A press release is an official, written statement distributed to journalists, editors, and media outlets to announce newsworthy information from an organization. In a traditional PR context, press releases drive media coverage and brand awareness. In the context of SEO, press releases can serve as a link building and brand visibility tactic — though their direct SEO value has diminished significantly since Google began devaluing press release links around 2013.

Press Releases and SEO

Before 2013, distributing press releases through wire services (like PR Newswire or Business Wire) was a common link building tactic because these sites carried high authority and links were do-follow. Google changed this by treating press release links as potentially manipulative, and wire service sites typically now use nofollow or sponsored link attributes. However, press releases still carry indirect SEO value: genuinely newsworthy releases get picked up by journalists who write original articles — and those articles can earn editorial backlinks to your site. These earned links are valuable because they reflect genuine editorial interest.

Key distinction: Press release distribution links themselves have minimal direct SEO value. The SEO value comes from the earned media coverage that a compelling press release generates — the organic links from journalists writing about your news.

Why It Matters for SEO

Press releases remain part of a digital PR strategy that can complement SEO efforts:

  • Earned media coverage from press releases can generate high-authority editorial backlinks
  • Brand mentions (even unlinked) contribute to entity recognition and brand signals
  • Press coverage drives referral traffic directly to your site
  • Google News pickup can boost visibility for time-sensitive content
  • Consistent newsworthy announcements build brand authority and trust over time