Do Backlinks Still Matter in 2026? From Link Building to Brand Building

Are they still a “core” ranking factor, or have they become just one piece of a much more complex puzzle, where brand, authority, and semantic context carry increasing weight?

We spoke with Ramona Joița, SEO Consultant and founder of the agency Marketez, about the transformations shaping the SEO industry in 2026: from link building to brand building, from the obsession with anchor text to the importance of context and EEAT, and from isolated tactics to integrated strategies that combine technical SEO, content, and digital PR.

In this interview, Ramona explains why backlinks haven’t disappeared, how the way we build them has evolved, and why, today more than ever, the real differentiator is the brand.

Are backlinks still a “core” ranking factor in 2026, or have they become secondary?

Even in 2026, as SEO agencies expand their focus toward visibility in LLMs (AI systems like ChatGPT, Gemini, or Perplexity AI), backlinks remain an important factor.

While in the past they were considered “votes of confidence” for Google, today they also act as sources of inspiration for LLMs. Based on publicly available data about ChatGPT, we see that sources such as Wikipedia, Reddit, YouTube, and major publications like Forbes and TechCrunch are frequently referenced. After these, brand websites usually follow.

At the same time, Google still drives approximately 190 times more traffic to websites than ChatGPT. This clearly shows that backlinks continue to hold significant weight in the digital ecosystem.

What matters more today: backlink quantity or topical relevance?

I’ve said this before and I still stand by it: it’s a mix of both.

From my experience, both in Romania and in international markets like the UK and the US, the websites with the highest visibility are not always those with the most backlinks. At the same time, sites that rely exclusively on links from the same niche don’t automatically dominate either.

SEO is a balance between relevance (which is also tied to brand strength), backlink profile, and technical performance. My role as a specialist is to build a strategy that maximizes the brand’s advantages and identifies the best opportunities to gain visibility both in Google and in AI systems.

Does anchor text still matter as much as before?

In my opinion, context is now more important than exact-match anchor text.

As user behavior shifts toward conversational interactions with AI, it becomes essential to “feed” these systems with rich semantic context. It’s no longer just about exact matches, but about coherence, naturalness, and the overall relevance of the ecosystem in which a mention appears.

In the era of EEAT, how do we define “authority”?

We still follow Google’s guidelines, but with a stronger emphasis on authenticity.

In a context where generating content with AI is extremely easy, the real differentiator is personal contribution, real experience, and a unique voice. If everyone can produce content, where does the difference come from? From what makes you unique and what you build as a brand—both at a company and personal level.

Authority means consistency, demonstrable expertise, interconnected presence across website and social media, and industry recognition. You need to become a relevant source for both users, Google, and LLMs.

Can brand mentions without links replace traditional backlinks?

I don’t think we’re there yet.

Google still dominates the search landscape and continues to use links as an important signal. LLMs need sources to generate answers, but they don’t function identically to Google.

Unlinked brand mentions help strengthen the brand as an entity, but they do not replace traditional backlinks.

To what extent have AI systems like RankBrain reduced dependence on link building?

RankBrain has changed how we approach link building strategies and, in my opinion, it has had a positive impact.

10–15 years ago, mass link buying from spam directories and link farms was common, and black hat practices were widespread. Algorithms like RankBrain helped clean up the space and reduced the effectiveness of tactics that didn’t provide real value to users.

It was a natural and necessary evolution.

What types of backlinks are considered toxic in 2026?

In competitive markets like Europe and the US, obvious spam sites are becoming increasingly rare. In other regions, some practices may still work, but in mature markets the risks are high.

From my experience, it’s not just the type of backlink that can be problematic, but also how the backlink profile is structured. I’ve seen cases where links were built excessively toward a main category page, while the homepage—arguably the most important page—was neglected. Such imbalance can create issues.

Is investing in advertorials and paid links still justified?

Yes, especially for websites at the beginning of their journey that are not yet established brands.

Large brands can earn mentions more naturally, but when you’re just starting out or trying to catch up, paid links can be a strategic investment. Of course, they’re not enough on their own—you need an integrated approach: technical SEO, content, and authority.

Can we say that in 2026 backlinks are more a result of brand building than link building?

I believe so.

The more we shift strategy toward brand building, the higher the chances of gaining visibility. Brands are favored by both Google and LLMs because they signal quality and trust.

My goal is to ensure that the visibility gained for clients translates into trust and, ultimately, into conversions.

Can SEO still be separated from digital PR?

I don’t think they are the same thing, but they are clearly interconnected.

SEO is more than link building—it includes strategy, technical optimization, content, analysis, and constant adaptation. Digital PR contributes to visibility and authority, but it cannot replace the entire process.

The current moment reminds me of the early days of SEO. 15 years ago, we experimented a lot because everything was new. Today, we’re experimenting again—this time with AI. We have preliminary studies, but things are evolving quickly, and user behavior is changing. We will need to continuously adapt.

If you have a limited budget, would you invest in link building or in brand awareness and premium content?

Ideally, you should consider all aspects.

But if I had to prioritize, I would choose premium content and brand positioning, because they can organically generate both authority and backlinks.

What type of content generates backlinks naturally today?

In Romania, unfortunately, very few types of content generate fully organic backlinks.

Original studies, proprietary data, and industry-relevant analyses tend to perform best. PR campaigns can generate mentions, but these are often paid. I’ve also seen cases where the media picks up unique content but doesn’t include backlinks.

Will backlinks become irrelevant in the next 5 years?

I don’t believe so.

LLMs need sources to generate answers. They synthesize existing information on the internet—they don’t create it independently. As long as the web is built on connections between pages, backlinks will continue to play a role.

If you had to debunk a major myth about backlinks in 2026, what would it be?

The myth that backlinks alone are enough to gain visibility.

Backlinks are important, but they are not sufficient. Relevance, technical optimization, content quality, and—most importantly—strategy all matter. If you can apply tactics that maximize your brand’s competitive advantages, you have real chances of success.

Publyo

Platform Manager

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