Direct answer: Not for rankings. Google’s spam policies name “links with optimized anchor text in ... press releases distributed on other sites” as link spam, and paid links are only acceptable when marked rel="sponsored" or rel="nofollow", which means they aren’t meant to pass ranking credit. A release is worth paying for when you have real news and people who’ll read it. If you’re buying it for SEO or credibility, the same money usually goes further on your Business Profile or on case notes on your own site.
The budget-swap table
We’re not putting dollar figures here because we couldn’t find a source for distribution prices. The “What you get” row is our description of each option; the “Ranking value” row cites Google.
| Paid press release | Same budget on Business Profile work | Same budget on case notes | |
|---|---|---|---|
| What you get | A release reposted across a distribution network, plus “as seen on” logos | Complete categories, hours, services, photos, and a steady review request process | Two or three short project write-ups on your site, with client permission |
| Ranking value | Little to none from the links (spam policies) | Google says complete info, reviews, and links to your business feed local ranking | Pages on your domain that answer specific buyer questions |
A quick audit if you already bought one
Open the release on two or three of the sites that carried it and check:
- Is the link to your site marked? Right-click, Inspect, and look for
rel="sponsored"orrel="nofollow"on the link. If it’s marked, it’s following Google’s rule and won’t pass ranking credit. - Is the anchor text a keyword? Something like “best plumber in Plano” is the pattern Google calls out. Your business name is fine.
- Did anyone actually cover it? Search your company name in Google News. Reposts on the distributor’s network aren’t coverage.
If the links are unmarked keyword anchors, you don’t need to panic. Just don’t repeat it, and don’t count it as an SEO asset.
When a release still makes sense
Real news (a new location, an acquisition, a recall, a partnership) for an audience that reads releases: trade press, local reporters, investors, partners. Judge it by who saw it and who called.
Where earned mentions come from
The kind of link a release imitates is a reporter or trade site covering you because the story is worth it. Pitch one local outlet a real story, sponsor a community event that lists sponsors, or offer to comment on news in your field.
AI answers follow the same rules
Google’s spam policies now include “attempting to manipulate generative AI responses in Google Search.” The way into AI answers is the same as regular search: the clearest answer to the question on your own site.
FAQ
Will a press release get me backlinks that boost rankings? No. Google treats optimized paid release links as link spam, and properly marked ones don’t pass ranking credit.
Should press release links be nofollow? Google prefers rel="sponsored" for paid links; nofollow is still acceptable.
Is a press release ever worth it? Yes, for real news with a real audience. Not as an SEO play.
Do “as seen on” logos help? As a trust badge, a little. Linked, real coverage helps more.
