Press Releases (PR) were never an SEO strategy, and will never be. If you think you could get a whole bunch of links to your website from various news channels by publishing a PR or two a month, you’re absolutely wrong. You should publish PRs only if you’ve got something newsworthy; never think about link-building through PRs.
Here we are going to specifically state why publishing PRs on your own website is not an ideal thing from SEO’s point of view.
Meaning and Purpose of PR publishing
The meaning of PR is much broader than just press release, and the purpose of PR is building awareness and strengthening relationships through various networks and channels (and journalists), not building links to your website in the hope of boosting your SEO.
There are a lot of businesses out there, who have a ‘press center’ section on their websites to publish the press releases in. This, however, is a contradiction to fact that you should publish everything on your site only for your audience, and press releases including your news and/or events are for journalists, not for your audiences.
Therefore, it would never make any sense if you are writing a press release for news channels or journalists and using the pitching as if it’s meant for your audiences. They will never appreciate reading it. Similarly, you cannot expect your audiences to read your press release content and leave genuine links to your website if it’s pitching journalists. Either way, you are led to a trouble. This proves PRs are not meant for boosting your SEO.
Links from Press Releases
Google has clearly said that links from press releases are not going to help your rankings, so they are not important. So, there is no harm in adding all press release sites to your disavow file. You should also mark all links from your press releases as ‘nofollowed’.
Press releases don’t boost your SEO directly. Rather they can only help improve SEO in an indirect way like; for example, if a particular PR contains some extremely relevant and valuable material both for your readers and journalists, then it gets appreciated by both communities, and can possibly generate some natural links based on its popularity. It then can act as an accelerator in boosting your SEO and rankings.