Using Wikipedia for Content Marketing, SEO

Wikipedia can be valuable for articles advertising and marketing, connection developing, and entity analysis, encouraging entrepreneurs get to an viewers of likely consumers.

To be distinct, since at minimum 2007, all exterior one-way links from Wikipedia include the nofollow attribute, directing search engines not to count the links in web page-rating algorithms.

Screenshot of a Wikipedia page showing the backend code

All external inbound links from Wikipedia posts have integrated the nofollow attribute since at minimum 2007. Consequently no url authority is passed to Google.

This is a little something John Mueller, a senior webmaster developments analyst at Google, noted in a Reddit post, stating “randomly dropping a connection into Wikipedia has no Search engine marketing value and will do almost nothing for your web page,” according to an Search engine optimisation Roundtable write-up.

It does not imply, nevertheless, that Wikipedia has no value for articles entrepreneurs and lookup engine optimizers.

At the really least, Wikipedia will help with topic discovery, backlink building study, lookup-engine-optimization entity identification, and, perhaps, entity creation.

Topic Discovery

Applying Wikipedia, entrepreneurs can identify opportunity articles subject areas in a fashion identical to damaged link constructing, according to Nate Shivar, an net publisher.

The to start with move is to look in Wikipedia for damaged back links (“dead” in the Wikipedia vernacular) or for statements that need quotation.

Here’s an illustration. Visualize that you are accountable for written content internet marketing at an on line retail outlet that sells science fiction collectibles. You want to develop material to attract Star Trek fans, so you perform the pursuing search on Google.

internet star trek intext:“dead link”

This research returns Wikipedia content that point out Start off Trek and include things like the phrase “dead link” somewhere in the information.

At the time of crafting, the effects for this question provided the Wikipedia content for two Star Trek Company episodes. In each and every scenario, the lifeless url pointed to an short article on the Radio Occasions website. For instance, in this article is the broken backlink from the article for a Star Trek Organization episode titled “Anomaly.”

Making use of the Online Archive’s Wayback Machine, we can see what info was on this Radio Instances webpage.

Screenshot of a Wayback Machine page for Star Trek

The Net Archive has display screen captures of web-sites about time even right after pages are no extended dwell.

This written content may inspire you to create articles or blog posts about the Star Trek Business collection. After you are completed, you could go again to Wikipedia, update the url, and make improvements to the website page.

You could also have observed this broken link utilizing Wikipedia’s regular monthly record of broken hyperlinks.

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

Lastly, we could perform a equivalent research on Google for Wikipedia article content that need citations.

web star trek intext:“citation needed”

Link Developing Investigation

Let’s think you concluded your report about the Star Trek Enterprise episode “Anomaly” and included the backlink to Wikipedia.

You could get that exact same broken hyperlink from Radio Occasions and test it for one way links with Ahrefs, Semrush, or equivalent applications.

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

Dead inbound links on Wikipedia might exist on other web pages, as well.

Entity Identification

In the Website positioning context, entities are the people today, destinations, issues, companies, and concepts contained in a knowledge graph, a description or map of linked entities.

Lookup engines sometimes rely on entities, as opposed to keywords and phrases, to much better understand queries.

Here’s a primary introduction, beneath, of Website positioning entities from my CommerceCo by Functional Ecommerce presentation.


Some Seo specialists feel Wikipedia’s articles and software programming interface aid identify entities that research engines these kinds of as Google are very likely to realize. And making use of entities in content material could impression how well a given webpage ranks.

Visualize you are the marketer at a immediate-to-purchaser exercise session apparel brand name. You want to develop material about CrossFit that consists of similar entities.

You look for Wikipedia for unique CrossFit Video games and CrossFit athletes, these as Ben Smith, Samantha Briggs, and Tia-Clair Toomey, and for the strategy of “overtraining.”

Many of the article content returned from the Wikipedia lookup symbolize an entity that Google recognizes. In this circumstance, Ben Smith has a awareness panel on Google and a Wikipedia posting. Hence, for Google the individual Ben Smith is an entity.

Screenshot of a Wikipedia search for CrossFit showing Ben Smith

Many of the articles or blog posts returned from a Wikipedia search signify an entity that Google acknowledges. In this case in point, Ben Smith has a awareness panel on Google and a Wikipedia article. Consequently, the man or woman Ben Smith is an entity Google recognizes.

It is also achievable to use Wikipedia’s API to generate a comparable listing, according to digital marketer Daniel Heredia, who published an article on the subject, “Working with Wikipedia API with Python for Search engine marketing.”

Entity Generation

And lastly, you may possibly build Wikipedia articles or blog posts, which could make their way into Google’s Understanding Graph.

To be guaranteed, building a Wikipedia web site is a obstacle. The matter will have to satisfy numerous requirements. For example, Ahrefs, 1 of the most preferred Website positioning and material internet marketing equipment, does not have its possess Wikipedia web site.

Michal Pecánek, a marketer and material writer at Ahrefs, has an great manual to producing Wikipedia internet pages that mentions how his individual attempts to produce a Wikipedia article for the business unsuccessful.

If you are unable to develop an posting about your small business or merchandise, you could possibly generate connected posts, which could nonetheless drive traffic or curiosity your way.

Research Wikipedia for matters crucial to your shoppers. If you see a crimson website link, you know there is an chance to generate an post.

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

Red-coloured backlinks in Wikipedia symbolize subjects for which a web site title does not exist.