Press releases have long been part of marketing and PR playbooks, but their role in SEO has been debated for years. At one point, distributing a press release was enough to secure dozens of backlinks overnight. But as Google’s algorithm matured, the quality of those links came under scrutiny.
Today, press release backlinks can still generate powerful backlinks, but only if they’re used strategically. Instead of relying on mass distribution for quick wins, businesses need to treat them as part of a bigger, multi-channel link building strategy.
Done right, a single release can spark media coverage, boost referral traffic, and generate editorial backlinks that strengthen your domain’s authority for years. Let’s break down how to maximize this often-overlooked tactic.
Are Press Releases Still Good for SEO?
There’s no denying it: press releases lost some of their SEO shine over the years. When Google updated its algorithm to fight link manipulation, many low-quality newswire backlinks stopped passing authority. But that doesn’t mean the tactic is obsolete.
In fact, press release SEO is still effective when releases:
- Share genuinely newsworthy stories that attract organic attention.
- Reach journalists and industry influencers who can amplify coverage.
- Earn editorial backlinks beyond the initial wire distribution.
The key is distribution strategy. Simply blasting out generic company updates won’t cut it anymore. To make an impact, you need to craft a release around a topic with strong viral potential — a story that feels timely, relevant, and worth talking about. When your press release sparks genuine interest, it’s far more likely to be picked up by reputable media outlets, trade publications, and bloggers.
Think of it this way: the syndicated backlinks you get from a distribution platform may not move the needle much on their own. But if your release is compelling enough to earn secondary coverage and editorial backlinks, those placements can rival the impact of carefully planned SaaS link building campaigns.
So yes — press releases can still be good for SEO. But they must be treated as a PR-driven link building strategy, fueled by a strong, viral-worthy story, not as a shortcut.
How Press Releases Actually Work for Link Building
When a press release is distributed, it’s typically syndicated across a network of partner sites. This instantly creates a set of backlinks to your site, but many of these will be nofollow or low-authority. While useful for visibility, they won’t always provide the SEO boost you’re hoping for.
The real SEO benefit comes from secondary pickup:
- Journalists rewriting the story in their own words.
- Bloggers linking to your site as a source.
- Trade publications citing your brand or data.
This is where press releases function similarly to digital PR campaigns. You’re not just aiming for backlinks from the wire, but for broader content amplification. For example, a fintech company releasing new market data might find their release cited in dozens of finance blogs, generating a wave of contextual links that strengthen topical authority.
Press releases also work well in tandem with other link building strategies. For example, if you’re running affordable link building campaigns, layering a press release on top can amplify reach, making it easier to earn links from a more diverse set of referring domains.
Crafting a Newsworthy Angle That Journalists Actually Care About
Not every update is worthy of a press release. Announcing a new blog post or minor product tweak isn’t going to inspire journalists. To earn backlinks, you need a story that resonates beyond your company walls.
Some effective approaches include:
- Original research and surveys. Journalists love citing unique data points. If your company has access to industry insights, turning them into a release can attract natural links from publications referencing your stats.
- Significant product launches. A SaaS firm rolling out a groundbreaking integration could position it as solving a wider industry challenge.
- Partnerships or funding announcements. These tend to get attention not just from industry media but also local business outlets.
- Human stories and CSR initiatives. A sustainability initiative or charity partnership can attract coverage from lifestyle and community outlets in addition to niche publications.
The goal is to make your story valuable enough that other sites want to talk about it. This mirrors the philosophy behind anchor text distribution — links work best when they appear natural, within content that offers real value.
Optimizing Anchor Text and Links in Your PR Copy
Even the best-crafted release can backfire if your link placement looks unnatural. Google has become adept at spotting manipulative practices like keyword-stuffed anchors. To maximize SEO value without raising red flags, follow these rules:
- Use brand names or naked URLs. This looks natural in media writing and avoids over-optimization.
- Limit the number of links. One or two per release is usually enough; stuffing in more can dilute impact.
- Embed links within context. A link to your services page within a sentence explaining what your company does reads better than tacking on a promotional line at the end.
For example, a release that mentions “Novo Marketing’s link building services” feels natural, while “best link building company for SEO backlinks” looks manipulative. This is the same principle behind running a backlink audit — the goal is to keep your profile authentic and diverse, not over-optimized.
Choosing the Right Distribution Service
The platform you use for distribution can make or break your results.
- Cheap, mass syndication services often push your release to hundreds of low-value sites, creating a flood of links with little SEO value.
- Reputable services with connections to major media outlets or industry-specific publications, on the other hand, maximize your chances of meaningful coverage.
When choosing, ask:
- Will this distribution put my release in front of journalists who matter in my niche?
- Do partner sites carry enough authority to pass link equity?
- Is the service focused on quality placements, not just volume?
For example, a SaaS company would benefit more from a platform that distributes to TechCrunch or industry blogs than one that posts to dozens of irrelevant lifestyle domains. This precision mirrors the approach of targeted broken backlink recovery strategies, where the focus is on quality and relevance over raw numbers.
Following Up With Journalists for Editorial Links
Many businesses stop at distribution — and that’s where they miss the biggest opportunity. Journalists receive hundreds of releases daily, and unless you follow up, your story risks being overlooked.
Distribution is only the first step. To fully build links with PR, you need active follow-up:
- Personalized outreach. Reference the journalist’s past work and explain why your story fits their beat.
- Timely responses. Be available to provide quotes, images, or data quickly — journalists work on tight deadlines.
- Value-first approach. Frame the story in terms of audience interest, not just company promotion.
For example, if your press release shares new research, offering the full dataset or an expert commentary can turn a brief mention into a feature article — with a high-value backlink. This outreach mirrors affordable link building approaches, where persistence and relationship-building lead to long-term authority gains.
Measuring Referral Traffic and Link Equity
Press releases shouldn’t be judged solely by how many backlinks appear on distribution day. A better measure of success includes both direct metrics and longer-term signals:
- Referral traffic: Are people actually visiting your site from release placements?
- Link quality: Do follow-up articles generate contextual, dofollow links from authoritative domains?
- Domain diversity: Did the campaign introduce new referring domains to your profile, or just reinforce existing ones?
- Engagement and brand lift: Are you being cited more in industry conversations, or seeing increased branded search traffic?
These metrics align with broader link building KPIs outlined in link building services. A press release that brings in new traffic sources and domain variety is far more valuable than one that generates hundreds of weak, low-quality backlinks.
Final Thoughts: Making Press Releases Work in SEO
Press releases aren’t a silver bullet, but they can be powerful when used with the right strategy. The formula is clear:
- Craft a story that resonates. Journalists and readers must find it worth sharing.
- Optimize links naturally. Keep anchors authentic and relevant.
- Choose the right press release distribution strategy.
- Follow up to earn editorial links. Distribution is just the starting point.
- Measure real outcomes. Track referral traffic, link equity, and domain diversity.
When integrated into a broader digital PR and SEO plan, press releases complement tactics like SaaS campaigns, broken backlink recovery, and scalable outreach. They provide both immediate visibility and the chance to earn high-authority editorial backlinks — the kind that truly move the needle in rankings.If you’re ready to unlock the SEO potential of press releases, Novo Marketing’s link building services can help you craft a tailored strategy that balances PR, outreach, and backlink growth for long-term success.