Search for "are press releases good SEO Moz" and you will find years of debate among marketers. Moz, one of the most recognized names in the SEO industry, has published discussions and community insights on whether press releases still provide value for search rankings. The consensus that has emerged across the industry is nuanced: press releases are generally not a direct link-building tactic anymore, but they can still support SEO indirectly when they announce genuinely newsworthy information and earn coverage from real publications. This article explains why the perception changed and how to use press releases wisely today.
How AAMAX.CO Uses PR as Part of a Broader SEO Strategy
Press releases work best when they are integrated into a larger plan for authority building. AAMAX.CO is a full-service digital marketing company offering web development, digital marketing, and SEO services worldwide. Their team helps businesses identify newsworthy stories, craft announcements that journalists actually want to cover, and connect PR activity with on-site content and link earning. Rather than treating distribution as a shortcut, they focus on earning real mentions that strengthen brand authority. This approach complements their SEO services, helping clients turn announcements into lasting visibility.
Why Press Releases Were Once Popular for SEO
In the early days of SEO, press release distribution services offered an easy way to place links on hundreds of news sites at once. Marketers would write a release stuffed with keyword-rich anchor text, pay for distribution, and watch their rankings improve as those links were indexed. Because search algorithms relied heavily on link quantity, this tactic was effective for a time.
As search engines matured, they recognized that these links were not editorial endorsements. Anyone could pay to publish a press release, so the links did not reflect genuine trust or authority.
How Search Engines Treat Press Release Links Today
Search engine guidelines now treat links in press releases distributed for the purpose of manipulating rankings as unnatural. Optimized anchor text links in widely distributed releases can be considered part of a link scheme. As a result, most reputable distribution services add nofollow or sponsored attributes to links, and many syndicated copies are excluded from indexing altogether.
In practice, this means the links inside a typical press release pass little or no ranking value. Industry experts, including many voices in the Moz community, have repeatedly pointed out that relying on press releases for link equity is outdated and potentially risky.
The Indirect SEO Benefits That Still Exist
Although direct link value has faded, press releases can still contribute to SEO in meaningful ways. The most important benefit is earned media. When a journalist or blogger sees a compelling announcement and writes their own story about it, the resulting article often includes an editorial link. These organic links from real publications are among the most valuable signals a website can receive.
Press releases also build brand mentions. Search engines increasingly understand entities and the relationships between brands, people, and topics. Consistent mentions of your company in credible news contexts can strengthen your brand's presence in search, even without links.
Finally, press coverage can drive referral traffic, branded searches, and social sharing. All of these activities support visibility and can lead to additional natural links over time.
What Makes a Press Release Newsworthy
The difference between a release that earns coverage and one that disappears is newsworthiness. Product launches with genuine innovation, original research and survey data, significant partnerships, funding announcements, community initiatives, and expert commentary on trending topics all have potential. Routine updates, minor website changes, or thinly disguised advertisements rarely attract attention.
Original data is particularly powerful. Journalists love statistics they can cite, and a well-researched study can earn links for years as other writers reference it.
Best Practices for SEO-Friendly Press Releases
Write for journalists and readers first. Lead with the most important information, include a clear headline, and provide quotes from real people. Keep the release concise and factual. Use branded or naked URL links rather than keyword-stuffed anchor text, and accept that those links will likely be nofollow.
Publish the full announcement on your own website as well, ideally in a newsroom section. This creates a canonical source that journalists can link to and that can rank for branded searches. Pair distribution with direct, personalized outreach to relevant reporters rather than relying solely on a wire service.
Common Mistakes to Avoid
Avoid publishing frequent low-value releases simply to generate links. Do not use exact-match keyword anchors. Avoid cheap distribution services that place releases on spammy or irrelevant websites. And do not measure success purely by the number of syndicated copies, since most of those pages carry no SEO value. Instead, measure earned coverage, referral traffic, and brand search growth.
Conclusion
So, are press releases good for SEO? Not in the way they once were. Their direct link value is minimal, and treating them as a link-building shortcut can create risk. However, when used to share genuinely newsworthy stories and support outreach to journalists, press releases can lead to earned coverage, brand mentions, and authoritative links that meaningfully strengthen SEO. The value lies not in the release itself, but in the attention it helps you earn.
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