Backlinks have been one of the backbones of SEO strategies for years, acting as signals to the algorithm that a site is credible. But as Generative Engine Optimisation through ChatGPT and Gemini has come onto the scene, do backlinks still matter? Our white label SEO team takes a closer look.
Are backlinks still relevant in the GEO era?
Backlinks have long been a cornerstone of SEO strategies, signalling trust and authority to search engines. But with generative AI engines transforming search, their role is shifting.
Generative engines rely on vast language models trained on a mix of data sources, including traditional web crawls, structured datasets and proprietary knowledge bases. Instead of crawling and indexing individual web pages in real time, these models retrieve content from their training corpus and generate responses based on patterns and context.
While traditional search engines like Google consider backlinks a ranking factor, AI-driven engines prioritise other metrics. They focus on content coherence and relevance, source credibility and user experience metrics.
Backlinks may still inform the training data that feeds generative engines, but they are less likely to directly influence how content is ranked or presented in AI-driven results.
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What matters more to GEO than backlinks?
With advancements in Generative Engine Optimisation (GEO), traditional SEO tactics like backlinks are taking a back seat. Instead, AI-driven search engines prioritise signals that indicate expertise, relevance and user engagement.
The signals generative AI engines prioritise include:
Topic expertise
AI engines are programmed to detect and prioritise content from subject matter experts. Demonstrating deep knowledge in a specific niche is critical to ranking in AI-generated results. Consistently publishing authoritative, well-researched content is the new competitive edge.
Sentiment analysis
Generative engines analyse the tone and sentiment of content to better align with user preferences. It seems that positive, helpful and neutral tones tend to perform better. Crafting content that reflects empathy and understanding can set your brand apart.
Engagement metrics
While traditional search engines track clicks and dwell time, generative AI engines value engagement metrics like user interactions and feedback. If your content drives conversations, shares and high retention rates, it’s more likely to stand out.
Content clusters and relevance
Creating interconnected clusters of content around specific topics boosts visibility in GEO. These clusters signal that your site offers comprehensive coverage on a subject, making it a go-to source for AI engines looking for reliable answers.
As GEO changes the landscape of SEO, it’s time to shift from outdated practices and focus on what truly will make a difference for your clients. Take a look at our white label GEO service offering here. Our white label SEO team is ready and waiting to assist you.
