SEO has changed more in the last few years than it did in the entire previous decade. Google algorithm updates, AI Overviews, AI Mode, and the rise of large language models (LLMs) have fundamentally altered how information is discovered and evaluated. Today, SEO is no longer just about rankings; it is about authority, trust, and contextual relevance.
The value of off-page SEO has also evolved. Low-quality profile creation, blog commenting, and mass link-building techniques that once worked now provide little to no value. LLMs and modern search systems are capable of understanding source credibility and distinguishing between authoritative information and manipulation. When press releases are done correctly, they have emerged as a long-term SEO asset.
Why PR Matters in the New Era of SEO (GEO / AEO)
Modern SEO is often described using new terms like GEO (Generative Engine Optimization) or AEO (Answer Engine Optimization). Regardless, the terminology of the core principle is the same: search engines and AI models prioritize trusted, authoritative sources.
Press releases published organically on high-quality publications align perfectly with this shift.
1. High-Authority Publications Power AI Understanding
Digital press releases published on reputable media platforms help establish brand authority. LLMs frequently rely on high-authority publications to gather information, validate facts, and build contextual understanding of companies and industries.
Being featured organically on such platforms sends strong authority signals that traditional backlinks alone cannot replicate.
2. LLMs Value Content Even Without Backlinks
Unlike traditional SEO, where backlinks were the primary off-page factor but LLMs often extract value from content itself. Organic press releases contribute structured, editorially validated information that AI systems trust.
This makes organic PR effective even when links are limited, nofollowed, or absent entirely.
3. Editorial Validation Improves Brand Authenticity
Press releases approved by journalists and editors carry third-party validation. This validation helps AI models distinguish real businesses from self-promotional content, improving brand credibility across AI-generated responses.
4. Entity Building Over Keyword Ranking
Modern SEO is not just about keywords, but it focuses on entities. Organic PR helps define:
Who the brand is
What it does
Which industry does it belong to
This entity clarity is critical for AI-driven discovery.
5. Long-Term Value vs Short-Term Tactics
Unlike temporary link schemes, a high-quality press release continues to deliver value months or even years after publication by reinforcing authority and trust.
How Press Releases Support Long-Term SEO
Press releases no longer exist just for announcements. When used strategically, they become foundational SEO agency assets that support both traditional search and AI discovery.
Key benefits include:
Strengthening EEAT (Experience, Expertise, Authority, Trust)
Improving brand mentions across trusted sources
Supporting AI citation and contextual relevance
Enhancing investor and stakeholder confidence
Reducing dependence on volatile ranking tactics
How to Do Press Releases That Actually Help SEO
Not all PR helps SEO. In fact, poorly executed PR can dilute credibility. Here’s how to approach press releases in the AI era:
Work With a Strategic PR Agency
Choose a press release agency that prioritizes editorial relevance over volume. A good PR agency guides brands toward publications that match their industry, audience, and long-term goals.
Focus on Organic Press Releases
Organic press releases without sponsored disclaimers are more authentic and trusted by both users and AI systems. They align with how modern discovery works.
Avoid Over-Spending on Paid PR
Paid PR with disclaimers may offer visibility, but it carries lower credibility. Over-reliance on sponsored content can weaken brand trust over time.
Build Stories, Not Promotions
Journalists publish stories, not advertisements. Focus on insights, trends, data, or real-world impact rather than product pitches.
Think in Terms of Citations, Not Just Links
LLMs work heavily on citations and context. Brand mentions in trusted editorial environments often matter more than traditional backlinks.
PR Is No Longer a Short-Term SEO Hack
In the AI era, SEO rewards consistency, credibility, and authority. Press releases when executed organically help brands build a durable presence that search engines and AI systems can rely on.
Unlike manipulative tactics that fade with algorithm updates, organic PR grows stronger over time. It supports not only rankings, but also understanding what the currency of modern search.
Final Thoughts
Press releases have evolved from simple announcements into long-term SEO assets. As AI reshapes discovery, brands that invest in organic PR will gain a sustainable advantage.
SEO today is not about gaming systems; it’s about becoming a trusted source. Organic press releases help brands earn that trust, making them a critical part of any future-ready SEO strategy.
