How Backlinks Are Evolving to Influence AI Citations, According to Jesse McFarland

In a recent LinkedIn post, Jesse McFarland discusses the evolving role of backlinks in the digital landscape, asserting that their importance extends far beyond traditional search engine rankings in 2025. McFarland highlights a new frontier where backlinks are becoming crucial for gaining visibility and credibility with artificial intelligence models.

He points out that major AI platforms such as ChatGPT, Gemini, Perplexity, and Bing rely on trusted content sources. Backlinks, according to McFarland, serve as a primary signal of this trust.

“Backlinks build brand credibility and domain trust — and AI likes that.
It’s how LLMs decide what sources to surface, cite, or summarize.”

McFarland argues that this shift signifies a transformation in how off-page SEO strategies should be approached. While backlinks have historically been vital for improving Google rankings, their function is expanding to include influencing how AI models select and reference information.

The New Role of Backlinks in Generative SEO

Jesse McFarland elaborates on this paradigm shift, suggesting that the traditional understanding of backlinks needs an update. In the era of Generative SEO, the value proposition of a backlink is changing from purely ranking enhancement to gaining recognition and citation from AI systems.

“In traditional SEO, backlinks helped you rank. In Generative SEO, they help you get cited,” McFarland states in his post, emphasizing the dual nature of their impact.

This evolution means that building a robust backlink profile is not just about pleasing search engines but also about establishing authority in a way that AI can recognize and trust. McFarland implies that content creators and businesses need to adapt their link-building strategies to account for this new AI-driven demand for credibility.

Off-Page SEO: Evolved, Not Extinct

McFarland directly addresses concerns about the diminishing relevance of off-page SEO by asserting its continued, albeit transformed, importance.

“That’s why off-page SEO isn’t dead — it just evolved.”

This statement underscores his central thesis: the fundamental principles of building authority and trust through external links remain, but the beneficiaries and the metrics of success are broadening to include AI. He suggests that strategies for acquiring high-quality backlinks will continue to be a cornerstone of digital marketing, but with an added layer of consideration for AI consumption.

McFarland’s post also touches upon practical applications, noting that his carousel breaks down how backlinks influence Large Language Models (LLMs) and how tools like Serpzilla can be utilized for strategic link acquisition. This indicates a forward-looking perspective on leveraging these evolving SEO tactics.