It depends.
The debate was recently reignited on LinkedIn: some claim that the link building is no longer useful in modern SEO.
At Abondance, we decided to launch our new aptly named article category "It depends" to respond to this claim with the nuance it deserves.
So, is link building a relic of the past or still an essential lever? Here is our analysis.
PageRank: Google's DNA hasn't changed
Saying that links are useless is tantamount to saying Google changed its engine. While the algorithm has evolved significantly, its foundation remains PageRank. The original patent (US6285999B1) has never been revoked. A link is proof of a third-party recommendation.
- The facts: At Pubcon Austin in September 2023, Gary Illyes (Google) shook the community by claiming that links were no longer in the “Top 3” ranking signals. However, the reality is more nuanced. While he admitted that a site could technically rank without links (citing a very rare textbook case of a page found via a sitemap), he also reminded that for the vast majority of content, links remain the engine of discovery and trust.
- Authority via theE-E-A-T : the Guidelines for Search Quality Raters Google’s evaluators explicitly ask raters to verify a site’s reputation on third-party sources. A site that nobody talks about (and that nobody points to) will always have a harder time proving its authority on sensitive topics (YMYL).
Why some people think "it no longer works"
If link building is criticized, it's because the practice was tainted by low-quality offerings. This is where our "It depends" makes perfect sense:
- Link farms and indexing: a link on a site that only “sells links” without an editorial line, or on a non-indexed page, brings absolutely nothing.
- The “sieve” site: doing link building on a technically flawed site or on one with poor content is like trying to fill a leaky bucket. Link building is not a miracle cure for structural deficiencies.
- The market is heterogeneous : while there are indeed abuses, there are also platforms and link sellers who do their job remarkably well. They find sites with a genuine theme and real traffic, bringing undeniable added value.
- The shadow of Navboost : this is arguably the most crucial point revealed by Google's recent data leaks (2024). The system Navboost proves that Google heavily uses click signals and user behavior to validate the relevance of a result. A “dead” link, placed on a page that never receives visits, sends no positive signal via Navboost. For Google, if no one clicks a link, it probably has no editorial value.
Our finding: a performance lever (under conditions)
Through our client support and our own experiences, the conclusion is clear: on queries highly competitive, link building often makes the difference between the second page and the Top 3.
However, the strategy must be surgical:
- Priority to quality: a single link from a reference media outlet in your sector is worth more than 100 links on generalist sites with no traffic.
- Topic relevance above all: semantic proximity between the source and the target has become one of the most important criteria for a link's effectiveness.
- Indexing: if the link is not seen by Google, it does not exist. This is the major problem with many low-priced links sold today.
- Your own site first : it's essential to have a technically healthy site and useful content before talking about link building. The link validates your quality; it does not replace it.
The future: from links to mentions in the AI era
Link building is evolving. With the arrival of LLMs and answer engines (AI), the notion of citation becomes crucial. Being mentioned by an authoritative source, even without a clickable hyperlink (what we call "textual links" or "mentions"), allows AI models to associate you with a topic. The citation influences the responses of conversational agents. The modern link building, it's as much SEO as reputation management.
In summary: can you rank without links?
Yes, but it depends! On very specific niches or low-competition long-tail queries, excellent content and flawless technique can often be more than enough.
However, claiming that link building is dead is a misreading of the signals sent by Google: it is not the link that is dying, it is the Google's tolerance for mediocrityAdvocating its uselessness is a dangerous shortcut that ignores how the algorithm still ranks trust across the global web.
Link building is not dead; it has simply become more demanding. It should no longer be seen as an "SEO trick" to manipulate results, but as the final validation of your authority. Before throwing stones at links, first make sure you offer a site that is useful to users and technically flawless. Links will then confirm what you have already proven: your value.
The article “Is link building dead? "It depends."” was published on the site Abondance.
