Press releases can build authority and earn coverage when done right. Bryan Collins explains the SEO value of press releases and how small businesses should use them.
Press releases are one of the most misunderstood tactics in small business marketing. Some business owners think they’re a reliable link-building shortcut. Others dismiss them entirely. After 30 years in digital marketing and SEO, here’s the honest truth: press releases still have real SEO value in 2026 — but not in the way most people expect.
What Press Releases Actually Do for SEO
Let’s separate myth from reality:
What press releases DON’T do (anymore):
- Wire service distribution links (PR Newswire, Business Wire, etc.) are NoFollow — they don’t pass link equity to your website
- Mass-distributed releases rarely get picked up by real journalists
- Keyword-stuffed releases won’t rank in search results
What press releases DO when done right:
- Earn genuine editorial coverage from journalists who find your announcement valuable
- Those journalist-written articles link to your site with DoFollow links — real authority
- Build brand awareness and recognition in your market
- Support your E-E-A-T signals (Google sees coverage = authority)
- Drive direct referral traffic from news sites
The SEO equation is: Great press release → Journalist picks it up → News article published with link → Real backlink + traffic + brand authority.
What Makes a Press Release Newsworthy
The single biggest mistake small businesses make is issuing press releases about things that aren’t news. “XYZ Plumbing Celebrates 10 Years in Business” will be ignored. Journalists receive hundreds of releases daily.
Newsworthy angles:
- Major hire or expansion: Hiring a recognized expert, opening a new location, expanding into a new service area
- Community initiative: Sponsoring a significant local event, donating to a local cause, partnering with a nonprofit
- Award or recognition: Industry awards, Chamber of Commerce recognition, Best of [City] rankings
- Data or research: If you’ve compiled interesting data relevant to your industry (e.g., “NJ Home Improvement Trends: 2026 Survey”), that’s a story
- Industry first: New service no competitor offers, proprietary process, unique technology adoption
- Significant milestone: Completing a notable project, reaching a landmark client count, publishing a book or guide
For a NJ contractor, “We just completed a 50,000 sq ft commercial roof replacement for [recognizable company]” is more newsworthy than a generic service announcement.
How to Write a Press Release That Gets Coverage
Standard Press Release Structure
Headline: Factual, specific, written for journalists — not clickbait. “Piscataway Roofing Contractor Completes Largest Solar Panel Roofing Installation in Middlesex County” is stronger than “Local Roofer Does Great Work.”
Dateline: City, State, Date — “PISCATAWAY, N.J., July 22, 2026 —”
Lead paragraph: Answer the 5 Ws immediately. Who did what, when, where, and why does it matter? Journalists decide in the first sentence whether to read further.
Body paragraphs: Supporting details, context, statistics, and impact. Keep it factual, not promotional.
Quote: One or two quotes from a company spokesperson (your name, your title). Make them substantive — not “We’re excited about this” filler.
Boilerplate: Three to four sentences about your company at the end. Include your website URL here.
Contact information: Name, email, phone number for media inquiries.
End marker: ”###” or ”— END —” centered below the last line.
Writing Tips
- Write in third person (never “I” or “we” in body copy — save first person for quotes)
- Lead with the most newsworthy element
- No adjectives like “leading,” “premier,” or “best” in body copy — those are marketing words, not journalism
- Keep it 400–600 words
- No attachments — embed all relevant information in the release itself
- Include a high-resolution photo link if relevant
Distribution Strategy: Targeted Outreach vs. Wire Services
For local businesses, targeted outreach to specific journalists dramatically outperforms mass distribution.
Build your local media list:
- NJ local newspapers (Home News Tribune, Courier News, NJ.com, local weeklies)
- Local business journals (NJBIZ, regional business publications)
- Industry trade publications (roofing, HVAC, landscaping trades)
- Local TV stations with business segments
- Local bloggers who cover your niche
Find the specific reporter who covers business, real estate, or home improvement in your area. Personalize the pitch email: “Hi [Name], I’ve been reading your coverage of [relevant topic]. I think our announcement about [specific angle] would be of interest to your readers in [area].”
Wire services (use selectively):
- PR Newswire and Business Wire are the credible options
- Cost: $400–$1,500+ per release
- Useful for reaching national trade press or when you have genuinely broad news
- For most local small businesses: not worth the cost
Free distribution: PRWeb, EIN Presswire, and similar services provide minimal SEO value. The links are NoFollow and the “coverage” on aggregator sites doesn’t move rankings.
Timing Your Press Releases
When you send matters as much as what you send:
- Tuesday–Thursday are the best days (Monday is catch-up, Friday is wind-down)
- Morning (8–10 AM) gets more opens than afternoon
- Avoid holidays and major news days (your release gets buried)
- Lead time: Send 3–5 days before you want coverage, not the day of
Measuring Press Release SEO Impact
Track these metrics:
- Coverage earned: Which outlets ran a story? Check with Google Alerts (set an alert for your business name)
- Backlinks generated: Use BrightLocal or Semrush to monitor new referring domains after distribution
- Referral traffic: Check Google Analytics for traffic from news sites
- Brand searches: A covered release often increases branded Google searches — check GSC for your brand name impressions
Press Releases as Part of a Local Authority Strategy
For NJ small businesses, I integrate press releases into a broader local authority strategy:
- Local news coverage → backlinks from NJ.com, local papers → local authority
- Trade coverage → backlinks from industry sites → topical authority
- Awards and recognition → content for website and social → E-E-A-T signals
- Community involvement → local goodwill → brand mentions → local relevance
Press releases are one piece of this puzzle — not the whole strategy. Combined with consistent blog content, Google Business Profile optimization, and genuine review building, even one or two well-placed press releases per year can meaningfully strengthen a local business’s online authority.
Frequently Asked Questions
Do press releases help with SEO? Press releases have limited direct SEO value because wire service links are typically NoFollow. Their real SEO value comes from the earned media coverage they generate — when journalists write about your announcement, those links are genuine editorial backlinks that do improve rankings.
What makes a press release worth covering? A press release needs a genuinely newsworthy angle: a major hire, community initiative, significant award, new location, research or data release, or industry-first product/service. Generic business updates or promotional copy rarely earn coverage.
Should I use a press release distribution service? For local businesses, targeted outreach to specific local journalists and outlets outperforms mass distribution services. If you use a service, PR Newswire and Business Wire are credible. Cheap services ($50–$100) provide little SEO or coverage value.
How long should a press release be? 400–600 words is the standard length. Include the who, what, when, where, why in the first paragraph. Follow with supporting details, a quote from a company spokesperson, and a brief company boilerplate at the end.
How often should a small business send press releases? Only when you have genuinely newsworthy content. Sending press releases for minor updates trains journalists to ignore you. One or two strong press releases per year that earn real coverage beats 12 ignored ones.
Can press releases improve local SEO? Yes, indirectly. Coverage in local NJ newspapers, business journals, or trade publications generates backlinks from high-authority local domains. These links strengthen your website’s authority and local relevance — both meaningful local SEO signals.
What is the best press release format for SEO? Write naturally for journalists, not for search engines. Include your website URL in the boilerplate section. Avoid keyword stuffing. The SEO benefit comes from the coverage earned, not from the press release text itself appearing in search results.
Bryan Collins is an SEO consultant based in Piscataway, NJ, with 30+ years of experience helping small businesses grow through content and search. He is a U.S. Marine Corps veteran and the author of Why Your Website Isn’t Ringing.