Press releases are one of the most underrated tools in local SEO. When written and distributed the right way, they do more than build backlinks — they create branded authority, reinforce location signals, and feed data into Google Maps and AI-driven search. Whether you manage one business or multiple clients, adding consistent press releases to your marketing plan can boost visibility, strengthen trust, and help your profiles rank faster across both search and AI results.
Table of Contents
What press releases do for local marketing
Press releases do several things at once. They are not only about getting links. We use them to get branded location authority and to give Google more content that points back to our Google Business Profile. Here are the main benefits we see:
- Branded location authority – Press releases mention a business name and location. Over time, that builds proof that the business is real and tied to a place.
- Map ranking help – Press releases can push signals into the Google Business Profile through links, map embeds, images, and review share links.
- AI search signals – Language models and AI-driven search often pull from press releases. That means the content we release can be used in AI answers and snippets.
- Extra links and mentions – We do get backlinks. But we do not use press releases only for links. The content and mentions are the bigger win.
Why we include press releases in local SEO packages
Many local marketers skip press releases because they think they are too old school. We do the opposite. We include them because they give us multiple ways to improve visibility. They are a tool that pushes authority into the exact places we want: the local map pack, the Google Business Profile, and AI search results.
When we publish a press release, we can include:
- Links to the Google Business Profile
- Map embeds that show the exact location
- Share URLs for collecting reviews
- Images that show the business location and staff
All of these small items add up. They make it easier for Google and other systems to connect the dots about who the business is, where it is, and what it offers.
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Press releases and AI search
AI-powered search and language models read a lot of web content. Press releases are often written to mention business details, events, or updates. Those are the exact facts AI systems want. When we publish press releases regularly, we increase the chances that a language model picks up our business details and uses them in answers.
We are not just guessing here. We see press releases referenced in AI results. That means the content we publish can appear as a source for AI answers. In short, press releases help with AI visibility in ways that regular links alone do not.
Should we use press releases for link building?
We get links from press releases, but that is not the main reason we use them. The core goal is to build branded signals and to feed data into Google and other systems. Links are a bonus. If we are planning a full link building campaign, press releases can be part of it, but we should not treat them only as a link source.
We use press releases for building branded location authority and for improving map search. Now there is a third component: optimizing for AI search.
How to integrate press releases into local marketing services
If we are running local campaigns, here is a simple process to include press releases:
- Decide on a publishing cadence. Monthly press releases often work well for active local campaigns.
- Write short, factual releases that mention the business name, address, phone number, and service area.
- Include a map embed and a link to the Google Business Profile.
- Add images and review share URLs where appropriate.
- Use a known distribution network so the release gets picked up and indexed.
- Track changes in local ranking and AI visibility after several releases.
We have found small, steady releases often beat large, one-time pushes. Regular updates make the business look active and consistent. That is exactly the signal we want for local search.
Should our agency buy a Press Advantage account?
If we publish press releases regularly, getting our own account makes sense. It can reduce costs and make the process faster. For agencies that manage several clients, an account is especially helpful. We will save money and have more control over how the releases look and where they go.
Here are the reasons we recommend a Press Advantage account for agencies:
- Lower per-release cost when you publish often
- Faster turnaround and easier management
- Better profit margins on add-on services
- More control over the content and tracking
We still offer to publish releases for clients who want that. But when we can, we recommend owning the account. It keeps costs down and improves margins.
How press releases help map rankings
Press releases help with maps in a few concrete ways. The main idea is to load Google with consistent, trustworthy signals about the business and location. When we add map embeds, Google sees the exact address. When we link to the Google Business Profile, Google sees a strong cross-link pattern. When we include images and review share links, we make the profile richer.
Those combined signals help the profile surface better in map queries. That is why we put extra map-focused items into press releases when our goal is to push Google Maps performance.
Common objections and our answers
Some people say press releases are old or expensive. We disagree. They are an extra layer of proof for the business. They are a way to control the message and give search engines clear facts. They also provide content that AI models consume. For a small recurring cost, the payoff can be large when you consider better map rankings and AI visibility.
How often should we publish?
Monthly works well for many clients. If the business has frequent news, monthly may be easy. For quieter clients, a quarterly cadence can still help. The key is consistency. If we promise monthly press releases as part of a package, we should deliver them on a regular schedule.
What to include in a local press release
- Business name and exact address
- Phone number and website URL
- A short headline and a clear opening sentence
- Map embed or link to the Google Business Profile
- Review share links if we want to drive reviews
- One or two images of the location or staff
- A call to action that matches the local offer
Tracking results
We monitor a few things after publishing press releases:
- Changes in Google Maps rankings
- Traffic to the website from the release
- Mentions on other sites and backlinks
- Any appearance in AI or featured snippet results
We do not expect instant dramatic shifts. Local signals build over time. But consistent press releases plus good GBP work tends to move the needle in a few weeks to a few months.
How to price press release add-ons
Pricing depends on the volume and the distribution service. If we run a small agency, charging clients a monthly fee for a press release add-on is fair. If we publish several releases per month, having our own distribution account drops our cost and increases our margin.
We suggest two options for clients:
- We publish for them and include the cost in their bill.
- They pay for their own Press Advantage account and we manage the content.
For clients with multiple locations, having the client own the distribution account can be the most cost effective. For single-location clients, we often bundle the cost and make it part of a monthly marketing plan.
Quick checklist for press release setup
- Open a Press Advantage account if publishing regularly.
- Create a release template with business name, address, and contact info.
- Include a map embed and GBP link in each release.
- Choose relevant images and add review share URLs.
- Publish on a set schedule and track results for at least 90 days.
Do press releases help with AI-driven search results?
Yes. Language models and AI search systems read press release content. When we publish clear, factual releases, those systems can reference our content. This raises the chance our business details show up in AI answers or snippets.
Are press releases mainly for backlinks?
No. Backlinks are a bonus. The main goal is to build branded location authority and feed Google more data about the business. We use press releases to support map ranking and to improve the Google Business Profile.
How often should we publish press releases for local clients?
Monthly is a good starting point for active campaigns. Quarterly can work for slower businesses. The important part is consistency so search engines and AI systems see regular updates.
Should our agency get a Press Advantage account?
If we publish releases regularly for several clients, yes. Owning an account lowers cost per release and improves our margins. It also lets us move faster and control the content better.
What should we include in a local press release?
Include the business name, address, phone, website, a clear headline, a map embed or link to the Google Business Profile, an image or two, and review share links when relevant.
Do press releases improve Google Maps rankings?
They can. Press releases add consistent location signals, links, and media that support the Google Business Profile. When combined with other GBP work, they help improve map ranking over time.
Final recommendation
We strongly recommend adding press releases to local marketing services. They are not the whole plan, but they are a powerful piece of the puzzle. If we have the budget and we run multiple local campaigns, get a distribution account for better margins. If we do the work right, press releases will help build branded authority, improve map rankings, and increase visibility in AI search.
Keep the releases short, factual, and consistent. Include map embeds, GBP links, review share URLs, and images. Track the results and adjust the cadence as needed. With that approach, press releases become a steady, reliable tool in our local SEO toolbox.