Link building has always been a key component in the overall process of search engine optimization. The term “backlink” refers to a hyperlink from a specific site to another site, and this is used to measure authority and relevance by a search engine.
Of all the potential sources, Wikipedia is a standout case, given its status as one of the most visited sites in the world and its adherence to a strict editorial policy. It is no surprise, therefore, that brands are eager to feature on the site, and this is not just for a potential backlink, given that a Wikipedia citation is sought because it is a key component in establishing trust, generating traffic, and supporting a growing practice known as entity SEO.
All of this serves to explain the ongoing interest in Wikipedia backlinks in the digital marketing space.
The Authority of Wikipedia
Wikipedia is a popular site for online information. Many people use Wikipedia as a starting point when trying to learn something online. The site’s policies demand that all statements be substantiated by reliable sources and references.
As a result of Wikipedia’s policies, the websites referenced in Wikipedia are generally regarded as reliable. Reliable websites are also important when determining the meaning of online information for search engines.
However, most of the external websites referenced in Wikipedia use the “nofollow” tag. They do not have a PageRank value. Yet, online authority is important for SEO practitioners. Online authority is derived from a variety of indirect factors.
Trust and Credibility
One of the biggest reasons why brands seek backlinks from Wikipedia is the credibility aspect. When a company is featured on a Wikipedia page, it is placed alongside other sources such as scholarly articles and news outlets. Such a pairing tends to give a good impression of legitimacy. When a reader sees a brand featured on a Wikipedia page, he tends to assume that the company is actually recognized in its field.
Search engines also use trust factors when determining how to rank a particular piece of content. When a website is linked from a trusted site, it can actually increase how trustworthy a particular content appears. For a brand, especially a new one, being featured on a Wikipedia page can actually increase its overall online reputation.
Referral Traffic
Another factor for companies to seek references on Wikipedia is the traffic. The sheer number of visitors to Wikipedia worldwide is staggering, and they often visit the references when they want to learn more about a certain topic. The traffic on Wikipedia references is also targeted, meaning the people who visit the references are mostly interested in learning more about a certain subject. While the number of people who visit external references might be small, the sheer number of visitors to Wikipedia ensures that the traffic will be significant for companies.
Secondary Backlinks
Wikipedia citations can ultimately prove to be beneficial in a variety of ways over a period of time. Many journalists and bloggers rely on Wikipedia to get a grip on a particular topic before they start writing their articles. While exploring the sources mentioned on the webpage at the end of an article, they may come across sources that can be used for their articles too. If a company’s website is used as a reference, it can receive additional backlinks from these sources, and a single citation can lead to multiple citations. These additional sources can prove to be highly beneficial for a website, as they are from conventional websites.
Wikipedia and Entity SEO
The modern approach to SEO is all about entities as a means of creating meaning, not just keywords. An entity can be a person, a company, a brand, or an idea, as far as search engines’ knowledge graphs are concerned.
Wikipedia is at the core of all this. Many knowledge graphs use Wikipedia as a means of understanding topics and how they relate to one another.
If a brand is referenced in Wikipedia, then that means the brand is associated with a particular subject in an article. Over time, search engines understand what a brand is all about.
Why Brands Pursue Wikipedia Links
There are obvious reasons why brands seek Wikipedia citations. For one, it’s trusted content. Second, it can drive consistent referral traffic if readers are interested in digging deeper into information found on Wikipedia. Third, it has backlink benefits if other authors cite references to Wikipedia in their own content. And lastly, it has entity recognition benefits to improve how search engines understand brands and what they’re best at. All these said, it’s clear why brands continue to seek out legitimate Wikipedia citations within their online marketing strategies. The value here extends beyond a backlink to trust and authority over time.
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