Common sense suggests generative engines should surface the best answers without needing to understand authority through links.
Yet our experience with M-Flux shows they’ll likely continue relying on search engine ranking data for this, which depends highly on links, to determine which sites to reference.
The relationship between links and generative engines is more complex than many realise. These engines are fundamentally language-based, with intent and meaning driving their outputs.
Through our M-Flux Plus framework, we’ve observed how connecting documents based on intent creates stronger signals for search engines and especially LLMs than traditional metrics.
Take transactional content, for example. When a transactional page links to another using relevant anchor text, it signals a strong topical relationship to the engine. This matters because users increasingly phrase queries as detailed, intent-specific questions.
The Challenge for Digital PR
But here’s where it gets interesting.
While generative engines prioritise relevance, they currently also rely heavily on brand authority when selecting reference sources. This creates an unexpected challenge with modern digital PR practices.
Many link builders, and especially those doing digital PR, focus on securing any placement possible, even if the content context isn’t ideal. This approach might improve traditional search engine visibility, but it could actually work against you with generative engines, which need highly relevant reference material.
We’re seeing this play out in real-time through our M-Flux Plus data. Our planning framework helps assess intent alignment between linking documents, revealing where backlink profiles need strengthening.
The Metrics that Matter in AI Search Engines
While patterns are still emerging, Google’s long-standing emphasis on semantic relationships suggests where the future of SEO is heading. Traditional authority metrics aren’t becoming irrelevant, they’re evolving.
Our M-Flux V2 formula now weighs engagement metrics more heavily, favouring sites with strong traffic and relevant keyword rankings in the top 20 (this is a good cut-off point for a ratio). These sites are more likely to be selected as references by generative engines because they rank better due to their higher relevance and combined authority. The key to success is balance.
We think topical authority will eventually supersede pure brand authority in generative engines. Their sophisticated language processing capabilities mean they can better understand who truly knows their stuff versus who just has a strong domain rating because they spent a fortune on digital PR.
Content structure matters too. Links need optimal placement where they provide the most value, not necessarily high on the page, as traditional wisdom suggested.
Clear headings, conversational tone, and multimedia elements all contribute to how generative engines process and value content relationships.
Link velocity? That’s trickier to pin down. Early data suggests volume still impacts how generative engines treat content, similar to traditional search. But context remains king.
Planning Your Link Campaigns for a Future with AI Search Engines
Looking ahead to 2025, we expect generative engines will assess links through a more nuanced lens. While they’ll still use links as trust signals, the emphasis will shift toward semantic relevance and content relationships.
Traditional metrics like Domain Authority and Domain Rating won’t disappear, but they’ll become secondary to how well content pieces connect and support each other topically.
The human element in link assessment isn’t going anywhere today. Our experience shows that automated tools, while valuable, can’t yet fully replicate human judgment in evaluating content relationships and relevance.
The future of link building lies in creating genuine content ecosystems where pieces naturally reference and support each other. It’s not about gaming metrics – it’s about building authentic topical authority that both traditional search engines and generative AI can recognise and trust.
What’s certain is that 2025 is going to be one hell of a ride, and without the right roadmap, where you end up might not be where you expect. Learn the rules, adapt, and take action quickly. Good luck.
