Do Backlinks Still Matter? Why Mentions Now Decide Who AI Recommends

Short answer: backlinks still help Google rank your site, especially links from relevant and trusted websites. But AI tools also count mentions without links: news articles, directories, lists, reviews and partner sites that name you. To be recommended, earn both, honestly, from sources your customers would recognise.

For years, SEO meant chasing links. Then AI search arrived, and people asked whether links still matter. They do. But the bigger picture is reputation: how many trustworthy places talk about you, and whether they say the same thing.

How do links help today?

A link from a respected, relevant website tells Google that someone vouches for your page. One link from a well-known Sri Lankan news site or industry body is worth more than hundreds from unknown directories.

How do mentions help AI search?

AI tools read the web and summarise what sources agree on. If several trusted sites mention your business for a service, such as "one of the best family-run hotels in Ella", the AI is more confident naming you. The link is a bonus. The mention itself is the signal.

Where can a small business earn links and mentions?

• Local news and business publications: share real news, such as a new location, an award or a community project.
• Industry associations and chambers of commerce: member directories often include a profile and link.
• Suppliers and partners: ask to be listed as a stockist, installer or partner.
• "Best of" lists and local guides: reach out to writers who cover your area or industry.
• Events and sponsorships: local events usually list sponsors.
• Useful content: a price guide or study that others want to reference.

What should you avoid?

Buying links, link swaps at scale, private blog networks and low-quality directories. These can harm rankings and do nothing for AI trust.

How do you make mentions consistent?

When you are mentioned, make sure the name, area and description match your own website. Send writers a short, accurate description they can copy.

How do you track progress?

Search your business name in Google news results each month, check Search Console's links report, and ask AI tools what they know about you. Watch whether the answers become more accurate and more positive.

Building reputation is part of our AI search work. Want a list of places your business should be mentioned? Request a free growth audit.