April 20, 2024


General Line

Using Wikipedia for Content Marketing, SEO

Wikipedia can be useful for written content internet marketing, url making, and entity analysis, supporting marketers get to an audience of likely consumers.

To be very clear, considering the fact that at minimum 2007, all external back links from Wikipedia involve the nofollow attribute, directing lookup engines not to count the one-way links in page-ranking algorithms.

Screenshot of a Wikipedia page showing the backend code

All exterior links from Wikipedia articles or blog posts have integrated the nofollow attribute because at the very least 2007. Hence no hyperlink authority is passed to Google.

This is a little something John Mueller, a senior webmaster tendencies analyst at Google, pointed out in a Reddit post, indicating “randomly dropping a connection into Wikipedia has no Search engine optimisation value and will do absolutely nothing for your website,” in accordance to an Seo Roundtable posting.

It does not suggest, on the other hand, that Wikipedia has no worth for material marketers and look for engine optimizers.

At the quite least, Wikipedia will help with topic discovery, link making investigate, research-motor-optimization entity identification, and, possibly, entity generation.

Subject Discovery

Utilizing Wikipedia, marketers can discover likely content material subjects in a manner identical to broken backlink setting up, in accordance to Nate Shivar, an world-wide-web publisher.

The very first phase is to seem in Wikipedia for damaged links (“dead” in the Wikipedia vernacular) or for statements that need to have quotation.

Here’s an case in point. Visualize that you are accountable for content internet marketing at an on the web shop that sells science fiction collectibles. You want to make articles to bring in 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 article content that mention Start Trek and contain the phrase “dead link” somewhere in the articles.

At the time of producing, the success for this question incorporated the Wikipedia articles for two Star Trek Business episodes. In each and every situation, the useless backlink pointed to an report on the Radio Periods internet site. For instance, in this article is the broken link from the article for a Star Trek Company episode titled “Anomaly.”


Working with the World-wide-web Archive’s Wayback Device, we can see what details was on this Radio Moments website page.

Screenshot of a Wayback Machine page for Star Trek

The World-wide-web Archive has screen captures of internet websites around time even soon after webpages are no for a longer time stay.

This information may possibly inspire you to create article content about the Star Trek Business collection. As soon as you are carried out, you could go back to Wikipedia, update the backlink, and boost the website page.

You could also have observed this broken url working with Wikipedia’s every month list of damaged links.


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

Eventually, we could carry out a very similar look for on Google for Wikipedia content articles that require citations.

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

Link Making Analysis

Let’s presume you accomplished your posting about the Star Trek Enterprise episode “Anomaly” and added the backlink to Wikipedia.

You could just take that similar broken website link from Radio Moments and examine it for backlinks with Ahrefs, Semrush, or related equipment.

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

Useless back links on Wikipedia might exist on other web sites, too.

Entity Identification

In the Search engine marketing context, entities are the people today, areas, factors, businesses, and principles contained in a understanding graph, a description or map of related entities.

Research engines in some cases rely on entities, as opposed to key terms, to much better comprehend queries.

Here’s a basic introduction, down below, of Web optimization entities from my CommerceCo by Practical Ecommerce presentation.


Some Search engine marketing gurus consider Wikipedia’s posts and software programming interface aid identify entities that lookup engines such as Google are most likely to identify. And utilizing entities in written content could influence how very well a presented webpage ranks.

Consider you are the marketer at a direct-to-buyer training attire manufacturer. You want to build information about CrossFit that features similar entities.

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

A lot of of the articles returned from the Wikipedia lookup depict an entity that Google recognizes. In this circumstance, Ben Smith has a information panel on Google and a Wikipedia article. So, for Google the person Ben Smith is an entity.

Screenshot of a Wikipedia search for CrossFit showing Ben Smith

Several of the posts returned from a Wikipedia look for symbolize an entity that Google acknowledges. In this example, Ben Smith has a awareness panel on Google and a Wikipedia write-up. Consequently, the man or woman Ben Smith is an entity Google acknowledges.

It is also probable to use Wikipedia’s API to make a identical record, according to digital marketer Daniel Heredia, who printed an posting on the subject matter, “Working with Wikipedia API with Python for Website positioning.”

Entity Generation

And lastly, you could produce Wikipedia posts, which could make their way into Google’s Expertise Graph.

To be sure, building a Wikipedia webpage is a challenge. The topic must fulfill numerous standards. For example, Ahrefs, 1 of the most preferred Search engine optimisation and content material promoting tools, does not have its possess Wikipedia website page.

Michal Pecánek, a marketer and written content writer at Ahrefs, has an fantastic guideline to producing Wikipedia webpages that mentions how his have endeavours to develop a Wikipedia article for the business failed.

If you cannot produce an post about your company or products, you may build connected posts, which could however generate targeted visitors or desire your way.

Lookup Wikipedia for subject areas vital to your consumers. If you see a purple connection, you know there is an prospect to generate an post.

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

Crimson-colored back links in Wikipedia characterize matters for which a web page title does not exist.