Wikipedia love: How to get it
Ian Lurie May 3 2007
Wikipedia.com controls a lot of traffic. They dominate the Google rankings for just about every subject, and can have a profound effect on your search marketing efforts.
So, a link from Wikipedia can really help out. Search Engine Land has a great article on the long-term strategy for positioning yourself on Wikipedia.
I have a process that’s worked for me in the shorter term, though. It’s all about giving Wikipedia exactly what it wants – knowledge:
- Pick a researched aspect of your product, service or organization. When I say ‘researched’, I mean that folks try to learn about it even if they’re not buying. For example, if you sell heated pet beds, folks might research the therapeutic effect of heat on older pets.
- Write a really good, 100% fact-driven white paper on the subject, and publish it on your site. Do not promote your product. This article should be pretty long, and very, very helpful. Seriously. Hire a professional writer if you need to.
- Go to Wikipedia. Find a related topic, like arthritis in cats. No article there yet? Write one!
- Contribute to it, citing your article.
- Create a reference.
That doesn’t always work – Wikipedia editors are fickle creatures. But if you are genuinely creating value, chances are you’ll get placement, and a link.
Be a good citizen, and you’ll be rewarded for it.
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More