Do Press Releases Help Your SEO Efforts?

Matt Scroggs • October 20, 2023

In the digital age, where the internet is the first place people turn to for information, mastering the art of Search Engine Optimization (SEO) has become essential for individuals and businesses looking to enhance their online presence. It's not just about having a website; it's about ensuring that your online content ranks high on search engine results pages, driving organic traffic and establishing your authority in your niche.


While there are numerous strategies and tactics to bolster your SEO efforts, one often-overlooked gem in the SEO arsenal is the humble press release. Press releases, when crafted strategically, can be a powerful tool for improving your website's visibility and attracting more qualified visitors.

Text banner asking, “Do press releases help your SEO?” on a blue background

Throughout this article, we will explore the dynamic relationship between SEO and press releases. We will delve into Press Release Best Practices to ensure your message is well-received by the media and your target audience. We'll uncover How Press Releases Can Benefit Your SEO, shedding light on the many ways they can give your website a significant boost in search engine rankings.


Additionally, we'll walk you through the Steps to Creating & Publishing a Great Press Release, providing you with a comprehensive guide to ensure your press releases are not only newsworthy but also optimized for search engines. Finally, we'll share 3 Additional Tips for Writing an SEO-Friendly Press Release, helping you take your press release game to the next level and make the most of this valuable SEO tool. So, if you're ready to elevate your SEO strategy, increase your online visibility, and harness the potential of press releases, let's dive in and explore how these seemingly traditional documents can be a game-changer in your digital marketing efforts.

Press Release Best Practices

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Over the years, businesses have published press releases for the wrong reason: gathering backlinks rather than sharing newsworthy content with an interested audience. In response, Google adjusted the SEO value of a press release, beginning to treat them differently than other kinds of content. John Mueller specifically discussed this in a Google Search Central SEO hangout.


Before diving into the art of crafting a compelling press release, it's essential to pause and consider three crucial questions that lay the foundation for your entire press release strategy. These questions are not mere formalities but serve as the critical compass points guiding your way through the intricate world of media communication.

1. Do you have something newsworthy to say?

The very essence of a press release hinges on its newsworthiness. It's not merely a platform for self-promotion; it's a conduit for sharing information that matters. Newsworthiness can take many forms – it could be an exciting product launch, a groundbreaking discovery, a significant event, or even a fresh perspective on a relevant issue. But the key is that it must hold genuine value and interest to your target audience and the broader media landscape.

2. Is a press release the best way to deliver your message?

Remember, Google wants to see that your press release is newsworthy, intended to provide value and insight for an interested audience – not just to gather backlinks. Press releases are just one tool in the vast communication toolbox. While they are a potent way to share news with the media, they may not always be the most suitable vehicle for your message. Sometimes, a blog post, a social media campaign, or a personal email could be more effective in conveying your message to a specific audience. It's vital to assess whether a press release aligns with your communication goals and whether it's the most efficient and impactful means at your disposal.

3. Who is your intended audience?

Understanding your audience is the linchpin of effective communication. You must pinpoint who needs to hear your message and tailor your press release to resonate with their interests, concerns, and preferences. Whether it's journalists, industry professionals, or the general public, a well-targeted press release will have a significantly better chance of success.

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How Can Press Releases Benefit Your SEO?

Press releases, traditionally seen as a way to communicate news to the media and the public, have evolved into a multifaceted tool that offers several benefits to your SEO efforts. When strategically crafted and distributed, press releases can contribute significantly to improving your website's search engine rankings and overall online visibility. Here's how they do it:

1. Backlinks from authority websites

One of the primary ways press releases boost your SEO is by generating high-quality backlinks. When your press release is picked up by reputable news outlets and websites, it often includes links to your website. These backlinks signal to search engines that your site is considered authoritative and relevant, which can positively impact your search rankings. However, it's essential to ensure that these links are from high-quality, relevant sources, as search engines also consider the credibility of the linking site.

Blue “BACKLINKS” text with chain-link icons above it

2. Increased online visibility

Effective press releases can help you reach a broader audience. They are often picked up by various news aggregators and can be shared on social media, expanding your reach beyond your website's usual visitors. The more people who see your press release, the more potential there is for organic traffic to your site, which can have a positive effect on your SEO.

3. Keyword optimization

Well-crafted press releases can include relevant keywords that relate to your industry, products, or services. When search engines index your press release content, they take these keywords into account. This means that a strategically optimized press release can help improve your website's ranking for those specific keywords, increasing your visibility in search results.

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4. Improved brand visibility

Consistent, strategic press releases can help to establish and reinforce your brand's online presence. This can lead to increased brand recognition and more branded search queries. Google often rewards brands with higher rankings in search results, so building a strong online brand presence can directly impact your SEO.

5. Fresh content for your website

Search engines value fresh, relevant content. When you distribute press releases, you're adding new content to your website and other online channels. This signals to search engines that your site is active and up-to-date, which can positively affect your rankings.

6. Local SEO boost

If your press release pertains to a local event, product, or service, it can have a direct impact on your local SEO efforts. Local news outlets and directories may pick up your press release, and it can appear in local search results, helping you reach a geographically targeted audience.
 In the following sections, we'll guide you through the steps of creating and publishing an effective press release with SEO in mind. By incorporating these best practices, you can harness the full potential of press releases to enhance your SEO strategy and elevate your online presence.

11 Steps to Creating & Publishing a Great Press Release

Creating and publishing a compelling press release that not only captures the attention of the media but also bolsters your SEO requires a well-thought-out process. Follow these steps to ensure your press release is not only newsworthy but also optimized for search engines:

Step 1

  • Define Your Objectives

    Before you start drafting your press release, it's essential to establish clear objectives. What is the primary goal of this release? Are you announcing a new product, a company milestone, or sharing an industry insight? Understanding your objectives will help you tailor the content and determine the key messages you want to convey.

Step 2

  • Identify Your Target Audience

    Determine who your press release is intended for. Are you aiming at journalists, industry experts, potential customers, or a general audience? Knowing your audience will help shape the tone, style, and content of your press release.

Step 3

  • Craft a Captivating Headline

    The headline is your first opportunity to grab the reader's attention. It should be concise, engaging, and directly related to your news. 


    Incorporate relevant keywords to boost SEO and ensure your headline accurately reflects the content of your press release.

Step 4

  • Write a Compelling Lead Paragraph

    Your lead paragraph should provide a concise summary of the most important information in your press release. Journalists often decide whether to continue reading based on this paragraph, so make it engaging and informative.

Step 5

  • Develop a Newsworthy Story

    The body of your press release should expand on the news you're sharing. Use clear, concise language, and provide context, supporting details, and quotes if possible. Ensure the content is genuinely newsworthy and provides value to your audience.


    Search Engine Journal shares a few helpful pointers to keep in mind while writing:

    • Write in the third-person
    • Keep it brief (400-500 words)
    • Add screenshots and other interesting media
    • Get straight to the point
    • Speak to readers, eliminating jargon

Step 6

  • Incorporate SEO Best Practices

    Integrate relevant keywords naturally throughout your press release, but avoid keyword stuffing. Use headers and subheaders to structure the content, making it easier for search engines to understand. Also, add links to your website, where appropriate, for SEO benefits.

Step 7

  • Provide Contact Information

    Include a media contact at the end of your press release. This should be someone who can provide additional information or schedule interviews. Ensure you provide their name, email, and phone number.

Step 8

  • Add a Boilerplate

    A boilerplate is a brief company description that provides background information about your organization. It's typically placed at the end of the press release and can include links to your website and social media profiles.

Step 9

  • Proofread and Edit

    Carefully proofread your press release for grammatical errors and ensure the content flows smoothly. Edit for clarity, and double-check that all contact information is accurate.

Step 10

  • Distribute Your Press Release

    There are various distribution options for press releases, from newswire services to email pitches directly to journalists. Choose a distribution method that aligns with your objectives and budget.

Step 11

  • Promote Your Release

    After distribution, promote your press release on your website and through your social media channels. Encourage others to share it as well. Increased visibility can lead to more backlinks and higher SEO value.

3 Additional Tips for Writing an SEO-Friendly Press Release

1. Be succinct

Try to get the most important point across in the first few hundred words. This will help Google (and human readers) comprehend your message and most important insights right away. Human readers can then choose to continue on if they wish.

2. Use hyperlinks appropriately

At appropriate locations, link to other resources or pages on your website. However, don’t over-link – this looks spammy.

3. Include contact information at the conclusion of your press release

Contact information provides another link to your website and is essential for press release readers interested in learning more about your organization.

RivalMind: Holistic SEO

At RivalMind, we offer a customized approach to search engine optimization (SEO) for each client, focused on website optimization, content creation, and search engine reputation management.


To learn more about our services, you can talk to a member of our team at (331) 228-9636 or via our online contact form. We look forward to helping grow your business. 

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Meet the Author

Matt Scroggs

CEO RivalMind

Hi, I'm Matt Scroggs, a seasoned digital marketer. For two decades I served as the senior digital marketer for several iconic global brands. Today, I'm the chief executive officer of RivalMind, an agency dedicated to helping companies thrive by driving transformational growth through innovative digital marketing. I'm also a lifelong Cubs fan, a faithful family man, and a web analytics junkie—relentlessly tracking conversions, loyalty, and advocacy, which are often as elusive as the pennant!


Specialties: Helping Businesses Grow, Marketing Strategy

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