Using Wikipedia for Content Marketing, SEO
Wikipedia can be helpful for content marketing, link building, and entity research, to help marketers reach a potential customer audience.
To be clear, at least since 2007, all of Wikipedia’s external links have been included nofollow Attribute, instructing search engines not to count links in a page ranking algorithm.
John Mرller, Google’s webmaster trends analyst, noted in a Reddit post that “randomly dropping a link on Wikipedia has no SEO value and will do nothing for your site.” SEO round table according to the article.
However, this does not mean that content marketers and search engine optimizers have no value in Wikipedia.
At the very least, Wikipedia helps with topic discovery, link building research, search engine optimization, and potentially creating entities.
According to Internet publisher, NetShaver, using Wikipedia, marketers can identify potential topics in fashion, much like broken link building.
The first step is to look for broken links (“dead” in the local language of Wikipedia) or statements that need reference.
Here is an example. Imagine that you are responsible for marketing content in an online store that sells science fiction collectibles. You want to create content to attract Star Trek fans, so you do the following search on Google.
site:wikipedia.org star trek intext:“dead link”
This search returns Wikipedia articles that mention StartTrack and include “dead link” phrases.
At the time of writing, the results of this question included Wikipedia articles from two Star Trek Enterprise episodes. In each case, the dead link pointed to an article on the Radio Times website. For example, there is a broken link to an article in the Star Trek Enterprise episode entitled “Anomaly.”
Using the Internet Archives Wayback Machine, we can see what information was on this page of the Radio Times.
This content may encourage you to write articles about the Star Trek Enterprise Series. Once you’re done, you can go back to Wikipedia, update the link, and refine the page.
You can also find this broken link using Wikipedia’s monthly broken links.
Enter the month and year (“March_2021”) in the URL for the month you want to review.
Finally, we can do a similar search on Google for Wikipedia articles that need references.
site:wikipedia.org star trek intext:“citation needed”
Link building research
Let’s say you’ve completed an article about the Star Trek Enterprise episode “Anamoli” and linked to Wikipedia.
You can retrieve the same broken link from Radio Times and check for backlinks with letters, semaphore, or similar tools.
In the context of SEO, there are entities, places, things, organizations, and concepts that include knowledge graphs, descriptions or maps of relevant organizations.
Search engines sometimes rely on organizations to better understand queries, as opposed to keywords.
Below is a basic introduction to SEO companies from MyCommerce through a practical eCommerce presentation.
Some SEO professionals believe that Wikipedia’s articles and application programming interface help identify individuals who are recognized by search engines such as Google. And the use of entities in the content can affect how well a given page ranks.
Imagine that you are a direct marketer in a brand of consumer clothing. You want to create content about CrossFit that includes relevant organizations.
You search Wikipedia for individual cross-fit games and cross-foot athletes such as Ben Smith, Samantha Briggs, and Tia Claire Tommy, and for the concept of “transgression.”
Many articles returning from a Wikipedia search represent an entity recognized by Google. In this case, Ben Smith has a knowledge panel on Google and a Wikipedia article. As such, Ben Smith is a person for Google.
It is also possible to use Wikipedia’s API to create a similar list, according to digital marketer Daniel Hirdia, who published an article entitled “Using the Wikipedia API with Python for SEO.”
Finally, you can create Wikipedia articles, which can be included in Google’s Knowledge Graph.
To be sure, creating a Wikipedia page is a challenge. The subject must meet several criteria. For example, one of the most popular SEO and content marketing tools, Ahrafs does not have its own Wikipedia page.
Michelle Peacock, a marketer and content writer, is a great guide to creating Wikipedia pages that talk about how her efforts to create a Wikipedia article for the company failed.
If you can’t create an article about your business or product, you can create articles related to it, which still drives traffic or may interest you.
Search Wikipedia for topics that are important to your users. If you see a red link, you know there is an opportunity to create an article.