Press releases were once a staple of SEO link-building strategies. Marketers distributed releases to hundreds of newswire sites, each containing keyword-rich anchor text pointing back to their websites. By 2017, however, the conversation had changed dramatically. Many businesses began asking whether press releases could actually damage SEO. Understanding what happened around 2017, and what remains true today, helps businesses use press releases strategically without risking penalties.
Ethical Digital PR With AAMAX.CO
Press releases can still support visibility when they are part of a genuine communications strategy. AAMAX.CO is a full service digital marketing company that offers web development, digital marketing, and SEO services worldwide. They help brands craft newsworthy announcements, pitch real journalists, and earn editorial coverage that builds authority naturally. Their integrated digital marketing approach ensures press activity supports brand awareness and SEO without violating search engine guidelines.
The Background: Press Release Link Building
For years, press release distribution services offered an easy way to acquire links. A single release could be syndicated across dozens or hundreds of websites, each providing a backlink with exact-match anchor text. Search engines eventually recognized that these links were not editorial endorsements; they were created by the companies themselves to influence rankings.
What Google Said in 2017
In 2017, Google's John Mueller publicly stated that links in press releases should be treated like advertisements and should use the nofollow attribute. Google's link scheme guidelines had already listed keyword-rich, optimized anchor text links in press releases distributed on other sites as an example of unnatural links. Mueller clarified that press release links generally do not provide SEO value and that Google tries to ignore them. However, large-scale use of optimized anchor text in press releases could be viewed as a link scheme and potentially result in a manual action.
So, Did Press Releases Damage SEO?
The answer depended on how they were used. A single legitimate press release announcing company news, with nofollow or branded links, did not damage SEO. In most cases, Google simply ignored the links. Problems arose when businesses:
- Distributed frequent releases purely for links.
- Used exact-match keyword anchor text like cheap car insurance Miami.
- Published thin, non-newsworthy releases across low-quality sites.
- Relied on press releases as a primary link-building strategy.
These patterns could contribute to an unnatural link profile and increase the risk of algorithmic devaluation or manual penalties.
Duplicate Content Concerns
Another 2017 concern was duplicate content. Because syndicated releases appeared word for word on many websites, some feared penalties. In practice, Google does not penalize duplicate press releases; it simply chooses one version to show and filters the rest. The main issue is that syndicated copies rarely add ranking value to the originating site.
What Has Changed Since 2017
Google's approach has only become more sophisticated. Its link spam updates and SpamBrain systems are designed to identify and neutralize manipulative links at scale. Google introduced the rel="sponsored" attribute in 2019 for paid or promotional links, which is often appropriate for press release links. Today, press release distribution should be viewed as a communications tool rather than a link-building tactic.
How Press Releases Can Still Help SEO Indirectly
- Earned media coverage: A newsworthy release can prompt journalists to write original articles, which often include editorial links that carry real value.
- Brand mentions: Mentions across reputable outlets reinforce brand recognition and entity signals.
- Branded search: Announcements can increase people searching for your brand directly.
- Referral traffic: Readers may click through from news sites to learn more.
- AI visibility: Coverage in trusted publications can influence how AI systems describe your business.
Best Practices for Press Releases Today
- Publish releases only for genuinely newsworthy events such as launches, partnerships, funding, or research.
- Use branded or naked URL links rather than keyword-rich anchors.
- Apply nofollow or sponsored attributes to links in distributed releases.
- Host the official release on your own website as the canonical source.
- Pitch journalists directly with tailored angles instead of relying solely on wire distribution.
- Measure success through coverage, mentions, and traffic, not raw link counts.
Choosing a Distribution Strategy
Not all distribution services are equal. Premium newswires can place announcements in front of journalists and on reputable news portals, while low-cost services often syndicate to obscure sites with little readership. Before paying for distribution, review where past releases actually appeared and whether they generated any genuine coverage. For many businesses, a targeted approach works better: publish the announcement on your own newsroom page, then pitch a short list of relevant reporters, trade publications, and industry newsletters with a personalized angle. This approach saves budget and produces higher-quality mentions and editorial links.
Final Thoughts
In 2017, press releases did not damage SEO when used responsibly, but they could contribute to penalties when abused for keyword-rich links. Google made clear that press release links should be nofollow and generally carry no ranking value. Today, press releases remain useful for communication and earning genuine media coverage, which can support SEO indirectly. Treat them as PR tools, not link factories, and they can be a safe, valuable part of your marketing.
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