Digital marketing has come a long way in the past few years, and marketeers are having to keep their finger on the pulse for the next big change-up. It’s no secret that Google loves rolling out core updates to improve the user experience, and the most recent updates have had a very heavy focus on content.
Now, the search engine leans very heavily towards helpful content, with the users directly in mind. Google wants content that’s written for humans, by humans, with answers being delivered fast. One of the biggest drivers for these answers is Wikipedia, which is why you should be considering it in your digital marketing strategy.
Why you should utilise Wikipedia
Appearing on the first page of search engine results pages (SERPs) is one of the main aims of any SEO-focused strategy. And, according to MOZ, a huge 89% of these first page results are related to Wikipedia. This means that when someone Google’s your brand, the Wikipedia page related to it will appear on the first page.
By including Wikipedia in your strategy, you’re able to create and maintain the page, giving you more control about what users read about your company.
It’s also worth noting that Google often pulls featured snippets from Wikipedia articles, which means your brand may be more likely to appear in the number one position in SERP. A Wikipedia page will also have basic information about your business, in the easily-digestible knowledge panel on the right side of the page. This includes basic information like when the company launched, when a career was launched (for personal pages), industries worked in, and even net worth and revenue.
Wikipedia pages are also a good way to link back to your website. In the bio panel, a link to your website should be included, to lead readers directly to your homepage. Even though outbound Wikipedia links are typically nofollow, it’s still worthwhile having a Wikipedia page to improve your brand visibility.
Gathering references for Wikipedia
When creating your Wikipedia article, it’s important to remember that you need references from reliable, third-party sources. A brand or business that has been mentioned by media publications — especially the mainstream media — is best when verifying information in the article.
Ideally, your brand should be the main point of the third-party article you’re referencing and should also be written by someone outside of your organisation. Our PR team can help with gaining more exposure in the media if you’re just starting out, or if you need more recent, up-to-date articles and brand awareness.
It’s a good idea to audit the pages of any competitors or any other page that’s relevant to your industry and brand. This will give you a better understanding of what pages Wikipedia favours and what kinds of references you’d need to include.
It’ll also give you a better understanding of what kinds of things your competition is doing to gain coverage. Are they award-winners or industry challengers, for example? Use this insight to shake up your marketing efforts and get your name out there.
Structuring Wikipedia content
It’s also best practice to have your Wikipedia page broken up into sections, covering things like company history, key board members, various products and services, and any notable business moves such as acquisitions and mergers.
You should also address any controversies surrounded by your brand — if there are any. This puts you in control of the narrative and ensures that your message is put across clearly.
Note: it’s important to remember that Wikipedia is a neutral platform, so you can’t be biased when creating or amending the content on the page.
We recommend having a third-party that isn’t affiliated with the business write up the article, to avoid any subconscious bias.