Link building isn't dead—it's pricier, riskier, and still quietly driving AI search rankings.
A new SEO survey shows link building isn’t dead—just more expensive, more complex, and still fueling AI-driven rankings.
Let’s cut through the AI search hype: links still move the needle—even in Google’s AI Overviews, ChatGPT’s citations, and every other “answer engine” eating your organic traffic.
A new survey from Editorial.Link proves that while AI is reshaping search, backlinks are far from obsolete—they’re just getting harder (and pricier) to land.
The receipts:
- 73.2% of SEO pros say links impact visibility in AI search results
- 78.8% believe nofollow links affect rankings—despite Google’s vague guidance
- 80.9% think unlinked brand mentions boost authority
- 91.9% say competitors are buying links—and most think Google can’t reliably spot them
Translation? The old game—acquire links, climb rankings—still works, even as AI rewrites the search rules.
Link building in 2025: More expensive, more essential
Getting quality backlinks today isn’t cheap. The survey puts the “acceptable” price for a high-quality link at a whopping $508.95, with competitive niches demanding a monthly link budget north of $8,400.
Industries like gaming, law, finance, and health dominate link spend—no shock given their cutthroat SERP battles.
Fun fact: In-house SEO teams now spend 36% of their budget on links, outpacing agencies.
PR is king, “money pages” are the target
Digital PR reigns as the top tactic for link acquisition (48.6%), with operators focusing on:
- Product & service pages (52.7%) — because links that don’t drive revenue are just SEO vanity metrics.
- Unique link opportunities (66.6%) over copying competitors—differentiation still wins.
- Partial-match anchors (41.7%) — balancing relevance and safety.
But shady tactics still simmer. From PBNs to expired domains, the underground link economy is alive—just more discreet.
Google’s AI: Helping or hoarding?
Google’s AI Overviews and Gemini-powered search promise “higher quality” clicks. But Ahrefs’ recent study suggests otherwise:
- AI visitors bounce 4.1% more than search users
- They view fewer pages, engage less—even with longer time-on-site
- Conversion rates tick up (~12%), but traffic quality remains mixed
The takeaway? AI search drives different behavior—less browsing, more decisive clicks—but fewer visits overall.
Operator POV: Adapt or vanish
Google’s AI Mode is here to cannibalize organic traffic, insert agentic tools, and make your PDPs optional.
Links still matter—but now, you’re playing for citations inside AI Overviews, not just blue links.
Action steps:
- Audit your backlink profile—if you’re not building, you’re sliding.
- Invest in Digital PR—cheap links are riskier than ever.
- Structure your data—Google’s AI reads schemas, not paragraphs.
- Chase authority mentions—even unlinked brands build ranking clout.
- Plan for fewer clicks—optimize for citations inside AI summaries.
The Weekly Rundown for Ecommerce Insiders
