KEO Marketing

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Using Wikipedia as part of an SEO strategy may yield minimal benefits

Wikipedia, an extensive online database, presents an interesting situation for search engine marketing. On one hand, it is a very popular resource many people see every day. However, it discourages marketing and advertising overtures. For instance, all links to sources on Wikipedia entries are no-follow, which means they’re weighted less importantly than most outbound links.

Nevertheless, some companies pursue Wikipedia as a crucial part of their marketing strategies because Wikipedia results often appear as the first entries during online searches. This leads marketers to assume potential clients will read articles for research and follow links back to a company’s website. They also expect, despite being no-follow, appropriate sources that direct to a company web page will provide some help with search engine optimization.

However, a new study indicates this isn’t necessarily a good policy to adopt because Wikipedia isn’t quite as prevalent in search results as once thought. Research firm Conductor examined over 2,000 popular search terms and discovered Wikipedia articles only appeared on the first page of results in 46 percent of queries. As content marketing becomes more important and company websites deliver new information, the importance of Wikipedia decreases and becomes less valuable for many companies.

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.