How to use Wikipedia (Wiki Graphs) for Topical Authority

In this detailed guide, we’ll explore how to use Wikipedia (Wiki Graphs) for topical authority SEO to uncover the connections and relationships between entities that can define successful content strategy.

How to use Wikipedia (Wiki Graphs) for Topical Authority

What is a Wiki Graph?

A Wiki Graph is an open-source code built in Github, and it is available for free. It draws titles directly from wiki pages, and presents the links between these wiki pages without the actual content. 

Wiki graphs show wiki pages around the topic you chose. This allows you to quickly understand the semantic web and gain a scope of keywords that belong to the topic researched, but also topics that are related.

Why use Wiki Graphs for small business SEO?

You’ll discover how to find the most important topics related to your brand or industry, understand how different ideas connect, and arrange your website and content to become a trusted source in your field. 

Here are a few benefits for small business SEO from using Wiki Graphs:

  • Understand full the topic of your business and how it relates internally and externally to other topics
  • Understand what content Google expects you to have on your site to rank for business-relevant terms
  • Learn how to build internal links that mimic the semantic web (best internal link practice)
  • Learn how to build external links to your site (backlinks) to increase link juice value

Step 1 — Access Wiki Graphs

When you open WikiGraph, you can enter a topic you want to explore in the search bar and choose the language of the Wikipedia articles you want to analyze.

Wiki Graph

After entering a topic and selecting a language, the tool will generate a network graph that visualizes how other topics are connected and related to the main query. The graph shows the relationships between different Wikipedia articles and topics, allowing you to navigate and discover related information. By interacting with the graph, you can zoom in and out, and click on nodes to explore specific articles and their connections. 

This visual representation of the Wikipedia knowledge base can help you research a topic more effectively by providing an overview of related concepts and articles. 

The Wiki Graph tool is a useful resource for exploring the interconnected nature of information on Wikipedia and discovering relevant articles that may be valuable for your research or writing.

Step 2 — Define the Topic (Entity) before using Wiki Graphs

Talking about content marketing, we’ve chosen user-generated content (UGC) as our focus for this research.

To better understand our chosen entity, user-generated content (UGC), and determine the most effective keywords, phrases, and related terms to use in our content marketing strategy, we’ve employed various research methods and tools.

Answer the Public

After using the AnswerThePublic tool to explore the topic (entity), the results obtained can provide valuable insights into the questions and phrases people are asking related to the keyword.

The results from AnswerThePublic are categorized into three sections: questions related to the searched entity, prepositions, and comparisons between the main entity and other important entities. Each section follows the same criteria, with the darkest orange indicating the most important aspects, and the lightest orange indicating the least significant. This color-coded system helps users quickly identify the most relevant and frequently asked questions, prepositions, and comparisons associated with the keyword or topic.

These are the results we obtained from the questions section, highlighting the key topics that we should prioritize and consider in our content strategy.

Answer the Public

Google Search / Knowledge Graph

By using Google Search and the Knowledge Graph to define the topic on the user-generated Content (UGC) keyword, we can access valuable insights from features like “People Also Ask.” This feature within the Knowledge Graph displays related questions and topics that users are interested in, providing a window into popular queries and areas of curiosity surrounding UGC.

These are the results from the “People Also Ask” feature within the Knowledge Graph.

Knowledge Graph | People also aks

Additionally, Wikipedia articles are frequently used as a source of information to generate content for knowledge graphs.

CodePen for Keyword Tree Map

We will also show you one more way how to create a treemap of keywords that illustrates the semantic connections between them.

Our goal is to generate a list of keywords related to the seed keyword ‘user-generated content’ and represent them in a word map. This will help us visualize the topical structure, allowing us to optimize and create targeted content effectively.

We used CodePen in combination with ChatGPT-4 to generate keywords and visualize them in a treemap, and here are the results.

CodePen to generate keywords

After selecting the preposition “for,” here are some more detailed suggestions we’ve received. 

CodePen to generate keywords

Semrush Keyword Research and Magic Tool

Lastly, for this research, we used the Semrush tool, including their Keyword Magic Tool and Keywords Overview, to delve deeper into our targeted keyword. This allowed us to gather information on keyword difficulty, search intent, search volume, and CPC. 

To dive deeper into our research on user-generated content and identify the most promising topics, we started with Semrush’s keyword magic tool. 

Semrush | Keyword Magic Tool

By clicking on and focusing on the keyword “user-generated content marketing,” we were able to gain valuable insights from the keyword overview feature. The keyword overview provided us with a comprehensive analysis of the selected phrase, including key metrics such as search volume, keyword difficulty, and cost-per-click (CPC). This data helped us estimate the competitiveness and potential of targeting “user-generated content marketing” in our content strategy.

Semrush | Keyword Overview

Additionally, the Keyword Overview feature generated a wealth of related keyword variations and questions based on our primary keyword. These suggestions gave us ideas for content topics, long-tail keywords, and question-based content that could effectively address the interests and queries of our target audience.

Semrush | Keyword Overview

Based on these comprehensive insights, we have selected our topic: “What is User-Generated Content in Marketing and Why Brands Need It.”

Semrush | Keyword Overview

Step 3 — Focus on the Closest Wiki Links From the Wiki Graph 

The strength of the relationship between different entities can be determined by analyzing the number of graph links they share. The quantity and quality of external links directed towards an entity indicate its level of connection and influence within a network.

Here’s the first step when we picked UGC from the Wiki graph drop-down menu.

Wiki Graph | How to use Wikipedia (Wiki Graphs) for Topical Authority SEO?

Next, it shows us the relationship between entities related to the main query.

Wiki Graph | How to use Wikipedia (Wiki Graphs) for Topical Authority SEO?

In the example provided, we observe that user-generated content has the closest connection to social media marketing within the graph. 

Wiki Graph | How to use Wikipedia (Wiki Graphs) for Topical Authority SEO?

When discussing social media marketing in relation to User-Generated Content (UGC), it’s essential to explore and cover topics such as engagement marketing, promotion, and influencer marketing, as they are subentities within social media marketing.

Wiki Graph | How to use Wikipedia (Wiki Graphs) for Topical Authority SEO?

Additionally, when discussing brand networking in relation to User-Generated Content (UGC), it is important to cover topics such as customer engagement and personalized marketing, as they are closely associated with the concept of brand networking.

This determination is made based on the number of links between the knowledge graphs of user-generated content and social media marketing, as well as the reciprocal links. A greater number of external links between two entities signifies a stronger relationship.

Step 4 — Build Pages for Topics and Subtopics That Reflect the Semantic Web Depicted in the Wiki Graph

When building pages and subpages for topics and subtopics related to user-generated content, it’s essential to consider the connections and relationships within the Wiki Graph network. This approach, focusing on entity relationships, helps to establish a comprehensive and structured content strategy that reflects how the entities are connected and builds topical authority.

The main entity of user-generated content serves as the central hub, with various subtopics and related entities branching out from it. By analyzing the Wiki Graph network, we can identify the closest connections and subtopics that are relevant to user-generated content.

Some potential topics that can be covered in separate articles include:

  • Social Media Marketing with User-Generated Content
  • Leveraging User-Generated Content Across Digital Marketing Channels
  • Creating Engaging Digital Content with User-Generated Contributions
  • Building Brand Networks through User-Generated Collaborations

When writing about a topic, it’s important to consider the subentities that are part of the main entity. For example, when discussing “Social Media Marketing with User-Generated Content,” which falls under the broader category of social media marketing, it’s essential to explore its subentities in detail.

Step 5 — Build Internal Links According to Wiki Graph Relationships

Internal linking is a critical aspect of SEO that involves creating hyperlinks that point from one page to another within the same website. This practice is essential for enhancing the visibility, authority, and user experience of a website. Below is a consolidated summary explaining the benefits, best practices, and strategies for effective internal linking.

Best Practices for internal linking:

  • Create topic clusters – Organize content into clusters where a main ‘pillar’ page links to various related ‘cluster’ pages. This model signals topical authority to search engines and enhances the relevance of linked pages. In our case, the pillar page would be user-generated content, and the cluster pages would include all the entities related to that main query in the Wiki Graph.
  • Use relevant anchor text – Use descriptive and relevant anchor text for internal links.
  • Link to new posts in old posts – Update older posts with links to newer related content. This practice helps in distributing page authority and helps Google in discovering and indexing new content quickly.

Step 6 — Build External Links (Backlinks) From Pages That Relate to Your Target Topic Following the Wiki Graph Relations

Backlinks are links from other websites to your website. They are important for several reasons:

  • SEO boost: Backlinks help improve your website’s ranking on Google. When reputable websites link to yours, it signals to Google that your site is trustworthy and valuable.
  • Increased traffic: Backlinks can drive more visitors to your site, as people click on the links from other websites. 
  • Higher authority: Having many high-quality backlinks boosts your domain authority, making your site more credible and influential in your industry. Also, If a term or topic you are writing about falls outside your domain knowledge, there are opportunities to include external links.

Overall, backlinks are crucial for enhancing your website’s visibility, traffic, and reputation online.

Step 7 — Analyze the Topical Structure and Entity Relationships

Topical authority is an SEO strategy that focuses on covering all aspects of a single topic rather than just individual keywords. 

Topical authority matters because Google now favors websites that thoroughly cover a topic. This means creating content that answers all possible questions about a topic, which helps the site rank better overall.

How to Achieve Topical Authority

Topical Authority in SEO is a strategy that concentrates on various keywords related to a specific topic. This approach helps search engines recognize your website as an expert in that area. To achieve topical authority, you need to organize your content into clusters. Each cluster consists of articles that cover various aspects of the main topic. For instance, if your main topic is “user-generated content,” you might create clusters around subtopics like “social-media marketing,” “brand networking,” and “content marketing”.

Using tools like Answer The Public or Semrush helps us discover related topics within our main subject. This enables us to craft better content that incorporates interconnected entities, forming an entity relationship that search engines can understand. When we demonstrate how topics connect, search engines gain insights into our expertise. Consequently, our content is more likely to appear higher in search results, providing greater value to users.

Google aims to deliver relevant search results by identifying and linking entities. Sets of three entities that express a statement in a machine-readable format, following a subject–predicate–object structure represents a semantic triple. For instance, “user-generated content affects brands” forms a semantic triple, with subject, predicate, and object. This ‘semantic triple’ is what connects two different entities.

Wrapping-Up

Topical authority in SEO is about more than just targeting keywords—it’s about thoroughly covering a topic and its related subtopics. Wiki Graphs offers a powerful tool for understanding the interconnected nature of information on Wikipedia, aiding in the creation of structured content strategies.

By visualizing entity relationships, content creators can identify relevant subtopics and build comprehensive content clusters. This approach helps websites establish themselves as authorities in their fields, improving their search engine rankings.

Višnja

Višnja is a passionate digital marketing advocate that works with Aleph as an author, contributor, and consultant to our clients. She has a degree in psychology and a knack for content marketing.

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