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.