January 5, 2026
Are backlinks still important for SEO in 2026? Ask ten different SEO agencies, and you’ll receive ten contradictory answers each delivered with absolute certainty. One claims backlinks are the foundation of all ranking success, another dismisses them as obsolete relics of the early 2000s, and a third warns that your site is drowning in ‘toxic links’ requiring immediate (and expensive) cleanup.
The confusion is understandable. Google’s algorithm has evolved dramatically over the past two decades, with hundreds of updates refining how search results are determined. AI-powered systems like RankBrain, BERT, and now Gemini have transformed how Google interprets content quality and user intent. The rise of AI Overviews and generative search has fundamentally changed how users interact with search results.
Yet despite these technological leaps, one question persists with remarkable urgency: Do backlinks still matter? And if so, how much? The stakes are high entire SEO budgets and strategies hinge on getting this answer right.
This comprehensive guide cuts through the conflicting narratives with actual, verifiable evidence: Google’s official documentation, large-scale independent research studies analyzing billions of pages, and direct statements from Google’s search quality team. You’ll understand exactly how backlinks function in modern search algorithms, when disavow tools are genuinely necessary (and when they’re counterproductive), how to evaluate competing SEO advice critically, and most importantly how to avoid wasting thousands of dollars on unnecessary or harmful link-related services.
The answer to whether backlinks matter isn’t just “yes” or “no” it’s nuanced, evidence-based, and more important than ever to understand correctly.
Let’s start with the most authoritative source: Google’s own published documentation.
Google’s official “How Search Works” explainer explicitly addresses how they evaluate quality and trustworthiness. The documentation states that one key factor Google examines is whether prominent websites link to or reference your content—this serves as a credibility signal indicating the information is trustworthy and authoritative.
This isn’t buried in obscure patent filings. It’s their primary public-facing explanation of how search works. The language is clear: links from prominent, relevant sites contribute to how Google assesses content quality.
📚 Source: Google’s Ranking Results Documentation
Google’s technical documentation reveals that links aren’t just ranking signals—they’re fundamental to the discovery process itself. The documentation explicitly states that most web pages are discovered automatically by crawlers that follow links from pages Google already knows about.
Think about the implications: Google discovers the vast majority of new and updated content by following links. Without links, discovery is slow, ranking is delayed, and your content may never reach its full potential.
📚 Source: How Google Search Works (Technical Fundamentals)
The SEO Starter Guide is Google’s official advice for website owners. This document explicitly recommends ensuring links point to your pages—both internal and external links. It notes that Google finds a substantial portion of new content through links from other websites.
📚 Source: Google SEO Starter Guide
Google maintains comprehensive resources that would be unnecessary if backlinks were irrelevant:
Google’s documentation confirms that natural, relevant links from reputable sites are positive ranking signals, fundamental to both discovery and indexing. Manipulative links get neutralized through algorithmic detection, not penalized unless you actively participated in creating them.
Google’s documentation tells us links matter, but independent research quantifies exactly how much.
Backlinko’s Comprehensive Study: Their 2026 analysis of Google’s ranking factors positions backlinks as one of the core factors, describing them as “votes of confidence” from other sites that significantly influence search visibility.
📚 Source: Backlinko’s Google Ranking Factors
MonsterInsights’ Ranking: They rank backlinks as the #2 most important Google ranking factors immediately after high-quality content itself. Their research emphasizes that links from high-authority websites have a dramatically stronger impact than links from weak sites.
📚 Source: MonsterInsights Google Ranking Factors
Ahrefs analyzed approximately 14 billion pages and discovered that 96.55% of all content gets zero organic search traffic from Google. What distinguished the successful 3.45%? Backlink presence was a primary differentiator.
📚 Source: Ahrefs Search Traffic Study
This massive study reveals a sobering reality: creating great content alone isn’t enough for most competitive queries. Pages with backlinks were dramatically more likely to receive organic search traffic than pages without any backlinks.
The pattern across independent research is remarkably consistent, revealing universal findings despite different methodologies, data sets, and analytical approaches. Additional research from multiple authoritative sources confirms this consensus:
HigherVisibility’s Analysis: Their detailed examination asks your exact question—”Is link building still relevant to SEO?”—and concludes emphatically: “Yes, link building remains an essential part of SEO.” Their research stresses that while the game has changed, quality and relevance now matter more than sheer volume. One authoritative, relevant link outperforms hundreds of low-quality directory submissions.
📚 Source: HigherVisibility on Link Relevance
Competitive Requirements: HigherVisibility also explored the practical question of how many backlinks sites need to rank effectively. Their analysis explains that having too few backlinks fundamentally limits your ability to rank, especially for competitive queries. A strong base of high-quality backlinks isn’t optional—it’s required just to compete with other sites in your space.
📚 Source: How Many Backlinks to Rank
Domain Authority Connection: MonsterInsights’ comprehensive analysis breaks down how tools measure domain authority and demonstrates that backlinks play a huge role in these authority scores. While Google doesn’t use Domain Authority directly, these third-party metrics work because they approximate factors Google does use—primarily link-based authority signals.
📚 Source: Domain Authority Guide
Statistical Evidence: MonsterInsights’ 2025 statistics roundup provides a comprehensive view of the SEO landscape, highlighting that backlinks are widely considered the second most important ranking factor across multiple industry studies. The compilation also references the Ahrefs finding that a massive percentage of pages with no backlinks receive no search traffic whatsoever.
📚 Source: 49 SEO Statistics
Current Industry Positioning: Qupify’s 2025 analysis directly addresses whether link building remains relevant and answers with an unequivocal: “Yes, link building remains highly relevant.” Their research positions quality link building as a crucial component of any modern digital strategy, not an optional add-on.
📚 Source: Qupify on Link Building
E-commerce Specific Research: Vazoola’s analysis specifically examines e-commerce sites and their FAQ explicitly addresses relevance: “Yes, link building remains highly relevant to SEO. It directly influences a website’s authority and rankings.” This confirms the principle applies across industries, including highly competitive e-commerce sectors where ranking visibility directly impacts revenue.
📚 Source: Vazoola E-commerce Links
Fundamental Explanation: Backlinko’s foundational guide “What Are Backlinks in SEO & Why You Need Them” explains backlinks as “votes of credibility” for your website. The guide repeatedly emphasizes that you need high-quality backlinks if you want content to compete on page one, especially for competitive terms. This isn’t theory—it’s based on analysis of millions of search results.
📚 Source: Backlinko Backlinks Guide
No credible, data-driven source claims links don’t matter. Pages without backlinks almost never rank competitively. All major SEO platforms (Ahrefs, Semrush, Moz) invest millions in link analysis tools because their data proves links correlate strongly with ranking success.
This is where the SEO industry’s narrative diverges most sharply from Google’s actual position.
John Mueller, Google’s Senior Search Analyst, has been remarkably direct on this topic. In widely-cited discussions, Mueller stated:
“The concept of toxic links is made up by SEO tools so that you pay them regularly… you can continue to save yourself the effort.”
His core points:
📰 Sources:
In April 2026, Mueller explicitly clarified that using Google’s Disavow Tool regularly is not normal site maintenance. The tool exists for exceptional circumstances: cleaning up after confirmed manipulative link building, especially when you’ve received a manual action from Google.
📰 Source: Search Engine Journal
For normal sites that accumulated some junk links naturally—which is inevitable—Google’s systems already identify and ignore these links automatically.
Multiple authoritative sources provide consistent guidance on when disavow is appropriate:
DevriX’s Analysis: Explains the disavow tool is a last resort for specific situations—documented manipulative link building history, manual actions related to unnatural links, or cleaning up black-hat SEO from previous owners.
📚 Source: DevriX on the Disavow Tool
W3ERA’s Coverage: Emphasizes that disavow is not a regular maintenance task but for unusual situations involving obvious, large-scale link manipulation.
📚 Source: W3ERA on Normal Maintenance
StanVentures’ Analysis: Concludes that disavowing links tools label as “toxic” is largely unnecessary unless there’s a clear penalty or severe link manipulation.
📚 Source: StanVentures on Toxic Links
Xamsor’s Breakdown: Traces the evolution since the old Penguin days and explains that modern Google identifies and neutralizes spammy links automatically.
📚 Source: Xamsor on Disavowing
Marie Haynes’ Changed Perspective: She previously operated a disavow service but shut it down, concluding most links flagged as “toxic” are simply spammy links Google already ignores.
📚 Source: Marie Haynes on Toxic Links
IdeaStoreach’s Summary: Emphasizes you don’t need disavow as normal maintenance—Google ignores most bad links automatically.
📚 Source: IdeaStoreach on Disavow
Traffic Think Tank’s Warning: Warns that over-using disavow can actually harm if you accidentally remove beneficial links. Recommends focusing on building great content instead of obsessing over “toxic” flags.
📚 Source: Traffic Think Tank on Bad Backlinks
Nikki Pilkington’s Analysis: Her article explains that Google’s default is to ignore low-quality links you didn’t build, not punish you because they exist.
📚 Source: Nikki Pilkington on Toxic Backlinks
Google expects spammy backlinks, it’s unavoidable on the open internet. Their algorithms ignore them automatically through neutralization, not punishment. Real penalties require active participation in link schemes (buying links, using PBNs, large-scale exchanges). Monthly “toxic cleanup” services are often revenue generators selling unnecessary work, not SEO necessities.
Here’s a simple logic test: If backlinks were irrelevant, why would Moz, Semrush, and Ahrefs invest millions of dollars building comprehensive link analysis systems?
All three major platforms independently developed similar authority metrics:
These metrics are fundamentally based on backlink data and strongly correlate with ranking ability. They exist and work because they approximate factors Google actually uses—primarily link-based authority signals.
Development Costs: Building and maintaining backlink indexes requires enormous infrastructure millions in capital expenditure and ongoing costs.
Competitive Strategy: These companies compete intensively. If link data were meaningless, any platform could save costs by eliminating link tracking. Yet all have doubled down on link analysis.
The only rational explanation: Their extensive data shows backlinks correlate strongly with ranking success. They’re not building link indexes out of historical inertia—they’re doing it because data proves links matter.
One common argument: “Just create amazing content. If it’s good enough, you don’t need backlinks.”
This narrative doesn’t align with reality for competitive keywords.
Modern SEO isn’t “content OR links, it’s “content AND links AND technical optimization AND user experience.” Consider this scenario:
Two websites publish nearly identical, exceptional content on the same topic. Both have comparable technical SEO. What determines which ranks higher?
In the vast majority of cases, the site with more authoritative, relevant backlinks dominates rankings. Content establishes relevance; links establish authority. Both are essential for competitive keywords.
Content-focused strategies can succeed in specific scenarios:
But return to the Ahrefs study: 96.55% of content gets zero traffic. The overwhelming majority lacks the authority signals (primarily backlinks) Google uses to differentiate between similar-quality pages.
The most successful 2026 SEO strategies integrate:
Ignoring any element—especially backlinks—creates significant competitive disadvantage.
Many businesses, frustrated by lack of results or confused by contradictory advice, switch SEO agencies every 30-90 days. This approach almost guarantees failure.
SEO is fundamentally long-term:
Industry consensus: 3-6 months minimum to properly evaluate SEO strategy effectiveness. Competitive keywords often require 6-12 months for significant movement.
Constantly changing strategies creates:
Legitimate reasons include:
But “we didn’t rank #1 in 60 days” isn’t a legitimate reason to switch.
Given conflicting information, here’s a practical framework for evaluation.
Frequently Asked Questions
Yes, unequivocally and conclusively. This isn’t opinion or speculation—it’s supported by multiple lines of evidence:
Google’s Documentation: Their official “How Search Works” documentation explicitly states they examine whether prominent websites link to your content as a credibility signal. This is published on their primary public-facing explanation of search ranking.
Independent Research: Studies analyzing billions of pages consistently show strong correlations between backlink profiles and ranking success. No credible, data-driven research claims links don’t matter.
Platform Investment: Ahrefs, Semrush, and Moz invest millions maintaining comprehensive backlink indexes because their data proves links correlate with rankings.
The emphasis has shifted dramatically from quantity to quality and relevance. A single editorial link from an authoritative site in your industry outweighs hundreds of low-quality directory links. But links remain essential for discovery (how Google finds your content), authority (how Google evaluates your credibility), and competitive differentiation (how Google chooses between similar-quality pages).
Generally, not for the vast majority of websites, this isn’t a real concern.
Google’s John Mueller has explicitly and repeatedly stated that “toxic links” is a concept created by SEO tool companies to generate recurring revenue. Here’s what you need to understand:
Google’s Internal Approach: Google doesn’t categorize links as “toxic” the way tools do. Their systems identify and automatically ignore low-quality, spammy, or manipulative links. These links don’t pass value, but they also don’t trigger penalties—Google simply neutralizes them.
When NOT to Worry:
When to Actually Address Links:
Even in these exceptional cases, focus first on building quality content and earning legitimate links. Disavow should be a last resort, not routine maintenance. Most “toxic link cleanup” services sell unnecessary work that wastes your time and money.
Short answer: For low-competition queries, possibly. For competitive keywords, extremely unlikely.
The data on this is stark. Ahrefs’ analysis of 14 billion pages found that 96.55% of content with no backlinks gets zero organic search traffic. Let that sink in—over 96% gets zero traffic, not just “low traffic.”
Scenarios Where Content-Only Might Work:
Why Content Alone Usually Fails:
The Modern Reality: Content establishes that you’re relevant and satisfy user intent. Links establish that you’re authoritative and credible. Google needs both signals to confidently rank you above competitors. Think of it as content AND links working together, not content OR links as alternatives.
The SEO industry delivers conflicting advice because agencies have different specializations and business models. Some excel at content but haven’t developed link building capabilities, so they emphasize content over links. Others have strong link operations but weaker content creation, leading to opposite recommendations.
But you don’t have to navigate blindly. Google publishes extensive documentation explaining how search works. Independent researchers analyze billions of pages to identify patterns. Google’s search quality team clarifies misconceptions publicly.
Modern SEO requires multiple factors working synergistically. Backlinks remain crucial for competitive visibility, but quality and relevance matter infinitely more than volume. ‘Toxic link cleanup’ is usually unnecessary revenue generation unless you’ve received manual actions. Constantly switching strategies stalls progress by preventing compounding effects.
Demand evidence. Request Google documentation references. Look for independent research support. Question dramatic claims contradicting Google’s published statements.
Verify against multiple sources. Don’t rely on a single agency’s opinion—cross-reference recommendations against Google’s documentation and major industry studies.
Focus on long-term sustainability. Prioritize strategies that build genuine authority rather than exploiting loopholes or attempting manipulation.
Review the 28+ authoritative sources cited throughout this guide, starting with Google’s official documentation. The evidence is public, transparent, and accessible.
Your rankings and your budget deserve better than guesswork. Make evidence-based decisions aligned with Google’s documented guidelines, supported by independent research, and executed with patience over appropriate timelines.
The sites that succeed in 2026 are those that refuse to chase shiny objects, resist fear-based selling, demand evidence for recommendations, and commit to sustainable, ethical practices.
Be one of those sites.
If you’re looking for high-quality backlinks to boost your website’s authority and rankings, feel free to contact Nexvato.
Ready to boost your online presence and drive real results? Let’s talk about how we can help you reach new heights—schedule a free consultation today!
