Ha and you all said backlinks were dead
With the emergence of AI/LLMs, backlinks are partying like it’s 1999!
This week’s #SEOForLunch is sponsored by Jolly SEO Link building has always been one of SEO’s most debated topics. Some call it manipulation; others call it marketing. The truth? Links have always been a signal of credibility, and now, in the age of LLMs, that credibility extends far beyond a simple “followed” hyperlink.
The new era doesn’t remove the value of links; it multiplies it!
Today, links (and mentions) serve a range of purposes, from ranking signals to training data. It’s not just about SEO anymore; it’s about teaching both search engines and LLMs who you are and why you matter.
A Special THANK YOU To This Weeks Sponsor: Jolly SEO
Increase LLM Visibility & Google Rankings!
Co-citations is fancy jargon for your brand mentioned alongside other brands. Yet, co-citations are more than fancy jargon: they increase your brand’s visibility in ChatGPT *and* Google.
At Jolly SEO, we specialize in earning brand mentions & backlinks on high-quality websites. Earn, because we do *not* engage in paid linkbuilding. Beyond traditional outreach, HARO, and Digital PR, we now also work on Reddit.
The same great quality, adapted to the new era of search:
The Evolution of Links
Historically, link value was simple. If you could check “yes” on a few boxes, you had yourself a winner:
Is the linking page indexed within Google?
Does the link point to the target page?
Is it crawlable
<a href>without a “nofollow” attribute?
Then came the advanced checklist:
No redirects
Optimized anchor text
Relevant content
High authority referring domain
I’m simplifying, of course, but if you can still say yes at this point, congratulations —you just scored one hell of a link!
Red Headed Step-Links and Penalties
Want to piss an SEO off? Charge them money and deliver a nofollow or unlinked mention. They’ll call it worthless faster than you can say “disavow.”
Then Google dropped Penguin, nuking entire industries built on directory links, guest posts, and paid placements. Suddenly, link building wasn’t just hard; it was more controversial than ever before.
The debate split the industry:
Manual or influenced links? “Bad” and Temporary at best.
Naturally earned PR and partnerships? “Good” and will stand the test of time.
But SEO has never been black and white. The smartest SEOs have always operated in the gray…doing what works while minimizing risk.
The old “white hat vs. black hat” argument is dead. The bar is higher now, and everything lives in the land of “it depends.”
What LLMs Changed
Will AI finally replace human SEOs? Probably not, but let’s be honest,the lazy are toast.
We’re still figuring out exactly how LLMs work and how to leverage them best. Some folks use it to amplify great work. Others treat them like an “easy button” for vanity metrics. But one thing’s clear: LLMs have redefined how links create value.
The new equation: Entity recognition + knowledge graphs + semantic networks.
Translation: AI (and search) is learning who you are, how you’re talked about, and whether you’re trustworthy.
It’s the wild west again, and some folks are even building LLM Private Blog Networks. No joke.
Modern Link Building, Reimagined
Modern link building isn’t about chasing “followed” links or bragging about your authority score. That mindset is outdated. The real goal now is visibility within AND outside of Google. Being mentioned, cited, and referenced in the right conversations across the web is the new currency for discovery.
Unlinked mentions, quotes in credible articles, and brand discussions in community spaces all feed the same machine. They build familiarity. Familiarity leads to search demand, branded queries, and long-term organic growth.
If ChatGPT or Perplexity were asked, “Who are the top brands in your industry?” Does your name/company come up?
That’s the new scoreboard.. and it’s much more challenging to manipulate.
So stop treating links like checkboxes. Focus on earning trust in visible, reputable places. Track the ripple effect, which now consists of:
mentions → visibility → demand → growth.
That’s how you win in a world where both search engines and LLMs are learning who the real authorities are.
The only real enemy left? Attribution.
I’ve talked before about how it screws SEOs, and something tells me we’re due for a part two on that topic soon.
This actually might be the simplest explanation of backlinks and strategy. I appreciate it and have shared it with my team!
Hey, great read as always. 'Teaching LLMs' point is briliant.