Press release distribution is no longer a link-building shortcut. Google's spam policies specifically call out links with optimized anchor text in press releases distributed on other sites, and Google advises that links in paid or promotional content should be qualified with rel="sponsored" or rel="nofollow". A release can still help a business get noticed, but you should expect awareness and possible media pickup, not ranking power from the links.
This article explains what press releases do and do not do for SEO now, when one is worth writing, and how to do it without putting your site at risk. We deliberately do not rank paid distribution services here, because prices and features change often and the old idea of a "best distribution site for backlinks" no longer holds.
Note: We do not practice link-building for SEO purposes. For local businesses, we offer a Pay-Per-Lead SEO program.
How Press Releases Used to Work for SEO
In the late 2000s, many SEO companies sent releases to distribution networks to get links, traffic and a presence on news sites. Because those links were easy to get and search engines counted them, the tactic spread quickly, and so did abuse: thin releases written only to place keyword-rich links.
Search engines responded. Google now treats manipulative link schemes as spam, and its automated systems are designed to neutralize them. Today, mass-produced releases carry little or no ranking value, and in extreme cases can draw unwanted attention.
What Google Says About Links in Press Releases
Google's Search Central documentation on link spam includes these relevant points:
- Links that are meant to manipulate rankings are against Google's spam policies. That includes buying or selling links that pass ranking credit, and large-scale article or guest posting campaigns with keyword-rich anchor text.
- Among the examples Google lists are links with optimized anchor text in articles or press releases distributed on other sites.
- If you do include links in content that is paid or promotional, Google asks you to qualify them with rel="sponsored" or rel="nofollow" so they do not pass ranking credit.
- Google's systems are designed to ignore many unnatural links, but sites that abuse them can still be affected.
In short, you cannot rely on a release to carry a backlink that boosts rankings.
What Press Releases Can Still Do
A release is not worthless. It simply has a different job than it did in 2009.
- Announce real news. Openings, new services, expansions, awards you have actually won, partnerships, community events and major hires are all valid topics.
- Reach journalists and local media. A clear, well-targeted release or pitch can get a reporter interested. Coverage from a real local outlet is valuable, and links that editors add on their own are the kind Google likes.
- Create a public record. A release on your own website provides a clear, linkable source for your announcement.
- Support brand searches. People who hear about you may search your business name, and that is good for your visibility.
- Give you content to share. A release can feed your email list, your social profiles and your Google Business Profile posts.
What Press Releases Do Not Do
- They do not guarantee rankings or traffic.
- They do not replace on-page SEO, local SEO or quality content.
- They do not make a thin or unnewsworthy announcement interesting.
- They do not turn duplicated text across many sites into authority. Reusing the same copy widely adds nothing.
When a Press Release Is Worth Writing
Ask these questions first:
- Is it genuinely newsworthy? Would someone outside your company care?
- Is there a local angle? Local reporters care about local people, jobs and events.
- Do you have something concrete? Dates, names, locations and verifiable facts make a release useful.
- Is there a person to quote? A short, real quote from someone at your business adds a human voice.
- Is the goal clear? Awareness, event attendance or media coverage are reasonable goals. A backlink is not.
How to Write a Press Release the Right Way
Structure
- Headline: specific and factual. Avoid hype.
- Dateline and first paragraph: who, what, where, when and why, in the first two sentences.
- Body: supporting details, context and a quote.
- About section: a short, accurate description of your business and how to contact you.
- Contact details: a real person, phone number and email.
Keep it clean for SEO
- Link to your own website once or twice, using plain, natural anchor text such as your business name or a relevant page title. Do not use exact-match keyword anchors.
- Qualify links in distributed copies as nofollow or sponsored when a service allows you to control that, and expect that many services do it automatically.
- Publish the release on your own website as well, on a page with a clear title, date and contact details.
- Use unique, original wording and do not recycle the same text as lots of other businesses.
- Do not make claims you cannot prove, such as rankings, awards or customer numbers.
Choosing a Distribution Method
You have a few options, with different goals.
- Direct outreach to local media: often the best option for a small local business. Build a short list of reporters, local publications, neighborhood news sites and trade outlets, and send a personal pitch with the release below it.
- Your own site and channels: publish a news page, share on social media, send to your email list and post an update on your Google Business Profile.
- Local organizations: chambers of commerce, business associations and community groups often share member news in newsletters.
- Paid distribution services: these vary widely in cost, reach and quality, and their claims about "SEO value" should be treated with caution. If you use one, treat it as a way to reach media, not as a source of backlinks. Read the terms, check what it actually guarantees, and verify the outlets that actually publish your release.
Earn Links Instead of Placing Them
The links that help are those that other sites choose to give you because you are useful or newsworthy. Practical ways to get them:
- Publish helpful, original content that others want to cite.
- Be active in your community and get listed in relevant local organizations.
- Offer expert comments to local reporters.
- Build real relationships with suppliers, partners and local publications.
Our backlinks guide for small businesses goes into this in detail, and our overview of white hat versus black hat SEO explains which tactics put a site at risk.
FAQs
Do press releases help SEO in 2026?
Not directly. Links from press releases are generally not treated as ranking signals, and manipulative use of them violates Google's link spam policies. They can still help with visibility and media attention.
Should I add links to my website in a press release?
You can include a link so readers can find you. Use natural anchor text, and do not expect it to pass ranking credit. Links in paid or promotional distribution should be qualified as nofollow or sponsored.
Are free press release sites worth using?
Rarely for SEO. Free sites tend to have little readership and many near-duplicate releases. Local outreach and your own website are usually better use of your time.
Will press releases hurt my site?
A genuine announcement will not. A pattern of mass-distributed releases with keyword-rich links could, however, be treated as link spam.
What should a small business announce?
A new location or service, a real award or recognition, a community event or sponsorship, a significant hire or a partnership.
How else can I get media coverage?
Pitch local journalists directly, offer expertise, share stories about your work in the community, and keep a news page on your site.
Want Leads, Not Just Links?
Press releases may help your reputation, but leads come from visible, trustworthy pages that match what customers search for. If you want to be paid for results rather than activity, see our Pay-Per-Lead SEO program, or contact us to talk about your market. You can also read our guide on organic lead generation tips.