Why backlinks are important for SEO (or ARE they?)
Are backlinks really that important for improving your business's online visibility in 2025? Let's investigate.

Gather around, young and old, and let us tell you a story – a story set in the early days of digital marketing and SEO.
Back then, the internet was full of short-form content stuffed with keywords like a Christmas pudding stuffed with raisins. You could wash them down with a cup of tea, but, let's face it, they were a little stodgy.
Back then, backlinks ruled the roost. It was considered essential for your business to get links from other websites. What's more, these websites had to be authoritative. A backlink from
The Washington Post, let's say, was a much better backlink than one from your cousin Lesley's Tumblr.
And it makes sense, right? Backlinks showed that people were directing their readers to your site. This would signal to Google and other search engines that your content was credible. This, in turn, would bump your website up the rankings, meaning more clicks and more sales.
Fast forward to today, and it's unclear just how much this theory of backlinks holds up. Yes, a backlink can demonstrate credibility. But is it really more important than writing high-quality content for your target audience? Is it really more important than a website that makes it easy to learn about your services, easy to contact you and easy to buy?
Let's find out.
What backlinks can and can't do for you
Done right, backlinks can tell Google and Bing that your website is a reliable source of information. In effect, they give your website a stamp of approval – like an industry accreditation or a source at the bottom of a news article.
And, um, that's kind of it. Yes, they can give your search rankings a nudge. But in our opinion, they can't give it the kick up the rankings your brand deserves. This is for three main reasons.
First, there's the tricky question of what "authoritative" actually means – and who decides. Certainly, Google isn't clear about what it considers to be authoritative. Because of this, backlinks are always, to some extent, a stab in the dark.
Secondly, there's the fact that so many SEO agencies push backlinks as a silver bullet. In our opinion, they're over-egging the pudding and then throwing the pudding down a manhole. Sure, backlinks can help – but only as part of a broader, more detailed strategy.
Thirdly – and perhaps most importantly – there's the fact that backlinks are extremely time-consuming. To get good backlinks, you often have to reach out to endless sites asking for favours.
Got plenty of time on your hands? It's time to go backlink-hunting. But if you're trying to get the best bang for your buck, backlinks are a cash sink. This applies whether you're doing your own digital marketing or paying a third-party company like us.
No, in our opinion, content is king. If you produce well-written,
AI-free content that speaks to your target audience, people will come to your site – and crucially, they'll stick around.
And no, in our opinion, a high-performing website is better than any backlink. Don't stuff your website with keywords like it's 2004. Use them sparingly in your headers and focus on building a website that's a pleasure to use.
Because in today's attention economy, your would-be client is only ever a click away from a competitor. You need to make it as easy as possible for them to get in touch and book or make a purchase.
It's
this that shows Google you're a credible source of information. It's this that increases your visibility and gets you more clicks and more clients. It's this, in short, that makes digital marketing worth your time and money.
And, more to the point, high-quality content
begets
backlinks. If you create something link-worthy, those backlinks will come.
How we can help
At My Digital Hero, we put the human experience first. We build websites that are a pleasure to use and clearly provide all the information a customer needs to make contact, a purchase or a booking. And we provide regular content marketing to drive traffic to your site and keep it there.
And unlike some SEO agencies (naming no names),
we don't use AI for copywriting. It's not that all AI copywriting is
bad. It's just that it lacks that certain sparkle. It labours the point. It fumbles the ball. It often alienates customers, and it doesn't do your brand authority any favours on Google.
No, at My Digital Hero, we rely on a small but mighty team of copywriters, SEO experts, web designers and videographers to make a difference to your brand.
Don't believe us? Just ask Calder Windows.
Case study: Calder Windows
Calder Windows had a problem. In Normanton and the surrounding areas, they were a trusted presence. But online, they were barely making a dent.
We saw what the problem was right away. Their website wasn't built for SEO. This meant that despite their best efforts, Calder Windows had a bad case of the online visibility blues.
Our team of digital marketing specialists set to work, providing them with a new website, a Google Ads campaign and a package of eight blogs a month. The results speak for themselves: within 10 months, Calder had generated nearly 700 marketing-qualified leads (MQLs).
Needless to say, the folks at Calder Windows were happy: "Simon has done so much to help my business. His wealth of knowledge and experience is absolutely mind-blowing. I can't thank him enough, and I look forward to working with him again in the future. Thanks from all the team at Calder Windows."
Does your brand need this kind of
bespoke digital marketing makeover?
Get in touch with My Digital Hero today. We'd love to hear from you.
