{"id":3614,"date":"2025-12-26T12:37:47","date_gmt":"2025-12-26T12:37:47","guid":{"rendered":"https:\/\/www.agencyplatform.com\/blog\/?p=3614"},"modified":"2026-01-20T06:46:10","modified_gmt":"2026-01-20T06:46:10","slug":"do-press-releases-help-seo-anymore-what-agencies-should-tell-clients-in-2026","status":"publish","type":"post","link":"https:\/\/www.agencyplatform.com\/blog\/do-press-releases-help-seo-anymore-what-agencies-should-tell-clients-in-2026\/","title":{"rendered":"Do Press Releases Help SEO Anymore? What Agencies Should Tell Clients in 2026"},"content":{"rendered":"<!--[if lt IE 9]><script>document.createElement('audio');<\/script><![endif]-->\n\t<div class=\"wp-playlist wp-audio-playlist wp-playlist-light\">\n\t\t\t<div class=\"wp-playlist-current-item\"><\/div>\n\t\t<audio controls=\"controls\" preload=\"none\" width=\"640\"\n\t\t\t><\/audio>\n\t<div class=\"wp-playlist-next\"><\/div>\n\t<div class=\"wp-playlist-prev\"><\/div>\n\t<noscript>\n\t<ol>\n\t\t<li><a href='https:\/\/www.agencyplatform.com\/blog\/wp-content\/uploads\/2025\/12\/Press_Releases_Feed_Google_AI_Overviews.m4a'>Press_Releases_Feed_Google_AI_Overviews<\/a><\/li>\t<\/ol>\n\t<\/noscript>\n\t<script type=\"application\/json\" class=\"wp-playlist-script\">{\"type\":\"audio\",\"tracklist\":false,\"tracknumbers\":true,\"images\":false,\"artists\":false,\"tracks\":[{\"src\":\"https:\\\/\\\/www.agencyplatform.com\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/Press_Releases_Feed_Google_AI_Overviews.m4a\",\"type\":\"audio\\\/mpeg\",\"title\":\"Press_Releases_Feed_Google_AI_Overviews\",\"caption\":\"\",\"description\":\"\\\"Press_Releases_Feed_Google_AI_Overviews\\\".\",\"meta\":{\"length_formatted\":\"1:45\"},\"image\":{\"src\":\"https:\\\/\\\/www.agencyplatform.com\\\/blog\\\/wp-includes\\\/images\\\/media\\\/audio.svg\",\"width\":48,\"height\":64},\"thumb\":{\"src\":\"https:\\\/\\\/www.agencyplatform.com\\\/blog\\\/wp-includes\\\/images\\\/media\\\/audio.svg\",\"width\":48,\"height\":64}}]}<\/script>\n<\/div>\n\t\n<p>For years, most SEOs treated press releases as a relic: publish on a wire, get a pile of syndicated copies, and (maybe) pick up a few links. Then Google tightened link-spam enforcement, syndicated links stopped carrying meaningful weight, and the tactic quietly fell out of most serious SEO playbooks.<\/p>\n<p>That story is changing again, but not because \u201cpress releases are a link-building hack\u201d (they\u2019re not). The shift is happening because modern search is increasingly about <b>visibility, credibility, and citations across multiple surfaces<\/b>: traditional organic results, local pack, Google News\/Discover, and AI-generated results.<\/p>\n<p>Sterling Sky recently revisited the question with fresh <a href=\"https:\/\/www.sterlingsky.ca\/do-press-releases-help-with-seo\/\" target=\"_blank\" rel=\"noopener\">testing<\/a> and found measurable lifts in local and organic visibility, and even evidence that Google\u2019s AI results can pull language directly from press-release content when it\u2019s newsworthy and well-structured.<\/p>\n<p>Below is the updated, agency-friendly way to think about press releases in SEO, what they can do, what they can\u2019t, and how to integrate them safely and profitably into client programs.<\/p>\n<h2><b>What the test results signal (and why it matters)<\/b><\/h2>\n<p>Sterling Sky\u2019s new testing is notable because it reflects what many agencies are experiencing anecdotally: when a release is tied to real news or original data, it can create an <b>authority and prominence effect<\/b> that shows up quickly, especially for local businesses. In one example they shared, a realtor\u2019s target landing page saw an <b>83% increase in traffic over 28 days<\/b> after a press release was distributed. They also observed improvements in local pack rankings shortly after publishing.<\/p>\n<p><a href=\"https:\/\/www.agencyplatform.com\/blog\/wp-content\/uploads\/2025\/12\/test-results-signal.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3615 size-full\" style=\"border: 1px solid #dedede;\" src=\"https:\/\/www.agencyplatform.com\/blog\/wp-content\/uploads\/2025\/12\/test-results-signal.jpg\" alt=\"test results signal\" width=\"1024\" height=\"662\" srcset=\"https:\/\/www.agencyplatform.com\/blog\/wp-content\/uploads\/2025\/12\/test-results-signal.jpg 1024w, https:\/\/www.agencyplatform.com\/blog\/wp-content\/uploads\/2025\/12\/test-results-signal-300x194.jpg 300w, https:\/\/www.agencyplatform.com\/blog\/wp-content\/uploads\/2025\/12\/test-results-signal-768x497.jpg 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<p>Their most interesting <a href=\"https:\/\/www.sterlingsky.ca\/do-press-releases-help-with-seo\/\" target=\"_blank\" rel=\"noopener\">finding<\/a>, though, wasn\u2019t about traffic. In another test, they saw Google\u2019s AI Overview for a key service query <b>quote language pulled from the press release<\/b>, a strong hint that press releases can function as a discoverable \u201csource document\u201d for AI-generated answers when the content meets credibility thresholds.<\/p>\n<p><a href=\"https:\/\/www.agencyplatform.com\/blog\/wp-content\/uploads\/2025\/12\/organic-map.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3616 size-full\" style=\"border: 1px solid #dedede;\" src=\"https:\/\/www.agencyplatform.com\/blog\/wp-content\/uploads\/2025\/12\/organic-map.jpg\" alt=\"organic-map\" width=\"1024\" height=\"561\" srcset=\"https:\/\/www.agencyplatform.com\/blog\/wp-content\/uploads\/2025\/12\/organic-map.jpg 1024w, https:\/\/www.agencyplatform.com\/blog\/wp-content\/uploads\/2025\/12\/organic-map-300x164.jpg 300w, https:\/\/www.agencyplatform.com\/blog\/wp-content\/uploads\/2025\/12\/organic-map-768x421.jpg 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<p>The takeaway for agencies: press releases are re-entering the SEO conversation, not as a shortcut, but as a <b>digital PR asset that can generate citations, mentions, and trust signals<\/b> across the ecosystem.<\/p>\n<h2><b>Why press releases can help SEO now (even if they don\u2019t \u201cpass link juice\u201d)<br \/>\n<\/b><\/h2>\n<h3><b>1) They expand \u201csearch real estate\u201d for brand and entity queries<\/b><\/h3>\n<p>Cision (PR Newswire\u2019s parent company) <a href=\"https:\/\/www.cision.asia\/resources\/articles\/do-press-releases-help-seo-benefits-and-best-practices\/\" target=\"_blank\" rel=\"noopener\">notes<\/a> that releases can increase visibility because they\u2019re often indexed across multiple sites, your client\u2019s newsroom page plus third-party placements, creating more opportunities to appear in results, particularly for brand-related searches. In some cases, they may also surface in areas like Google News\/Discover depending on eligibility and newsworthiness.<\/p>\n<p>For agencies, this is especially relevant when you\u2019re trying to:<\/p>\n<ul>\n<li aria-level=\"1\">protect\/bracket branded SERPs (own more of page one),<\/li>\n<li aria-level=\"1\">reinforce entity associations (brand + category + geography),<\/li>\n<li aria-level=\"1\">push accurate messaging during growth, rebrands, expansions, or reputational moments.<\/li>\n<\/ul>\n<h3><strong>2) They support the \u201cshift from clicks to citations\u201d in AI-driven search<\/strong><\/h3>\n<p>Yoast\u2019s 2025 wrap-up <a href=\"https:\/\/yoast.com\/seo-in-2025-wrap-up\/\" target=\"_blank\" rel=\"noopener\">describes<\/a> a broader SEO shift: less focus on pure rankings and more focus on <b>visibility management<\/b>, where <b>citations and trust<\/b> increasingly influence what gets surfaced, summarized, or ignored in AI-driven experiences.<\/p>\n<p>In that context, press releases are useful because they\u2019re typically:<\/p>\n<ul>\n<li aria-level=\"1\">structured,<\/li>\n<li aria-level=\"1\">fact-forward,<\/li>\n<li aria-level=\"1\">quote-friendly,<\/li>\n<li aria-level=\"1\">and widely replicated, making them easier for machines (and journalists) to parse and reuse.<\/li>\n<\/ul>\n<h3><b>3) They are a gateway to real SEO value: earned coverage<\/b><\/h3>\n<p>The highest-ROI scenario is not syndication, it\u2019s <b>earned pickup<\/b>: a journalist, industry publication, or local outlet covering the story and linking (or at least mentioning) the brand.<\/p>\n<p>Search Engine Land\u2019s digital PR <a href=\"https:\/\/searchengineland.com\/guide\/digital-pr-for-seo\" target=\"_blank\" rel=\"noopener\">guide<\/a> frames this clearly: digital PR is about earning online coverage that builds brand visibility, citations, trust, and often backlinks. The press release is often the \u201cpackaged story\u201d that makes that coverage easier to secure.<\/p>\n<h3><b>4) They can strengthen local prominence signals when executed hyperlocally<br \/>\n<\/b><\/h3>\n<p>Local results are heavily influenced by real-world prominence and corroboration. Search Engine Land has explicitly <a href=\"https:\/\/searchengineland.com\/build-rankings-authority-and-ai-search-visibility-with-hyperlocal-pr-457327\" target=\"_blank\" rel=\"noopener\">highlighted<\/a> \u201chyperlocal PR\u201d as a way to earn mentions and trust from community-level sources (local blogs, influencers, grassroots partnerships) &#8211; signals that can support both traditional rankings and AI-driven visibility.<\/p>\n<p>That aligns with Sterling Sky\u2019s observation that local pack movement can be one of the first things to improve after a release goes live.<\/p>\n<h3><b>The non-negotiable caveat: Google still treats press-release link manipulation as spam<\/b><\/h3>\n<p>Agencies should be crystal clear here: <b>press releases are not a safe place for keyword-rich anchor text link building.<\/b><b><\/b><\/p>\n<p>Google\u2019s spam <a href=\"https:\/\/developers.google.com\/search\/docs\/essentials\/spam-policies\" target=\"_blank\" rel=\"noopener\">policies<\/a> explicitly call out \u201clinks with optimized anchor text in press releases distributed on other sites\u201d as an example of link spam.<\/p>\n<p>In practical terms:<\/p>\n<ul>\n<li aria-level=\"1\">Do not use press releases to push exact-match anchors at scale.<\/li>\n<li aria-level=\"1\">Do not buy distribution primarily to manufacture followed links.<\/li>\n<li aria-level=\"1\">Do not treat syndicated copies as a \u201cbacklink campaign.\u201d<\/li>\n<\/ul>\n<p>If distribution is paid\/transactional (which it usually is), link qualification matters. Google\u2019s <a href=\"https:\/\/developers.google.com\/search\/blog\/2019\/09\/evolving-nofollow-new-ways-to-identify\" target=\"_blank\" rel=\"noopener\">guidance<\/a> on link attributes explains that <b>nofollow<\/b> remains an accepted method for flagging ads\/sponsored links, and they recommend using <b>rel=&#8221;sponsored&#8221;<\/b> when practical.<\/p>\n<p>Google has also <a href=\"https:\/\/developers.google.com\/search\/blog\/2021\/07\/link-tagging-and-link-spam-update\" target=\"_blank\" rel=\"noopener\">reiterated<\/a> the importance of qualifying outbound links with commercial intent to avoid link-scheme violations.<\/p>\n<h3><b>The agency playbook: how to use press releases to support SEO (without risk)<br \/>\n<\/b><\/h3>\n<h4><b>Step 1: Start with real \u201cnews,\u201d not marketing filler<\/b><\/h4>\n<p>Press releases work best when there\u2019s something legitimately reportable:<\/p>\n<ul>\n<li aria-level=\"1\">original data or a study,<\/li>\n<li aria-level=\"1\">a local expansion or office move,<\/li>\n<li aria-level=\"1\">awards\/recognition with verifiable details,<\/li>\n<li aria-level=\"1\">partnerships (with both parties aligned),<\/li>\n<li aria-level=\"1\">community initiatives with local relevance,<\/li>\n<li aria-level=\"1\">product\/service launches with differentiated specifics.<\/li>\n<\/ul>\n<h3><b>Search Engine Land\u2019s digital PR guidance emphasizes that newsworthiness and a strong \u201chook\u201d matter if you want pickup, not just publication.<\/b><\/h3>\n<h4><b>Step 2: Publish an owned version in the client\u2019s newsroom<\/b><\/h4>\n<p>Always host a canonical version on the client site (a newsroom\/blog post), then distribute from there. This gives you:<\/p>\n<ul>\n<li aria-level=\"1\">a page you control,<\/li>\n<li aria-level=\"1\">better internal linking opportunities,<\/li>\n<li aria-level=\"1\">a stable URL for journalists to cite,<\/li>\n<li aria-level=\"1\">and a page that can rank for brand + announcement terms.<\/li>\n<\/ul>\n<h4><b>Step 3: Write like a journalist and like an AI system will quote you<\/b><\/h4>\n<p>This is where most agencies underdeliver. The release should be:<\/p>\n<ul>\n<li aria-level=\"1\">specific and factual (avoid vague superlatives),<\/li>\n<li aria-level=\"1\">easy to skim (clear headings, short paragraphs),<\/li>\n<li aria-level=\"1\">quotable (clean executive quote + data points),<\/li>\n<li aria-level=\"1\">and locally grounded when relevant (city, neighborhood, service area clarity).<\/li>\n<\/ul>\n<p>Sterling Sky\u2019s results were driven by releases tied to real news\/statistics and structured content, not generic PR fluff.<\/p>\n<h4><b>Step 4: Use conservative linking &#8211; optimize for humans, not \u201cPageRank\u201d<\/b><\/h4>\n<p>Keep links minimal and natural:<\/p>\n<ul>\n<li aria-level=\"1\">1 link to the most relevant page (often the newsroom post or a key service\/product page)<\/li>\n<li aria-level=\"1\">optionally 1 supporting link (proof page, resource, dataset, or \u201cabout\u201d page)<\/li>\n<\/ul>\n<p>Use branded\/URL anchors and avoid \u201cSEO-fueled\u201d anchor text patterns.<\/p>\n<h4><b>Step 5: Distribute multi-channel (wire is only one channel)<\/b><\/h4>\n<p>Wire distribution can help with baseline visibility, but agencies win when they layer on:<\/p>\n<ul>\n<li aria-level=\"1\">direct outreach to niche and local journalists,<\/li>\n<li aria-level=\"1\">partner\/community websites,<\/li>\n<li aria-level=\"1\">local associations\/chambers,<\/li>\n<li aria-level=\"1\">relevant newsletters,<\/li>\n<li aria-level=\"1\">social amplification (executives, brand, partners),<\/li>\n<li aria-level=\"1\">repurposed assets (short video clips, charts, quote cards).<\/li>\n<\/ul>\n<p>This is what turns a press release into digital PR.<\/p>\n<h4><b>Step 6: Measure what actually matters<\/b><\/h4>\n<p>Search Engine Land recommends measuring beyond \u201cdid we get links?\u201d Track:<\/p>\n<ul>\n<li aria-level=\"1\"><b>referral traffic<\/b> in Google Analytics,<\/li>\n<li aria-level=\"1\">assisted conversions from referral sources,<\/li>\n<li aria-level=\"1\"><b>brand search demand<\/b> lift,<\/li>\n<li aria-level=\"1\">local pack movement (where relevant),<\/li>\n<li aria-level=\"1\">earned links and unlinked mentions (and then convert mentions into links when appropriate).<\/li>\n<\/ul>\n<p>Also, keep AI expectations grounded. One recent Search Engine Land <a href=\"https:\/\/searchengineland.com\/ai-search-is-growing-but-seo-fundamentals-still-drive-most-traffic-466620\" target=\"_blank\" rel=\"noopener\">analysis<\/a> noted that, for many sites, total referral sessions from major LLM platforms combined are still only a small share (roughly <b>2\u20133% of Google organic traffic<\/b>).<\/p>\n<p>So yes, AI citations matter\u2014but press releases should still be positioned as an <b>add-on to fundamentals<\/b>, not a replacement for technical SEO, content quality, and CRO.<\/p>\n<h3><b>What to tell clients (a clean, agency-safe narrative)<\/b><\/h3>\n<p>Here\u2019s the positioning that typically lands well with decision-makers:<\/p>\n<ul>\n<li aria-level=\"1\">\u201cPress releases don\u2019t work as a \u2018<b>backlink trick<\/b>\u2019 and trying to force that can create risk.\u201d<\/li>\n<li aria-level=\"1\">\u201cThey <i>can<\/i> <b>support SEO<\/b> by increasing credible mentions, reinforcing brand\/entity signals, and earning real coverage.\u201d<\/li>\n<li aria-level=\"1\">\u201cIn local markets, a strong release can contribute to <b>prominence and visibility<\/b> lifts, sometimes faster than expected.\u201d<\/li>\n<li aria-level=\"1\">\u201cIn AI-driven search, clear, credible releases can become a source that gets <b>cited or quoted.<\/b>\u201d<\/li>\n<\/ul>\n<p>That\u2019s modern SEO: authority, corroboration, and visibility across surfaces.<\/p>\n<h3><b>Note: PR writing + multi-channel distribution is already built into our SEO plans<\/b><\/h3>\n<p>If you\u2019re looking to productize this for clients without building an in-house PR department, we can help. Our <a href=\"https:\/\/www.agencyplatform.com\/local-seo-services\/\" rel=\"noopener\">SEO plans<\/a> include <b>PR Writing &amp; Multi-Channel Distribution<\/b> designed to generate credible mentions, support local\/organic visibility, and increase the odds of earned pickup, so your clients get business impact, not just \u201ca press release that got published.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>For years, most SEOs treated press releases as a relic: publish on a wire, get a pile of syndicated copies, and (maybe) pick up a few links. Then Google tightened link-spam enforcement, syndicated links stopped carrying meaningful weight, and the tactic quietly fell out of most serious SEO playbooks. That story is changing again, but [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3619,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-3614","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Do Press Releases Help SEO Anymore? What Agencies Should Tell Clients in 2026 - Agency Platform<\/title>\n<meta name=\"description\" content=\"Do Press Releases Help SEO Anymore? 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