Let’s be honest: most press releases get buried. They’re either too dull, overloaded with keywords, or written for an audience that stopped existing ten years ago.
At Buylinkco.com, we’ve reviewed hundreds of press releases. We’ve analyzed their performance, identified what works (and what flops), 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 that builds authority.
If you’re serious about visibility, here are 10 no-fluff, field-tested tips straight from our SEO team.
Tip 1. Lead with a Headline That Hooks… and Ranks
We can’t stress this enough: your headline must do two things:
- Grab a reader’s attention.
- Show relevance to search engines.
Use your primary keyword but write it like something you’d genuinely want to click.
✅ Think less “corporate memo”, more digital front-page.
Tip 2. Sprinkle Keywords — Don’t Pour Them
Too many press releases still fall into the trap of keyword stuffing. But you’re not trying to game Google circa 2007. Use keywords strategically: in the headline, subheadings, and early in the body text. Focus on semantic relevance, use terms and phrases that are topically related to your main keyword.
Pro tip: Use tools like Ahrefs or Semrush to find what your audience is searching for. You can also try AI tools to uncover related entities and semantic phrases that boost your topic’s authority.
Tip 3. Make It Mobile-First
More than 60% of users will read your release on their phone. If it’s one dense wall of text? They’re gone. Keep it clean:
- Use short paragraphs.
- Add bullet points.
- Stick to a clear structure.
- Format for quick scanning
Mobile optimization isn’t optional — it’s the baseline.
Tip 4. Link Like a Pro
Add relevant, contextual links back to your website — ideally to landing pages, product pages, or blog content that expand on your story. Use clear, descriptive anchor text (ditch the generic “click here”).
To align with Google’s guidelines, it’s best practice to qualify your links. Add rel=”nofollow” or rel=”sponsored” attributes in press releases. This signals transparency and builds trust with search engines, which is more valuable long-term than any perceived “link juice”. We stick to 1–2 strategic, clearly marked links per release.
Tip 5. Add Multimedia — or Be Ignored
A plain-text press release is like a meal without seasoning. To make yours stand out, add:
- Include high-quality images
- Embed videos if possible
- Infographics for data
Not only do visuals improve engagement, but they also boost dwell time and sharability — both positive SEO signals. Also, consider using NewsArticle schema markup to help Google better understand and feature your content.
Tip 6. Craft a Meta Description Worth Clicking
It won’t directly impact rankings, but it absolutely affects your click-through rate. Write a 150–160 character summary of your release that highlights the value and includes your main keyword. Think of it as your 2-second elevator pitch on Google.
Tip 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 — lean into local SEO.
📍 Mention the city, neighborhood, or region in the headline or intro.
📍 Use local landmarks or events as context.
Google rewards geo-specific relevance, especially for service-based businesses.
Tip 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 and use plain, engaging language. This is critical for Google’s E-E-A-T guidelines. Clear, simple language demonstrates your experience and builds trust. If a high school student wouldn’t understand it, rewrite it.
Tip 9. Push It on Social — Don’t Wait for Magic
Press releases don’t go viral on their own. Share them on LinkedIn, X (formerly Twitter), niche Facebook groups, even Reddit (if relevant). Remember:
- Every share = more eyeballs
- Every comment = more engagement
- And engagement = better search visibility.
Tip 10. Track Everything — or What’s the Point?
Publishing a press release without tracking results is like tossing a message in a bottle and hoping for a handshake.
Pro tip: Set up UTM tags. Track referral traffic, dwell time, and conversions in Google Analytics 4 (GA4). Monitor for backlinks and brand mentions. Use that data to optimize the next release.
But don’t stop there. The real success of a press release is often broader. Watch for these signals:
- Brand Mentions: Use monitoring tools to find media outlets that mention your brand, even without providing a link.
- Branded Search Lift: Check your Google Search Console. Did searches for your company name spike in the days following the release?
- Journalist Engagement: Take note of any direct emails or calls you receive from journalists and bloggers.
Collect it all. Analyze it. Then use it to prove impact — and level up your next release.
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 build authority. There’s a big difference — and the search engines know it.
Next time you prepare a release, don’t just announce news. Turn it into a strategic SEO asset.
If you need help crafting one that actually works — well, you know where to find us. Contact us at Buylinkco.com to get your brand the visibility it deserves.
