February 21, 2024


Business & Finance

Using Wikipedia for Content Marketing, SEO

5 min read

Wikipedia can be useful for articles internet marketing, connection developing, and entity exploration, helping marketers reach an viewers of prospective prospects.

To be very clear, due to the fact at least 2007, all external inbound links from Wikipedia include things like the nofollow attribute, directing lookup engines not to rely the links in webpage-ranking algorithms.

Screenshot of a Wikipedia page showing the backend code

All exterior hyperlinks from Wikipedia content articles have incorporated the nofollow attribute since at the very least 2007. Hence no connection authority is passed to Google.

This is some thing John Mueller, a senior webmaster developments analyst at Google, famous in a Reddit write-up, declaring “randomly dropping a link into Wikipedia has no Search engine marketing worth and will do almost nothing for your web-site,” in accordance to an Search engine marketing Roundtable post.

It does not imply, having said that, that Wikipedia has no price for material marketers and lookup motor optimizers.

At the incredibly minimum, Wikipedia aids with subject matter discovery, website link creating exploration, research-motor-optimization entity identification, and, probably, entity development.

Matter Discovery

Using Wikipedia, entrepreneurs can determine possible material matters in a manner comparable to broken connection building, according to Nate Shivar, an world-wide-web publisher.

The initially step is to glimpse in Wikipedia for damaged hyperlinks (“dead” in the Wikipedia vernacular) or for statements that have to have quotation.

Here’s an instance. Imagine that you are dependable for articles marketing at an on line retail store that sells science fiction collectibles. You want to build content to attract Star Trek admirers, so you perform the subsequent look for on Google.

web site:wikipedia.org star trek intext:“dead link”

This search returns Wikipedia content that mention Start out Trek and involve the phrase “dead link” somewhere in the material.

At the time of crafting, the benefits for this query provided the Wikipedia articles for two Star Trek Business episodes. In just about every situation, the lifeless url pointed to an report on the Radio Periods web-site. For case in point, in this article is the broken connection from the article for a Star Trek Organization episode titled “Anomaly.”


Applying the Net Archive’s Wayback Device, we can see what info was on this Radio Situations webpage.

Screenshot of a Wayback Machine page for Star Trek

The Online Archive has monitor captures of sites around time even just after web pages are no extended dwell.

This articles could encourage you to compose content articles about the Star Trek Business collection. At the time you are accomplished, you could go again to Wikipedia, update the connection, and strengthen the web site.

You could also have located this broken backlink working with Wikipedia’s month-to-month record of damaged back links.

https://en.wikipedia.org/w/index.php?title=Class:Articles or blog posts_with_useless_exterior_backlinks_from_March_2021

Just substitute the thirty day period and calendar year (“March_2021”) in the URL with the thirty day period you want to overview.

Eventually, we could perform a identical look for on Google for Wikipedia content articles that have to have citations.

site:wikipedia.org star trek intext:“citation needed”

Connection Making Exploration

Let’s suppose you accomplished your short article about the Star Trek Company episode “Anomaly” and included the hyperlink to Wikipedia.

You could get that exact same broken website link from Radio Moments and verify it for one way links with Ahrefs, Semrush, or similar equipment.

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

Useless backlinks on Wikipedia might exist on other web sites, far too.

Entity Identification

In the Web optimization context, entities are the people, places, points, companies, and ideas contained in a information graph, a description or map of related entities.

Lookup engines in some cases rely on entities, as opposed to key phrases, to superior understand queries.

Here’s a fundamental introduction, below, of Seo entities from my CommerceCo by Useful Ecommerce presentation.


Some Search engine optimization experts feel Wikipedia’s content and application programming interface aid recognize entities that research engines these types of as Google are likely to acknowledge. And using entities in articles could effects how perfectly a provided web page ranks.

Imagine you are the marketer at a immediate-to-purchaser training apparel model. You want to build written content about CrossFit that features linked entities.

You research Wikipedia for personal CrossFit Games and CrossFit athletes, these as Ben Smith, Samantha Briggs, and Tia-Clair Toomey, and for the notion of “overtraining.”

Several of the content returned from the Wikipedia lookup symbolize an entity that Google recognizes. In this scenario, Ben Smith has a know-how panel on Google and a Wikipedia write-up. So, for Google the individual Ben Smith is an entity.

Screenshot of a Wikipedia search for CrossFit showing Ben Smith

Numerous of the content returned from a Wikipedia lookup depict an entity that Google recognizes. In this example, Ben Smith has a understanding panel on Google and a Wikipedia post. As a result, the human being Ben Smith is an entity Google acknowledges.

It is also attainable to use Wikipedia’s API to create a identical list, according to digital marketer Daniel Heredia, who revealed an write-up on the matter, “Using Wikipedia API with Python for Search engine optimisation.”

Entity Creation

And finally, you might make Wikipedia article content, which could make their way into Google’s Awareness Graph.

To be positive, generating a Wikipedia page is a obstacle. The subject matter ought to satisfy various criteria. For example, Ahrefs, one particular of the most well known Seo and content internet marketing resources, does not have its own Wikipedia site.

Michal Pecánek, a marketer and content author at Ahrefs, has an excellent tutorial to developing Wikipedia pages that mentions how his have endeavours to generate a Wikipedia report for the corporation unsuccessful.

If you can’t develop an posting about your company or product or service, you may possibly create relevant content, which could however push visitors or curiosity your way.

Lookup Wikipedia for topics crucial to your buyers. If you see a red hyperlink, you know there is an prospect to build an short article.

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

Crimson-colored one-way links in Wikipedia characterize subjects for which a website page title does not exist.