Press Release SEO: Everything You Need to Know (in 2025)

Press releases and SEO might not seem like a match made in heaven, but they can work wonders when paired right.

In this guide, we’ll show you how to use press releases to boost your website’s visibility, attract more traffic, and get noticed. All without overcomplicating the process.

An SEO-optimized press release combines the traditional goal of sharing news with the added bonus of improving your online visibility.

The idea is simple: create newsworthy content that’s optimized for search engines. Instead of just targeting journalists, your press release also works to attract a wider audience online.

Done right, an SEO-optimized press release can drive traffic to your website, boost brand awareness, and even help build backlinks from media outlets and blogs.

But here’s the thing: SEO press releases aren’t just about gaming search engines to boost your PR analytics. They’re about creating content that serves dual purposes. Getting attention from journalists while also being discoverable by anyone searching for related topics.

With the right approach, your press release can work harder and reach farther.

Let’s break down the key benefits of using press releases as part of your SEO strategy.

Just like a well executed influencer marketing PR campaign, by appearing higher in the search results, SEO-optimized press releases can help grow your brand's awareness.

Whether it’s your latest product launch or company update, using SEO in your press releases will make sure your brand shows up more often, and becomes more top-of-mind to people online.

Press releases can catch the attention of journalists and bloggers, who may write about your story and link back to your website.

These backlinks boost your domain authority (giving you a better chance of increasing your overall search rankings).

Finally, the obvious one, having a search-optimized press release means you'll be driving more visitors to your website.

Whether they find your news by you sharing your press release on social media, through a search engine, or a news outlet, every click to your site will be a new chance to turn interest into engagement.

A real estate firm in New York City, Cogent Realty Advisors, wanted to stand out in the crowded office space market near Penn Station.

They ran a study comparing office costs in the area and sent out a press release sharing the savings clients could expect. The release used keywords like “affordable office space near Penn Station.”

It got picked up by Yahoo News and other sites, building valuable backlinks and landing the company on the first page of Google for key search terms.

Should you pitch them in your proposals? Is there any real point of them?

Yes, but only if done right.

While press releases aren’t the SEO goldmine they once were, they still have their place in any PR strategy. Nowadays, Google doesn't give as much much weight to links in press releases, but the real value lies in visibility and reach.

A well-crafted press release can still help your brand get noticed by journalists, bloggers, and potential customers, leading to organic backlinks and traffic.

The key? Focus on creating newsworthy content, optimizing for keywords, and distributing through reputable channels.

Keywords are the backbone of any SEO strategy, and press releases are no exception.

They’re the words and phrases people type into search engines to find information. By strategically placing keywords in your press release (like in the headline, subheadings, and body) you increase its chances of appearing in relevant search results.

Ideally, you want to strike a balance: use keywords naturally without overstuffing.

Keywords matter, but they shouldn’t take over your press release. Here’s how to use them the right way:

To find keywords with good search volume, you can use tools like Google's Keyword Planner, Ahrefs, or Semrush. Just remember, your goal above all else is to make sure your press release is both search-friendly and reader-friendly.

Use keywords naturally, don’t force them into every sentence. Mix in synonyms and related terms, so the content flows well for readers while still signaling relevance to search engines.

Check for awkward or repetitive keyword use and clean it up. Include keywords in the title, but don’t obsess over metrics like keyword density. A polished, readable press release always wins.

Ok, so you want your press release to rank on Google and grab attention? It’s easier than you think! With a few quick adjustments, you can make sure your news gets noticed.

Here are seven tips to boost your press release SEO and make it work harder for you.

Think about what people would type into Google to find your news. Those are your keywords. Add them naturally to your headline and a few spots in the press release (but don’t overdo it).

Your headline should be catchy, clear, and include your main keyword. Keep it short (under 70 characters) so it looks good in search results and makes people want to click.

Nobody wants to read a wall of text. Use subheadings with keywords to break things up. It’ll make your press release easier to read and help it rank better, too.

Add 1-2 links to important pages on your site, like your homepage or a product page. Don’t go link crazy, though, having too many can hurt your SEO.

People love visuals. Add images or videos to make your press release stand out. Just remember to use descriptive file names and alt text so search engines know what they’re about.

A common SEO tip is to maximize your word-count. However, we'd suggest the exact opposite. Instead, focus on quality over quantity with your writing.

Just like when crafting a PR email pitch, you want to be straightforward and direct with your press release content. Don’t write a novel.

Keep your press release simple, clear, and easy to skim. Use bullet points and short paragraphs to get your message across fast.

Your press release distribution strategy should also involve sharing your press releases on other channels (like newswires) so it gets front of the right people. Bonus points if you post it on social media or send it to journalists directly.

Not sure what to say when sending your press release to journalists? Take a look at our top 5 media pitch examples.

Want to make sure your press release works its SEO magic?

Stick to these best practices so your news gets found, read, and shared. These simple tweaks will keep you on Google’s good side and help your press release stand out even in the most crowded spaces.

SEO is important, but your press release needs to make sense to real people and your stakeholders in PR, too. Keep the tone natural, avoid stuffing keywords, and focus on telling a clear, engaging story.

A common theme you'll see with the best PR blogs is that their target keywords are always used thoughtfully.

Place your main keyword in the headline, subheadings, and a few times in the text. Don’t force it, Google’s smart enough to notice when you’re trying too hard to stuff keywords in.

Don’t leave readers hanging. Tell them what to do next, whether it’s visiting your website, signing up for an event, or downloading a guide. Make it clear and easy to follow.

When building relationships with journalists, they always love online newsrooms with well made content that's easy to share.

Press releases are for sharing news, not filler. Make sure your story is timely, relevant, and interesting. If it’s not newsworthy, it won’t grab attention (or links). Journalists love online newsrooms, so always opt for having your press releases go on one.

Use short paragraphs, bullet points, and plenty of white space to make your press release skimmable. Search engines and readers both love content that’s easy to read.

Typos and broken links can kill your credibility and media relations. Proofread your press release carefully and test every link before hitting publish. A polished release makes a stronger impression!

At Prezly, we’re all about making press releases smarter and easier.

Need to boost your SEO? Our press release software lets you add keywords, images, and links (all of which search engines love) directly into your press releases.

Want your news to actually get covered? Our PR outreach tool helps you send those same press releases straight to the right journalists and outlets.

But we don’t stop there. Prezly's PR Analytics also lets you track who’s opening, reading, and clicking your releases.

Interested in trying it out? Get started with a 14-day free trial today.