Do press releases still hold value in SEO?

Why does Google treat press release links differently?

The fundamental issue lies in the very nature of the press release. A company writes a text, inserts its own links, and then distributes it via distribution platforms. Google considers these links to lack any independent editorial vote.

Unlike a link acquired naturally through high-quality content, the link in a press release is self-placed. The company controls the anchor text, the destination, and the context. To Google, it's equivalent to a link you would add yourself on your own site.

What does Google really mean by "generally ignores"?

This wording intentionally raises questions. In practice, Google applies a massive devaluation filter on known domains that host press releases. Platforms like PRWeb, Business Wire, or their local equivalents are identified, and their links are neutralized in the PageRank calculation.

The term "generally" suggests that a few special cases might escape the filter. But do not be misled: counting on this exception would be a strategic mistake. The rare press releases that generate SEO impact do so indirectly, through editorial coverage by legitimate media, not through the distribution platform itself.

Can these links still serve any purpose?

Google clarifies that these links are not harmful. In other words, there is no manual or algorithmic penalty simply because you distribute press releases. This is an important distinction from active artificial link schemes.

However, the absence of sanction does not mean benefit. A link ignored by Google is neutral in terms of SEO. It may eventually drive direct traffic if the press release is read, enhance your visibility in Google News if you target that channel, or serve as a reference for journalists who will then write a real article with a legitimate editorial link.

• Google actively filters links from known press release distribution platforms
• A press release link is not toxic but does not pass any SEO juice in most cases
• The real value of a press release lies in the secondary media coverage it can generate
• Local or sector-specific platforms are not exempt from the filter if their model is identified as press release distribution
• The nofollow attribute is often automatically applied by platforms to protect themselves, making the debate even more theoretical

Does this statement align with what is observed in the field?

Absolutely. For at least a decade, serious SEOs have abandoned press releases as a link-building lever. Tests conducted on test sites show a complete lack of movement in rankings after distributing press releases, even massive ones. Third-party tools like Ahrefs or Majestic count these links, but Google does not assign them any weight.

What still works is the indirect effect. A well-written press release, distributed at the right moment on a relevant newsworthy topic, can trigger coverage by journalists. These secondary articles, in turn, may contain high-quality editorial links. But this is a two-step process, not a direct effect of the link in the initial press release.

What are the gray areas that Google does not mention?

Mueller remains vague on press rooms hosted on official company websites. Technically, a press release published on yoursite.com/press/ is not distributed via a third-party platform. Google should theoretically handle these internal links differently. [To be verified] since no public data clearly confirms this point.

Another blind spot: sector-specific or B2B platforms that mix editorial content and sponsored press releases. If the platform has its own editorial authority and the press release fits into a broader editorial context, the automatic filter might not apply systematically. But this is a risk zone: it's better not to build a strategy on this uncertainty.

Should press releases be completely abandoned?

No, but their role needs to be redefined. A press release is not a direct SEO tool, it’s a public relations and visibility tool. If you are launching a product, announcing a fundraising, or responding to news, the press release remains relevant for reaching journalists and influencers in your sector.

The mistake is paying distribution platforms hoping for SEO gains. Invest instead in authentic public relations, in expert content that naturally attracts mentions, or in editorial collaborations. The ROI will be infinitely higher in the long run.

What should you do if you are still using press releases as a link strategy?

Stop immediately counting these links toward your linking goals. Reallocate this budget toward working levers: expert content creation, digital PR, editorial partnerships, linkbaiting through proprietary data studies.

If you have already distributed dozens of press releases, don’t panic. Google ignores them; it does not penalize you. No need to disavow these links unless you used truly spammy platforms with aggressive practices. Focus on the future rather than cleaning up the past.

How to use press releases intelligently now?

Reposition the press release as a public relations tool, not an SEO tool. Target specific journalists covering your sector. Send it directly to them rather than just going through mass platforms. Personalize your approach.

When you distribute a press release on a platform, optimize it for Google News and media visibility, not for links. Work on the title, the editorial angle, the informational value. If media outlets pick up the news and add a link to your site in their own article, that’s when you will gain a legitimate editorial link.

What alternatives should you prioritize to build your link profile?

High-value content remains the foundation: sector studies with exclusive data, comprehensive practical guides, free tools, original infographics. This type of resource naturally attracts links from authoritative sites that cite them as a reference.

Modern Digital PR operates on data analysis, intelligent newsjacking, and the creation of media angles. A specialized agency can identify opportunities for mentions in the press, sector blogs, and influencer platforms. These editorial links have measurable and lasting SEO impact, unlike automated press releases.

• Audit your current budget dedicated to press release distribution platforms and reallocate it toward expert content
• Identify key journalists in your sector and build a direct relationship with them
• Create linkable assets: proprietary data, case studies, interactive tools
• Measure the actual impact of each channel: count only the links that actually pass PageRank
• Train your PR teams on the difference between media visibility and SEO gains
• Test data-driven Digital PR based on current affairs to generate organic mentions