Backlinks: Are They Really “Not Important”? Spoiler: They Are.

Let’s get real: Google has been downplaying backlinks as a ranking factor, claiming they’re not as essential as they once were. But here’s the thing—Google’s statements about its algorithm sometimes feel like riddles wrapped in enigmas. When it comes to SEO, the data tells a very different story.

Do Backlinks Still Matter?

In short: Yes. But here’s the nuance—how much they matter depends on what you’re trying to rank for. If you’re targeting those juicy short-tail commercial keywords with high search volumes, you’ll need a hefty backlink strategy to compete. On the flip side, ranking for long-tail informational keywords might not require as much link-building.

So, does ranking in the top 10 on Google require a lot of backlinks? Internet Marketing Ninjas decided to dig into the data with a fascinating study. They used AI to generate 200 commercial-intent keywords and analysed 1,113 websites from the top 10 organic results for those keywords.

The Results Are In: Backlinks Still Dominate

Of the 1,113 websites studied:

• A whopping 96% had over 1,000 unique domain backlinks.
• Not a single site had fewer than 50 backlinks.
• Only 3 sites (0.03%) had between 50–100 backlinks.
• Just 38 sites (3.4%) had between 100–1,000 backlinks.

Translation? If you want to play in Google’s top 10 league, backlinks are a non-negotiable part of your strategy.

Deeper Insights: What the Data Tells Us

Even the websites with the fewest backlinks (50–100) ranked no lower than position 6 on average. So, while you don’t need millions of links to make the cut, you do need a substantial amount—even at the lower end of the spectrum.

And then there’s Amazon. The e-commerce giant was in the top 10 for 164 of the 200 keywords studied. With over 15 million backlinks, Amazon is the undeniable heavyweight champ of search rankings. Walmart trailed behind with a respectable showing, ranking in the top 10 for 54 keywords and boasting over 1 million backlinks.

Not All Backlinks Are Created Equal

Before you go on a link-building spree, remember: quality beats quantity every time. Here’s what makes a backlink valuable:

• Domain Authority: Links from trusted, high-authority sites pack more punch.
• Traffic: A link that gets clicks delivers more value than one buried on a dead page.
• Anchor Text: The words linking back to your site matter.
• Author Credibility: If the linking page has a reputable author, it’s a bigger win.

While every link helps, the study didn’t uncover any top-ranking sites skating by with a tiny number of backlinks.

Why This Matters for SEO

Let’s cut to the chase: Backlinks are still a critical ranking factor. Sure, content quality, technical SEO, and user experience play vital roles, but a solid backlink strategy remains the backbone of any successful SEO campaign.

With 96% of top-ranking websites boasting over 1,000 backlinks, it’s clear that backlinks aren’t going out of style anytime soon. If you want to secure one of those coveted top 10 spots on Google, it’s time to double down on building quality links.

Final Thought:

Google can “talk the talk” about backlinks being less important, but the numbers don’t lie. If you’re serious about ranking, don’t sleep on your backlink strategy—it’s still the cornerstone of SEO success.