Do backlinks matter for AI search?
By the Pickgap team · Updated Oct 15, 2026 · 1 min read
Yes, mostly indirectly. Links help your pages rank in the searches AI assistants run, so they're more likely to be read. For recommendations, mentions matter as much as links: an AI answer can repeat a local news story or 'best of' list that names you, link or not. The most useful are local and relevant: news coverage, chambers of commerce, community partners and the directories cited for your trade.
How links reach AI answers
AI assistants that search the web start from search results. Pages with strong links tend to rank better, so they're more likely to be found and read. That's the indirect route: links help your pages get into the pool AI chooses from.
Mentions count too
For a recommendation, what matters is that a trusted page says good things about your business. A local magazine's "best HVAC companies" list that names you helps even if it doesn't link to you, because the AI reads the text. In classic SEO, the link was the point; in AI answers, the mention is.
Which links and mentions are worth it
| Source | Why it helps |
|---|---|
| Local news coverage | Trusted, often cited, names you in context |
| "Best of" lists and awards | Often the direct source of AI picks |
| Directories cited for your trade | Read directly for local questions |
| Chamber of commerce and trade associations | Trusted, local, relevant |
| Community partners and sponsorships | Real local ties, easy to earn |
| Suppliers and manufacturer dealer lists | Relevant, and often say "certified" |
What to avoid
- Buying links or joining link schemes. Google's spam policies target them, and they add nothing an AI would quote.
- Mass directory submissions to irrelevant sites.
- Guest posts on unrelated sites purely for a link.
Where to start
Look at the sources AI cites for your category and city. Every page that names a competitor and not you is a target. See getting into "best of" lists.