Using Wikipedia for Content Marketing, SEO

Wikipedia may be useful for content material advertising, hyperlink constructing, and entity analysis, serving to entrepreneurs attain an viewers of potential clients.
To be clear, since not less than 2007, all exterior hyperlinks from Wikipedia embody the nofollow attribute, directing serps to not rely the hyperlinks in page-ranking algorithms.
All exterior hyperlinks from Wikipedia articles have included the nofollow attribute since not less than 2007. Thus no hyperlink authority is handed to Google.
This is one thing John Mueller, a senior webmaster traits analyst at Google, famous in a Reddit publish, saying “randomly dropping a hyperlink into Wikipedia has no SEO worth and can do nothing for your website,” in keeping with an SEO Roundtable article.
It doesn’t imply, nonetheless, that Wikipedia has no worth for content material entrepreneurs and search engine optimizers.
At the very least, Wikipedia helps with subject discovery, hyperlink constructing analysis, search-engine-optimization entity identification, and, maybe, entity creation.
Topic Discovery
Using Wikipedia, entrepreneurs can establish potential content material subjects in a trend just like damaged hyperlink constructing, in keeping with Nate Shivar, an web writer.
The first step is to look in Wikipedia for damaged hyperlinks (“lifeless” within the Wikipedia vernacular) or for statements that want quotation.
Here’s an instance. Imagine that you’re accountable for content material advertising at a web-based retailer that sells science fiction collectibles. You need to create content material to draw Star Trek followers, so that you conduct the next search on Google. star trek intext:“lifeless hyperlink”
This search returns Wikipedia articles that point out Start Trek and embody the phrase “lifeless hyperlink” someplace within the content material.
At the time of writing, the outcomes for this question included the Wikipedia articles for two Star Trek Enterprise episodes. In every case, the lifeless hyperlink pointed to an article on the Radio Times web site. For instance, right here is the damaged hyperlink from the article for a Star Trek Enterprise episode titled “Anomaly.”–series-3—2-anomaly
Using the Internet Archive’s Wayback Machine, we will see what info was on this Radio Times web page.
The Internet Archive has display screen captures of internet sites over time even after pages are not dwell.
This content material would possibly encourage you to jot down articles concerning the Star Trek Enterprise collection. Once you’re achieved, you may return to Wikipedia, replace the hyperlink, and enhance the web page.
You may even have discovered this damaged hyperlink utilizing Wikipedia’s month-to-month listing of damaged hyperlinks.
Just substitute the month and 12 months (“March_2021”) within the URL with the month you need to assessment.
Finally, we may conduct the same search on Google for Wikipedia articles that want citations. star trek intext:“quotation wanted”
Link Building Research
Let’s assume you accomplished your article concerning the Star Trek Enterprise episode “Anomaly” and added the hyperlink to Wikipedia.
You may take that very same damaged hyperlink from Radio Times and test it for backlinks with Ahrefs, Semrush, or comparable instruments.
Dead hyperlinks on Wikipedia would possibly exist on different websites, too.
Entity Identification
In the SEO context, entities are the folks, locations, issues, organizations, and ideas contained in a data graph, an outline or map of associated entities.
Search engines generally depend on entities, versus key phrases, to higher perceive queries.
Here’s a primary introduction, beneath, of SEO entities from my CommerceCo by Practical Ecommerce presentation.

Some SEO professionals imagine Wikipedia’s articles and utility programming interface assist establish entities that serps reminiscent of Google are more likely to acknowledge. And utilizing entities in content material may influence how effectively a given web page ranks.
Imagine you’re the marketer at a direct-to-consumer exercise attire model. You need to create content material about CrossFit that features associated entities.
You search Wikipedia for particular person CrossFit Games and CrossFit athletes, reminiscent of Ben Smith, Samantha Briggs, and Tia-Clair Toomey, and for the idea of “overtraining.”
Many of the articles returned from the Wikipedia search signify an entity that Google acknowledges. In this case, Ben Smith has a data panel on Google and a Wikipedia article. Thus, for Google the particular person Ben Smith is an entity.
Many of the articles returned from a Wikipedia search signify an entity that Google acknowledges. In this instance, Ben Smith has a data panel on Google and a Wikipedia article. Thus, the particular person Ben Smith is an entity Google acknowledges.
It can also be attainable to make use of Wikipedia’s API to generate the same listing, in keeping with digital marketer Daniel Heredia, who revealed an article on the subject, “Using Wikipedia API with Python for SEO.”
Entity Creation
Lastly, you would possibly create Wikipedia articles, which may make their manner into Google’s Knowledge Graph.
To make certain, making a Wikipedia web page is a problem. The subject should meet a number of standards. For instance, Ahrefs, one of the common SEO and content material advertising instruments, doesn’t have its personal Wikipedia web page.
Michal Pecánek, a marketer and content material author at Ahrefs, has a wonderful information to creating Wikipedia pages that mentions how his personal efforts to create a Wikipedia article for the corporate failed.
If you can’t create an article about your corporation or product, you would possibly create associated articles, which may nonetheless drive visitors or curiosity your manner.
Search Wikipedia for subjects essential to your clients. If you see a purple hyperlink, you realize there is a chance to create an article.
Red-colored hyperlinks in Wikipedia signify subjects for which a web page title doesn’t exist.

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