What is press release SEO?
Press release SEO is the practice of using press releases to improve a site's search rankings, usually by placing keyword-rich links in the release and distributing it through a newswire so it is republished on many news sites. For example, a company announces a new product through a paid wire service, with the anchor text "best project management software" linking to its pricing page, and the release appears on dozens of partner sites.
Press release SEO in that sense mostly does not work, and Google has said so repeatedly since 2012. Links in distributed press releases are written by the company itself, which is why Google ignores most of them and treats keyword-rich ones as link spam [4] [5].
A narrower, still useful meaning of press release SEO is simply writing a release so it can be found: a clear headline, the company name, and the facts journalists and searchers need. That part is ordinary good writing.
Do press releases help SEO?
Press releases do not help SEO through their own links, because Google ignores most press release links and its guidelines say they should be nofollow. Press releases can help SEO indirectly when the news in them is strong enough that journalists write their own articles and link by choice.
Google's John Mueller said in 2018 that Google tries "to ignore links from things like press releases because we know, in general, companies put the press releases out themselves", and advised: "I just wouldn't rely on kind of press releases as a strategy for building up links for a website, because, like I said, we do ignore most of those." [5]
The useful part of a press release is the coverage it can lead to. A link in a journalist's own article is an editorial link. A link in the release itself, copied onto wire partner sites, is not.
Are press release backlinks dofollow or nofollow?
Press release backlinks on major newswires are usually nofollow. 24-7 Press Release, itself a distribution service, says PR Newswire, Business Wire and GlobeNewswire apply nofollow to links by default [6]. Google has said links in press releases should be nofollow, like advertisements [3].
Some smaller distribution services advertise followed links. A followed link in a self-published press release does not become an editorial vote because of the missing nofollow: Google still tries to ignore press release links, and a release with optimized anchor text is listed as link spam [4] [5].
To check a link in a published release, right-click it, choose Inspect, and look for nofollow, sponsored or ugc in the link's rel attribute.
<a href="https://example.com" rel="nofollow">Example Corp</a>What does Google say about press release links?
Google says links in press releases should not be relied on for rankings, should be nofollow, and become link spam when they use optimized anchor text. The current spam policies list "links with optimized anchor text in articles, guest posts, or press releases distributed on other sites" as an example of link spam [4].
Google has also drawn the line between a release and the coverage it produces. When journalists write about a product on their own, Mueller said, "those links do not need to be nofollowed", and he said there is "still great value to using press releases" for informing the press [3].
When did Google stop counting press release links?
Google said in December 2012 that it did not expect press release links to help rankings, and in July 2013 it named optimized anchor text in press releases as a link scheme. Since then, its guidance has only become firmer.
2012: Matt Cutts on press release sites
Months after the Penguin algorithm launched on April 24, 2012, targeting manipulative links [8], Google's Matt Cutts wrote on December 26, 2012: "I wouldn't expect links from press release web sites to benefit your rankings, however." [1] He added that releases could still help indirectly by drawing attention from writers who might link on their own.
2013: press releases added to the link schemes guidelines
In July 2013, Google added keyword-rich anchor text in press releases and articles to its link schemes guidelines, with an example of a release stuffed with links on "wedding rings" and "best ring" [2]. Mueller then said press release links should be nofollowed like advertisements, and suggested nofollowing even links without optimized anchor text to be safe [3].
2018: "we do ignore most of those"
Mueller restated in 2018 that Google tries to ignore press release links and advised against relying on press releases to build links [5].
2026: press releases in AI citations
Muck Rack's analysis of more than one million links cited by AI models found press releases on the three largest US newswires (prnewswire.com, businesswire.com and globenewswire.com) made up 1% of citations in December 2025, up from 0.2% in July 2025 [7]. Press releases are cited, but rarely, compared with the roughly 25% of citations that came from journalistic sources [7].
What is the difference between press release SEO and digital PR?
Press release SEO publishes the company's own announcement through distribution channels, while digital PR pitches a story to individual journalists who decide whether to write about it and link. The difference is who makes the editorial decision.
| Press release SEO | Digital PR | |
|---|---|---|
| Who writes the published text | The company | The journalist |
| Who decides on links | The company | The journalist |
| How it spreads | Newswire partner sites republish it unchanged | Each publication writes its own article |
| Link status | Mostly ignored or nofollow [5] [6] | Editorial; Google's John Mueller called digital PR "just as critical as tech SEO" [9] |
| Risk | Optimized anchors count as link spam [4] | Low when links are editorial |
A press release can be part of digital PR, as a source document that journalists receive. The press release is not the result. The result is the independent coverage.
Do press releases help with AI search visibility?
Press releases can be read and cited by AI systems, but they are a small share of what AI answers cite. In Muck Rack's data, the three largest US newswires accounted for about 1% of links cited by AI models in December 2025, against about 25% from journalistic sources [7].
Claims that a newswire release will reliably place a brand in ChatGPT, Gemini or Perplexity answers have no published evidence behind them. The more dependable route to AI citations is the same as for links: news coverage written by journalists.
Is a press release distribution package worth buying for SEO?
A press release distribution package is not worth buying for links. The links are nofollow on major wires, Google says it ignores most press release links, and dozens of identical copies across wire partner sites add little beyond the first. See syndicated links for why one release republished many times does not equal many links.
A distribution package can be worth buying for other reasons: legal or regulatory disclosure, investor relations, getting official facts on the record, or reaching newsrooms that monitor the wires. Judge it on those goals, not on promised backlinks or "Domain Authority".
What should you do instead of press release SEO?
Instead of press release SEO, publish news on the company's own site and pitch it directly to the journalists who cover the subject. A practical approach:
- Publish the announcement on your own newsroom page. That page can rank for the company's own name and news, and gives journalists something to link to.
- Pitch individual journalists. A short, specific email to the right reporter beats a wire blast for earning coverage.
- Give journalists a reason to cover it. Data, a strong angle, or expert comment.
- Never put keyword-rich anchor text in a release. Use the company name or a plain URL, and expect the link to be nofollow.
Use a newswire when the goal is disclosure or wide notice of genuine news. Use digital PR when the goal is links and search visibility.