Let’s be honest — most press releases get buried. They’re either too dull, too keyword-stuffed, or written for a world that stopped existing ten years ago.
At Buylinkco.com, we’ve seen hundreds of press releases come and go. We’ve analyzed their performance, dissected what works (and what crashes), and helped clients turn bland announcements into serious ranking assets.
The truth? A well-optimized press release is more than a PR tool — it’s a quiet SEO powerhouse.
If you’re serious about visibility, here are 10 no-fluff, field-tested tips straight from our SEO team.
1. Lead with a Headline That Hooks — and Ranks
We can’t stress this enough: your headline does double duty. It needs to grab a human’s attention and signal relevance to search engines. Include your primary keyword — but make sure it reads like something you’d actually click on.
✅ Think less “corporate memo,” more digital front-page.
2. Sprinkle Keywords — Don’t Pour Them
We’ve seen too many press releases fall into the keyword-stuffing trap. You’re not trying to game Google in 2007. Use keywords strategically — in the headline, subheadings, and early in the body. But always write like a real person talking to another real person.
Pro tip: Use tools like Ahrefs, Ubersuggest, or Keyword Planner to find phrasing your audience is already searching for.
3. Make It Mobile-First, Not Mobile-Last
Over 60% of users will read your release on a phone. If it’s one dense wall of text? They’re gone.
✅ Short paragraphs
✅ Bullet points
✅ Clear structure
✅ Scannable formatting
Mobile optimization isn’t optional — it’s the baseline.
4. Link Like a Pro
Include relevant, contextual links back to your website — ideally to landing pages, product pages, or blog content that deepens the story. Use descriptive anchor text (no more “click here”) and don’t overdo it.
We usually stick to 2–3 strategic links per release. It’s quality, not quantity.
5. Add Multimedia — or Be Ignored
A press release with just text is like a meal with no seasoning.
📸 Include high-quality images
🎥 Embed videos if possible
📊 Use infographics for data
Not only do visuals improve engagement, but they also boost dwell time and sharability — both positive SEO signals.
6. Craft a Meta Description Worth Clicking
It won’t directly impact rankings, but it’ll definitely impact click-through rate. Write a 150–160 character summary of your release that teases the value and includes your main keyword.
Think of it as your 2-second elevator pitch on Google.
7. Think Local (When It Makes Sense)
If your news has a regional angle — say you’re opening a new office or launching a city-specific campaign — local SEO is your secret weapon.
📍 Mention the city, neighborhood, or region in the headline or intro.
📍 Use local landmarks or events as context.
Google loves geo-specific relevance, especially for service-based businesses.
8. Kill the Jargon — Please
You’re not writing for internal teams or boardrooms. You’re writing for journalists, readers, bloggers, and busy editors.
Ditch the corporate speak.
Use plain, engaging language.
If a high school student wouldn’t understand it, rewrite it.
9. Push It on Social — Don’t Wait for Magic
Press releases don’t go viral on their own. Post them on LinkedIn, Twitter/X, niche Facebook groups, even Reddit (if relevant).
Every share = more eyeballs
Every comment = more engagement
And engagement = better search visibility.
SEO isn’t just on-site. It’s everywhere people interact with your content.
10. Track Everything — or What’s the Point?
Publishing a press release and not measuring results is like throwing a message in a bottle and hoping for a handshake.
Set up UTM tags. Track traffic in Google Analytics. Monitor backlinks.
We look at:
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Referral traffic
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Dwell time
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Conversions
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Pickup by media outlets
Use that data to optimize the next release. And the next. That’s how you build momentum.
Final Word: Press Releases Still Matter — If You Know What You’re Doing
Most companies write press releases to check a box. We write them to rank, engage, and drive results. There’s a big difference — and the search engines know it.
The next time you prepare a release, don’t just announce something. Turn it into a strategic SEO asset.
And if you need help crafting one that actually works — well, you know where to find us.
📍 Buylinkco.com — where PR meets real SEO impact.
