Even with Google’s focus on useful, relevant content, building backlinks is still necessary for SEO. High-quality backlinks from authoritative, relevant sites are still a top ranking factor, especially in competitive niches, because they convey trust and authority to search engines. However, the focus has shifted toward earning natural, high-quality backlinks through quality content and outreach, rather than low-quality or spammy link building tactics. Prioritize creating valuable content that naturally attracts links, and supplement it with strategic, ethical link building efforts to boost rankings in competitive niches.