Are press releases good for startups and SEO  | Lillian Purge

Are press releases good for startups and SEO

Press releases are one of the most misunderstood tools in digital marketing especially for startups. Some founders swear by them and others dismiss them as outdated SEO relics that stopped working a decade ago. From my experience both positions miss the point. Press releases are not inherently good or bad for SEO. They are a tool and like any tool their value depends entirely on how and why they are used.

I have worked with startups that wasted money blasting press releases across syndication networks expecting rankings to jump and others that used press releases strategically to build early credibility visibility and long term authority. In my opinion press releases are not an SEO shortcut and they never really were. They are a visibility and trust mechanism that can support SEO when used properly and quietly damage credibility when used poorly.

In this article I want to explain whether press releases are good for startups in 2026 how they actually affect SEO today when they are worth using and when they are better avoided.

Why press releases became controversial in SEO

Press releases earned a bad reputation because of how they were abused in the past. For years businesses used them as link building machines stuffing keywords into anchor text and distributing them across hundreds of low quality sites.

From experience that approach stopped working a long time ago. Search engines learned to discount syndicated links and devalue templated distribution networks.

In my opinion the backlash against press releases came not because the format was broken but because the intent behind their use was manipulative rather than communicative.

What press releases are actually for

At their core press releases are a communication tool. They exist to announce something newsworthy to journalists publications and interested audiences.

From experience when a press release is treated as an announcement rather than an SEO asset it tends to perform better across every metric including search visibility.

In my opinion startups should view press releases as a way to explain why something matters not as a way to manufacture links.

Do press releases directly help SEO rankings

This is the blunt truth. Press releases do not directly improve rankings in the way backlinks from editorial content do.

From experience links from syndicated press release sites are usually nofollowed ignored or heavily discounted by search engines.

In my opinion anyone selling press releases as a ranking tactic is oversimplifying or misleading. That said dismissing them entirely also misses their indirect value.

The indirect SEO value of press releases

Press releases can support SEO indirectly through visibility brand mentions and secondary coverage.

From experience a press release that reaches the right people can lead to editorial articles interviews and references that do include strong backlinks.

In my opinion the SEO value of press releases comes from what happens after distribution not from the distribution itself.

Brand mentions and entity signals

One of the strongest indirect SEO benefits of press releases is brand mention generation.

From experience when a startup is mentioned consistently across relevant publications search engines begin to recognise it as a real entity rather than an unknown domain.

In my opinion these mentions support trust and authority signals that make later backlinks more effective even if the press release itself does not pass link equity.

Press releases and startup credibility

For startups credibility is often the biggest hurdle. Users and journalists alike ask who are you and why should I care.

From experience a well placed press release announcing funding partnerships research or product launches can legitimise a startup quickly.

In my opinion this credibility effect supports SEO because trust influences click behaviour engagement and willingness to link organically.

When press releases make sense for startups

Press releases work best when there is something genuinely newsworthy to share.

From experience funding announcements product launches major updates research findings partnerships and milestones are good candidates.

In my opinion if the announcement would interest a journalist it is probably worth a press release. If it would not it is probably not.

When press releases do not make sense

Press releases do not work when they exist purely to say we exist or to force keywords into the web.

From experience generic announcements like launching a new website or adding a minor feature rarely gain traction.

In my opinion publishing press releases without news dilutes brand credibility and wastes budget.

Distribution quality matters more than quantity

Many press release services sell reach through volume. Hundreds of pickups thousands of impressions.

From experience this reach is often illusory. The sites are low quality scraped or ignored by real audiences.

In my opinion targeted distribution beats mass syndication. Reaching the right journalists matters far more than being everywhere.

SEO risks of low quality press release distribution

Poor press release distribution can create SEO issues indirectly.

From experience excessive low quality mentions can clutter brand signals and associate your startup with spammy domains.

In my opinion while search engines ignore most of this noise it still does not help and can complicate brand perception.

Press releases and backlinks in 2026

In 2026 press release links themselves are rarely valuable. The real value lies in follow up coverage.

From experience journalists rarely link directly from press release pages but they may link when they write their own piece.

In my opinion startups should measure success by earned coverage not by links reported in the press release dashboard.

How press releases support digital PR

Press releases are often part of digital PR rather than a standalone tactic.

From experience PR campaigns that combine press releases with personal outreach and strong angles perform far better.

In my opinion the press release is the asset not the strategy. The strategy is distribution relationships and story framing.

Press releases versus content marketing

Press releases and content marketing serve different purposes.

From experience content marketing builds long term discoverability while press releases create spikes of attention.

In my opinion startups should not confuse the two. Press releases support moments. Content supports momentum.

Press releases and link velocity patterns

One advantage of press releases is that they explain sudden visibility.

From experience link growth accompanied by coverage and mentions looks natural to search engines.

In my opinion press releases can provide narrative context for bursts of links when launches or announcements occur.

Writing press releases that do not feel like SEO spam

The writing matters. Press releases stuffed with keywords feel artificial and get ignored.

From experience clear human writing with a strong angle performs better with journalists and readers.

In my opinion press releases should be written like news not like landing pages.

Anchor text and linking discipline

If a press release includes links they should be branded or URL based.

From experience keyword rich anchors in press releases are a red flag.

In my opinion links should support discovery not manipulate rankings.

Measuring press release success correctly

Success is not impressions or syndication counts.

From experience success looks like journalist responses coverage mentions referral traffic and follow up links.

In my opinion startups should evaluate press releases by outcomes not dashboards.

Press releases and early stage startups

Early stage startups often benefit more from press releases than mature brands because they need visibility.

From experience a single strong announcement can open doors to partnerships media and investor interest.

In my opinion press releases are most valuable early when every mention helps build legitimacy.

Budgeting for press releases realistically

Press releases are not free. Distribution and writing cost money.

From experience startups should budget carefully and avoid overuse.

In my opinion fewer high quality releases beat frequent low value ones.

Press releases should not replace SEO fundamentals

Press releases do not fix poor technical SEO weak content or bad site structure.

From experience they amplify what already exists rather than compensate for what is missing.

In my opinion startups should treat press releases as a support channel not a foundation.

Common press release mistakes startups make

The most common mistakes are overusing them chasing links and distributing to the wrong audiences.

From experience these mistakes lead to disappointment rather than damage but they waste time and money.

In my opinion clarity of purpose prevents most mistakes.

Press releases in a long term SEO strategy

Press releases should appear occasionally not monthly.

From experience they work best when tied to real milestones.

In my opinion integrating press releases into a broader brand and content strategy maximises their value.

Final thoughts on whether press releases are good for startups and SEO

Press releases are not an SEO hack and they never will be again. They are a communication tool that can support SEO indirectly when used correctly.

From my experience startups that use press releases to build credibility visibility and narrative see benefits that compound over time. Those that use them to chase links see little return.

In my opinion the right question is not are press releases good for SEO but are they good for telling your story to the right people. When the answer is yes SEO often benefits as a byproduct rather than the primary goal.