Press releases used to be a quick win for map rankings, but those days are gone. Today the strongest results come from a balanced mix of semantic links, premium + supporting press releases, and steady brand signals that reinforce who you are, what you do, and where you operate. This post breaks down how we now use press releases as part of a structured, diversified strategy—so you get stable, long-term map improvements without relying on outdated single-tactic tricks.
Table of Contents
Why press releases worked before and why they do not work alone now
At one point press releases were a strong ranking lever. We tested them thoroughly and even built a whole course around a PR-only method. Back then a well-timed press release could push a profile up in the map pack. Over time many people copied the method. Google changed how it reads those signals. The tactic that once stood alone stopped being reliable.
That does not mean press releases are useless. They still send signals. They still create context and brand mentions. But using them by themselves is risky. If you put all the budget into only one thing, it often burns out or becomes less effective.
Why we prefer a mixed approach
Diversifying how we build signals gives us better, more stable results. We look for three things from our efforts:
- Authority — links and media that show trust and reputation.
- Context — content that explains who the brand is, what it does, and where it operates.
- Entity signals — consistent brand mentions, citations, and branded assets that tie everything together.
For a well-established brand we usually split the budget. We buy targeted, topical links and we run press releases. We also keep work on citations, on-page optimization, and branded assets. This mix keeps the signals healthy and less likely to get ignored by the algorithm.
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How we use press releases now
We use press releases inside a broader framework, not as a rank button. Presses are part of a stack or a silo. The top piece should be a premium release that points back to the money site with a brand anchor. The supporting releases can be standard and point to the top release. This structure pushes contextual relevance up to the premium release and then to the money site.
Use a semantic triple: who we are, what we do, and where we do it.
That triple is what we call an entity association statement. It can appear as the full anchor text or surround the anchor text. The language models will read the context and understand the relationship. Examples of a brand-plus anchor are:
- Brand + location (Acme Plumbing Phoenix)
- Brand + service (Acme Plumbing emergency repairs)
- Brand + service + location (Acme Plumbing drain cleaning in Phoenix)
PR stack vs PR silo — simple rules
There are two easy ways to arrange press releases:
- Silo — Daisy chain releases. The bottom links to the next up, and so on until the top. The top should be premium. The rest can be standard.
- Stack — Several supporting releases all link to one top release. The top is premium and links to the money site. The supports are standard and link to the top release.
Either way, use the premium placement at the top. Use the brand or brand-plus anchor there. Supporting releases should cover related topics and subthemes. This gives you a layered set of context signals rather than a pile of identical links.
When to link directly to the money site
We avoid linking every press release straight to the money site. Most of the time the only press release we link directly to the site is the top of the stack or the top of the silo. That premium release uses a brand-plus anchor inside the semantic triple. The supporting press releases link to the premium release to pass relevance up the chain.
How to split budget for a well-established brand
There is no single right allocation, but here is a practical approach we use often:
- Invest in targeted semantic links — they build topical and geographic relevance.
- Run a premium press release at the top of a stack or silo.
- Use several standard press releases to support the premium release.
- Keep a steady stream of citations and branded assets to reinforce the brand name and NAP data.
For example, a simple split might look like this: 40 percent links, 20 percent one premium press release, 10 percent several standard press releases, and 30 percent citations and branded content. The exact numbers depend on the client and the market. The idea is to diversify so one tactic does not carry all the weight.
Common mistakes to avoid
- Putting all budget into only premium press releases. That often fades in value over time.
- Using identical anchors across many releases. Vary the anchors and use longer semantic phrases.
- Publishing standard releases that do not add supporting context. Each release should serve a different supporting topic or subtheme.
- Neglecting citations and branded assets. Those small signals keep entity data consistent.
Quick checklist for a PR-driven maps push
- Decide stack or silo structure.
- Make the top release premium and use a brand-plus anchor inside a semantic triple.
- Create 3–6 supporting standard releases that cover related topics and link to the top release.
- Buy targeted semantic links to topical pages that support the service and location.
- Keep citations and branded pages clean and consistent.
FAQs
If we must choose only one, which is safer to spend on: links or press releases?
We would pick relevant, semantic links. They give tighter topical and geographic signals. Press releases can help, but links are more reliable when used alone.
Do we need to buy premium press releases every time?
No. Use premium for the top of the stack or silo only. Supporting releases can be standard. This saves budget while keeping the structure effective.
What exactly is a semantic triple or entity association statement?
It is a short phrase that tells who the brand is, what it does, and where it does it. Use it around links so the context is clear to language models and search engines.
Should press releases link directly to the Google Business Profile?
Usually no. Link the premium release to the money site and let supporting releases link to the premium release. The combined signals will help the Google Business Profile indirectly.
How often should we repeat press releases?
Publish supporting releases over time to create a steady flow of context. Do not publish many identical releases at once. Spread them out and vary the topics.