioned ways of search and stop the emerging spam which negatively affected a lot of the search results. Did it succeed? That’s another story. 

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Adapting to the March Core Update

For link builders, I’d say the biggest change started with the March Core Update and Google focusing on cleaning (or just telling us that they cleaned) some of the tactics that were considered to be  “black-hat.” For example, they worked on scaling content abuse, site reputation abuse expired domain abuse, etc. All of these tactics were mainly used by link builders or people who wanted to clearly scam the search results to work in their favor.

The March core update was beneficial for us. I was working on a B2B SaaS site, and the traffic and the rankings increased.

Ana Jordanoska, Owner of Green Wall.

Shift from Quantity to Quality

There has been a significant shift toward quality over quantity. Search engines like Google, Bing…khm khm…Perplexity, SearchGPT are prioritizing high-quality backlinks that genuinely are improving the user experience when searching for something, encouraging us to focus on acquiring links from reputable sources rather than from a high number of link farms and low-quality websites. 

Not so long ago, SEOs totally or vaguely ignored homepage backlinks and brand mentions. In fact, they were focused only on publishing guest posts and weird, unnatural anchor text placements in articles that didn’t make sense at all for them or their clients.

It seems that search engines are getting smarter at spotting malicious practices, such as buying hundreds of irrelevant links from poor-quality sites. In the best scenario, these low-quality links will be ignored by Google, and in the worst case, they can negatively affect your site. All the SEO experts I spoke to this year underline that a single backlink, but one that truly improves user experience and gets real clicks, is worth a thousand backlinks that don’t add any value. This was confirmed by Google’s ranking docs that leaked in the summer.

So in 2025, we should not chase numbers but relevant backlinks from trustworthy sites. Even if scoring these backlinks takes more time.

Natalia Toth, Head of Marketing at Ranking Raccoon.

SEO, Link Building, and LLMs

At the end of 2023, specifically when Google’s Al Overview started emerging and showing in the U.S., we at Flow Agency started to analyze the process and think of how exactly Al Overview pulled those results. We noticed a great overlap in the sources that Google Al Overview used to show the results. From there, 2024 was all about a new tactic we involved in our work – doing a Directories & Review Sites audit, which helps our clients craft how they want their product to be known and seen. Appearing in these AI-generated summaries isn’t just about the top ranking, it’s about controlling how your product or service is portrayed.

Based on this AI SEO Benchmark Report from Influencer MarketingHub, platforms like ChatGPT and Perplexity have seen an insane 525% increase in revenue generation since January, signaling a seismic shift in how users interact with search engines. These platforms are starting to reference linked sources more frequently, which means backlinks are taking on a whole new level of importance. It’s no longer just about traditional search rankings, but it’s about being part of the AI-driven narratives shaping user decisions.

So, what does this mean for link building? For one, semantic search, where user intent and contextual relevance surpass simple keyword matching, is now more important than ever. Google’s advanced algorithms have pushed this evolution further, prioritizing natural language understanding over outdated tactics like keyword stuffing. This is now history.  In this environment, backlinks from authoritative sites that align with your niche have become invaluable, not just for SEO but for visibility in AI-generated content.

AI is also changing how we approach link building itself. These tools powered by machine learning are automating previously mundane tasks like backlink analysis, keyword research, and even outreach personalization. For example, AI can now identify high-quality link prospects based on domain authority/rating and relevance, while writing super personalized outreach emails to match the recipient’s interests. This level of precision has allowed agencies to scale their efforts without sacrificing quality.

But it doesn’t stop there. In 2024, we’ve seen AI-driven content creation take center stage. Tools like GPT-4o are helping us produce data-driven articles that not only rank well but also attract natural links from reputable sites. One standout case? A single piece of AI content generated $174,525 worth of backlinks — proof that if you are using it right, it will bring you value.

The image shows the ranking positions on a project website we are working on and use it as a testing tool to see what works or not with AI vs Human content. Our best-performing article is an AI-written article that ranks amongst the top 10 big names in the same industry.

The rise of LLM optimization (Large Language Models) has added another layer of complexity to SEO strategies. Appearing in AI-generated responses requires content that is both indexable and authoritative at the time of training or through real-time connections to search engines. This has made fresh, relevant content more critical than ever, not just for rankings, but for influencing how generative AI platforms present your brand.

Link building is going to focus on precision over volume, relevancy over made up metrics like domain rating. Further, we’re going to see wider adoption of Surround Sound SEO, which is an attempt to own as much real estate as possible across the top ranking pages on the SERPs (and not just focusing on ranking your own page).

This, by the way, was always a smart strategy, in large part because consumers comparison shop, and by appearing in many places with positive sentiment, you increase not only your mathematical surface area and visibility, but you also increase your credibility, and thus, the probability that you will make it into a prospect’s consideration set.

Surround Sound SEO is finally getting its adoption in large part due to increased LLM usage and marketers realizing that AI tools will play a stronger role in the customer journey in the future. While it’s still the wild west in some ways as to how to appear, and how to appear favorably, in these tools, it’s obvious logically that ubiquitous brand appearances on trustworthy pages that rank well will parlay into better visibility in LLMs.

Alex Birkett, co-founder at Omniscient Digital

How Do You Measure the ROI of a Backlink Campaign?

There are numerous ways to measure and track your link-building success and the ROI of the campaigns you run. As always, track metrics like keyword rankings, organic traffic growth, changes in the Domain Authority or Domain Rating score, and referral traffic to see where your visitors come from.

Measuring the ROI of a backlink campaign isn’t just about tracking a few numbers, it’s about understanding how those links impact your overall business goals. 

Measuring the ROI from a backlink campaign is one of the most challenging tasks in SEO. However, if you have a well-organized archive document that tracks every change made to the website or a specific page, including notes and comments on the impact of those changes, along with a weekly performance tracking file, you can clearly see what you’ve done over the past weeks or months. If no other changes were made, it’s likely that the links were the factor that brought the positive impact.

Branko Ilishev, COO at SmartClick.

Start by looking at keyword rankings. Backlinks play a big role in improving where your website shows up on search engines. If you’re targeting specific keywords, monitor how your rankings shift after acquiring new links. A jump in rankings for high-value keywords can directly lead to more visibility and clicks.

Next, pay attention to organic traffic growth. This is one of the clearest indicators of whether your backlink strategy is working. Use tools like Google Analytics to see if there’s an increase in visitors coming from search engines. If your traffic is growing steadily, chances are your backlinks are doing their job of signaling authority to search engines.

Referral traffic is another key metric. Not all backlinks are created equal, so check which ones are driving actual visitors to your site. For example, if you’ve earned a link from a high-traffic industry blog or a popular directory, you should see referral traffic coming from those sources. This not only validates the quality of the link but also gives you insight into where your audience is spending time online.

Don’t overlook conversion rates tied to referral traffic. It’s great to get visitors, but are they taking action? Whether it’s filling out a form, signing up for a demo, or making a purchase, track how many conversions come from the backlinks you’ve built. If certain links are driving highly engaged users who convert, those are the types of placements you want to replicate.

Keep an eye on Domain Authority (DA) or Domain Rating (DR) scores using tools like Moz or Ahrefs. While these metrics don’t directly affect rankings, they give you an idea of how strong your site appears to search engines compared to competitors. A steady increase in DA or DR often correlates with successful link-building efforts.

If you’re running campaigns with specific goals in mind, like promoting a new product or service, track time-on-page and bounce rates for pages linked through your campaign. Are users staying around and engaging with your content, or are they leaving right away? This helps you check whether the links you’ve built are attracting the right audience.

Finally, don’t forget about brand visibility and mentions. Some backlinks may not drive immediate traffic but can still elevate your brand’s presence and authority online. For instance, being featured on a leading industry site may position your company as an authority, even if the click-throughs are minimal.

How Can Smaller B2B Companies Compete with Larger Brands in Backlink Building?

Okay, we may think this is going to be another David vs. Goliath scenario, smaller B2B companies standing in the shadow of massive brands with seemingly endless resources. Size doesn’t always matter here. In fact, smaller companies have their own unique advantages that, if used wisely, can help them compete with and even outshine the big players. 

First off, niche expertise can be the secret weapon. Smaller companies often operate within highly specialized industries, which means they can create content that’s laser-focused and incredibly valuable to their target audience. We’re not talking about regular basic blog articles here, but we’re talking about publishing detailed guides, case studies, or even data-driven reports that answer the exact questions people in your niche are asking. This kind of content doesn’t just attract readers, it attracts backlinks from industry-specific websites that are hungry for credible resources nowadays. It’s not about writing for everyone, it’s about writing for the right people.

Smaller businesses are usually closer to their customers, partners, and even local communities than larger brands are. For example, reaching out to your vendors or partners and asking for a backlink on their websites is a simple but effective technique. Or collaborating with influencers in your industry for guest posts or co-created content like listicles. Even something as straightforward as joining local business associations, meet-ups, and conferences can lead to partnerships and link exchanges that benefit everyone involved.

And let’s not forget about local SEO, an area where smaller businesses can shine. While big brands are busy targeting global audiences, you can dominate locally by being listed in directories, creating community-focused content, or sponsoring local events. These efforts often lead to backlinks from local news outlets or organizations that larger brands might overlook.

Another pro tip? Create linkable assets. Infographics, tools, white papers, and other things people want to share and link to because they’re genuinely useful or innovative. Promote these assets through social media or email outreach to maximize their reach.

Here’s also where smaller companies have an edge: agility. They can adapt much faster than larger competitors, who are bogged down by bureaucracy. At the end of the day, it’s not about trying to outspend larger brands, it’s about outsmarting them. 

Backlink acquisition is difficult for small domains. When you are a smaller domain, always take opportunities to grow using the authority of larger domains. Engage with higher domains using guest post programs, newsletters, or social shoutouts rather than spending most of the time building direct links. Dedicate a team for researching and building high-quality content. Remember, your website might be too small to get backlinks from bigger domains, but your content has no limit.

Sujith Nair, Team Lead, Offpage SEO at G2.

Emerging Trends for 2025

Looking ahead to 2025, several trends are emerging that could reshape how you approach link building:

  • AI and Machine Learning: These technologies are transforming the landscape. AI can help you identify potential link opportunities more efficiently by analyzing vast amounts of data quickly. Machine learning algorithms can predict which types of content are more likely to earn links, allowing you to customize your strategies accordingly.
  • Predictive Analytics: This involves using data to forecast future link-building opportunities and outcomes. By understanding patterns and trends, you can make informed decisions about where to focus your efforts. With predictive analytics, you can get refined outreach strategies, or create content that resonates with the current trends in order to be ahead of others.
  • Local SEO: As search engines prioritize local results, integrating local SEO into your link-building strategies becomes crucial. This means securing links from local businesses or community sites to boost your visibility in specific geographic areas.
  • Less Outreach, More Partnerships: Traditional outreach, or cold outreach as we call it, will become less effective due to the massive spam emails that are landing in our inboxes. Because of that, effective partnerships with industry leaders, in-house SEOs, and other link builders will be crucial for getting relevant and highly targeted placements for your pages.
  • Digital PR: This is where link-building meets storytelling. In 2025, digital PR will continue to grow as one of the most effective ways to earn quality and relevant backlinks. It’s no longer enough to pitch generic press releases, we will need trending stories that resonate with journalists and readers. Whether it’s launching a unique campaign, sharing groundbreaking research, or leveraging trending news topics, digital PR efforts will generate buzz and earn links from authoritative media outlets. And let’s not forget — AI tools are making it easier than ever to craft personalized pitches that actually get noticed.

Digital PR is taking over, with AI search on the rise. Brand mentions are becoming more valuable as the way users search evolves. While having quality links pointing to your website is important, brands also need to establish a strong DPR strategy. With that in mind, you’ll be producing quality content that attracts backlinks while getting your brand name quoted (even without a link sometimes). This way, you can rank more frequently in AI search results, not just in organic Google results.

Kliment Stamenkov, SEO Manager at DesignRush.

As we close out 2024, one thing is clear: SEO is no longer just about traditional search engines. It’s about adapting to an ecosystem where AI-driven platforms play an increasingly dominant role. The opportunities are endless for marketers and SEOs willing to embrace these changes, leveraging and working on new audits, AI tools, and innovative link-building strategies. And trust me, we’re just scratching the surface of what’s possible in this new era of SEO and link building!

Author

Boban Ilik
Flow Blog

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