Using Wikipedia for Content Marketing, SEO

Wikipedia can be useful for content marketing, link constructing, and entity research, serving to marketers get to an audience of possible consumers.

To be apparent, given that at the very least 2007, all external backlinks from Wikipedia consist of the nofollow attribute, directing look for engines not to rely the one-way links in webpage-rating algorithms.

Screenshot of a Wikipedia page showing the backend code

All exterior links from Wikipedia posts have bundled the nofollow attribute due to the fact at minimum 2007. Consequently no link authority is passed to Google.

This is something John Mueller, a senior webmaster traits analyst at Google, pointed out in a Reddit submit, declaring “randomly dropping a url into Wikipedia has no Search engine optimization worth and will do nothing at all for your website,” in accordance to an Search engine optimisation Roundtable report.

It does not suggest, however, that Wikipedia has no value for content material marketers and look for engine optimizers.

At the pretty least, Wikipedia aids with subject discovery, url developing analysis, research-engine-optimization entity identification, and, potentially, entity creation.

Subject matter Discovery

Using Wikipedia, marketers can discover probable content material subject areas in a vogue equivalent to damaged link constructing, according to Nate Shivar, an net publisher.

The initial step is to appear in Wikipedia for broken one-way links (“dead” in the Wikipedia vernacular) or for statements that need to have citation.

Here’s an illustration. Envision that you are accountable for written content marketing at an on the web shop that sells science fiction collectibles. You want to develop articles to attract Star Trek enthusiasts, so you conduct the pursuing research on Google.

internet star trek intext:“dead link”

This look for returns Wikipedia articles that point out Begin Trek and involve the phrase “dead link” someplace in the articles.

At the time of creating, the success for this question involved the Wikipedia content for two Star Trek Business episodes. In each circumstance, the useless link pointed to an posting on the Radio Moments internet site. For example, right here is the damaged url from the article for a Star Trek Business episode titled “Anomaly.”

Using the Web Archive’s Wayback Device, we can see what facts was on this Radio Situations site.

Screenshot of a Wayback Machine page for Star Trek

The Net Archive has display screen captures of internet sites over time even right after pages are no lengthier dwell.

This written content could encourage you to publish content about the Star Trek Enterprise series. When you are accomplished, you could go back again to Wikipedia, update the url, and strengthen the website page.

You could also have identified this broken url working with Wikipedia’s month to month record of damaged one-way links. content_with_useless_exterior_hyperlinks_from_March_2021

Just substitute the thirty day period and 12 months (“March_2021”) in the URL with the thirty day period you want to evaluate.

Last but not least, we could carry out a equivalent look for on Google for Wikipedia content articles that will need citations. star trek intext:“citation needed”

Website link Developing Research

Let us presume you done your short article about the Star Trek Enterprise episode “Anomaly” and extra the backlink to Wikipedia.

You could just take that same broken hyperlink from Radio Times and check it for backlinks with Ahrefs, Semrush, or identical equipment.

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

Dead back links on Wikipedia may well exist on other web pages, also.

Entity Identification

In the Search engine optimisation context, entities are the folks, locations, items, corporations, and ideas contained in a knowledge graph, a description or map of connected entities.

Lookup engines at times depend on entities, as opposed to key phrases, to superior realize queries.

Here’s a essential introduction, down below, of Search engine optimisation entities from my CommerceCo by Simple Ecommerce presentation.


Some Website positioning experts believe Wikipedia’s posts and software programming interface enable identify entities that lookup engines these types of as Google are probable to acknowledge. And applying entities in material could impact how perfectly a presented web site ranks.

Think about you are the marketer at a direct-to-consumer training clothing model. You want to generate content about CrossFit that includes relevant entities.

You lookup Wikipedia for unique CrossFit Online games and CrossFit athletes, this kind of as Ben Smith, Samantha Briggs, and Tia-Clair Toomey, and for the thought of “overtraining.”

Many of the articles returned from the Wikipedia look for characterize an entity that Google recognizes. In this scenario, Ben Smith has a know-how panel on Google and a Wikipedia write-up. Consequently, 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 research signify an entity that Google acknowledges. In this instance, Ben Smith has a know-how panel on Google and a Wikipedia article. Therefore, the particular person Ben Smith is an entity Google recognizes.

It is also attainable to use Wikipedia’s API to create a related listing, in accordance to digital marketer Daniel Heredia, who released an write-up on the topic, “Working with Wikipedia API with Python for Web optimization.”

Entity Creation

And lastly, you might develop Wikipedia content, which could make their way into Google’s Expertise Graph.

To be certain, creating a Wikipedia webpage is a obstacle. The topic should meet various criteria. For case in point, Ahrefs, a person of the most well known Search engine optimization and content marketing equipment, does not have its personal Wikipedia site.

Michal Pecánek, a marketer and content material author at Ahrefs, has an outstanding guidebook to creating Wikipedia internet pages that mentions how his have efforts to produce a Wikipedia write-up for the business unsuccessful.

If you cannot create an short article about your business or product, you could generate relevant articles or blog posts, which could still push targeted visitors or fascination your way.

Search Wikipedia for subject areas essential to your consumers. If you see a purple hyperlink, you know there is an prospect to create an write-up.

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

Crimson-colored hyperlinks in Wikipedia characterize topics for which a web site title does not exist.