Press releases have been around for ages, but they’re not just for announcing new products or company news anymore. They can be a powerful tool for boosting your website's SEO. Yes, you read that right! In 2025, press releases are more relevant than ever when it comes to climbing those search engine rankings.
Today, we’re going to walk through how you can use press releases to get more eyes on your business online. We’ll cover everything from crafting the perfect release to making sure it reaches the right audience. Whether you’re brand new to this or just looking to refine your strategy, there’s something here for you.
The Basics of Press Releases in 2025
First things first, let’s talk about what a press release is in the context of 2025. While the core concept hasn’t changed much, the way they’re used has evolved. Essentially, a press release is a short, compelling news story written by a public relations professional and sent to targeted members of the media.
In today's world, press releases are often used as part of a broader content strategy. They’re not just about getting media coverage anymore. They’re also about creating content that can be indexed by search engines and boosting your site’s authority. The goal is to craft a press release that not only informs but also ranks well in search results.
Why Press Releases Matter for SEO
So, why should you even bother with press releases for SEO? Well, let’s break it down. First, press releases can help generate backlinks, which are crucial for improving your site’s authority in the eyes of search engines. When reputable sites link back to yours, it signals to search engines that your content is trustworthy.
Second, press releases can drive direct traffic to your website. When your press release gets picked up by media outlets, it’s not just a backlink—it’s an opportunity to get in front of a new audience. This can lead to increased brand awareness and more potential customers finding their way to your site.
Crafting a Press Release That Stands Out
Now that we’ve established why press releases are important, let’s talk about how to make yours stand out. Crafting a compelling press release starts with a strong headline. You want something that grabs attention but also includes relevant keywords for SEO purposes.
Your opening paragraph should summarize the key points of your release. Think of it as your elevator pitch. What’s the news, and why should anyone care? Be concise but informative, and remember to include keywords naturally within your text.
Next, provide supporting details. This is where you flesh out your story. Include quotes from company leaders, data points, or interesting anecdotes that make your news more compelling. And don’t forget to add a call-to-action—what do you want readers to do after they’ve read your release?
Choosing the Right Keywords
Keywords are the backbone of any SEO strategy, and press releases are no exception. The trick is to choose keywords that are relevant to your news but also have a reasonable search volume. You don’t want to pick something too competitive, but you also don’t want a keyword that no one is searching for.
Use tools like Google Keyword Planner or SEMrush to research potential keywords. Look for terms that are related to your industry and fit naturally into your release. Once you’ve chosen your keywords, incorporate them into your headline, opening paragraph, and throughout the body of your press release.
Distribution: Getting Your Press Release Seen
Writing a killer press release is only half the battle. The next step is getting it in front of the right people. There are several distribution methods to consider, and choosing the right one can make a big difference in your SEO efforts.
You can start by distributing it through a press release distribution service like PR Newswire or Business Wire. These platforms have established relationships with media outlets and can syndicate your news across a wide range of sites. Alternatively, you can pitch your release directly to journalists who cover your industry.
Don’t forget about your own channels, too. Publish your press release on your website and share it across your social media platforms. This not only helps with SEO but also ensures your existing audience sees your news.
Measuring the Impact of Your Press Release
Once your press release is out in the world, how do you know if it’s working? Measuring the impact of your press release can be a bit tricky, but there are a few key metrics to keep an eye on.
First, track the number of backlinks your press release generates. Use tools like Ahrefs or Moz to see who’s linking back to your site. More backlinks generally mean better SEO outcomes.
Second, monitor the traffic to your site. Google Analytics can help you see how many visitors are coming from your press release and what they’re doing once they get there. Are they sticking around and exploring your site, or bouncing right off?
Finally, pay attention to any media coverage your press release receives. If journalists are picking up your story, it’s a good sign that your press release is resonating with your audience.
Common Mistakes to Avoid
Even the best-laid plans can go awry, so let's talk about some common mistakes to avoid when using press releases for SEO. One major pitfall is keyword stuffing. While it’s important to include keywords, overdoing it can make your release sound unnatural and even hurt your SEO.
Another mistake is focusing too much on promotional content. Remember, a press release should deliver newsworthy information. If it reads like an ad, it’s less likely to get picked up by media outlets or resonate with readers.
Finally, don’t forget to proofread. A press release full of typos and grammatical errors won’t do you any favors. Take the time to review your release or have someone else take a look before you hit send.
The Role of Multimedia in Press Releases
In 2025, press releases are no longer just text. They often include multimedia elements like images, videos, and infographics. These elements can make your press release more engaging and help it stand out in a crowded inbox.
Including multimedia can also improve your SEO. Search engines favor content that keeps users engaged, and multimedia can do just that. Videos, in particular, are a great way to increase time-on-page and reduce bounce rates.
When adding multimedia, make sure it’s relevant and high-quality. A blurry image or poorly produced video can do more harm than good. And don’t forget to optimize your multimedia for SEO by including alt text and relevant keywords.
Building Relationships with Journalists
Having strong relationships with journalists can be a game-changer when it comes to getting your press release picked up. Start by identifying journalists who cover your industry or beat. Follow them on social media, read their work, and engage with them online.
When you have news to share, reach out with a personalized pitch. Explain why your story is relevant to their audience and why it’s worth covering. And remember, relationships are a two-way street. Offer to be a resource for them, even when you’re not pitching a story.
Building these relationships takes time, but it can pay off in the long run. When a journalist knows and trusts you, they’re more likely to cover your news and link back to your site, boosting your SEO.
Final Thoughts
Press releases are far from obsolete, especially when it comes to SEO. By crafting compelling releases that are newsworthy and optimized for search, you can attract more traffic to your site and improve your search rankings. Remember to focus on quality content, choose the right distribution methods, and measure your success.
If you’re looking to take your SEO efforts to the next level, consider working with Pattern. Unlike most agencies that focus solely on rankings, we care about results. We create landing pages that target hundreds of search terms, helping your brand get discovered by more people ready to buy. Let Pattern turn your SEO into a growth channel that drives sales and reduces your customer acquisition costs.