Why Press Releases Are Still One of the Most Powerful SEO Tools in 2025
Even in 2025, press releases remain a surprisingly effective SEO tool — not just for generating backlinks, but for building brand authority, driving referral traffic, and boosting visibility on news platforms and AI-powered search. When done right, they’re more than announcements: they’re strategic SEO assets.
The Evolving SEO Role of Press Releases
Search engines have changed, and so has the way press releases deliver value. According to a 2025 update on Google guidelines, press releases may offer less “direct link juice” through backlinks than in the past — but they still power brand mentions, infuse trust, and fuel organic discovery. Global Wave PR
GrowthFolks, a digital marketing resource, explains that modern SEO-optimized releases act as “credibility engines”: they earn visibility, quality mentions, and authority in an age driven by E‑E‑A‑T (Experience, Expertise, Authoritativeness, Trustworthiness). Growth Folks
Backlinks + Referral Traffic: The Dual SEO Benefit
One of the biggest SEO perks of a well-placed press release is the opportunity to build high-quality backlinks. IMCWire highlights that when press releases are published on reputable news sites, the resulting links are valuable signals of credibility — helping improve domain authority. IMC Wire
Even if some links from press release wires are marked “nofollow,” the referral traffic that comes from them can still be significant. Plus, when journalists or bloggers pick up and rewrite your story, you may earn natural, editorial backlinks. PR Newswire underscores this as one of the strongest benefits of SEO-optimized press releases. PR Newswire
SEO Value Beyond Links: Brand Mentions & Trust Signals
In 2025, it’s not just about links anymore: brand mentions—especially on authoritative news platforms—have become a critical SEO signal. Press Advantage recently shared that search engines now increasingly use entity-based recognition, meaning unlinked brand mentions can boost your site’s digital authority. Press Advantage
When your press release shows up on credible outlets, Google recognizes the brand association and can count that as evidence of trustworthiness — helping with long-term SEO presence.
AI Search & Generative SEO Impact
Press releases aren’t just optimizing for traditional search anymore. According to an EIN Presswire white paper, releases with structured data, facts, and human insight are more likely to be picked up by AI-powered search summaries, or what experts call “Generative Engine Optimization” (GEO). EIN Presswire
In other words, well-written and distributed press releases help your brand show up in AI-driven platforms like ChatGPT, Gemini, or other intelligent search tools.
Best Practices for SEO-Driven Press Releases in 2025
To maximize SEO benefits in today’s landscape:
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Focus on newsworthy content, not just marketing fluff. Keep the story real. PR Newswire
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Use natural, strategic links — 1–2 links to relevant landing pages, not too many. PR Newswire
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Optimize your headline and body with real keywords, but avoid over-optimization. GlobeNewswire
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Include multimedia (images, infographics, or video) to increase engagement and shareability. PR Newswire
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Distribute wisely, focusing on reputable newswire services and industry outlets that can amplify both SEO and brand reach. mdmmarketing.io+1
Real Impact: The SEO Value is Measurable
By using optimized press releases thoughtfully, companies in 2025 are reporting:
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Greater brand authority through consistent coverage on authoritative platforms Growth Folks
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Higher referral traffic from quality news sites IMC Wire
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Improved search visibility, especially for branded searches and timely announcements PR Newswire
Summit Press Media has helped clients leverage these same strategies to boost long-term SEO presence, not just short-term announcement impact.
Bottom Line
Press releases aren’t a relic — they’ve evolved. In 2025, they stand at the intersection of PR and SEO, delivering real authority, visibility, and long-term value. When used strategically, they’re still one of the smartest tools in your SEO toolkit.
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