Google’s AI Overviews are fundamentally transforming how link building works in 2026. As AI-generated summaries increasingly appear at the top of search results, SEO professionals must adapt their strategies to maintain organic visibility and referral traffic.
According to new research from EditorialLink, featured in Search Engine Journal, the rise of AI Overviews is reducing click-through rates to traditional organic results. This shift means that earning backlinks from high-authority sites may no longer deliver the same traffic benefits it once did.
The Changing Value of Backlinks
Traditional link building has always focused on two primary goals: improving domain authority for better rankings and generating referral traffic from clicked links. AI Overviews complicate both objectives.
When Google’s AI synthesises information from multiple sources and displays it directly in search results, users often find their answers without clicking through to any website. This means even premium backlinks from authoritative publications may generate minimal referral traffic.
However, the research suggests that links still matter for SEO just differently. Being cited as a source within AI Overviews can establish credibility and brand authority, even if direct clicks decrease. Google’s algorithms still use backlinks as ranking signals, though the traffic equation has shifted.
Strategic Adaptations for Modern Link Building
SEO experts recommend several tactical adjustments to maintain link building effectiveness in an AI Overview-dominated landscape. First, focus on building links from sources that still drive meaningful referral traffic, particularly niche industry publications where engaged readers actively click through to learn more.
Second, diversify your link building objectives beyond pure traffic generation. Links that enhance brand authority, support E-E-A-T signals (Experience, Expertise, Authoritativeness, Trustworthiness), and reinforce topical relevance remain valuable even when direct clicks decline.
Third, create content that AI systems are less likely to summarise completely. In-depth guides, original research, proprietary data, and expert commentary are harder for AI to condense, increasing the likelihood users will click through to your site.
Industry practitioners also emphasise the importance of monitoring which queries trigger AI Overviews in your sector. Understanding this pattern helps identify link building opportunities where traditional organic results still dominate.
What This Means for SEO Investment
The fundamental question facing digital marketers is whether link building remains a worthwhile investment. The answer appears to be yes, but with important caveats.
Link building still influences rankings and domain authority, which affect visibility across all search features including AI Overviews. However, ROI calculations must account for reduced referral traffic in AI Overview-heavy query spaces.
Smart SEO strategies now balance link building with other tactics like [optimising for featured snippets](https://www.dripranks.com) and creating content specifically designed to be cited by AI systems. The goal is securing visibility wherever your audience searches, whether that’s in traditional results or AI-generated summaries.
SEO professionals should also track performance metrics beyond direct referral traffic. Brand search volume, citation frequency in AI Overviews, and ranking improvements for non-AI Overview queries all indicate link building success in 2025.
About DripRanks
At DripRanks, we don’t just follow the trends – we help you lead them. As one of Dubai’s top-rated SEO agencies, we specialise in data-driven strategies that boost visibility and conversions, including modern link building approaches adapted for AI-powered search.
