Press releases remain a valuable tool for building brand visibility, earning media coverage, and generating authoritative backlinks — when executed correctly. The SEO value of press releases has evolved significantly: spray-and-pray distribution through low-quality wire services no longer moves the needle. This playbook covers how to write press releases optimized for both journalist pickup and search engine visibility, select the right distribution channels, and measure the SEO impact of your PR efforts.
When to Use a Press Release
Newsworthy Triggers
Not every company update warrants a press release. Effective PR SEO requires genuinely newsworthy content — announcements that journalists and publications would find relevant to their audience. Distributing non-news as press releases wastes budget and can damage your brand's credibility with media contacts.
Newsworthy press release topics include:
- Product or service launches — especially those addressing a market gap
- Significant partnerships or acquisitions
- Original research, surveys, or data reports — highly linkable and citable
- Executive hires or leadership changes
- Awards, certifications, or industry recognition
- Community involvement or CSR initiatives
- Expansion into new markets or locations
SEO Value Assessment
Before writing, assess the SEO opportunity. Will this topic generate editorial coverage with genuine backlinks, or will it only appear on wire service sites? Original data and research releases typically earn the most organic media pickup. Routine announcements may still have PR value but limited SEO impact. Allocate resources accordingly.
Writing for Both Journalists and Search Engines
Headline and Lead Paragraph
The headline should be newsworthy, specific, and keyword-aware — but never keyword-stuffed. Journalists scan hundreds of releases daily; your headline has two seconds to earn a click. Lead with the most compelling fact or announcement, include relevant geographic or industry context, and keep it under 80 characters.
The lead paragraph must answer the five Ws (who, what, when, where, why) in three sentences or fewer. Front-load the most newsworthy information — journalists and search engines both prioritize early content. For GEO optimization, ensure the lead paragraph contains a clear, extractable statement that AI models could cite.
Body Content Structure
Structure the press release body using the inverted pyramid — most important information first, supporting details second, background context last. Include:
- The announcement: What happened and why it matters
- Supporting quotes: From executives or relevant stakeholders (1-2 quotes maximum)
- Context and data: Statistics, market context, or research that supports the announcement
- Company boilerplate: Concise description with a link to the company website
Include one or two natural keyword references in the body. If the release is about a Vancouver digital marketing agency launching a new service, mention "Vancouver digital marketing" and the service name naturally within the content. For deeper guidance, see our blog series on press release SEO strategy.
Distribution Strategy
Tiered Distribution Approach
Use a tiered distribution strategy rather than relying on a single wire service:
- Tier 1 — Direct media outreach: Personally pitch 10-20 relevant journalists and editors with tailored emails. This generates the highest-quality editorial coverage and natural backlinks.
- Tier 2 — Premium wire services: Services like PR Newswire or Business Wire provide broad distribution to newsrooms and syndication partners. Choose distribution tiers based on geographic and industry targeting needs.
- Tier 3 — Industry-specific channels: Trade publications, industry newsletters, and niche media outlets relevant to your sector.
Link Strategy
Include 1-2 links maximum in the press release body, plus the standard website link in the boilerplate. Links should point to relevant, high-value pages — a product page, a research report landing page, or a dedicated announcement page. Avoid linking to the homepage generically. All links from wire distribution will typically be nofollow, but editorial pickups often include followed links.
Multimedia and Rich Media
Press releases with multimedia elements — images, infographics, or video — receive significantly higher engagement and pickup rates. Include at least one high-resolution image with proper alt text and caption. For data-driven releases, create a shareable infographic that publications can embed (with attribution and a backlink).
Measuring PR SEO Impact
Track press release performance across both PR and SEO metrics:
- Media pickups: Number and quality of publications that covered the story
- Backlinks earned: New referring domains tracked in Ahrefs or Semrush
- Referral traffic: Visits from syndication sites and media coverage in GA4
- Branded search increase: Uplift in branded query volume following distribution
- Domain authority change: Long-term impact on overall site authority
- AI citation: Whether the announcement appears in generative engine responses
Build PR SEO into the monthly reporting cadence. The backlink impact of a well-executed press release often continues building for weeks after distribution as secondary publications syndicate and reference the original coverage. Learn more about our full approach at Press Release SEO services.