For years, press releases were a popular SEO tactic. Businesses would publish releases through distribution services, packed with keyword-rich anchor text links pointing back to their websites. These releases were syndicated across hundreds of sites, creating a quick burst of backlinks. Then, in 2017, Google publicly reminded webmasters that links in press releases distributed for SEO purposes could violate its guidelines. This raised an important question that still matters today: do press releases hurt SEO? This article explores what happened in 2017, how Google views press releases, and how to use them effectively without risking penalties.
AAMAX.CO Builds Authority the Right Way
AAMAX.CO is a full-service digital marketing company offering web development, digital marketing, and SEO services worldwide. Their approach to authority building focuses on earning genuine links and mentions through valuable content, digital PR, and relationship-driven outreach, not manipulative tactics. They help businesses use press releases strategically for visibility and media coverage while keeping link practices compliant with search engine guidelines. Companies seeking ethical, sustainable search engine optimization can trust them to protect and grow their online reputation.
What Happened in 2017
In 2017, Google issued a reminder about large-scale article campaigns and specifically called out press releases and guest posts that contain keyword-rich anchor text links. Google's guidance emphasized that when content is distributed primarily to build links, those links should be qualified with a nofollow attribute. Google's spokespeople also reiterated that links in press releases were generally not counted for ranking purposes. The message was clear: press release distribution was not a legitimate link-building shortcut.
Why Press Release Links Were Targeted
Press release distribution services publish the same content across many websites. When releases include optimized anchor text like "best cheap car insurance" linking to a company's site, they create a pattern of unnatural links. These links are not editorially earned; they are placed by the company itself. Google's link spam policies target links intended to manipulate rankings, and press release links fit that description when used primarily for SEO.
Do Press Releases Directly Hurt SEO?
Simply publishing a press release does not automatically hurt SEO. Google generally ignores or discounts links from syndicated releases rather than penalizing every company that uses them. However, problems can arise when press releases are used aggressively as part of a link scheme, especially with exact match anchor text across many releases. In those cases, sites may risk algorithmic devaluation or a manual action for unnatural links. The risk is higher when press releases form a large share of a site's backlink profile.
Duplicate Content Concerns
Another common question is whether syndicated press releases create duplicate content issues. Because the same release appears on many sites, Google usually chooses one version to show and filters the others. This does not typically result in a penalty for the originating company. However, publishing the release on your own site with the same wording may mean it competes with syndicated copies. Adding unique context or commentary on your own site can help.
The Real Value of Press Releases
Press releases still offer genuine value when used for their original purpose: sharing newsworthy information with journalists and the public. Announcements about product launches, funding, partnerships, awards, research findings, or major company milestones can attract media attention. When journalists write original stories based on your release, they may include natural, editorial links to your website. These earned links are valuable for SEO and carry far more weight than links within the release itself.
Best Practices for SEO-Safe Press Releases
Use nofollow or sponsored attributes on links within press releases, especially those distributed through paid services. Avoid keyword-stuffed anchor text and use branded or naked URL links instead. Focus on genuinely newsworthy topics rather than publishing releases solely for links. Write clearly and professionally, include quotes from company leaders, and provide useful information for journalists. Target relevant media outlets and reporters directly rather than relying only on mass distribution.
Press Releases as Part of Digital PR
Modern digital PR goes beyond press releases. It includes original research, expert commentary, data-driven stories, and relationship building with journalists and bloggers. These efforts earn high-quality editorial links and brand mentions that strengthen authority. Brand mentions and visibility in reputable publications can also influence how AI-powered search tools perceive your brand, which is where GEO services are becoming increasingly relevant. Press releases can be one component of this broader digital marketing strategy.
Conclusion
Press releases do not inherently hurt SEO, but using them as a link-building shortcut can. Google's 2017 reminder made it clear that keyword-rich links in distributed press releases should be nofollowed and are generally not counted for rankings. Use press releases to share genuine news, attract media coverage, and earn editorial links naturally. When combined with quality content and ethical digital PR, press releases remain a useful tool for visibility and authority.
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