Using Wikipedia for Content Marketing, SEO

Wikipedia can be beneficial for written content marketing, hyperlink creating, and entity study, serving to entrepreneurs access an audience of opportunity consumers.

To be very clear, because at minimum 2007, all external hyperlinks from Wikipedia incorporate the nofollow attribute, directing search engines not to count the one-way links in web site-rating algorithms.

Screenshot of a Wikipedia page showing the backend code

All exterior backlinks from Wikipedia articles or blog posts have bundled the nofollow attribute because at the very least 2007. So no website link authority is passed to Google.

This is anything John Mueller, a senior webmaster traits analyst at Google, mentioned in a Reddit article, indicating “randomly dropping a backlink into Wikipedia has no Search engine optimization value and will do absolutely nothing for your web site,” according to an Search engine optimization Roundtable report.

It does not imply, on the other hand, that Wikipedia has no worth for material entrepreneurs and research motor optimizers.

At the incredibly least, Wikipedia will help with matter discovery, url building research, lookup-engine-optimization entity identification, and, perhaps, entity generation.

Matter Discovery

Applying Wikipedia, entrepreneurs can determine likely material topics in a style comparable to damaged backlink constructing, in accordance to Nate Shivar, an online publisher.

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

Here’s an instance. Imagine that you are dependable for written content promoting at an on-line store that sells science fiction collectibles. You want to create content to bring in Star Trek fans, so you carry out the next research on Google.

web star trek intext:“dead link”

This research returns Wikipedia posts that point out Start Trek and contain the phrase “dead link” someplace in the content.

At the time of crafting, the final results for this query involved the Wikipedia posts for two Star Trek Enterprise episodes. In every situation, the dead link pointed to an report on the Radio Instances web site. For instance, listed here is the broken url from the posting for a Star Trek Company episode titled “Anomaly.”

Working with the Internet Archive’s Wayback Device, we can see what facts was on this Radio Times page.

Screenshot of a Wayback Machine page for Star Trek

The Web Archive has display screen captures of web sites around time even immediately after internet pages are no longer reside.

This content may possibly encourage you to write articles about the Star Trek Company collection. At the time you are carried out, you could go again to Wikipedia, update the hyperlink, and improve the web site.

You could also have uncovered this broken website link utilizing Wikipedia’s regular checklist of damaged links. content_with_useless_exterior_inbound links_from_March_2021

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

Finally, we could conduct a similar research on Google for Wikipedia articles that need to have citations. star trek intext:“citation needed”

Connection Setting up Research

Let’s presume you accomplished your post about the Star Trek Organization episode “Anomaly” and extra the url to Wikipedia.

You could get that identical broken hyperlink from Radio Times and examine it for one way links with Ahrefs, Semrush, or related applications.

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

Lifeless back links on Wikipedia may well exist on other web-sites, far too.

Entity Identification

In the Search engine optimisation context, entities are the men and women, places, issues, businesses, and concepts contained in a expertise graph, a description or map of similar entities.

Search engines occasionally count on entities, as opposed to search phrases, to superior have an understanding of queries.

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


Some Search engine marketing experts believe that Wikipedia’s articles or blog posts and software programming interface assist identify entities that research engines these kinds of as Google are probably to recognize. And using entities in content could impact how effectively a supplied page ranks.

Consider you are the marketer at a direct-to-shopper exercise routine clothing brand. You want to build content material about CrossFit that contains associated entities.

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

Numerous of the article content returned from the Wikipedia look for stand for an entity that Google acknowledges. In this scenario, Ben Smith has a know-how panel on Google and a Wikipedia write-up. Consequently, for Google the person Ben Smith is an entity.

Screenshot of a Wikipedia search for CrossFit showing Ben Smith

Lots of of the posts returned from a Wikipedia lookup characterize an entity that Google acknowledges. In this illustration, Ben Smith has a awareness panel on Google and a Wikipedia posting. Thus, the man or woman Ben Smith is an entity Google acknowledges.

It is also doable to use Wikipedia’s API to generate a related list, in accordance to electronic marketer Daniel Heredia, who posted an posting on the topic, “Employing Wikipedia API with Python for Website positioning.”

Entity Generation

And lastly, you may produce Wikipedia content articles, which could make their way into Google’s Know-how Graph.

To be certain, producing a Wikipedia web page is a obstacle. The topic should meet many requirements. For case in point, Ahrefs, a person of the most common Website positioning and content material advertising and marketing tools, does not have its have Wikipedia site.

Michal Pecánek, a marketer and content material writer at Ahrefs, has an superb guideline to creating Wikipedia internet pages that mentions how his personal attempts to produce a Wikipedia post for the organization failed.

If you cannot build an report about your organization or solution, you may possibly make relevant content articles, which could however generate visitors or interest your way.

Search Wikipedia for topics essential to your prospects. If you see a purple website link, you know there is an possibility to make an report.

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

Red-colored backlinks in Wikipedia depict subjects for which a page title does not exist.