Using Wikipedia for Content Marketing, SEO

Edna B. Shearer

Wikipedia can be valuable for information advertising and marketing, url making, and entity exploration, supporting entrepreneurs achieve an audience of prospective customers.

To be distinct, considering the fact that at minimum 2007, all external hyperlinks from Wikipedia contain the nofollow attribute, directing search engines not to count the hyperlinks in site-position algorithms.

Screenshot of a Wikipedia page showing the backend code

All external back links from Wikipedia content have bundled the nofollow attribute considering the fact that at the very least 2007. So no hyperlink authority is handed to Google.

This is something John Mueller, a senior webmaster trends analyst at Google, pointed out in a Reddit write-up, declaring “randomly dropping a website link into Wikipedia has no Search engine optimisation benefit and will do nothing at all for your web site,” according to an Website positioning Roundtable posting.

It does not necessarily mean, having said that, that Wikipedia has no value for articles marketers and search engine optimizers.

At the quite minimum, Wikipedia allows with topic discovery, website link creating study, look for-engine-optimization entity identification, and, potentially, entity creation.

Subject Discovery

Utilizing Wikipedia, marketers can determine possible content topics in a style related to damaged link making, in accordance to Nate Shivar, an net publisher.

The 1st phase is to glimpse in Wikipedia for damaged back links (“dead” in the Wikipedia vernacular) or for statements that require citation.

Here’s an instance. Picture that you are dependable for written content internet marketing at an on-line keep that sells science fiction collectibles. You want to make written content to catch the attention of Star Trek lovers, so you carry out the pursuing look for on Google.

web star trek intext:“dead link”

This lookup returns Wikipedia posts that point out Commence Trek and include the phrase “dead link” somewhere in the written content.

At the time of writing, the final results for this question provided the Wikipedia posts for two Star Trek Company episodes. In each individual situation, the lifeless hyperlink pointed to an post on the Radio Situations website. For illustration, here is the damaged connection from the article for a Star Trek Business episode titled “Anomaly.”

Utilizing the World-wide-web Archive’s Wayback Equipment, we can see what data was on this Radio Periods webpage.

Screenshot of a Wayback Machine page for Star Trek

The World wide web Archive has display screen captures of internet sites more than time even right after pages are no for a longer period reside.

This content material might inspire you to write articles about the Star Trek Business series. At the time you’re accomplished, you could go again to Wikipedia, update the link, and make improvements to the web page.

You could also have found this damaged hyperlink employing Wikipedia’s regular listing of broken one-way links. articles_with_useless_external_backlinks_from_March_2021

Just switch the thirty day period and yr (“March_2021”) in the URL with the thirty day period you want to assessment.

Eventually, we could conduct a related search on Google for Wikipedia content articles that want citations.

internet star trek intext:“citation needed”

Connection Creating Analysis

Let us suppose you completed your write-up about the Star Trek Business episode “Anomaly” and extra the website link to Wikipedia.

You could acquire that exact broken link from Radio Times and test it for inbound links with Ahrefs, Semrush, or very similar equipment.

Screenshot of a Ahref's page showing broken links to a past article

Dead inbound links on Wikipedia may possibly exist on other web sites, too.

Entity Identification

In the Search engine optimization context, entities are the individuals, places, points, companies, and concepts contained in a expertise graph, a description or map of linked entities.

Search engines often rely on entities, as opposed to keyword phrases, to better fully grasp queries.

Here’s a simple introduction, down below, of Search engine optimisation entities from my CommerceCo by Useful Ecommerce presentation.


Some Search engine optimisation gurus believe Wikipedia’s articles or blog posts and application programming interface aid discover entities that research engines this kind of as Google are very likely to figure out. And using entities in content could effect how properly a offered web page ranks.

Envision you are the marketer at a direct-to-buyer work out clothing manufacturer. You want to create articles about CrossFit that includes similar entities.

You research Wikipedia for individual CrossFit Online games and CrossFit athletes, these kinds of as Ben Smith, Samantha Briggs, and Tia-Clair Toomey, and for the principle of “overtraining.”

A lot of of the content articles returned from the Wikipedia look for depict an entity that Google recognizes. In this case, Ben Smith has a knowledge panel on Google and a Wikipedia article. Therefore, for Google the man or woman Ben Smith is an entity.

Screenshot of a Wikipedia search for CrossFit showing Ben Smith

Several of the articles or blog posts returned from a Wikipedia look for depict an entity that Google acknowledges. In this illustration, Ben Smith has a understanding panel on Google and a Wikipedia write-up. Consequently, the individual Ben Smith is an entity Google acknowledges.

It is also probable to use Wikipedia’s API to generate a identical list, according to digital marketer Daniel Heredia, who revealed an article on the topic, “Applying Wikipedia API with Python for Web optimization.”

Entity Creation

And finally, you could possibly develop Wikipedia content articles, which could make their way into Google’s Information Graph.

To be guaranteed, developing a Wikipedia web site is a obstacle. The subject matter must meet several requirements. For example, Ahrefs, one of the most well known Seo and content marketing tools, does not have its possess Wikipedia site.

Michal Pecánek, a marketer and articles writer at Ahrefs, has an excellent guide to creating Wikipedia pages that mentions how his individual attempts to develop a Wikipedia posting for the organization unsuccessful.

If you can’t develop an posting about your business enterprise or product, you could generate connected content articles, which could nonetheless push targeted traffic or interest your way.

Look for Wikipedia for subject areas vital to your buyers. If you see a red link, you know there is an opportunity to build an write-up.

Screenshot of a Wikipedia search-result page for "whole30 vegan," showing red text indicating a page doesn't exist

Purple-colored hyperlinks in Wikipedia symbolize subject areas for which a website page title does not exist.

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