Is your press release outreach failing to drive traffic, trust, or authority despite consistent efforts? You’re not alone. Many brands overlook the critical role of Google’s EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) when crafting and distributing their news content. As Google continues to refine its quality standards, EEAT has become a vital ranking factor—not just for content on your site but also for your broader digital presence, including press releases. That’s why EEAT improvement for press release outreach is now essential for any brand looking to maximize ROI from their public relations efforts.
This blog will provide an in-depth guide on how businesses can improve their EEAT through strategic press release outreach. From understanding how EEAT connects to Google’s quality guidelines to implementing distribution methods that showcase credibility, we will break down every angle to help you transform your PR campaigns into authoritative SEO assets.
Table of Contents
What Is EEAT and Why Does It Matter in Press Release Outreach?
EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It originates from Google’s Search Quality Evaluator Guidelines and is used to assess the quality of content, especially for websites dealing with health, finance, legal, and news-related topics. However, in recent updates, EEAT has extended its relevance to all types of content.
When you distribute a press release, it’s not just a message—it’s a reflection of your brand’s reputation. A press release that scores well on EEAT helps your business:
- Get picked up by high-authority publishers
- Improve rankings in Google News and organic search
- Build long-term brand trust with your audience
- Increase visibility across authoritative platforms
Google looks at who wrote the content, where it was published, and the reputation of the source. That’s why improving EEAT in press release outreach directly affects how well your message is perceived and ranked.
How EEAT Applies to Press Release Outreach
Most businesses still treat press releases as a one-time news dump rather than a part of their overall content marketing and SEO strategy. But today, EEAT connects deeply with how Google evaluates press releases across the web.
1. Experience
Google rewards content created by people with first-hand experience. When publishing a press release, emphasize real-world involvement, case studies, or personal insights. This may include:
- A quote from the company founder explaining the impact of a product launch
- Mention of on-the-ground research or fieldwork before a business expansion
- Commentary from industry leaders who were directly involved
2. Expertise
Expertise is about qualifications, but it’s also about content that’s factually accurate and contextually rich. Ways to show expertise in your press release:
- Include data, research, or verified statistics
- Use language that matches the industry’s professional tone
- Mention certifications, partnerships, or awards
3. Authoritativeness
This refers to the perceived reputation of the author and the company. Authoritativeness can be built by:
- Publishing on well-known PR platforms like IMCWire
- Getting backlinks from high-domain-authority websites
- Having a strong online profile (LinkedIn, company site, etc.) for the authors quoted in the release
4. Trustworthiness
Google wants content that users can rely on. Press releases improve trust when they are transparent, well-sourced, and error-free. Things to ensure:
- Include clear contact information
- Avoid promotional exaggeration
- Maintain consistent branding and factual accuracy
Core Strategies for EEAT Improvement in Press Release Outreach
To improve EEAT in your press release distribution, your campaign must go beyond traditional distribution and focus on credibility, quality, and technical SEO standards.
Optimize Author and Publisher Credibility
Make sure the authors quoted in your release have a digital footprint. Link to their professional bios, include credentials, and avoid anonymous or generic sources. Also, select PR platforms known for trust and authority, such as IMCWire, which is recognized for publishing content on reputable news outlets.
Use Structured Data and Schema Markup
Use structured data in your press release when hosted on your site to help search engines understand the context. Schema types like NewsArticle, Organization, and Person reinforce EEAT signals and improve visibility on Google.
Leverage High-Authority Platforms for Syndication
One of the easiest ways to improve EEAT is by being associated with high-authority platforms. A press release published on sites like Yahoo Finance, AP News, Business Insider, and MarketWatch instantly boosts perceived authority.
IMCWire specializes in syndicating press releases across such platforms, helping brands build EEAT through digital association.
Include Authoritative Quotes and Data
Avoid generic quotes. Instead, quote company executives, certified professionals, or third-party experts with known credibility. Supplement these with verifiable data from trusted sources like government databases, research institutions, or reputable journals.
Consistency in Branding and Messaging
Trustworthiness increases when your press releases align with your overall brand message. Keep your company details, mission, values, and messaging consistent across your website, social media, and PR campaigns.
Get Reviews and Mentions from Third Parties
A press release that sparks third-party coverage—journalist reviews, blog writeups, influencer mentions—strengthens authority and trust. Encourage additional media coverage through follow-up pitches, interviews, or exclusive reports.
Avoiding Common EEAT Pitfalls in PR Outreach
Even the most well-written press releases can underperform if certain mistakes are made. Avoid these to maintain and improve your EEAT:
- Low-quality distribution platforms: Don’t use free or spammy press release services. They can damage trust.
- Overuse of keywords: Keyword stuffing hurts both trust and readability.
- Anonymous authorship: Lack of author details makes your content less credible.
- Unverifiable claims: Always back statements with evidence. Don’t make unsupported claims about success or outcomes.
How IMCWire Enhances EEAT for Your Press Release Outreach
IMCWire is not just a press release distribution service—it’s a strategic PR platform built around modern SEO and EEAT standards. Here’s how it helps your press releases succeed:
- Authoritative Syndication: IMCWire partners with news outlets and high-authority websites to publish your press releases across trusted media networks.
- Custom SEO Optimization: Press releases are optimized with structured data, proper headlines, and trustworthy formatting.
- Human Expertise: Real editors and industry professionals review each press release to ensure quality and relevance.
- Brand Profiles: Companies receive custom author or brand profiles, helping boost recognition and consistency in Google’s eyes.
- Compliance with Google’s Guidelines: All content meets modern quality standards, ensuring your brand is future-proofed for SEO changes.
Measuring the Impact of EEAT Improvement on Press Release ROI
By applying EEAT principles, you can see measurable improvements in:
- Search Rankings: Better visibility on Google News and organic results
- Referral Traffic: High-authority backlinks that bring more users to your site
- Engagement Metrics: Longer dwell time, better CTRs, and more shares
- Conversion Rates: Improved credibility translates into increased lead trust and conversions
Brands that apply EEAT improvement to press release outreach often experience a 20-40% increase in overall online visibility and higher retention from media coverage.
Future Trends: EEAT and AI-Generated PR Content
As AI becomes more integrated into PR, EEAT will become even more critical. Google is becoming smarter at detecting AI-generated content that lacks experience or trust signals. That’s why it’s crucial to combine automation with human-authored insights and reputable platforms.
Smart brands will focus on:
- Publishing hybrid content (AI-assisted, human-edited)
- Ensuring transparency about content authorship
- Using trusted platforms like IMCWire for distribution
Final Thoughts
EEAT improvement for press release outreach is no longer optional—it’s the backbone of modern PR success. If you want your press releases to rank, reach the right audience, and build lasting brand trust, then focusing on Experience, Expertise, Authoritativeness, and Trustworthiness is non-negotiable.
From choosing credible platforms like IMCWire to crafting press releases that highlight real-world insights and expert voices, every step must reinforce your brand’s authority.
The brands that master EEAT in their press release strategies will dominate both search engines and the media landscape in 2025 and beyond.
Let your next press release do more than just announce—let it build authority.
