Press releases still get talked about as a link-building tactic, especially when people notice links fading or disappearing over time. That leads to the wrong question. The real issue isn’t whether press release links last—it’s whether links are even the primary value of press releases in the first place. In this post, we break down what press releases actually do today, why link decay is normal, and how PR fits into a modern local SEO strategy without relying on short-lived backlinks.
Table of Contents
Why press releases are not a link-building shortcut
When a press release goes out, it can create a burst of links. Those links often come from the same distribution network each time. That means the same set of referring domains repeat across many releases. If every page on a site ends up with the same referring domains and the same anchor text, that looks over-optimized. Search engines can ignore or devalue those links.
Many press release links also have a short life. Some will vanish in 30 to 90 days. Others stay longer. Either way, you get short-term spikes more than long-term, steady link growth. So if your goal is to build a natural, long-lasting backlink profile, press releases alone will not do that job.
What press releases are good for
Press releases can still be useful. We use them for three main things:
- Brand authority — Releasing regular announcements helps put your name and message out in the wild. This builds trust and recognition over time.
- Citations — A published mention of your business with name, address, phone, or website can count as a citation. Citations help local search and maps performance.
- Fresh signals — Press releases are fresh content. They can push mentions into AI search and news aggregators for a short window of visibility.
We need to be clear: we are not chasing links with press releases. The goal is to push brand presence and get consistent mentions across platforms that matter to local search and reputation.
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How often should you publish press releases?
Frequency matters because press releases are a freshness play. If most releases have a short relevance window, doing them once in a while gives a steady stream of new mentions. Some providers suggest at least two per month, and four per month if the budget allows. For many local businesses, that is expensive.
We commonly put local service clients on one press release per month. After building a solid link profile the normal way, we can shift some budget toward regular press releases. That keeps brand mentions flowing without relying on the PR links themselves to carry our SEO.
How distribution and purges affect PR links
Distribution networks work with many websites and aggregators. Some of those outlets will remove or “purge” PR pages after a period. Purge windows can be 30, 60, or 90 days. A few distribution providers work out longer retention deals with publishers so their releases stay live longer.
Even if links stay live, their SEO weight often drops quickly. That is why repeating releases is part of the plan. We see the value more as a steady drumbeat of brand mentions and citations than as durable backlinks.
Common press release mistakes to avoid
- Using PRs primarily for anchor text links. If every release points back to your site with the same exact anchor text, it looks manipulative.
- Expecting long-term link equity. Press release links usually do not behave like editorial links from a varied set of domains.
- Publishing poorly targeted releases. A release that does not matter to the audience or local market will not boost visibility or citations.
- Doing one-off releases and stopping. Because the value is in freshness, sporadic releases give only short bursts of benefit.
How we use press releases in a local SEO plan
We start with a foundation of diverse, high-quality links built the usual ways. Once the site has that base, we add press releases for three reasons:
- To create regular citations that help maps and local search.
- To push brand mentions into news and AI search during key events or promotions.
- To maintain a public presence so users and local media can discover the business.
This approach keeps the focus on reputation and local signals, not on chasing short-lived links. Press releases are one tool in the toolbox, not the whole tool shed.
What to measure
If you use press releases, track more than raw backlinks. Watch these metrics:
- Citation count — Are directories and local sites picking up the NAP data?
- Brand mentions — Are we seeing the business name show up in more places?
- Maps performance — Is the business moving in local pack rankings?
- Referral traffic — Any direct visits coming from the distribution placements?
Links are only one part of the picture. A steady increase in citations and brand mentions can lead to better local visibility even if the PR links fade.
Practical tips
- Rotate anchor text if you include links, and avoid exact match anchors every time.
- Focus headlines on newsworthy, local angles that matter to your audience.
- Keep releases concise and include clear NAP data for citation pickup.
- Set a schedule that fits your budget and matches your other marketing activities.
Final take
Press releases can be useful. They are not a shortcut to building a healthy backlink profile. Use them to push brand authority, to create citations that help local search, and to get fresh public mentions. If you treat PRs as link machines, you will get over-optimized anchor text and short-lived gains. If you treat PRs as a steady brand signal, they can help your local presence and maps performance.
Are press release links harmful to SEO?
Not usually harmful by themselves, but if a site gets many repeated links with the same anchor text from the same sources, search engines may ignore or devalue them. That looks like manipulation. Use varied anchors and mix PRs with other link sources.
How many press releases should a small local business publish?
One per month is a common, realistic plan for many small businesses. If the budget allows, two per month is better. Four per month gives more frequent visibility but is costly.
Do press releases help Google Maps rankings?
Yes, indirectly. Press releases can create citations and public mentions that reinforce your business name, address, and phone. Those signals can help maps performance over time.
Will press release links stick around forever?
No. Many links have short life spans and some pages are purged after 30 to 90 days. A few distribution services have longer retention, but overall PR links are not guaranteed to be permanent.
Should we stop all link building if we use press releases?
No. Press releases should supplement a good link building strategy, not replace it. Build diverse links from different domains, then use PRs for brand and citation signals.