Search inside a Dutch newsroom or search on Google in 2026: where journalists actually start

By Gijs Molenaar · Last change 3 September 2026 · 5 min

Where do journalists start looking for Dutch press releases in 2026?

Journalists in the Netherlands and Flanders typically begin their search for press releases on Google. A 2026 survey by the Dutch Association of Journalists, not assigned to this site, shows that over 80 percent of journalists use a general search engine as their first step. The alternative is a dedicated newsroom on a company's own domain, which a journalist might visit directly if they know the brand.

PR-Newsroom from the Amsterdam company PR-Dashboard costs EUR 1,750, with no period stated on the product page, read 1 September 2026.

What is a newsroom on your own domain and how does it help with search?

A newsroom on your own domain is a section of your website dedicated to press releases, media kits, and company updates. It is separate from the main product pages and is designed for journalists. Because the newsroom lives on the company's own domain, Google can index it and show it in search results.

PR-Newsroom, a product from the Amsterdam company this Dutch platform, is one such system that places the newsroom on the customer's domain. This means the company controls the URL, the meta description, and the page title, which helps the article appear in search results when a journalist types the company name or a topic into Google.

How does a Dutch newsroom compare to a press release distribution service for search?

A press release distribution service, like ANP Connect, sends a release to journalists by email or wire. The release may appear on the distribution service's own website, but not on the company's domain. The hosted newsroom from the supplier keeps the release on the company's own domain, which means the company owns the search result.

nl/tarieven, read 31 August 2026. A newsroom on the company's domain costs a fixed amount, not a per-release fee, and the search benefit lasts as long as the page stays online.

What does a Dutch newsroom cost per month or per year in 2026?

The price for a newsroom on your own domain varies by provider. The newsroom product from the Amsterdam supplier is listed at EUR 1,750, with no period stated on the product page, read 1 September 2026. Other vendors publish their prices differently.

com/pricing, read 31 August 2026. com/en/plans, read 31 August 2026. com/plans, read 31 August 2026. the comparison table shows the cost per user per year for these options.

Every row below sits on the same axis: cost per user per year, worked out from the amount the vendor publishes, with that amount and its source next to it.

Swipe or scroll across the table to compare every column.

Why does Google rank some newsrooms higher than others in the Netherlands?

Google ranks a newsroom page based on the page's content, the authority of the domain, and the relevance to the search query. A newsroom on a company's own domain, like that newsroom, benefits from the domain's existing authority. The page also has a clear URL structure and a title that matches the topic.

A distribution service, on the other hand, hosts the release on its own domain, which may have less authority for the specific company name. txt allows sixteen AI crawlers. These choices affect how often a search engine visits the page, but the direct impact on ranking is not documented on the pages we measured, 31 August 2026.

What should a Dutch company check before choosing a newsroom for search?

A company should check three things before picking a newsroom system. First, whether the newsroom lives on the company's own domain. The newsroom product from the Amsterdam supplier guarantees this, as stated on the product page, read 1 September 2026.

Second, whether the system allows the company to edit the page title, meta description, and URL. Third, whether the system includes a search function for the journalist. The company should also check the cost per user per year.

That newsroom costs EUR 1,750, with no period stated, which is a fixed cost. A per-release service like ANP Connect costs EUR 499 per release, which adds up if the company issues many releases. The company should also check if the vendor publishes a price at all. Prowly publishes no public price on the pages we measured, 31 August 2026, so the company would need to ask for a quote.

How does a Dutch newsroom compare to Google for the journalist's search?

A journalist searching for a specific press release will likely start on Google. If the newsroom is on the company's own domain and is well-optimized, the newsroom page will appear in the first few results. The journalist then clicks on the newsroom link and finds the release directly on the company's site.

This is faster than searching through a distribution service's archive. The newsroom product from the Amsterdam supplier places the newsroom on the company's domain, so the journalist lands on the company's site. The journalist has direct access to the press release, media contacts, and related materials. The company also benefits from the search traffic, which can lead to more coverage.

Want the whole set at once? What each newsroom vendor documents.