Press release distribution services still sell packages promising hundreds of backlinks. Most of those links are nofollow, duplicated across wire networks, and buried on pages Google barely crawls. That doesn't mean press releases are useless — it means most people send them for the wrong reasons.
What Makes a Release Actually Newsworthy
Google and journalists both ignore "we launched a new website" announcements. A release worth sending has a hook that someone outside your company would care about.
- Funding or acquisition: Real financial news with named investors or buyers.
- Original research: Survey data, industry reports, or proprietary benchmarks.
- Major partnerships: Integrations with recognizable brands, not vague "strategic alliances."
- Regulatory or market firsts: You're the first in your region or category to do something verifiable.
- Executive hires with pedigree: A known industry leader joining your team.
If none of these apply, skip the wire and write a blog post instead.
SEO Value: What You Can Realistically Expect
Press releases are a brand and discovery channel first, link-building channel second. Wire syndication typically produces nofollow links on low-value aggregator pages. The SEO upside comes when real publications pick up your story and link to your site editorially.
- Write the release for journalists, not algorithms — lead with the news, not your keyword.
- Include one branded link to a relevant landing page, not your homepage with exact-match anchor text.
- Target industry publications directly alongside wire distribution.
- Track pickup in Google Alerts and Ahrefs' "New backlinks" — not just the wire's syndication report.
Distribution Choices That Matter
Not all wire services are equal. PR Newswire, Business Wire, and GlobeNewswire reach actual newsrooms. Budget alternatives often recycle your release across spammy domains that add zero value and can clutter your backlink profile.
Pair wire distribution with direct outreach: pitch the story to 10–15 journalists who cover your vertical. Personalize each pitch. Include the release as background, not as the entire email.
When to Skip Press Releases Entirely
Don't send a release for routine product updates, minor hires, or rehashed blog content dressed up as news. Don't use releases as your primary link-building tactic — you'll spend money for links that won't move rankings.
Use press releases sparingly, when you have real news, and measure outcomes by coverage quality — not link quantity. One editorial mention in a respected trade publication beats 200 wire syndication URLs every time.