How Press Releases Boost SEO and AI Visibility for Your Brand
Discover the growing trend of optimizing press releases to improve search rankings and GEO efforts
Key Points
Press releases boost your online visibility by helping your brand and keywords show up faster and more often in search results and news feeds.
They support SEO and GEO efforts by spreading your content across many sites and helping AI search tools include your brand in their answers.
Press releases can earn valuable backlinks from trusted news outlets, which improves your website’s ranking and credibility.
Many small and midsized businesses view press releases as a good way to share news and announcements. But what they might not realize is that press releases can actually do more than that.
Think digital visibility.
These days, people are constantly searching the web for services and companies. And more often, they’re using AI-powered search engines to do it.
They’re asking Gemini for the top local real estate agents or using ChatGPT to find the best nearby coffee shops and gyms.
That brings us to Search Engine Optimization and Generative Engine Optimization.
SEO is the process of improving how well your content shows up on search engines like Google, while GEO focuses on how your content appears in AI-powered programs.
Some folks may say press releases don’t help with SEO. But that’s not true.
Let’s set the record straight. Sure, we’re still in the early stages of figuring out the best ways to optimize press releases for both SEO and GEO.
But there’s evidence they help.
In fact, press releases have been shown to support both SEO and GEO efforts, according to Jeremy Fields, vice president of corporate development at Newsmatics, parent company of EIN Presswire.
He shared this after attending a recent conference on the topic.
“AI models such as ChatGPT, Gemini, Claude, etc. have created another crucial B2B and B2C communication platform that must be considered with all branding and marcom planning,” Fields said. “Large language models consume data from billions of data points and relevancy of sources is weighted differently to traditional search engines. Pushing out regular content, including press releases, keeps you and your clients' messaging fresh in AI models. The more publication points you reach more frequently, the greater the influence on the outputs of the AI models. Feed the LLMs and the AI models will do the rest.”
The truth is, writing and publishing a solid press release with clear headlines, smart keywords and helpful content can support your SEO goals. It can help your site show up higher in Google and other search results.
Also, press releases can drive traffic, earn backlinks and increase visibility when picked up by trusted news outlets or aggregators, according to the Search Engine Journal.
Meanwhile, another trend that’s starting to take off is GEO, a marketing strategy that focuses on making online content more visible to AI-powered search tools like ChatGPT, Gemini and Google’s AI Overviews.
Press releases can actually help with that. They give AI models and search engines updated content about your company or brand. That means your organization might be mentioned in AI-generated answers or summaries.
When you optimize press releases for GEO, you're helping your news and insights reach both traditional media and AI platforms. It’s a way to stay visible as the digital landscape keeps evolving.
Press releases also offer fresh, relevant content that can be tailored for local search, which adds another layer of value for businesses looking to connect with nearby audiences.
How Press Releases Help with SEO
Press releases aren’t just for spreading news. They can also improve your visibility in online search results. Here’s how:
1. Better Indexing and Brand Mentions
Press releases get picked up fast by Google and other search engines.
This can help your brand name, keywords and message show up in search results and news feeds.
2. Wider Keyword Reach Through Syndication
Press releases are often syndicated across many media sites and online platforms.
This spreads your content and keywords beyond your website.
It works well for long-tail keywords and branded search terms.
3. High-Quality Backlinks From Trusted Sites
Press releases can earn backlinks from respected news outlets and platforms.
These backlinks come from high-authority domains, which helps your site’s ranking.
Google treats quality press releases similar to syndicated stories from places like the Associated Press or Reuters.
How Press Releases Support GEO (Generative Engine Optimization)
Press releases can do more than boost SEO. They also help your content show up in AI-generated answers. Here’s how:
1. Clear, Trusted Content for AI Training
Press releases follow a simple and factual format.
They’re often published on reliable, high-authority websites.
This makes them strong sources for AI tools to read, quote and summarize.
2. More Brand Visibility in AI Search Results
A well-optimized press release spreads your brand message online.
It increases the chances your business will show up in AI-generated answers or “perspectives” sections.
3. Fresh and Verifiable Info for AI Models
Press releases are usually timely, accurate and attributed.
This helps AI tools pull up-to-date details about your company.
It also boosts your chances of showing up in generative search panels and summaries.
Simple Tips to Help Feed AI Models
Want your press releases to reach and influence today’s leading AI tools like ChatGPT and Gemini? These platforms are powered by large language models (LLMs) —advanced AI systems trained to process and generate human-like text. By distributing your press releases through our network, your content becomes accessible to LLMs, increasing its visibility and potential to be referenced in AI-generated responses across a wide range of topics.
Connect Your PR to Your Brand’s Online Presence
AI tools don’t just look at your website. They track your brand across platforms.
Make sure your brand is also active on LinkedIn, Twitter, Reddit, Quora and more.
When your press release matches what’s seen elsewhere, AI sees it as more trustworthy. That helps position your brand as real, relevant and worth showing to users.