Are backlinks dead? Or have we just been measuring authority wrong?

[ethanmiller]

We’ve all chased backlink volume for years, but AI search doesn't care about your DR. It cares about trusted editorial brand mentions. I found this breakdown of the top UK agencies actually doing this right very revealing.

1. Are you still reporting on backlink quantity, or have you shifted to tracking unlinked brand mentions and AI visibility?
2. The article argues editorial mentions are key for ChatGPT, Gemini, Perplexity recommendations - have you seen this impact your own brand's AI citations?
3. For those who've worked with Digital PR agencies like Digitaloft, Propellernet, or Megrisoft - what actually separates a genuine editorial placement from glorified link buying?
   
   Curious how others are future-proofing for AI search. What’s working for you right now? Drop your experience below.

[Russell]

I think backlinks still matter, but they're no longer the whole picture. Quality editorial mentions on trusted websites seem far more valuable than dozens of low-quality links. I'm also paying closer attention to brand visibility in AI search and whether authoritative publications mention the brand naturally rather than simply building links.

[lisajohn]

Backlinks definitely aren't dead, but quality matters far more than quantity today. Real authority comes from trusted mentions, relevant content, and genuine user value—not just link counts. Search is evolving, and so should our SEO strategies.

[SwatiSood]

Backlinks aren't dead—they're just one piece of the authority puzzle now. Editorial brand mentions, topical expertise, and trusted coverage are becoming increasingly important, especially as AI search relies on broader reputation signals. The best strategy is to combine high-quality backlinks with genuine editorial mentions and authoritative content rather than focusing on link volume alone.

[neharani]

The biggest difference is intent. Genuine editorial placements are earned because the content is newsworthy or useful, while link buying is primarily about manipulating rankings. That distinction matters for long-term trust.