Using Wikipedia for Content Marketing, SEO

Marie C. Delgado

Wikipedia can be helpful for content marketing, link creating, and entity investigate, serving to entrepreneurs access an audience of possible clients.

To be obvious, because at minimum 2007, all exterior inbound links from Wikipedia include things like the nofollow attribute, directing look for engines not to count the backlinks in page-ranking algorithms.

Screenshot of a Wikipedia page showing the backend code

All external backlinks from Wikipedia content have incorporated the nofollow attribute due to the fact at minimum 2007. Therefore no website link authority is passed to Google.

This is a thing John Mueller, a senior webmaster trends analyst at Google, famous in a Reddit submit, expressing “randomly dropping a url into Wikipedia has no Website positioning price and will do nothing for your internet site,” according to an Web optimization Roundtable article.

It does not suggest, nonetheless, that Wikipedia has no benefit for articles entrepreneurs and search engine optimizers.

At the pretty least, Wikipedia can help with subject matter discovery, website link developing investigate, lookup-engine-optimization entity identification, and, possibly, entity creation.

Topic Discovery

Using Wikipedia, entrepreneurs can determine opportunity written content matters in a style similar to broken website link developing, according to Nate Shivar, an online publisher.

The first action is to appear in Wikipedia for broken links (“dead” in the Wikipedia vernacular) or for statements that need to have quotation.

Here’s an example. Picture that you are dependable for content marketing and advertising at an on-line keep that sells science fiction collectibles. You want to create content material to appeal to Star Trek lovers, so you perform the pursuing lookup on Google. star trek intext:“dead link”

This look for returns Wikipedia content that point out Start off Trek and incorporate the phrase “dead link” someplace in the material.

At the time of composing, the success for this query integrated the Wikipedia article content for two Star Trek Organization episodes. In every single circumstance, the lifeless link pointed to an posting on the Radio Situations web-site. For case in point, below is the broken url from the write-up for a Star Trek Enterprise episode titled “Anomaly.”

Applying the Web Archive’s Wayback Device, we can see what details was on this Radio Instances webpage.

Screenshot of a Wayback Machine page for Star Trek

The Web Archive has display captures of web-sites about time even right after web pages are no more time are living.

This content material might inspire you to compose articles or blog posts about the Star Trek Enterprise sequence. When you’re finished, you could go back to Wikipedia, update the connection, and improve the webpage.

You could also have observed this damaged connection employing Wikipedia’s monthly listing of broken back links. articles_with_lifeless_external_links_from_March_2021

Just replace the month and calendar year (“March_2021”) in the URL with the month you want to assessment.

Last but not least, we could conduct a similar lookup on Google for Wikipedia articles or blog posts that need citations.

internet star trek intext:“citation needed”

Hyperlink Constructing Exploration

Let us believe you done your article about the Star Trek Business episode “Anomaly” and additional the link to Wikipedia.

You could take that same damaged backlink from Radio Instances and look at it for backlinks with Ahrefs, Semrush, or comparable resources.

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

Dead hyperlinks on Wikipedia may well exist on other web sites, much too.

Entity Identification

In the Search engine optimization context, entities are the individuals, locations, items, corporations, and principles contained in a awareness graph, a description or map of relevant entities.

Search engines occasionally rely on entities, as opposed to keywords, to greater understand queries.

Here’s a essential introduction, under, of Search engine optimization entities from my CommerceCo by Realistic Ecommerce presentation.


Some Search engine marketing professionals believe Wikipedia’s content and application programming interface assist identify entities that search engines these types of as Google are possible to recognize. And working with entities in content could effect how perfectly a provided page ranks.

Imagine you are the marketer at a direct-to-client exercise clothing brand name. You want to build articles about CrossFit that includes relevant entities.

You search Wikipedia for particular person CrossFit Game titles and CrossFit athletes, these kinds of as Ben Smith, Samantha Briggs, and Tia-Clair Toomey, and for the idea of “overtraining.”

Quite a few of the content returned from the Wikipedia search stand for an entity that Google recognizes. In this scenario, Ben Smith has a understanding panel on Google and a Wikipedia article. So, for Google the human being Ben Smith is an entity.

Screenshot of a Wikipedia search for CrossFit showing Ben Smith

Lots of of the content returned from a Wikipedia look for depict an entity that Google recognizes. In this illustration, Ben Smith has a knowledge panel on Google and a Wikipedia short article. So, the man or woman Ben Smith is an entity Google acknowledges.

It is also achievable to use Wikipedia’s API to crank out a identical checklist, in accordance to digital marketer Daniel Heredia, who printed an write-up on the subject, “Working with Wikipedia API with Python for Search engine optimization.”

Entity Development

And lastly, you may possibly generate Wikipedia articles, which could make their way into Google’s Knowledge Graph.

To be sure, building a Wikipedia web site is a obstacle. The subject will have to satisfy several conditions. For illustration, Ahrefs, one particular of the most well-known Search engine marketing and information internet marketing applications, does not have its have Wikipedia web site.

Michal Pecánek, a marketer and information author at Ahrefs, has an great tutorial to making Wikipedia internet pages that mentions how his personal attempts to create a Wikipedia article for the enterprise failed.

If you can not generate an report about your small business or products, you may generate similar posts, which could however push targeted visitors or curiosity your way.

Lookup Wikipedia for subject areas crucial to your buyers. If you see a pink hyperlink, you know there is an possibility to build an posting.

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

Red-coloured inbound links in Wikipedia depict topics for which a page title does not exist.

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