Using Wikipedia for Content Marketing, SEO

Using Wikipedia for Content Marketing, SEO

May 2, 2021 1:02 pm

Wikipedia may be useful for content material marketing, hyperlink constructing, and entity analysis, serving to entrepreneurs attain an viewers of potential clients.

To be clear, since at the very least 2007, all exterior hyperlinks from Wikipedia embrace the nofollow attribute, directing search engines to not rely the hyperlinks in web page-rating algorithms.

Screenshot of a Wikipedia page showing the backend codeScreenshot of a Wikipedia page showing the backend code

All exterior hyperlinks from Wikipedia articles have included the nofollow attribute since a minimum of 2007. Thus no hyperlink authority is handed to Google.

That is one thing John Mueller, a senior webmaster developments analyst at Google, famous in a Reddit submit, saying “randomly dropping a hyperlink into Wikipedia has no search engine optimization worth and can do nothing on your website,” in accordance with an search engine marketing Roundtable article.

It doesn't imply, nevertheless, that Wikipedia has no worth for content material entrepreneurs and search engine optimizers.

On the very least, Wikipedia helps with matter discovery, hyperlink constructing analysis, search-engine-optimization entity identification, and, maybe, entity creation.

Matter Discovery

Utilizing Wikipedia, entrepreneurs can determine potential content material subjects in a style just like damaged hyperlink constructing, in line with Nate Shivar, an web writer.

Step one is to look in Wikipedia for damaged hyperlinks (“lifeless” within the Wikipedia vernacular) or for statements that want quotation.

Right here’s an instance. Think about that you're answerable for content material marketing 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.

website:wikipedia.org star trek intext:“lifeless hyperlink”

This search returns Wikipedia articles that point out Begin Trek and embrace the phrase “lifeless hyperlink” someplace within the content material.

On the time of writing, the outcomes for this question included the Wikipedia articles for 2 Star Trek Enterprise episodes. In every case, the lifeless hyperlink pointed to an article on the Radio Occasions website. For instance, right here is the damaged hyperlink from the article for a Star Trek Enterprise episode titled “Anomaly.”

http://www.radiotimes.com/episode/xb5v/star-trek-enterprise--collection-three---2-anomaly

Utilizing the Web Archive’s Wayback Machine, we will see what info was on this Radio Occasions web page.

Screenshot of a Wayback Machine page for Star TrekScreenshot of a Wayback Machine page for Star Trek

The Web Archive has display captures of internet sites over time even after pages are not stay.

This content material may encourage you to put in writing articles concerning the Star Trek Enterprise collection. When you’re accomplished, you would return to Wikipedia, replace the hyperlink, and enhance the web page.

You would even have discovered this damaged hyperlink utilizing Wikipedia’s month-to-month listing of damaged hyperlinks.

https://en.wikipedia.org/w/index.php?title=Class:Articles_with_dead_external_links_from_March_2021

Simply substitute the month and yr (“March_2021”) within the URL with the month you need to assessment.

Lastly, we might conduct an identical search on Google for Wikipedia articles that want citations.

website:wikipedia.org star trek intext:“quotation wanted”

Hyperlink Constructing Analysis

Let’s assume you accomplished your article concerning the Star Trek Enterprise episode “Anomaly” and added the hyperlink to Wikipedia.

You can take that very same damaged hyperlink from Radio Occasions and verify it for backlinks with Ahrefs, Semrush, or comparable instruments.

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

Lifeless hyperlinks on Wikipedia may exist on different websites, too.

Entity Identification

Within the search engine marketing context, entities are the individuals, locations, issues, organizations, and ideas contained in a information graph, an outline or map of associated entities.

Search engines typically depend on entities, versus key phrases, to raised perceive queries.

Right here’s a primary introduction, under, of search engine marketing entities from my CommerceCo by Sensible Ecommerce presentation.

 

Some search engine marketing professionals consider Wikipedia’s articles and software programming interface assist determine entities that search engines comparable to Google are more likely to acknowledge. And utilizing entities in content material might impression how nicely a given web page ranks.

Think about you're the marketer at a direct-to-shopper exercise attire model. You need to create content material about CrossFit that features associated entities.

You search Wikipedia for particular person CrossFit Video games and CrossFit athletes, reminiscent of Ben Smith, Samantha Briggs, and Tia-Clair Toomey, and for the idea of “overtraining.”

Most of the articles returned from the Wikipedia search characterize an entity that Google acknowledges. On this case, Ben Smith has a information panel on Google and a Wikipedia article. Thus, for Google the individual Ben Smith is an entity.

Screenshot of a Wikipedia search for CrossFit showing Ben SmithScreenshot of a Wikipedia search for CrossFit showing Ben Smith

Most of the articles returned from a Wikipedia search characterize an entity that Google acknowledges. On this instance, Ben Smith has a information panel on Google and a Wikipedia article. Thus, the individual Ben Smith is an entity Google acknowledges.

Additionally it is attainable to make use of Wikipedia’s API to generate an identical listing, in accordance with digital marketer Daniel Heredia, who revealed an article on the subject, “Utilizing Wikipedia API with Python for web optimization.”

Entity Creation

Lastly, you may create Wikipedia articles, which might make their approach into Google’s Information Graph.

To make certain, making a Wikipedia web page is a problem. The subject should meet a number of standards. For instance, Ahrefs, some of the well-liked search engine optimization and content material marketing instruments, doesn't have its personal Wikipedia web page.

Michal Pecánek, a marketer and content material author at Ahrefs, has a superb information to creating Wikipedia pages that mentions how his personal efforts to create a Wikipedia article for the corporate failed.

Should you can't create an article about what you are promoting or product, you may create associated articles, which might nonetheless drive visitors or curiosity your approach.

Search Wikipedia for subjects essential to your clients. In the event you see a pink hyperlink, you already know there is a chance to create an article.

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

Purple-coloured hyperlinks in Wikipedia characterize subjects for which a web page title doesn't exist.


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