Short answer: yes, but not through links. Google's own spam policies classify optimised links in syndicated releases as link spam, so distribution volume does not build authority. What a release still does is get a fact indexed under your entity, put a story in front of journalists who may cover it independently, and enter the corpus that answer engines draw on. Judge it on those three, and the answer for most releases is that it is worth publishing and not worth paying much to syndicate.
This question gets asked every year and usually gets answered badly, in one of two directions: press releases are dead, or press releases are a secret SEO weapon. Neither survives contact with what Google actually publishes.
What changed, and when
The link value went first, and it went a long time ago. Google's spam policies name the practice explicitly, listing "links with optimized anchor text in articles, guest posts, or press releases distributed on other sites" as link spam. That is not a rumour or an algorithm theory. It is written policy.
What changed more recently is the other side of the ledger. Answer engines now synthesise responses from sources they select, and press material is unusually well represented in what they draw on — well enough that the wire services have built products around it. PR Newswire sells an AI-optimised release format explicitly aimed at becoming a cited source in ChatGPT and Gemini. When incumbents reposition their core product, the category has already moved.
So the honest summary is not "press releases stopped working." It is that the mechanism changed from link acquisition to entity and citation, and most of the industry's habits are still calibrated to the old one.
What a release still does
Gets a fact indexed under your name
A release published on your own domain is an indexable, dated, attributable statement that a thing happened. That has quiet, compounding value: it is how a funding round, a hire, a product launch or a milestone becomes a checkable fact associated with your organisation rather than a claim on a marketing page.
This is the least glamorous benefit and probably the largest one.
Reaches journalists who may cover it independently
The original purpose, still intact. A release that lands with a reporter who writes their own piece produces earned editorial coverage — which carries real links, real audience and real credibility. That outcome has nothing to do with how many mirror domains carried the syndicated copy, and everything to do with whether the news was worth writing about.
Enters the corpus answer engines read
If a release is on an indexable page with a clear fact, a named source and consistent entity information, it is available to be retrieved and cited. Whether it is cited depends on far more than formatting, and anyone promising otherwise is guessing.
Worth being blunt here, because the AEO market is full of the opposite claim: Google states plainly that "there are no additional requirements to appear in AI Overviews or AI Mode, nor other special optimizations necessary," and that "you don't need to create new machine readable files, AI text files, or markup to appear in these features" (Google Search Central). The foundations — indexable, accessible, genuinely useful, accurate structured data that matches what is visible — are the whole job for Google's AI surfaces.
What it stopped doing
| Claim you will still see sold | Status |
|---|---|
| Builds domain authority through syndicated links | No. Named as link spam in Google's policies |
| More pickups means more SEO value | No. Mirror copies are near-duplicates, not endorsements |
| Guaranteed placement on high-authority news domains | Misleading. Paid syndication is not editorial endorsement |
| Ranks for competitive commercial keywords | Rarely. A release is not a landing page and does not behave like one |
| Anchor-text links pass ranking credit | No, and it is an explicit policy violation |
The pattern is consistent: everything that treated the release as a link vehicle is gone, and everything that treats it as a factual, attributable publication survives.
The test worth applying before you publish
One question, asked honestly: would a journalist who covers this beat consider this news?
If yes, publish it, distribute it where that beat's reporters actually look, and measure earned coverage.
If no, you are about to spend money announcing something to an audience that does not care, and no amount of distribution will change that. Publish it to your own newsroom as a record if it is a real fact, and skip the wire.
That test filters out most of what gets syndicated. It is also the only reliable predictor of whether a release produces anything.
A useful secondary check comes from the research on what actually gets picked up by generative systems. In GEO: Generative Engine Optimization (Aggarwal et al., KDD 2024) the strongest tactics were adding statistics, citing sources, and adding quotations, at roughly 30 to 40 percent relative visibility gain — while keyword stuffing performed worse than doing nothing. A release with a real number, a real source and a real quote is doing the same thing that makes any page citable. A release without those is not saved by distribution.
What replaced it
The budget did not disappear. It moved into three disciplines that do what press-release SEO was once believed to do.
Earned links, pursued directly
What people wanted from press-release SEO was authoritative links. Those still exist; they are just acquired by giving a journalist a reason to write, not by paying a network to copy your text. That means original data, a genuine exclusive, a spokesperson worth quoting, and a media list built for the beat rather than bought by volume. It is slower, it has a lower hit rate, and the results are real.
Entity consistency
The quiet infrastructure work: your organisation described identically across your site, your profiles, your releases and your executives' bios; a real About page; named people with real credentials. This is unglamorous and cannot be bought in a package, which is exactly why it is undervalued. It is also what makes an assistant able to answer questions about you correctly.
Owned publishing
A release announces. An article explains, compares or documents. The second is what gets found months later, and it is where the search value that people hoped to get from releases actually lives. Most communications teams sitting on a wire budget would get more from redirecting part of it into two well-researched articles a quarter.
How to think about the split
A reasonable starting point for most organisations: keep distribution for genuine news at a modest tier, spend the difference on the story and the outreach, and treat anything that fails the journalist test as a newsroom post rather than a paid release. The exact ratio depends on how often you actually have news — which is the variable nobody wants to examine, and the one that decides everything.
What to expect, honestly
No ranking movement from the release itself in most cases. If rankings move after a campaign, the likely cause is earned coverage and the links and attention that came with it, not the wire.
Slow entity effects that are hard to attribute and easy to underrate. Consistent, dated, factual statements about your organisation accumulate.
Occasional outsized returns when a story genuinely lands. This is a hit-driven channel, which is exactly why volume strategies underperform: publishing twelve non-stories does not average out to one good one.
Nothing measurable within a week. Anyone reporting SEO gains from a release seven days after distribution is reading noise.
And attribution stays genuinely hard. A release, an earned article, a social push and a paid campaign usually run in the same fortnight, which means the honest position is that you rarely have a clean control. Say so. A programme that reports what it can defend keeps its budget longer than one that claims a causal chain nobody can reproduce.
For how to structure the release so it can be extracted and attributed in the first place, see formatting a press release so AI assistants cite it. For what to do about the reporting side once it is out, see measuring AI citations from PR.
So is it worth doing
For most organisations, yes — at a much lower cost and a much lower cadence than the industry norm, with the budget moved from syndication volume into the story itself and into the people who might write about it.
The release is a record and an entry point into a conversation with the press. It was never the campaign itself, and treating it as one is what makes the budget disappear without a trace.
We work on this with PR agencies, communications teams and distribution platforms, usually as part of a wider search and answer-engine program or PR and brand building engagement. If you want a second opinion on whether your release cadence is earning anything, get in touch.
