Press release distribution was once a popular link building tactic. Understanding the current reality helps you use press releases appropriately—and avoid wasting resources on SEO tactics that no longer work.
The Press Release Link Reality#
How It Used to Work#
Historically, press releases distributed through services like PR Newswire or Business Wire would:
- Get syndicated across hundreds of sites
- Create many backlinks to your site
- Pass SEO value through those links
This made press release distribution an easy link building tactic.
How It Works Now#
Google has adapted:
- Syndicated press release links are heavily discounted or ignored
- Pattern recognition identifies press release syndication
- Links from press release sites often nofollow
- Duplicate content from syndication has no value
The bottom line: Press release distribution is no longer an effective link building tactic.
When Press Releases Still Have Value#
Legitimate Business Purpose#
Press releases remain useful for:
Genuine news distribution:
- Major announcements
- Investor communications
- Regulatory requirements
- Industry awareness
Discovery mechanism:
- Journalists use wire services
- News desks monitor feeds
- Stories get picked up
Brand visibility:
- Appears in news searches
- Establishes company activity
- Provides information access
Secondary SEO Benefits#
While direct links are discounted:
Journalist discovery:
- Journalists find your news
- Results in organic coverage
- Those links have value
Brand mentions:
- Increase brand awareness
- May lead to natural links
- Support brand search
What Doesn't Work#
Link Building Through Syndication#
The problem:
- Hundreds of identical syndicated copies
- Links from low-value news aggregators
- Obvious pattern matching
- Often nofollow anyway
SEO value: Near zero
Press Release "Link Building" Services#
Red flags:
- Promises of "X hundred links"
- Focus on link quantity
- Low-cost distribution + "SEO benefits"
- Guaranteed coverage metrics
Reality: This is ineffective or potentially harmful.
Keyword-Optimised Anchors#
Old tactic:
- Embedding keyword-rich anchor text
- Optimised links in press releases
- Multiple links to various pages
Now: Looks manipulative, no value, potential risk
Using Press Releases Effectively#
When to Distribute#
Appropriate uses:
- Major product/service launches
- Significant company news
- Industry-important announcements
- Partnership or acquisition news
- Noteworthy research or data
Not appropriate:
- Minor updates
- Link building purposes
- "News" that isn't news
- Regular promotional content
Distribution Best Practices#
Quality over quantity:
- Major wire services (if warranted)
- Industry-specific distribution
- Targeted journalist outreach alongside
Content quality:
- Genuinely newsworthy
- Well-written and formatted
- Proper media assets
- Clear contact information
Link approach:
- Natural links to relevant pages
- No keyword optimisation
- Focus on information, not SEO
The Better Approach#
Focus on Coverage, Not Links#
Goal: Get journalists to write about you Method: Make your news genuinely newsworthy Result: Editorial links from coverage
Supplement with Direct Outreach#
Don't rely on wire services alone:
- Identify relevant journalists
- Pitch directly (before or alongside distribution)
- Provide value (exclusive angles, interviews, data)
- Build relationships for future coverage
Consider If Distribution Is Needed#
For smaller announcements:
- Direct journalist outreach may be sufficient
- Social media distribution
- Email to industry contacts
- Company blog/newsroom
Wire distribution isn't always necessary.
Evaluating Press Release Services#
Legitimate Services#
Major wire services:
- PR Newswire
- Business Wire
- Globe Newswire
Appropriate for:
- Significant company news
- Investor relations
- Broad distribution need
Cost: £200-1,000+ depending on distribution
Services to Avoid#
Link building focused:
- Emphasise SEO benefits
- Promise specific link counts
- Very low cost
- Target "high DA sites"
Red flags:
- Guaranteed links
- Focus on SEO metrics
- Suspiciously low pricing
- No journalist verification
Measuring Press Release Success#
Wrong Metrics#
Don't measure:
- Number of syndicated pickups
- Total links created
- Syndication site DAs
- Press release page rankings
Right Metrics#
Do measure:
- Journalist coverage (actual articles)
- Quality of resulting coverage
- Editorial links from coverage
- Traffic from coverage
- Lead/sales from coverage
Success Definition#
A successful press release:
- Generates genuine media coverage
- Results in editorial (not syndicated) links
- Drives relevant traffic
- Serves business communication goal
Summary#
Press release links have limited SEO value in current environment:
What doesn't work:
- Syndicated links from distribution
- Link building through press releases
- Keyword-optimised anchor text
- Low-quality distribution services
What still works:
- Genuine news distribution
- Journalist discovery and pickup
- Editorial coverage that results
- Brand awareness support
Best approach:
- Use for legitimate business purpose
- Supplement with direct journalist outreach
- Focus on getting coverage, not links
- Measure editorial results, not syndication
Press releases remain a business communication tool. They're just not a link building tool anymore.