Why Press Pages Are the New SEO Power Move
October 12, 2025
A few years ago, “press” pages felt like something only luxury brands, influencers, or big corporations needed.
But in 2025, they’ve quietly become one of the most powerful visibility tools a creative business can have.
Search is changing fast. Between Google’s new AI Overviews and the rise of generative engines like ChatGPT and Perplexity, visibility isn’t just about what you post on your own site anymore. It’s about how well your brand is recognized across the internet and how clearly those signals connect back to you. That’s where your press page comes in.
Why AI Now Cares About Press Pages
AI models are built to trust authority. When they generate answers, they look for verifiable proof that a brand is legitimate, consistent, and noteworthy. A well-structured press page gives them that proof in one clean, machine-readable place.
When your website lists your features, interviews, collaborations, and directory listings with real links, you’re giving AI engines a map of your credibility. It’s like saying: “Here are all the places the world has already trusted my work.”
That’s the kind of data AI engines use to decide who gets mentioned when someone searches for “top wedding photographers in North Carolina” or “luxury wedding planner on the East Coast.”
The Visibility Chain: From Features to AI Citations
Think of your press page as a digital chain of evidence.
- A publication or directory lists you as a featured vendor.
- Your press page links to that feature.
- AI models crawl both sides, connect the dots, and recognize you as the same entity.
Without that link, the connection can break. This means your features might exist, but AI systems can’t always tell they belong to you.
It’s one of the most overlooked reasons why many photographers and creatives have impressive press coverage but don’t show up in generative answers or branded AI searches.
The SEO Layer Everyone Misses
From a traditional SEO standpoint, a press page also adds massive value. It naturally builds high-authority backlinks, increases dwell time, and strengthens your internal linking.
But here’s the part most people miss: press pages are also entity builders.
In the world of AI visibility, an “entity” is what connects your name, business, and work into one clear identity. The more cleanly your site and your features align, the easier it is for AI to identify your brand and surface it in results.
It’s not just about ranking anymore. It’s about recognition.
What a Powerful Press Page Includes
Here’s what makes a press page truly effective in 2025:
- A clear headline and description : “As Seen In,” “Our Press Features,” or “Brand Mentions” all work well. Add a one-sentence intro about what kinds of features you’re highlighting.
- Linked features with context : Include publication name, date, and a quick one-liner about what the feature was (e.g., “Boho Weddings: Morgan + Leo’s Sunset Vineyard Celebration”).
- Logos or screenshots : Visuals help readers (and AI models) associate those brand names with yours.
- Consistent naming and URLs : Use the same business name, location, and tagline across all listings to strengthen entity signals.
- Internal links : Link your press page back to relevant blogs or service pages so the authority flows through your site.
Case in Point: When Features Start to Work for You
When we ran an AI visibility report for a client earlier this fall, her authority signals were strong but disconnected. She had stunning work and multiple features, yet they weren’t clearly linked on her site.
A month later, she launched a press page and published four new blog posts connecting her features back to her website. The result? Her AI visibility score jumped significantly, and she began appearing more frequently in generative summaries for “________ wedding photography” and related searches.
That’s the ripple effect of entity alignment. Once everything connects, AI starts recognizing you automatically.
How to Create Your Own Press Page
You don’t need a dozen magazine spreads to start. Even a small collection of features or collaborations is enough to make an impact.
Here’s a quick step-by-step:
- Gather every feature, interview, styled shoot, or vendor spotlight where your work has been mentioned.
- Create a dedicated page on your website. It’s the middle of the busy season, so a blog post is a good placeholder until you can renovate your site.
- Write a short paragraph introducing your press highlights and why you’re proud of them.
- Add links, visuals, and short descriptions.
- Keep it updated every few months as new features go live.
If you’re just getting started, you can even include “As seen in…” directories like The Knot, Zola, or Carats & Cake. They count, and they help AI engines confirm your business is real and reputable.
The Takeaway
Press pages are no longer just a brag board. They’re a trust signal, a citation hub, and a visibility booster all in one.
In a search world run by AI, the brands that win aren’t just the ones with great SEO — they’re the ones AI can verify.
So if you’ve ever thought your features didn’t “do much” for you, it might just be because the algorithm couldn’t find them. Build the bridge. Connect the dots. Let your press page do the heavy lifting.
Frequently Asked Questions
1. What is a press page on a website?
A press page is a dedicated section of your website that highlights where your work has been featured — magazines, blogs, interviews, podcasts, or vendor directories. It acts as a portfolio of credibility, showing both people and search engines that your brand is trusted and recognized.
2. How does a press page help with SEO?
Press pages strengthen SEO by linking to high-authority sites that mention your brand. Those backlinks increase your domain authority, help search engines connect your name to trusted sources, and create internal linking opportunities that boost visibility for your service pages.
3. Why are press pages important for AI visibility?
AI search engines like Google’s AI Overviews, ChatGPT, and Perplexity look for consistent, verifiable data about a brand. A press page helps them “connect the dots” between your website and your external features. The clearer those connections are, the more likely your brand will appear in AI-generated answers.
4. What should I include on my press page?
List every credible mention of your brand, including:
- Publication name and link
- Date or year of the feature
- A short description or headline
- The same business name, location, and tagline used on your site
Adding screenshots, logos, and internal links to related blog posts or galleries helps both readers and algorithms understand the context of your work.
5. Do I need to have big magazine features to make a press page?
Not at all. Vendor directories, styled shoot collaborations, and local blog features all count. What matters most is linking those mentions back to your website so AI models can recognize your brand as active and authoritative within your niche.
6. How often should I update my press page?
Update it every few months or whenever new features go live. Fresh content signals to both Google and AI engines that your brand is current and engaged — which increases your chances of being cited in future AI summaries.
7. What’s the difference between a press page and a blog?
Your blog is where you publish your own content. Your press page is where you showcase other platforms or people who have published about you. Both work together: your blog builds authority through education, while your press page builds credibility through recognition.
