Press release SEO is as relevant in 2025 as ever, but the game has changed. To succeed, you need to focus on what works today and avoid outdated tactics. Here’s a quick breakdown:
What Works:
- Natural Keyword Placement: Use keywords strategically in headlines, subheadings, and body text without overloading.
- Structured Data: Add schema markup to help search engines and AI understand your content.
- Multimedia Elements: Include images, alt text, and videos to boost engagement and visibility.
- Hosting on Your Website: Publish press releases on your site first, then distribute via wire services.
- Internal Links: Link to relevant pages on your site to guide readers and improve SEO.
- Strong Headlines and Meta Tags: Write concise, keyword-rich headlines and meta descriptions under 155 characters.
What Doesn’t Work for Press Release SEO:
- Keyword Stuffing: Overloading with keywords can lead to penalties.
- Only Using Wire Services: Relying solely on distribution platforms forfeits SEO benefits.
- PDF-Only Format: Use HTML for better crawlability.
- Generic Content: Press releases must be newsworthy and relevant to gain traction.
Why It Matters:
- 68% of businesses report better visibility from press releases.
- 92% of journalists use online search for research.
- AI platforms like ChatGPT and Google’s SGE rely on press releases for trusted data.
To thrive in 2025, focus on crafting newsworthy, optimized press releases that appeal to both humans and AI. Avoid outdated practices and prioritize clear, actionable content.
How Press Release SEO Can Benefit You in 2025
How Press Release SEO Has Changed Over Time
The world of press release SEO has undergone a major transformation over the past two decades. What once worked no longer does, and new strategies now take center stage. Understanding these shifts is key for anyone aiming to make the most of their press release efforts in 2025. These changes have paved the way for smarter, more effective SEO practices.
From Keyword Stuffing to Structured Data
Back in the day, marketers crammed press releases with keywords, often at the expense of readability. It was a clunky approach, but it worked because search engines weren’t sophisticated enough to spot the manipulation.
In the early 2000s, aggressive tactics like keyword stuffing and artificial link building were the norm. For instance, in 2003, just three optimized press releases accounted for 21% of SEMPO’s new member and sponsor leads[10]. But as search engine algorithms improved, these methods became obsolete. Today, SEO focuses on user experience, delivering high-quality content, and leveraging structured data to make content more relevant and easier for search engines to understand[7].
Now, the game is all about balance. Keywords need to be used naturally, without overloading the content. Google’s algorithms are smart enough to penalize anything that feels forced or prioritizes search engines over real readers[3]. Instead, the focus has shifted to understanding user intent and crafting content that aligns with it[5].
Structured data has become a cornerstone of press release SEO. It helps search engines grasp the context and intent of your content, improving how it appears in search results and AI-driven platforms[8][9]. Barry Adams puts it simply:
Basically structured data is extra markup you put in your HTML code that tells machine systems – like Google – exactly what type of content is on the page. It makes Google’s life easier. And much of SEO is making Google’s life easier.[8]
The role of press releases has also evolved. In the past, they were mainly sent to journalists with the hope they’d publish them as-is or with minimal edits[2]. Now, press releases are published directly on company websites, shared via email, and distributed across social media[2].
This shift has opened up new opportunities for brands willing to adapt. Take Roman Originals, for example: they saw a massive 17.5K increase in press mentions, which led to a nearly 420% boost in U.S. organic traffic. On top of that, they gained 2.3K% more backlinks[11]. This modern approach not only aligns with search engine preferences but also caters to evolving user expectations.
Where Press Releases Appear Now
These days, press releases show up across a wide range of digital platforms, each requiring its own optimization strategy. What started as a media outreach tool has grown into a versatile resource across multiple online spaces.
Google News is a key destination for optimized press releases. Unlike regular search results, Google News highlights fresh, credible content from trusted sources. Press releases that are well-formatted and include structured data often make it into these results within hours.
Featured snippets present another opportunity. These highlighted boxes in search results often pull directly from well-organized press releases that address common questions or provide clear, concise information about an announcement or industry trend.
SGE panels (Search Generative Experience) are Google’s latest addition to search results. These AI-driven summaries frequently cite press releases, especially when they include accurate details about company updates or industry insights.
AI systems have also started using press releases as reference material. When users ask about recent business events, reputable press releases can shape how AI platforms interpret and present information about your company or industry.
The distribution landscape has changed, too. With two-thirds of consumers predicting that AI will soon replace traditional search, its influence is already being felt[6]. In fact, 82% of people say they find AI-powered search more helpful than older search engines[6]. However, AI-driven search still accounts for only 2.96% of total traffic[6], showing that we’re just at the beginning of this shift.
This fragmentation across platforms calls for a unified strategy. As Kelsey Libert, Co-founder of Fractl, explains:
Search isn’t a platform, it’s a behavior.[6]
She also points out:
SEO is no longer about gaming keywords; it’s about earning authority that algorithms recognize universally.[6]
A modern press release must work across all these platforms at once. It needs to engage human readers, satisfy AI systems, include structured data for search engines, and maintain the compelling, newsworthy tone that journalists expect. While the process has grown more complex, the potential for reach and impact has never been higher. Adapting to these changes is now essential for press releases to achieve both media coverage and AI visibility.
How to Optimize Press Releases SEO in 2025
Optimizing press releases for SEO in 2025 requires a thoughtful approach that balances readability for humans with meeting search engine requirements. The goal is to avoid outdated practices like keyword stuffing and instead focus on natural language, strategic placement of keywords, and technical improvements that align with modern algorithms.
Where to Place Keywords
Placing keywords strategically is key to making your press release more discoverable. Here are some areas to focus on:
- Headlines: Start your headline with your main keyword and keep it under 70 characters to ensure it displays fully in search results.
- Subheadings: Use keywords in subheadings to make your content easier to skim and improve SEO.
- Body Text: Spread keywords naturally throughout the text with a density of 1–2%. For a 500-word release, aim to mention your keyword 5–10 times without forcing it.
- Images: Use descriptive file names and alt text for all images to improve accessibility and help search engines understand the content.
For example, Cogent Realty Advisors, a New York City real estate firm, used the phrase “affordable office space near Penn Station” in their headline. This approach not only improved their visibility on Yahoo News but also boosted their search rankings for that specific term [3].
Once your keywords are in place, shift your focus to crafting effective headlines and meta tags.
Writing Better Headlines and Meta Tags
A strong headline and meta tag can significantly improve your press release’s discoverability. Here’s how to get it right:
- Headlines: Write concise, engaging headlines that include your main keyword. Use title case and keep them under 60 characters to avoid truncation in search results. You can use separators like pipes or colons for clarity (e.g., “Acme Launches New Tool: Automates Law Firm Billing Process”).
- Meta Descriptions: Keep meta descriptions under 155 characters. They should summarize your content clearly, include a call-to-action, and avoid misleading or clickbait-style language. Search engines now penalize deceptive headlines, and readers are less likely to trust content that overpromises.
How to Add Links That Help SEO
Links are another essential element of SEO. When done correctly, they can enhance your press release’s credibility and search performance. Here are some best practices:
- Internal Links: Direct readers to relevant pages on your site, such as blog posts, product pages, or research articles.
- External Links: Reference authoritative sources when citing industry data or research. This adds context and builds trust.
- Anchor Text: Use descriptive phrases in your anchor text instead of vague terms like “click here.”
- Placement: Place your most important links near the top of your release, and always test them to ensure they work properly.
Where to Host Your Press Release
Where you publish your press release can influence its SEO performance. Follow these steps for optimal results:
- Host on Your Website: Publish your press release on your company’s website, either in a dedicated newsroom or on your blog. This helps you control traffic and build domain authority.
- Submit to Google Search Console: After publishing, submit your press release to Google Search Console to speed up indexing.
- Use HTML Format: Avoid relying solely on PDFs. HTML is easier for search engines to crawl and index.
- Schema Markup: Add structured data to your press release to increase the chances of it appearing as a rich snippet in search results.
While using reputable wire services for distribution can be helpful, your website should always be the primary home for your press release.
Using Images and Examples
Visual elements can make your press release more engaging and improve its SEO performance. Here’s how to optimize them:
- Screenshots: Include images that show how your press release appears in search results or Google News.
- Relevant Images: Use high-quality visuals, such as product photos, executive headshots, or infographics, that align with your announcement.
- File Names and Alt Text: Rename images with descriptive names (e.g., “new-product-launch-2025.jpg”) and add alt text that naturally incorporates keywords.
- Infographics: Summarize key statistics or processes with infographics. These are highly shareable and can help you earn backlinks.
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Common Press Release SEO Mistakes to Avoid
Even the best-intentioned press releases can fall flat if common SEO mistakes creep in. These errors can not only hurt your rankings but, in some cases, even result in penalties that harm your overall visibility. Let’s break down some of the biggest pitfalls and how to steer clear of them.
One of the most damaging mistakes in 2025 is keyword stuffing – the practice of overloading your content with keywords in an unnatural way to manipulate rankings. Search engines like Google have advanced algorithms that can easily detect and penalize this tactic. As Danny Sullivan, Google’s Search Liaison, puts it:
“Keyword stuffing is actual spam and tends to be repeating a term in non-sensical patterns over and over. Not always, but people also shouldn’t be paranoid that if they use a term # times then they’ve tipped over into keyword stuffing. It doesn’t really work that way. Instead, it just tends to be not helpful writing.” [13]
Another common issue is missing internal links. Press releases that lack links to other relevant pages on your website miss out on the chance to guide readers and help search engines better understand your site’s structure. Adding 1–2 internal links to related product pages, blog posts, or research can increase organic traffic by up to 7% [14].
Poor metadata optimization is another frequent oversight. Many companies either skip writing meta descriptions or create ones longer than 155 characters, which often get cut off in search results. A concise, engaging meta description under 155 characters can make a big difference in attracting clicks [12].
Beyond content-related mistakes, technical and distribution missteps can also hurt SEO performance. For example, publishing press releases exclusively on wire services without hosting them on your own site means forfeiting valuable traffic and SEO benefits. While wire services help with reach, your website should always serve as the primary hub for your press releases. This not only builds domain authority but also gives you control over the user experience.
Table of Press Release SEO Mistakes and Their Impact
| Mistake | Why It Hurts SEO | How to Fix It |
|---|---|---|
| Keyword stuffing | Triggers spam penalties and risks de-indexing | Use keywords naturally and avoid overloading your content |
| No internal links | Misses traffic opportunities and weakens site structure | Add 1–2 relevant links to key pages |
| Missing metadata | Reduces click-through rates in search results | Write concise, engaging meta descriptions under 155 characters |
| Wire-only distribution | Forfeits traffic and SEO benefits | Host press releases on your website before distributing elsewhere |
| PDF-only format | Hard for search engines to crawl | Publish in HTML with proper headings |
| No alt text for images | Limits accessibility and search visibility | Add descriptive alt text with relevant keywords |
| Overloading with info | Creates poor user experience and high bounce rates | Keep content focused and scannable with short paragraphs |
Technical details also matter. PDF-only press releases are a common mistake because they’re harder for search engines to crawl effectively. Similarly, skipping alt text for images reduces accessibility and search visibility. And don’t overlook page speed – if your press release takes more than 3 seconds to load, 53% of visitors are likely to leave [12].
What Works and What Doesn’t in 2025
Press release SEO has come a long way. To succeed today, you need to know which strategies still deliver results and which ones could hurt your efforts. Let’s dive into what works and what doesn’t in 2025.
Methods That Still Work
Using keywords naturally remains effective for boosting visibility – without overdoing it. For example, Cogent Realty Advisors, a New York City real estate firm, included phrases like “affordable office space near Penn Station” in a press release tied to a study. This approach earned them coverage on Yahoo News and helped them secure a first-page Google ranking for key terms [3].
Optimizing brand mentions is another critical piece of the press release SEO puzzle. The Business Wire Content Team explains:
When your brand is frequently mentioned in trustworthy news articles, press releases, and industry publications, AI answer engines are more likely to know about you and trust what they know [4].
This matters because 92% of journalists rely on online searches when researching stories [1].
Incorporating multimedia – like images, videos, and alt text – enhances engagement and search visibility. Press releases that include visuals consistently outperform text-only versions. Short-form videos designed for platforms like TikTok, Instagram, and YouTube are increasingly common and effective.
Structured data has become a must-have for press release SEO. Schema markup and proper metadata help search engines understand your content better, leading to improved indexing, placements in Google News, and even featured snippets.
Reaching out to journalists directly works well alongside SEO. Since 72% of journalists use press releases for story ideas and 63% rely on them as primary sources [1], personalized outreach can significantly increase your chances of media coverage.
These strategies deliver measurable results. For instance, 68% of businesses report better visibility from published press releases, and 44% of media outlets increased their reliance on them in 2023 [1]. That said, not all tactics stand the test of time.
Old Methods That Don’t Work Anymore
Some strategies that once worked are now outdated and can actually harm your SEO.
Keyword stuffing is a prime example. Overloading your content with keywords not only looks unnatural but also invites penalties from Google. Recent updates have made press releases more prone to link-based penalties [15].
Manipulative link practices have also fallen out of favor. Since Google devalued press release links in 2013, its stance hasn’t changed. Google’s John Mueller has stated that links and anchor text in press releases are often ignored, and overusing links can even hurt your rankings [15].
Relying solely on wire distribution is another misstep. While third-party services can help, depending on them entirely means you miss out on valuable traffic and lose control over your content.
Using PDF-only formats limits your visibility since search engines struggle to crawl these files effectively.
Publishing generic, non-newsworthy content is a surefire way to fail. In today’s landscape, where 37% of CEOs prioritize product expansion and 26% focus on AI investments [17], press releases need to offer real news value. Releases that lack substance often fail to gain traction with both journalists and search engines.
Experts also caution against treating press releases as purely marketing tools. When companies use them solely for promotional purposes rather than as legitimate news sources, they typically see diminishing returns [16].
In 2025, successful press release SEO is all about creating content that’s both newsworthy and optimized for search engines. The right balance will help you connect with journalists, engage readers, and improve your online visibility.
Conclusion: Press Release SEO Works When Done Right
Press release SEO has come a long way, adapting to the changing landscape of search technology and audience expectations. Today, it’s all about structured data, building brand authority, and ensuring visibility across both traditional search engines and AI-driven platforms like ChatGPT and Perplexity [3][4].
This shift reflects how search technology has progressed. Modern press releases need to strike a balance – they must appeal to Google’s algorithms, AI tools, and human readers who value clear and meaningful content. It’s a delicate dance, but one that rewards those who get it right.
The data backs this up. AI-powered search engines increasingly rely on well-optimized press releases as trusted sources for brand information [4]. To succeed, companies need to leave behind outdated practices like keyword stuffing and manipulative backlinks. Instead, focus on strategic keyword placement, natural language, and smart internal linking. Hosting press releases on your own site in HTML format with proper schema markup is now a must [4].
The secret to success lies in crafting releases that are both newsworthy and search-friendly. This means writing concise, compelling headlines, using structured data, and delivering real value to both journalists and readers. When done right, press releases can land in Google News, featured snippets, and even AI-generated responses, significantly broadening their reach [3][4].
For brands willing to adapt to modern optimization techniques while maintaining editorial integrity, the rewards are substantial. By embracing these strategies, companies can amplify their media coverage and enhance their discoverability across both traditional and AI-driven platforms. The game has changed, and those who evolve with it will reap the benefits.
FAQs
How does structured data boost the SEO performance of press releases in 2025?
Structured data is a game-changer for boosting the SEO performance of press releases in 2025. It helps search engines better interpret and showcase your content. By incorporating schema markup – like Article, Organization, or Event types – your press release can show up as rich results, featured snippets, or even in Google News. The payoff? Greater visibility, higher click-through rates, and improved overall search rankings.
On top of that, structured data enhances how AI-powered tools and panels find and present your content, giving your brand more credibility and reach in search results. To get the most out of this, ensure your schema markup is both precise and aligned with the purpose of your content.
Why should you publish press releases on your website before distributing them through wire services?
Publishing press releases on your website first allows you to maintain complete control over the content while ensuring it’s tailored for SEO. By adding internal links, implementing schema markup, and hosting the release in an HTML format, you improve its visibility in search engines and strengthen your brand’s online presence. After it’s published on your site, sharing it through wire services can expand its reach and boost credibility, all while directing traffic back to your website.
What are the biggest differences between old and modern press release SEO strategies?
Outdated press release SEO methods used to rely heavily on keyword stuffing, overly optimized anchor text, and churning out multiple pages targeting slight keyword variations. These tactics might have worked in the past, but today, search engines actively penalize them.
Now, the game has changed. Modern approaches emphasize natural language, aligning closely with search intent, and optimizing for AI-driven discoverability. Instead of trying to manipulate rankings, the focus is on crafting user-centered content. This means using structured data, providing clear context, and ensuring relevance to match the sophisticated algorithms of today’s search engines. These updated strategies not only improve visibility in areas like Google News but also enhance performance in AI-generated search results.
