As of December 2025, ranking in Google search results without *any* backlinks is increasingly difficult, but not entirely impossible, and is unlikely to become mandatory in 2026. Google’s ranking systems now heavily leverage what’s known as the Helpful Content System (HCS) and, increasingly, AI-powered evaluation – both of which focus on content quality and user experience as primary ranking factors.
The HCS, refined throughout 2025, assesses content based on how well it satisfies a searcher’s intent. Google’s Search Generative Experience (SGE), now available to a growing percentage of Australian users, further emphasises this. SGE uses AI to summarise information and answer queries directly within the search results page, meaning ranking in traditional ‘blue links’ is more competitive. Google’s systems analyse factors like dwell time, page speed (crucial for Australian mobile users with varying NBN speeds), and content comprehensiveness. Currently, Google’s RankBrain algorithm, a machine learning system, identifies patterns in search queries and content to determine relevance. While backlinks remain a signal of authority and trust, high-quality, user-focused content that comprehensively addresses a search query can achieve rankings, particularly for long-tail keywords. Google has announced that in 2027, further AI integration will refine these evaluation processes.
Ultimately, Google’s ranking systems function by evaluating content based on its helpfulness, relevance, and user experience, with backlinks still contributing to a site’s overall authority signal.
