Press releases have been around for many decades. Originally, they were used by newspapers, magazines, and TV channels to share important company news. But today, the world has changed. Businesses now use online press release distribution websites to reach journalists, bloggers, and customers. Because of this shift, many people wonder:
Are press releases still good for SEO? Can they help your website rank higher on Google?
The short answer is: Press releases can help SEO, but only indirectly.
In this complete, easy-to-understand guide, we will break down how press releases work, whether they truly help SEO, the risks of using them incorrectly, and the best practices to get real results.
Let’s get started.
What Is a Press Release in Digital Marketing?
A press release (PR) is a short news-style document created by a company to share an announcement. It is usually written in a formal tone and includes important details, quotes, statistics, and contact information.
Traditional vs. Modern Press Releases
Traditional Press Releases: These were sent to journalists and media houses only. The goal was to get news coverage in newspapers or TV.
Modern Digital Press Releases: These are published online through PR distribution websites like EIN Presswire, Newswire, PRWeb, and many others. They can also spread across online news sites, blogs, and social platforms.
How Online Distribution Changed PR
With digital press releases:
News spreads faster
Businesses can reach global audiences
Reports can include multimedia (images, videos, links)
Brands can track clicks, views, and engagement
SEO became an important part of PR
But this also led to misuse of press releases—especially for link building.
Do Press Releases Help With SEO? (Short Answer + Explanation)
Let’s answer this clearly:
Yes, press releases can help SEO — but indirectly.
Years ago, marketers used press releases mainly to get backlinks from dozens of news sites. These backlinks helped websites rank higher.
However, things changed.
How Google’s Guidelines Changed Everything
Google noticed that many companies were spamming press release sites just to get links. So Google updated its rules and said:
Press release links should not pass SEO value
Most PR links must be no-follow
PR websites should not be used purely for link building
Today, most press release distribution sites add nofollow tags to links.
This means:
The link will still appear
People can still click it
BUT it will not directly improve your Google ranking
Where Press Releases Stand Today
Press releases are not a direct SEO ranking factor, but they still offer SEO benefits indirectly when used correctly.
Let’s look at how.
How Press Releases Can Indirectly Improve SEO
Even though press releases do not directly provide SEO value, they can support your SEO strategy in several important ways.
1. Press Releases Increase Brand Visibility
When your release is published on multiple sites:
More people learn about your brand
Your company name spreads across online media
You appear on Google News and other news platforms
This increased visibility helps your brand appear more credible in the eyes of both humans and search engines.
2. Press Releases Bring High-Quality Referral Traffic
Even no-follow links can bring great referral traffic, especially if your story is interesting, unique, or newsworthy.
For example:
Someone reads your press release
They click the link
They land on your website
This sends positive user signals to Google, such as:
People visiting your pages
Time spent on your website
Engagement with your content
These signals indirectly support SEO.
3. Press Releases Can Generate Natural Backlinks
This is the biggest benefit.
If your press release reaches journalists, bloggers, or influencers, they may choose to:
Write about your company
Mention your announcement
Link to your website naturally
These organic backlinks are extremely valuable because they come from high-authority websites.
4. Press Releases Boost Brand Authority and Trust
Being featured on known news sites increases your brand’s:
Trust
Authority
Reputation
A strong brand leads to higher search rankings because Google now focuses heavily on E-E-A-T:
Experience
Expertise
Authoritativeness
Trustworthiness
Press releases help build these signals.
Why Press Releases Don’t Directly Boost SEO
While press releases offer many indirect benefits, they are not a direct ranking tool. Here’s why:
1. Most PR Backlinks Are “No-Follow”
This is the most important point.
A no-follow link:
Does not pass PageRank
Does not boost authority
Does not increase SEO rankings
This prevents people from misusing PR for SEO.
2. Duplicate Content Problems
Most press release sites republish the exact same content on:
News blogs
Local journals
Small media sites
Syndication networks
Google sees this as duplicate content, which offers little SEO value.
3. Many PR Websites Are Low-Quality
Thousands of cheap press release websites exist. These sites:
Publish anything
Have low domain authority
Are filled with spam
Bring no SEO benefits
Using them may even harm your brand.
4. Google Warns Against Using PR for Link Building
Google has clearly said:
Press releases should not be used for link building.
Using keyword-rich anchor text in a press release link can even trigger a penalty.
So the goal should be brand awareness, not link building.
When Press Releases Work Well for SEO
Press releases work best when your announcement is truly newsworthy. Here are situations where PR can help your SEO indirectly.
1. Product or Service Launches
If you release something new:
New product
New service
New feature
Journalists often cover these stories.
2. Major Partnerships or Investments
These stories naturally attract media attention:
Business collaborations
Funding announcements
Mergers & acquisitions
3. Events, Awards, or Milestones
News sites love positive achievements, such as:
Reaching 1 million customers
Winning an industry award
Hosting a major event
4. Company Rebranding or Expansion
This includes:
New office openings
New market expansions
Rebranding your business
5. Stories With Real News Value
The key idea is: The bigger the story, the better the reach.
If the press release is genuinely interesting, journalists will write about it — giving you natural backlinks.
When Press Releases Won’t Work (or Hurt Your SEO)
Not all press releases help your brand. In some cases, they may even harm your SEO effort.
1. Keyword-Stuffed, Promotional Press Releases
Press releases should be news-like, not promotional. If you include:
Too many keywords
Sales language
Overhyped claims
Your release may be ignored or flagged.
2. Using Spammy Distribution Services
Cheap PR services often:
Publish your release on low-quality sites
Have no real media reach
Add hundreds of useless backlinks
This does nothing for SEO.
3. Publishing Press Releases Too Often
Overusing PR makes your brand look:
Desperate
Spammy
Lacking real news
This reduces credibility.
4. Using Press Releases Only for Backlinks
Google is very strict about this. If used improperly, this can lead to:
SEO penalties
Loss of rankings
Damage to your brand
So always treat PR as part of a larger marketing strategy.
Best Practices to Make Press Releases SEO-Friendly
Even though press releases are not a direct SEO tool, you can still use them to support your overall SEO strategy. Here’s how.
1. Write Truly Newsworthy Content
Ask yourself:
Is this story important?
Would the media care about it?
Does it add value to readers?
If not, it won’t work.
2. Add Quotes and Valuable Information
Include:
CEO or spokesperson quotes
Interesting data points
Unique insights
Statistics
This makes your release more credible.
3. Use Keywords Naturally
Include relevant keywords, but do NOT stuff them. Good places to add keywords:
Headline
Subheading
Opening paragraph
4. Add Branded Anchor Text (Not Keyword-Rich)
Example of good anchor text:
“Visit our website”
“Learn more at ABC Company”
“Read the full story here”
Bad (and risky) anchor text:
“Best SEO company in India”
“Cheap SEO services”
Avoid these completely.
5. Optimize the Headline and Subheadings
A strong headline:
Attracts journalists
Improves visibility
Makes your news stand out
Keep it clear, simple, and news-focused.
6. Choose High-Quality Distribution Platforms
Good platforms include:
EIN Presswire
PR Newswire
PRWeb
Business Wire
Cheap or spammy sites should be avoided.
7. Include Multimedia Elements
Adding:
Images
Product photos
Infographics
Videos
makes your content more engaging and shareable.
8. Share the Press Release on Your Official Channels
After publishing, promote the PR on:
Your website (Blog/News section)
Social media
LinkedIn
Email newsletters
This increases reach and engagement.
Alternative SEO Strategies Better Than Press Releases
While press releases can help with brand exposure, there are other SEO strategies that deliver stronger results.
1. Content Marketing & Blogging
Creating high-quality blog posts helps you:
Rank on Google
Get organic traffic
Build authority
Answer user questions
Content marketing is far more effective for SEO than PR.
2. Guest Posting
Writing for authoritative blogs helps you:
Get strong backlinks
Reach new audiences
Build industry credibility
3. Digital PR for Genuine Media Coverage
Digital PR focuses on:
Pitching journalists
Sharing unique stories
Creating data-based reports
Getting editorial backlinks
This provides real SEO value.
4. Linkable Assets
Creating content like:
Infographics
Research studies
Free tools
Industry reports
helps attract natural backlinks.
5. Local SEO Optimizations
If you run a local business, focus on:
Google My Business
Local directories
Customer reviews
Local keywords
This gives better results than standard press releases.
Final Verdict: Are Press Releases Good for SEO?
Let’s summarize the truth in simple words:
Press releases help SEO indirectly — but they are not a direct ranking tool.
They work when:
Your announcement is newsworthy
You use reputable PR platforms
You write high-quality, helpful content
Journalists and readers find value in your story
They fail when:
You use them only for backlinks
You publish low-quality PR
Your content is not newsworthy
How to Use Press Releases the Right Way
Use them for big announcements
Focus on value, not SEO
Combine PR with strong content marketing
Aim for organic media coverage
When used smartly, press releases can boost your brand visibility and bring natural backlinks — which indirectly help your SEO.
Frequently Asked Questions (FAQs)
1. Do press releases give backlinks?
Yes, but most are no-follow. They do not directly improve SEO but can bring traffic and visibility.
2. How often should I publish a press release?
Only when you have real news — not more than once or twice a month for most businesses.
3. Are free press release sites worth it?
No. Most free PR sites are low-quality and provide no real benefits.
4. Can press releases improve brand authority?
Yes. Being featured in media outlets increases trust and brand credibility.
5. Can press releases replace content marketing or SEO?
No. Press releases are only a small part of a bigger digital strategy.
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