Wikipedia love: How to get it

Ian Lurie

wikiped 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:

  1. 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.
  2. 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.
  3. Go to Wikipedia. Find a related topic, like arthritis in cats. No article there yet? Write one!
  4. Contribute to it, citing your article.
  5. 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

Ian Lurie is the founder of Portent. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). Ian's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Ian is now an independent consultant and continues to work with the Portent team- training the agency group on all things digital. You can find him at

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  1. I have made a couple wikipedia entries for my podcast (which I like to think is big enough to warrant an entry) but they kept getting deleted, no matter how many sources i cited and what I wrote.
    Your tip is a great one though. Much better than just trying to make an entry about your blog. If you can find a way to appease the king of the nerd moderators on wikipedia, you can definitely make it work for you.

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