Link building has been a core component of SEO for over a decade, but in a world of algorithms, featured snippets, and voice search, some digital marketers and small business owners might question its relevance in 2025. Short answer? Yes, link building is not just alive and well—but it’s still one of the most powerful ranking factors in search engine optimization.
With Google’s continued emphasis on E-E-A-T (Experience, Expertise, Authority, and Trustworthiness), a strong backlink profile remains a critical signal that your website is a credible source of high-quality information. Let’s explore 10 reasons why link building remains as impactful as ever, and how you can leverage it to bolster your SEO strategy in 2025.
What Is Link Building and Why Does It Matter?
Before we jump into the reasons, it’s essential to define link building. At its core, link building is the process of earning hyperlinks (backlinks) from other websites to your own. These links signal to Google that your website is trustworthy and authoritative, helping to boost your rankings on search engine results pages (SERPs).
Think of backlinks as votes of confidence from other websites. The more authoritative and relevant the site linking to you, the stronger the vote. For small business owners and content creators, link building not only helps drive organic traffic but also strengthens credibility within your niche or industry.
1. Backlinks Remain the Backbone of Google’s Algorithm
Google’s algorithm uses more than 200 ranking factors, but backlinks consistently stand out as one of the top signals. Post-2023, Google has doubled down on prioritizing trustworthy content, and backlinks are one of the clearest indicators of this trust. According to Moz, “domain authority,” which is influenced by backlinks, remains a strong predictor of rankings.
For example, if a bakery website receives backlinks from highly regarded food blogs or news sites, Google interprets these links as a confirmation of expertise within the culinary niche.
How to Execute:
- Focus on earning links naturally by producing content worth sharing—think in-depth guides, original statistics, or visually appealing infographics.
- Use tools like Ahrefs and Semrush to identify high-authority sites in your niche that may provide valuable backlinks.
2. Improves Your Website’s E-E-A-T
Google’s E-E-A-T (with “Experience” being a newer addition) rewards websites that demonstrate experience, expertise, authority, and trustworthiness. According to a leading SEO link building services — backlinks from reputable sources directly contribute to your site’s perceived authority and trustworthiness.
For instance, if a health and wellness blog links to your clinic’s website, it positions you as a credible resource in the eyes of potential patients—and Google.
How to Execute:
- Publish content that clearly highlights your experience and expertise. For example, a dentist could create blog posts sharing tips about oral care while citing reputable journals.
- Use guest posting opportunities as a way to highlight industry-specific insights and link back to your website.
3. Boosts Organic Traffic From Referrals
Not all traffic comes from Google itself. Referral traffic—visitors directed to your website by clicking on a link from another site—often plays a significant role in overall traffic. Ron Evan del Rosario of Thrive Link Building Agency reiterates that each link opens the door for new readers, customers, or clients to find your site.
For example, a small business featured on a list titled “Top 10 Local Photographers Near You” will likely see website visits directly from that article—no Google search required.
How to Execute:
- Seek partnerships with niche websites or organizations to feature your content or services. Local directories and resource lists should be a priority.
- Focus on building high-value backlinks from blogs and news articles that attract your target audience.
4. Elevates Your Competitive Edge
A well-rounded backlink profile gives you a significant edge over competitors targeting the same keywords. If two websites offer similar content and on-page SEO optimizations, the site with more high-quality backlinks will almost always outrank the other.
For example, a digital marketing agency with backlinks from respected SEO blogs or tools like HubSpot and Search Engine Journal becomes a standout authority compared to competitors without those endorsements.
How to Execute:
- Study your competitors’ backlink profiles using tools like Semrush. Identify gaps in your backlink strategy and target the websites boosting your competitors’ rankings.
- Run a broken link outreach campaign, where you help websites fix outdated links by replacing broken URLs with your content.
5. Builds Long-Term Credibility
Unlike paid search ads or social media promotions, link building establishes a long-term source of organic traffic and credibility. Backlinks are not fleeting—they often remain active for years to come, providing ongoing value to your site.
For example, a link embedded in a 2020 article on business finances may still send referral traffic in 2025, reinforcing the investment in earning that link.
How to Execute:
- Prioritize evergreen content that remains relevant over time, such as how-to guides, industry statistics, or resource pages.
- Nurture relationships with journalists and bloggers to secure mentions in industry-leading publications.
6. Supports Other SEO Strategies
Link building doesn’t function in a silo—it complements and amplifies the effectiveness of other SEO efforts like keyword optimization, content marketing, and technical SEO. It essentially bridges the gap between great on-site content and external validation.
For instance, a blog post optimized for the keyword “best graphic design tools” can rank higher if multiple design-related sites link to it.
How to Execute:
- Repurpose content for multiple audiences. Turn a blog post into a YouTube video, infographic, or even a press release that can attract links from different channels.
- Develop pillar pages and topic clusters, where supporting pages naturally attract internal and external links.
7. Encourages Local SEO Growth
For small businesses focused on local customers, links from geographically relevant websites or directories can improve local rankings. If you run a bookstore, earning links from your city’s tourism board or local bloggers can help you appear in local search results.
How to Execute:
- Submit your business details to local directories like Yelp or TripAdvisor with backlinks.
- Collaborate with local influencers to feature your product or event.
8. Facilitates Industry Relationships
Link building naturally encourages networking. When you reach out to industry bloggers, journalists, and influencers for collaborations, you’re not just building links—you’re fostering relationships that can create future opportunities like guest speaking gigs, interviews, and partnerships.
How to Execute:
- Attend industry conferences or virtual meetups to establish new connections and collaborate on content.
- Offer exclusive insights or reviews of products relevant to your industry.
9. Improves Brand Visibility
Even if a user doesn’t click on the backlink immediately, the mention of your brand on high-authority websites boosts its visibility. Over time, this builds trust and familiarity with your audience.
How to Execute:
- Publish shareable content such as research studies with data only you can provide.
- Write opinion pieces or commentary to be featured in online magazines or news sources.
10. Keeps You Aligned With Google’s Vision
Finally, link building remains vital because it aligns with Google’s long-term strategy. The search engine continues to favor websites that are active participants in the digital ecosystem, forming credible connections built on trust and authenticity.
How to Execute:
- Focus on organic partnerships rather than buying links, which violates Google’s guidelines and could result in penalties.
- Adopt a holistic SEO strategy combining link building, quality content, and technical optimizations.
Link Building in 2025 and Beyond
Link building remains one of the most powerful tools in a digital marketer’s arsenal—and it’s here to stay. By consistently earning high-quality backlinks, small business owners and content creators can improve search rankings, drive organic traffic, and establish authority in their field.
The key? Focus on creating compelling content that your audience finds valuable. Invest in building relationships with industry peers, and never underestimate the lasting power of a well-earned link.