German firms urged to personalize press releases and own domains

Experts advise German companies that generic press releases published across multiple portals no longer boost search visibility. Identical content provides little value to search engines, and duplicated releases often compete with each other, limiting organic reach. Tailoring each release with unique headlines, introductions, sub‑headings and keyword variations can create separate, valuable entries for each platform.

In the era of generative AI, owning a corporate website and structuring first‑party data become critical. AI answer systems such as ChatGPT and Google AI prioritize sources that are machine‑readable, well‑cited and contain structured data. Studies show that content with clear FAQs and structured markup is cited up to 44 % more often in AI‑generated responses. Consequently, firms should focus on building and maintaining their own domains, where they control data and can ensure AI‑friendly formatting, rather than relying solely on rented visibility on social‑media and marketplace platforms.