Do backlinks help you rank on Google’s AI overview?

In the world of Generative Search Optimisation (GEO) and engines like Gemini, the effectiveness of backlinks is being re-evaluated. While traditional SEO has long championed backlinks as essential for ranking, the dynamics in GEO are different. This exploration addresses whether backlinks retain their influence in boosting visibility and authority on AI-driven search platforms, focusing on how these advanced systems assess and value content across the internet.

What is GEO & SGE?

Generative Search Optimisation (GEO) is an emerging field within digital marketing that is revolutionising the established dominance of SEO. Over the past two decades, Gemini, ChatGPT (OpenAI) and other Search Generative Engines (SGEs) have become integral to daily life, emerging as crucial resources for internet users. Unlike traditional search engines that index and retrieve pre-existing web pages, SGEs “Frankenstein” information to generate unique & relevant content for each search query. Successfully leveraging GEO requires thoughtful and well-researched content creation, aligning with AI algorithms to ensure content is recognised, interpreted, and prioritised by AI. 

What we know currently about ranking on Gemini?

Just like SEO, it’s not about being the best (which some might dispute), it’s about playing Google’s game. From our own research and experiences, as well as insights from other industry leaders, it’s obvious that content that corroborates Google’s answers tends to perform better in search rankings. Meaning, Google likes it when you agree with them. 

Although it should be noted, Google isn’t above changing its mind, the knowledge of AI search is in constant flux. We’ve seen how quickly AI answers can evolve, making adaptability key. As discussed in the Bizcommunity article “The AI revolution in search: How to stay visible in a changing digital landscape”, keeping an eye on these changes is crucial for maintaining and improving search rankings.

The placement of your content also seems to play a critical role in how these AI systems assess its relevance. Ensuring that your summaries and key points are clear and prominently placed at the beginning of your content is a best practice, supported not only by our findings but also noted in PCMag’s review “The Best AI Search Engines for 2025”, which highlights how effective content placement can influence AI-driven search engines. We’ve found an article that answers the question clearly and in plain English at the top of their article are favoured. 

It’s clear that platforms like Google’s Gemini, are favouring websites already in a high search position on Google. This highlights the importance of not forgetting SEO, as established rankings bolster visibility across newer AI-driven search platforms. Staying strong with your SEO efforts can enhance your site’s likelihood of being cited by these advanced algorithms, reinforcing the cycle of visibility and higher rankings.

That being said, just SEO might not be enough anymore, a dual approach is needed. Continually optimising your content for traditional search engines while also adapting to the nuances of AI-driven platforms like Gemini.

In the realm of Generative Search Optimization (GEO), playing by Google’s rules—like agreeing with its existing answers—can significantly boost your visibility. This strategy aligns closely with Google’s preference for corroborating content, subtly reinforcing the importance of organic rankings. As we navigate these AI-driven nuances, it’s crucial not to lose sight of traditional SEO principles that have long bolstered our web presence. Essentially, while we innovate with GEO to stay ahead, maintaining strong organic search performance subtly underscores every move, ensuring our tactics are both current and grounded.

Does Ranking affect other AI Models?

Instead of us answering how AI models like ChatGPT influence search and content selection, we thought we’d let ChatGPT answer it themselves: 

“As an AI model like ChatGPT, I am not influenced by personal preferences but by the programming and training data used to develop me. While I don’t favour websites based on their search ranking, the training material often includes content from reliable and authoritative sources, which may correspond to higher-ranking websites. My responses aim to prioritize relevance and authority, reflecting practices similar to those in search engine optimization (SEO). However, I operate based on patterns in the data I was trained on, without real-time internet access or the ability to evaluate current website rankings. It’s important for users to verify the information I provide, especially for critical decisions, as I can generate responses based on outdated data and have inherent limitations in capturing nuanced human expertise.”

SEO may be de-throned but it’s the new king’s chief advisor.

Do backlinks still make a difference in GEO?

In the world of Generative Search Optimization (GEO) and the evolving capabilities of Search Generative Engines (SGEs) like Gemini, backlinks still have a crucial, if somewhat evolved, role to play. They’re not just old-school SEO tools; they’re your ticket to credibility in a digital world where AI calls the shots.

Here’s the lowdown:

1. Trust is King:

In the eyes of SGEs, backlinks from well-respected sites act like a vote of confidence. They tell Gemini, “Hey, this content is not only good, it’s trusted.” So, while these engines are getting smarter at sifting through content for relevance and precision, a strong backlink profile reinforces your site’s reputation, helping you stand out.

2. Get Noticed:

Think of backlinks as your website’s beacon, helping AI engines quickly discover and understand what you’re all about. When your content is linked by credible sources, it’s easier for AI to categorise and index your site accurately, ensuring you show up right where you need to.

3. Driving the Buzz

So, even as we dive deeper into the realm of AI-driven search, let’s not memorialise backlinks just yet. Instead, let’s refine it to meet the demands of a smarter web. It’s about integrating tried-and-true SEO wisdom with new tactics to ensure that your site not only participates in the AI revolution but leads the charge.

Final Thoughts

As we delve into the intricacies of Generative Search Optimisation (GEO) and its impact on digital marketing, it’s evident that while the landscape evolves with technologies like Search Generative Engines (SGEs) such as Gemini, traditional SEO pillars like backlinks still hold value. These foundational elements are recontextualised to not just enhance site authority but also to align with the AI-driven demands for credibility and relevance. In this era of AI and GEO, it’s not about choosing between old and new strategies but blending them to effectively navigate both traditional and generative search platforms, ensuring our content stands out as authoritative and engaging.