Press Releases and SEO

Press releases and SEO refers to how official news announcements affect a website’s search visibility. Links inside press releases published on distribution sites do not help rankings, and Google treats keyword-rich ones as a link scheme. The real SEO value comes when genuine news leads journalists to write their own stories and link to you.

Written by Paul Hoda, SEO consultant since 2005. Last updated 8 November 2026.

The history

Press release distribution services once offered an easy way to place the same article, with keyword-rich links, on hundreds of sites at once. Search engines saw this as a shortcut that did not reflect real recommendations. Google’s spam policies now list links with optimised anchor text in press releases distributed on other sites as an example of link schemes. Google has also said that links in press releases are generally treated like adverts and do not pass ranking value.

How to handle links in releases

  • Expect links on distribution sites to be ignored for ranking purposes, and many services already mark them nofollow.
  • Use rel="nofollow" or rel="sponsored" on links in releases you pay to distribute. See link attributes.
  • Use your brand name or plain URL rather than exact-match anchor text.
  • Avoid stuffing releases with keywords: they are written for journalists, not search engines.

Where the real value lies

A press release is still a useful tool when the news is genuinely interesting. Journalists who write about it in their own words may link to your site as a source. These editorial backlinks are exactly the kind search engines value. Coverage also builds brand awareness, can increase branded search, and adds third-party mentions that support your reputation.

This is why many SEOs now treat press releases as one part of digital PR, rather than a link building tactic on their own.

How to write a release that earns coverage

  1. Start with real news: new research, a significant launch, an expansion, an award or a notable partnership.
  2. Lead with the story: put the most newsworthy point in the headline and first paragraph.
  3. Add data or a strong quote: journalists value facts and comments they can use.
  4. Host it on your site: a newsroom page gives journalists a clear source to link to.
  5. Pitch directly: send a tailored email to relevant journalists rather than relying only on mass distribution.
  6. Follow up on mentions: if coverage names you without linking, a polite note may help. See unlinked brand mentions.

Common mistakes

  • Issuing releases for minor updates that no journalist would cover.
  • Paying for wide distribution and expecting ranking improvements.
  • Publishing the same release text on your own blog and many other sites, creating near-duplicate copies with little value.
  • Writing in heavy marketing language instead of clear, factual news style.

Key Takeaways

  • Links in distributed press releases do not pass ranking value.
  • Keyword-rich links in distributed releases are listed by Google as a link scheme.
  • Mark paid release links as nofollow or sponsored.
  • The SEO value comes from journalists covering the story and linking to you.
  • Only issue releases for genuine news with data or strong quotes.
  • Treat press releases as one part of a wider digital PR approach.

Related Terms

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