Does a Press Release Have SEO Benefits? How to Maximize the Effectiveness of Your Press Releases

Is there a relationship between press releases and SEO?

Do press releases have an effect on SEO?

If you are reading this article, you might have such questions.

Many people are particularly concerned about whether external links from press releases are effective.

In this article, we will explain the SEO effects of press releases.

This is a must-read for those planning to issue a press release or those who have already done so but haven’t considered SEO.

SEO Effects of Press Releases

To conclude, press releases themselves do not have a direct effect on SEO.

This is because links from press release sites often have a nofollow tag, which diminishes the intended backlink effect.

However, even though press releases do not have a direct SEO effect, they can still provide two significant indirect SEO benefits.

Let’s explain each one.

Effect 1. Acquisition of Backlinks

By issuing a press release, you can expect to acquire backlinks.

While press release site links often have a nofollow tag, the links from media sites that publish articles based on the press release typically do not.

This means you have the potential to gain links from media outlets rather than just from the press release site itself.

The primary purpose of a press release is to provide first-hand information to the media, thereby ensuring social credibility with consumers.

Thus, if the media finds the information valuable enough to publish, it can lead to the information being posted on their website, allowing you to acquire links.

For example, when a marketing company launches a new SEO service and issues a press release, there’s a chance that marketing-focused media will see the press release and help disseminate the information.

In this way, secondary dissemination of information can lead to acquiring backlinks.

Effect 2. Citations

Another effect of press releases is the acquisition of citations.

Citations refer to mentions in posts that do not contain links.

Like backlinks, citations are also a form of SEO external strategy.

In addition to acquiring backlinks, press releases can also lead to citations on social media.

As with backlinks, the information spreads through secondary dissemination, increasing the number of people who see it.

As a result, people who see the information in the press release may share it on social media, leading to the acquisition of citations.

Using Press Releases for SEO Purposes is Not Recommended

Up to this point, we have discussed the SEO effects of press releases.

However, it is not advisable to use press releases for SEO purposes.

Press releases only have an indirect effect on SEO.

They do not have a direct SEO effect.

Be cautious not to use press releases to artificially manipulate SEO rankings by adding unnecessary links.

In the worst-case scenario, your website could face penalties from Google.

In fact, Google has stated that unnatural links to a site can lead to penalties.

Google has detected a pattern of unnatural, artificial, deceptive, or manipulative links pointing to your site. Buying links or participating in link schemes in order to manipulate ranking in Google Search results is a violation of our spam policies. This can result in some or all of your site getting a manual action.

Source: Manual action report – Search Console Help

Given the potential for penalties, it is not wise to use press releases for SEO purposes.

How to Maximize the Effectiveness of Press Releases

Next, we will introduce methods to maximize the effectiveness of press releases.

Let’s explain each one.

1. Issue Multiple Releases with the Same Content

When issuing a press release, it is important to issue it multiple times, even if the content is the same.

Many press releases are published daily in the media.

As a result, even if a press release is issued once, it can easily get buried and go unnoticed.

By regularly publishing press releases with the same content, you increase the likelihood of reaching a larger audience.

This, in turn, raises the chances of being featured by more media outlets and can ultimately enhance your SEO effectiveness.

2. Specify How to Cite the Information

To maximize the secondary SEO effects of a press release, it is necessary to specify how to cite the information.

By providing citation instructions, the media that covers your press release is more likely to include links.

For example, include a statement like the one below at the end of your press release.

When introducing this press release, please include the following notation and link.

Exscore Corporation Corporate Website (link to corporate website)

By specifying how to cite the information, it becomes easier to obtain links and citations.

3. Keep the Content Concise

Keeping the content of the press release concise is also extremely important for encouraging secondary dissemination.

If the content is not concise, the media may not even understand what the press release is about, making it difficult for them to share it.

Make efforts to present the information concisely, as shown below.

• Present the conclusion first
• Use tables, diagrams, and images to make it visually clear

There are surprisingly many press releases that fail to convey their message due to lack of conciseness.

Since there are costs associated with issuing press releases, be mindful of whether the message is conveyed effectively and whether the information is adequate.

4. Create an Engaging Title

Making the title of the press release engaging is also very important.

If the title is not appealing, people may not click on your press release when viewing the list, and they won’t see the detailed page.

Without views on the detailed page, it cannot be disseminated by the media, rendering the press release ineffective.

■Bad Example

Announcement of New Business Launch

■Good Example

Exscore Corporation Launches New Business in SEO Marketing Support

Aim to create specific titles like this.

Additionally, use techniques like the following to create titles that are specific and enticing to click on.

• Use numbers
• Use highly specific nouns
• Maximize the character count displayed on the media listing page
• Mention consumer benefits

Each of these may seem minor, but such small techniques can significantly impact the click-through rate of press releases.

If your title is not engaging, try applying these techniques.

To research what makes a title attractive, it is advisable to check what titles other companies use for their press releases.

Are Press Releases Duplicate Content?

So far, we have discussed the SEO effects of press releases from the perspective of external measures, but some may wonder if press releases can be considered duplicate content.

In conclusion, press releases can become duplicate content if the same article is distributed.

During Google’s SEO office hours in September 2020, it was mentioned that if the same article is published on multiple sites, it could be considered duplicate content.
Reference: English Google SEO office-hours from September 25, 2020

Therefore, press releases certainly have the potential to become duplicate content.

To address this, the following measures can be taken.

Since not distributing press releases is difficult, let’s work together with the media to find the best solution, such as by setting canonical tags.

[Summary] Be Aware of Secondary Dissemination When Using Press Releases

When seeking SEO benefits from press releases, be mindful of secondary dissemination.

While press releases themselves do not have direct SEO benefits, they can provide indirect SEO effects.

To maximize indirect SEO benefits, be sure to consider the methods introduced in this article when issuing press releases.

However, using press releases for SEO purposes is not advisable.

Especially if you include unnecessary links in press releases solely to gain backlinks, you risk receiving penalties from Google.

If you aim to leverage press releases for SEO benefits, utilize them with the right knowledge and awareness of secondary dissemination.