Using Wikipedia for Content Marketing, SEO

Wikipedia can be useful for content advertising and marketing, website link making, and entity study, supporting entrepreneurs arrive at an viewers of probable customers.

To be distinct, given that at minimum 2007, all exterior links from Wikipedia include the nofollow attribute, directing search engines not to rely the inbound links in web page-ranking algorithms.

Screenshot of a Wikipedia page showing the backend code

All external hyperlinks from Wikipedia article content have provided the nofollow attribute due to the fact at minimum 2007. As a result no connection authority is passed to Google.

This is some thing John Mueller, a senior webmaster tendencies analyst at Google, mentioned in a Reddit article, saying “randomly dropping a website link into Wikipedia has no Web optimization value and will do nothing at all for your internet site,” according to an Web optimization Roundtable post.

It does not signify, having said that, that Wikipedia has no price for written content entrepreneurs and search engine optimizers.

At the very least, Wikipedia helps with subject matter discovery, hyperlink creating investigation, search-engine-optimization entity identification, and, maybe, entity development.

Subject matter Discovery

Employing Wikipedia, marketers can identify likely content material matters in a fashion very similar to broken connection constructing, according to Nate Shivar, an net publisher.

The first action is to search in Wikipedia for damaged links (“dead” in the Wikipedia vernacular) or for statements that require quotation.

Here’s an example. Picture that you are accountable for articles marketing and advertising at an online retail store that sells science fiction collectibles. You want to generate material to entice Star Trek enthusiasts, so you conduct the adhering to look for on Google.

web star trek intext:“dead link”

This look for returns Wikipedia articles that mention Start Trek and contain the phrase “dead link” somewhere in the information.

At the time of composing, the final results for this query provided the Wikipedia articles for two Star Trek Business episodes. In each individual situation, the lifeless backlink pointed to an post on the Radio Moments web site. For case in point, listed here is the broken connection from the report for a Star Trek Enterprise episode titled “Anomaly.”

Utilizing the Online Archive’s Wayback Machine, we can see what information was on this Radio Situations website page.

Screenshot of a Wayback Machine page for Star Trek

The World-wide-web Archive has display screen captures of websites about time even following web pages are no extended reside.

This content material might encourage you to generate content about the Star Trek Enterprise collection. When you’re completed, you could go back again to Wikipedia, update the url, and increase the web site.

You could also have uncovered this damaged url utilizing Wikipedia’s every month record of broken hyperlinks.

Just swap the month and year (“March_2021”) in the URL with the month you want to evaluation.

Finally, we could perform a equivalent look for on Google for Wikipedia article content that need to have citations.

web star trek intext:“citation needed”

Url Making Investigation

Let us suppose you done your report about the Star Trek Organization episode “Anomaly” and added the link to Wikipedia.

You could acquire that exact same broken link from Radio Instances and verify it for one way links with Ahrefs, Semrush, or identical instruments.

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

Lifeless inbound links on Wikipedia might exist on other web-sites, way too.

Entity Identification

In the Search engine optimisation context, entities are the individuals, destinations, factors, companies, and ideas contained in a expertise graph, a description or map of similar entities.

Look for engines from time to time count on entities, as opposed to keywords, to greater have an understanding of queries.

Here’s a primary introduction, under, of Search engine optimisation entities from my CommerceCo by Functional Ecommerce presentation.


Some Search engine optimisation experts imagine Wikipedia’s article content and software programming interface enable determine entities that look for engines these kinds of as Google are very likely to recognize. And working with entities in information could affect how properly a specified site ranks.

Picture you are the marketer at a immediate-to-purchaser exercise clothing brand. You want to produce material about CrossFit that incorporates connected entities.

You research Wikipedia for particular person CrossFit Video games and CrossFit athletes, such as Ben Smith, Samantha Briggs, and Tia-Clair Toomey, and for the notion of “overtraining.”

Many of the articles returned from the Wikipedia lookup signify an entity that Google recognizes. In this case, Ben Smith has a know-how 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

Quite a few of the articles returned from a Wikipedia search characterize an entity that Google recognizes. In this instance, Ben Smith has a information panel on Google and a Wikipedia report. So, the individual Ben Smith is an entity Google acknowledges.

It is also achievable to use Wikipedia’s API to crank out a very similar list, in accordance to digital marketer Daniel Heredia, who printed an article on the matter, “Using Wikipedia API with Python for Search engine optimization.”

Entity Development

Lastly, you may possibly generate Wikipedia article content, which could make their way into Google’s Know-how Graph.

To be certain, building a Wikipedia web site is a obstacle. The subject will have to satisfy many criteria. For case in point, Ahrefs, one of the most well-liked Search engine optimisation and material advertising instruments, does not have its individual Wikipedia website page.

Michal Pecánek, a marketer and written content writer at Ahrefs, has an exceptional guide to generating Wikipedia webpages that mentions how his very own attempts to build a Wikipedia write-up for the business failed.

If you are unable to build an short article about your small business or item, you could create associated posts, which could even now drive website traffic or fascination your way.

Look for Wikipedia for matters essential to your customers. If you see a crimson backlink, you know there is an chance to produce an short article.

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

Purple-colored links in Wikipedia symbolize matters for which a web page title does not exist.