Hey Reader,

"Link-building is dead now that AI is taking over search."

I've been hearing this everywhere lately.

And I get it – with ChatGPT, Claude, and every other LLM promising to replace Google, it's tempting to think traditional SEO tactics are becoming obsolete.

But here's the thing: I've built 1,000+ links across dozens of clients in 2025 alone.

And after watching this space closely, I can tell you the truth about what's REALLY happening with link-building in the AI era.

Spoiler alert: It's not what most people think.

The Numbers Don't Lie

Let's start with some perspective:

• ChatGPT has 200M weekly users
• Google processes 8.5 BILLION searches daily
• That's 60 billion searches per week

Yeah, AI is growing fast. But search still dominates.

Even if AI adoption continues at its current pace, we're looking at YEARS before it meaningfully challenges search volume.

But Here's What's Actually Changing

Even when LLMs do recommend products or services, they still need ranking criteria to make those recommendations.

And guess what that criteria looks like?

• Brand mentions and authority
• Link equity and trust signals
• Topical relevance
• User trust and satisfaction signals

Sound familiar? It should – because these are the same signals Google has been using for years.

The New Rules of Link-Building

Rule #1: Brand Equity Is Everything

The more people organically talk about your product, the more likely LLMs will surface it in recommendations.

This means focusing on:

• Building genuine relationships in your industry
• Creating products worth talking about
• Generating authentic word-of-mouth
• Being genuinely helpful to your community

Generic link-building without brand building is becoming worthless.

Rule #2: Own Your Specific Differentiator

LLMs love giving specific recommendations:

❌ "Great email marketing tool"

✅ "Best email tool for e-commerce stores under 1k subscribers"

If you don't have a clear, specific differentiator, create one. Then make sure it's part of every brand mention and link you earn.

Rule #3: Context Matters More Than Ever

Generic guest posts are officially dead:

❌ "Top 5 Benefits of [Your Tool]"

✅ "We Tested 9 Project Management Tools for Remote Teams (Here's What Actually Works)"

The more organic and contextual your mentions look, the more both Google AND LLMs will trust them.

Rule #4: Topical Authority Over Raw Numbers

Stop spraying links across random websites.

Instead:

• Target sites specifically in your niche
• Create industry-specific, valuable content
• Build real relationships with niche experts
• Focus on audiences that actually matter to your business

What Smart Brands Are Doing Right Now

The companies winning in this new landscape are:

• Building genuine relationships with journalists and bloggers
• Creating research and resources actually worth citing
• Focusing on long-term brand building over quick link wins
• Making products that are genuinely worth recommending

The Tactics That Still Work (When Done Right)

✅ Expert roundups – but with genuine experts, not random people
✅ Original research and data – creates natural citation opportunities
✅ Resource page inclusions – on genuinely relevant sites
✅ Relationship-based guest posting – emphasis on relationship
✅ Industry-specific citations – from sites your audience actually reads
✅ Thought leadership content – that demonstrates real expertise

The Tactics That Are Dead

❌ Generic outreach templates everyone ignores
❌ Link farms and PBNs
❌ Irrelevant directory submissions
❌ Comment spam and forum links
❌ Any link-building that prioritizes quantity over quality

Think Like an LLM (Seriously)

Here's a mental exercise: When you recommend a tool to a friend, what influences your choice?

• Your personal experience with it
• How well it fits their specific use case
• Its unique features or advantages
• How much you trust and respect the brand

That's exactly what LLMs are learning to evaluate when making recommendations.

The brands that understand this are building link strategies around earning genuine trust and authority – not just manipulating metrics.

The Bottom Line

Link-building isn't dead. But link-building without brand building absolutely is.

The future belongs to brands that focus on:

• Building genuine industry authority
• Creating remarkable, cite-worthy content
• Earning natural mentions through excellent products/services
• Owning a specific market position that people associate with them

In the AI era, shortcuts don't work. Authentic value does.

What's your take on this? Are you adjusting your link-building approach for the AI era, or sticking with traditional tactics?

Hit reply and let me know – I read every response!

- Nick