Why link building still influences Google AI Overviews

Google has been using AI Overviews for some time now. When you ask a question in Google, there is a good chance that you will receive an AI-generated answer at the top of the search results. Because of this, many people assume that SEO and link building are becoming less important. In reality, the opposite is true.

Trustworthiness and authority play a bigger role than ever before. These are exactly the factors that determine whether your website can appear as a source in a Google AI Overview. If your site is used as a reference, it remains visible: even if users do not always click through to the traditional organic results. In this article, we explain how Google AI Overviews work and why link building still has a direct influence on them.

What is Google AI Overview?

When you ask Google a question such as “How tall is the Peperbus in Zwolle?”, you may receive a direct answer generated by AI. This answer is not created out of thin air. Instead, it is based on existing content from websites that Google considers relevant and reliable.

Google’s AI collects information from multiple sources, combines these insights, and presents them as one clear and structured answer. At the bottom of the AI Overview, you will usually see the sources that were used. This makes it clear that AI Overviews are not independent opinions, but summaries of real content from real websites.

How does Google AI Overview work?

Google AI Overviews are essentially summaries of content from different websites. The system analyses large amounts of indexed information and determines which sources are most suitable to answer a specific question.

This selection process is based on traditional search mechanisms such as crawling, indexing and ranking, combined with trust and quality signals. AI does not simply pull information from random websites. It relies on the same underlying principles that Google has always used to evaluate content: relevance, reliability and authority.

How does Google choose its sources for AI Overviews?

One noticeable pattern is that websites ranking highly in Google’s organic results are often used as sources in AI Overviews. This is not a coincidence. Websites do not reach top positions by chance.

Google evaluates websites based on a wide range of quality signals. These include content relevance, technical performance, user experience and credibility. A concept that is often used to describe this evaluation is E-E-A-T, which stands for Experience, Expertise, Authoritativeness and Trustworthiness.

Before a website can rank highly, it must demonstrate that it offers valuable information, that it is written by knowledgeable sources, and that it is trustworthy. The stronger a website performs in these areas, the more likely Google is to consider it a safe and reliable source for AI-generated answers.

The connection between link building and AI Overviews

If you want your website to appear in a Google AI Overview, Google must see it as reliable and relevant. This is where link building becomes important.

Link building means that other websites refer to your content by placing a link to your website. These references act as external signals that confirm the value of your content. They show Google that your website is not just claiming authority, but that others also recognise it as a useful source.

In the past, it was sometimes possible to improve rankings by collecting large numbers of random links. That approach no longer works. Today, quality is far more important than quantity. Links from strong, relevant websites help Google understand that your content deserves trust. As a result, your website can rank higher, and that increases the likelihood of being selected as a source for AI Overviews.

How do you get reliable and relevant links?

To grow in Google’s results, your website needs to be mentioned and referenced by other websites. One way to do this is by using a link-building platform such as Popi.

Link building platform Popi

You can use a link-building platform such as Popi to support this process. Popi offers access to a wide range of high-quality websites that can link to your site. Within the platform, you can select websites that closely match your niche and target audience, ensuring that the backlinks you acquire are both relevant and valuable. This way, you can be confident that your website is being supported by strong and meaningful references.

By creating an account on Popi, you can actively work on building your website’s credibility and authority. It is important to remember that link building is a long-term strategy. You will not see immediate results within a matter of hours or days. However, consistent efforts will pay off over time.

Prefer to leave the entire process to professionals? Popi also offers fully managed link-building services, allowing you to outsource everything so you no longer have to worry about it yourself.

How can you increase your chances of appearing in AI Overviews?

Being referenced in an AI Overview gives your website a new type of visibility. To increase your chances, you need to focus on both authority and content quality.

Authority grows when other reliable websites refer to your content. This can be achieved through high-quality backlinks, consistent publishing, and demonstrating expertise within your field. Over time, this helps position your website as a trusted source.

At the same time, your content must be clear, structured and answer-focused. AI prefers information that is easy to interpret and summarise. This means writing in a direct way, using logical headings, and staying objective. Well-structured content makes it easier for Google to extract and reuse your information.

Does AI make SEO obsolete?

The short answer is no. AI Overviews still depend on websites as their primary sources of information. Without SEO, Google would not know which pages are reliable, which answers are accurate, or which content is relevant.

SEO is not disappearing, it is evolving. The focus is shifting from simply ranking as high as possible to becoming a source that Google trusts enough to use in its AI-generated answers. Rankings still matter, but authority, reputation and trust are becoming increasingly important.

Google prefers sources that are widely mentioned, frequently referenced and consistently recommended. This is exactly what link building supports.

Why link building remains essential

SEO is not losing its value in the age of AI. Instead, its role is changing. The goal is no longer just to attract clicks, but to become a recognised and trusted source of information.

That is why link building continues to play a crucial role. High-quality backlinks help build authority, strengthen trust, and increase relevance. Together, these factors make it more likely that your website will rank well and be selected as a source for AI Overviews.

Rather than making link building less important, AI is making it more important than ever.