There’s a lot of noise in the SEO world—some say link building’s outdated, others treat it like SEO gold. Here’s the reality: quality backlinks still matter. A lot. When done properly, they signal to search engines that your site is credible and worth ranking.
Think of backlinks as online recommendations. When a trustworthy site links to yours, it’s like a digital nod of approval. But be warned—low-quality links, especially ones bought in bulk or generated by shady tactics, can seriously hurt your rankings. Google’s smarter than ever, and it’s not afraid to penalise sketchy backlink profiles.
Back in the day, Google’s original ranking system—PageRank—was built on link authority. Even though it’s evolved massively since then, the principle holds: great links help your site climb higher.
That said, SEO success isn’t built on backlinks alone. Google now uses hundreds of ranking signals. Strong content, a fast website, mobile responsiveness, and a great user experience all play major roles too.
Also, natural link profiles need balance. If all your links are do-follow, it looks suspicious. Mixing in no-follow links is part of what keeps things looking organic.
If your site’s been dragged down by poor-quality links, it might be time for a clean-up. But disavowing links isn’t something to wing—get an expert involved so you don’t accidentally ditch the good with the bad.
Bottom line? Link building isn’t dead. It just needs to be smart, strategic, and above board.