Every few years, someone declares that “links are dead.” Yet here we are in 2025, and links remain one of the most influential signals in Google’s ecosystem. The difference is that the value of a link now depends on its purpose. For traditional SEO, links continue to drive rankings through authority and relevance. For Answer Engine Optimization (AEO), links serve as proof of credibility, helping AI systems decide which brands to trust inside AI Overviews.
This distinction is where many CMOs get lost. They view link building as a volume game. Or linear, “I’m placing these links to rank for XX word”, but in an era where AI Overviews shape buying journeys, link building is now about strategy, not quantity.
Types of Links and Their Roles
Not all links serve the same function. Editorial backlinks from respected industry sites remain the gold standard. These links tell Google that your content deserves to rank highly because trusted publishers reference it.
But that’s not the whole picture. For location-driven businesses, citations in local directories and regional listings remain critical. AEO algorithms lean heavily on citations because they validate presence and proximity, factors AI uses to answer “near me” queries.
Niche edits, where your brand is strategically added to existing relevant content, have also grown in importance. They may not carry the raw authority of a full feature, but they signal contextual relevance.
SEO vs. AEO: Different Demands on Link Building
SEO algorithms and AEO algorithms don’t weigh links the same way. Traditional SEO rewards the sheer authority of a backlink profile. AEO, by contrast, cares more about whether your brand has the credibility to be quoted as a source.
That explains why mid-market companies with fewer but highly relevant links often outperform larger competitors inside AI Overviews. Google isn’t counting, it’s curating. The goal of link building for AEO is not to flood your domain with links but to ensure the right ones exist to validate your expertise.
Link Building as a Strategic Asset
For CEOs, the conversation should not be about whether link building is worth the spend. The right perspective is that link building is a strategic asset for visibility. High-authority editorial coverage establishes expertise. Citations confirm location and legitimacy. Links from niche industry sites validate topical authority. Together, they create a multi-layered signal that Google’s AI interprets as trust.
That trust is what gets you referenced in AI Overviews. And when your competitors are the ones cited there, their credibility compounds while yours erodes.
Practical Implications for Marketing Leaders
CMOs who manage budgets should view link building as part of an integrated visibility plan. Investing in SEO without links is like running ads without creative. Investing in AEO without credibility links is like pitching a story without sources.
Modern link building means diversifying:
- Editorial features for SEO authority
- Citations for local reinforcement
- Niche edits for contextual relevance
- Digital press releases for brand mentions
Each plays a different role, and together they prepare your brand for both search rankings and AI Overview placement.
Link building for SEO is no longer about tricking the algorithm. It’s about proving to both search engines and AI systems that your brand deserves to be trusted. That requires fewer gimmicks and more strategy.
If you’ve been unsure about what types of links matter, remember this: SEO wants authority, AEO wants credibility. Build with both in mind, and your brand will show up where it matters most.
See how Pulsion helps companies build links that accelerate authority and credibility at gopulsion.io.