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The best thing about Wikipedia links

Wikipedia links don’t directly influence search engine rankings, as they have always been set up so that they don’t pass any ‘link equity’ to other sites. However, if you have any good ones, you’ll know they can be a real asset. You’ll get a steady stream of visitors, often at a useful research stage; and what’s more, if the visitors they send find your content useful, it’s quite possible they’ll provide you with their own links.

The best thing about Wikipedia links of course is that you can create them yourself. However, don’t try to ‘game the system’. The best way to add links that will stay there is to put yourself in the shoes of an independent editor and provide much-needed content and links in places where that information is lacking from the Wikipedia page. This could mean expanding on – and providing good background for – statements which are a bit thin, or it could mean expanding articles into whole new areas, such as technology variations that have been omitted.

For example, the page about blue widgets might describe the three types available, and omit the fourth one that your company has recently developed. However, unless the existing three types are described with links to manufacturer’s product pages, don’t think that’s all you need to do. Ideally you should add an equivalent amount of text as the existing three types have, and then link to a document on your website that expands on this appropriately. Your content should be genuinely authoritative, not sales material. It should be the sort of document that contains verifiable supporting links itself.

Alternatively, there might be an article on an independent, trusted site that you could link to. This would be more likely to be accepted by Wikipedia editors, but of course you’d only want to do that if the third-party site in turn linked to your own.