Should I Pay for a Press Release Distribution Service?

Q: We’re thinking about putting out some press releases for our B2B using a wire service. What is your view from an SEO perspective on this approach?

A: Press release distribution has become much less effective as an SEO tactic in recent years, but in some cases press releases can still be helpful for SEO. Google tends to devalue links coming from press release sites, and has discouraged the creation of low quality/spammy press releases that have been overused by marketers in past years. However, there are some cases where a press release is great for SEO: If the information being distributed is truly newsworthy, the online commentary and links resulting from that interest can help your site’s ranks. Additionally, in some cases a press release can display in Google News results, which can feed interest and drive traffic to your site. A press release may also provide a short-term band-aid for a reputation issue in search results.
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