Yes, backlinks are still one of the strongest signals Google uses to judge whether a page deserves to rank. For competitive commercial queries, they remain one of the clearest ways to separate two pages with similar content.
But the math changed.
In the age of AI search, backlinks influence visibility differently. They act on the retrieval layer the live search index that grounds AI answers rather than the model's frozen training weights. That split explains why studies measuring pure ChatGPT answers sometimes find links matter less, while studies measuring AI Overviews or Perplexity find they still matter.
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