Press releases used to serve one purpose: getting your news in front of journalists. Today, they’re doing a lot more, especially in the world of AI-powered search.

As search platforms shift from keyword-matching to context-driven answers, press releases have quietly become a useful tool for building authority, trust, and visibility. They’re no longer just about getting picked up by the media or generating a backlink. Now, they can help position your brand for AI-driven search rankings, if you know how to use them right.

Why AI Search Engines Look at Credibility First

AI-powered search tools don’t just scan for keywords, they try to understand who you are, what you’re about, and why your content is worth showing to a real person. That means credibility matters, a lot.

Press releases help establish that credibility in several ways:

• They verify your business is real (especially if published on trusted news outlets)
• They tie your name to timely topics and industry trends
• They give AI models structured, factual content to draw from when generating answers

If you’re working with a generative AI search engine optimization agency like Dabaran, press releases are already part of the strategy, for reasons that go far beyond link building.

Press Releases and Entity Recognition

AI search engines, like Google’s Search Generative Experience (SGE), use something called entity recognition. Instead of just indexing words, these models identify "entities", like people, places, businesses, and brands, and track how those entities are mentioned online.

The more often your business shows up in credible sources, the stronger that entity becomes in the eyes of AI.

Publishing press releases through reliable channels helps strengthen your brand as a known entity. Each time your business is mentioned in a release, it reinforces the idea that you're a real company doing real things. That’s the kind of signal that SEO for AI search is built on.

Press Releases Help Shape Your Narrative

When AI pulls from online content to generate answers, it's looking for consistent, clear signals about your business. If your brand has been mentioned in a variety of contexts, like in your website, local directories, social media, and yes, press releases, it becomes easier for AI to “understand” you.

A press release lets you control the narrative. You get to decide:

• What products or services you want to highlight
• Which keywords you want to be associated with
• What kind of story or authority you want to build

Instead of waiting for others to write about you, a press release lets you put your message out there in a format AI platforms can recognize and use.

And when working with a team that provides AI SEO services, your press releases won’t just read well, they’ll be structured in a way that helps search platforms connect the dots.

It’s Not About the Backlink; It’s About the Source

In the past, SEOs pushed press releases just to grab a backlink from a high-domain site. That still has some value, but in the age of AI search, the bigger win is being mentioned by a trusted source.

AI search engines weigh content from:

• News publishers
• Industry publications
• Local business journals
• Authoritative niche blogs

If your press release appears on a site like PR Newswire, Business Insider, or a relevant industry news site, it builds your trust factor. This trust helps feed better rankings in systems that use machine learning to evaluate content credibility.

Dabaran, as a generative AI search engine optimization agency, incorporates this trust-building process directly into its strategies.

Press Releases Boost Topical Authority

Search engines also track topical authority which is a measure of how much your business knows (and is known for) a certain subject.

Publishing press releases about:

• Product launches
• Industry awards
• Research reports
• Community involvement
• Partnerships and expansions

… helps connect your name to those topics. And the more often you're associated with the right topics, the more likely AI search engines will choose your site when generating answers.

If your business provides plumbing services in Chicago, for example, regular press releases about your service areas, seasonal specials, or local events help anchor your authority in that topic cluster. This is a key principle in SEO for AI search.

Structuring a Press Release for AI SEO

To get real SEO value from press releases in the AI era, you can’t just blast out generic content. You need to be intentional about the structure, keywords, and clarity of your messaging.

Here’s what works:

• Headline with a key term or business name
• Opening paragraph with the core message: who, what, where, when, and why
• Body with supporting facts and relevant links
• Quotes from a company spokesperson
• Contact information and business details at the bottom

Also, make sure the release is:

• Easy to read (short sentences, clear formatting)
• Fact-based, not overly promotional
• Linked back to key pages on your site

And of course, it should include key phrases you're targeting.

How Often Should You Publish Press Releases?

There’s no one-size-fits-all answer, but consistency matters. A good rule of thumb for growing businesses is to publish a release every quarter, more often if you have big announcements or operate in a fast-moving industry.

The key is quality. Don’t send out fluff. Publish newsworthy updates that show growth, credibility, or expertise.

Press Releases and Local SEO

If you're targeting a specific city or region, press releases can also help with local visibility. AI search platforms that personalize results based on location will factor in:

• Where your business is mentioned
• What cities are listed in your content
• Whether you’re cited in local news sources

Publishing press releases through local outlets or mentioning your service areas (like "serving Chicago small businesses") helps reinforce your presence in those regions.

For example, a press release titled “Dabaran Expands AI SEO Services for Chicago Businesses” helps Google and other search tools tie that service offering directly to a geographic audience.

Conclusion

At Dabaran, we don’t treat PR like an afterthought. As a full-service generative AI search engine optimization agency, we use press releases strategically to help our clients grow their visibility across traditional and AI search platforms alike.

Want to strengthen your credibility online and get ahead in AI-driven search? Let’s talk.

We’ll show you how the right mix of smart content, structured strategy, and timely press releases can help your business lead.