Remember the good old days when SEO felt... simpler? You know, when a link was just a link, and the goal was to collect 'em like trading cards. If you're still thinking that's the whole game, buckle up. The digital playground is now powered by AI, and the rules of authority are getting a seriously interesting makeover. For years, building authority online primarily meant one thing: acquiring backlinks. These digital "votes of confidence" were the cornerstone of proving your website was a trustworthy, relevant source in Google's eyes. But with the rapid rise of AI-powered tools like Gemini, GPT, Perplexity, and Google's very own AI Overviews, the game has fundamentally changed. Is it still all about backlinks, or are brand mentions in the age of AI the new gold standard for online authority? (Spoiler alert: It's a bit of both, but not in the way you might think!). Jump Ahead (because TL;DR) The OG Authority Builders: Backlinks were (and still are!) your website's digital "votes of confidence" in the SEO game. What's a Backlink Anyway? A quick refresher on why one website linking to yours has always been a big deal for credibility. The AI Tsunami: AI-powered search (think Gemini, GPT, AI Overviews) isn't just ranking pages; it's synthesising answers and looking for truly quotable sources. Backlinks Still Matter (But Differently): They're far from dead, but the focus has shifted from acquiring to genuinely earning high-quality, product-centric links. The New Gold Standard: AI Citations: Being cited by AI tools is the ultimate digital endorsement, even if it doesn't always lead to a direct click for e-commerce brands. Brand Awareness: The Ultimate Payoff: Consistent visibility across traditional and AI search builds mindshare, trust, and ultimately drives purchasing decisions and customer loyalty for your e-commerce brand. What Does All This Mean? Authority in 2025 is a powerful blend of earning quality backlinks and optimizing for AI citations...