The Power of Press Releases

Lauren Stark

What Is a Press Release?

A press release is an official statement from a business or website giving interesting information about a noteworthy event. The purpose of a press release is to spread relevant information to other websites or to journalists.

Companies have press releases for many reasons:

  • To build their reputation.
  • To gain media coverage.
  • To gain links from reputable news websites
  • To increase organic traffic

Press Release Benefits

Press Releases are popular for a good reason, a well-written and well-researched press release can be extremely beneficial as it creates media buzz.

Positive outcomes from a successful press release include:

  • High Authority Backlinks 
  • Increased Referral traffic
  • Increased Brand visibility

These benefits also impact SEO, by making a website look more authoritative to search engines as backlinks and traffic increase. This is a positive feedback loop, as the website gets more exposure it will rank more highly which will lead to even more exposure through search.

What are Good Press Release Topics?

Press releases should be noteworthy and interesting so that they can generate engagement and traffic.

Some examples of good press release topics:

  • A new and upcoming event
  • A specially conducted study on something relevant to your audience
  • A new product or service
  • A significant change to an existing product or service

Top Tips to Optimize Press Releases for SEO

Focus on Keywords

Google and other search engines rank web pages by crawling them for certain key terms, so you want to make sure your press release has the right keywords to be relevant to searches. Identify the keywords most relevant to your press release topic and website and then use these keywords strategically. They should be in the headline of the press release, any subheadings, and even in image captions.

Use a Readable Format

Use bullet points, numbers, lists, and subheads that break up the text. Avoid writing blocky paragraphs, and instead, try to use shorter, more condensed paragraphs. This will make your content more searchable and organized.

Choose the Right URLs for Backlinks

After you’ve determined your main keywords, identify the links that correspond best to those terms. Ideally, these links would be landing pages that you want to drive traffic to, and that has some sort of sales funnel attached to it. For example, if your press release is announcing a new product line, link to the product landing page behind one of their keywords, rather than their home page or a recent blog post.

Incorporate Images

“Users remember only 10% of the information they read after three days of consuming that content. With added visuals, their memory power increase by 65%.” Use images to make your press release more memorable.

How to Share Press Releases

Press Releases are published to a website’s blog or a dedicated landing page and then sent to journalists. Then the press release is in the hands of the journalists and will hopefully be shared, but this is not always the case.

However, a great way to ensure the success of your press release is to create an Accessily guest post-campaign for your guest post. You can input the press release keywords and backlink URLs and then input the relevant target audience.

Then the campaign will match your press release with relevant websites and automatically generate guest posts leading to backlink creation, increased traffic, and increased SEO!


If you take the time to write compelling and engaging press releases that are genuinely newsworthy, then the process of press release distribution will be worth your time. When a press release gages the attention of a journalist, news source, or publication, it will provide exceptional visibility and SEO benefits.

Lauren Stark

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