A press release is a statement with newsworthy information that the outlet decides whether or not to publish, while a sponsored post is paid content that the outlet identifies as sponsored. The difference matters for links: Google asks you to qualify with sponsored or nofollow the links that are advertising or paid placements, and discourages optimized anchor text in articles or press releases distributed across other sites.
Definitions
- Press release: a text that reports something newsworthy (a launch, a piece of data, an event). It can be sent to journalists or distributed; whether it gets published depends on editorial interest and the outlet's policy.
- Sponsored post or sponsored content: a paid publication in an outlet, normally flagged as sponsored, with a voice and format adapted to the outlet.
In both cases the text should provide useful information and not work as a disguised ad.
What Google says about links in each case
Google's spam policy lists as examples of link spam paid articles with links that pass ranking credit and optimized anchor text in articles, guest posts or press releases distributed across other sites. It also acknowledges that buying and selling links for advertising and sponsorship is normal, as long as they are qualified with nofollow or sponsored.
The guide on outbound links adds that if you receive payment of any kind for a link, it should be qualified with sponsored or nofollow. So the criterion is whether there is payment, not the name of the format.
Practical comparison
- Publication: a press release depends on editorial interest; a sponsored one is agreed with the outlet.
- Labeling: a sponsored post is usually identified as such; an earned article is not.
- Links: if there was payment, qualify them; if the outlet links on its own decision, the decision is theirs.
- Control of the text: in a sponsored post, normally higher, always within the outlet's rules.
- Expectations: in both, avoid promising ranking results.
When to choose each
- Choose a press release when there is real news and you want to take advantage of editorial interest.
- Choose a sponsored post when you need control of the message, predictable timing or presence in a specific outlet.
- Combine both: use the news as a base and the sponsored publication to extend reach in chosen outlets.
Either way, write for the outlet's reader, with verifiable data, and don't repeat the same text on many sites.
How SEOfy works with it
SEOfy publishes content in Latin American media with a direct relationship with editors and owners, and adapts each piece to the outlet's voice. The content type, labeling and link attribute depend on each outlet's editorial policy and are stated before you order. It guarantees publication; it does not guarantee rankings, traffic or AI citations.
Frequently asked questions
Should a sponsored post carry nofollow?
Google asks you to qualify paid links with sponsored or nofollow. The specifics depend on each outlet's policy and on what is agreed with the client.
Does a press release generate backlinks?
It can, if the outlet decides to link. It is not certain and depends on the outlet's policy.
Can the same release be repeated in several outlets?
It is better to adapt the text to each outlet. Google cites as a problem optimized anchor text in press releases distributed across other sites.
Related reading
- Digital PR vs link building: differences and when to choose
- Dofollow, nofollow and sponsored: what they are and which to use
- Is buying backlinks worth it? What Google says
Next step
If you need to publish in Latin American media with clear conditions per outlet, you can ask SEOfy.
