MarTech Podcast ™ // Episode Summary: "What Are Best Practices For Updating A Wikipedia Page About You?"

Release Date: November 23, 2024
Hosted by: Doug Bell, CMO of Chief Outsiders
Guest: William Buhler, President of Buhler, Inc.

Introduction

In this insightful episode of the MarTech Podcast, guest host Doug Bell, Chief Marketing Officer at Chief Outsiders, teams up with William Buhler, President of Buhler, Inc., a creative PR agency specializing in enhancing brand visibility through platforms like Wikipedia. The episode delves into the best practices for updating a Wikipedia page about your business, emphasizing the importance of adherence to Wikipedia's stringent guidelines to maintain a credible and lasting presence.

The Challenges of Maintaining a Wikipedia Page

Doug Bell opens the discussion by reflecting on the complexities of not just creating but also maintaining a Wikipedia page. He underscores the necessity of ongoing updates to ensure the page remains relevant and complies with community standards. Bell articulates a common dilemma faced by businesses: "So if we're not maintaining that page in a useful way, then I think we're going to talk about community guidelines and getting flagged and how to update the page quite a bit here." (03:12)

Understanding Wikipedia's Guidelines

William Buhler draws an analogy between managing a Wikipedia page and playing a strategic game, highlighting the platform's nuanced and often unforgiving nature. He states, "Wikipedia is similar to a strategy game... you can read the rules, but actually knowing what to do. There's so many invisible tripwires." (03:18). This comparison underscores the importance of understanding Wikipedia's policies thoroughly before attempting to edit or update a page.

Buhler emphasizes that Wikipedia maintains strict conflict of interest policies to prevent biased edits, especially from those directly associated with the subject of the page. He advises against self-editing, noting, "Wikipedia is very much a community that counts on volunteer editors to maintain the integrity of the content." (05:00). Instead, he recommends engaging professional consultants who are well-versed in navigating these guidelines effectively.

The Role of Professional Consultants

The conversation highlights the benefits of hiring experts like Buhler's firm to manage Wikipedia pages. Buhler explains, "It is really hard for somebody to come in and just get it right the first time... So let's say you are a company with a communications team. If you can task one employee with reading up on everything and immersing themselves in Wikipedia, then maybe that could work. On the other hand, if you're like most companies, maybe you don't have a whole team, then you probably do want to find a consultant to help you create the page in the first place." (04:00)

This professional assistance ensures that the page complies with Wikipedia's standards and reduces the risk of inadvertent violations that could lead to the page being flagged or removed.

Common Pitfalls and Misconceptions

Doug Bell challenges some conventional advice regarding page maintenance, questioning the effectiveness of building a profile as an editor before attempting to update one's own page. He humorously reflects on his own misguided advice: "Spend several weeks, because this is volunteer work on Wikipedia, right? Spend several weeks editing multiple articles, build a profile as an editor... I've already decided this is bad advice based on what I'm hearing from you." (05:48)

Buhler concurs, asserting that such strategies are not only ineffective but can also lead to negative repercussions. He warns against the temptation to perform minor edits to gain credibility, stating, "Wikipedia editors are really good who have heard is somebody saying build up a profile so that when you go edit your page, nobody notices they're going to pick up on that. So yes, bad advice." (06:13)

Balancing SEO Objectives with Wikipedia's Mission

The episode also touches upon the intersection of SEO strategies and Wikipedia's non-commercial ethos. Buhler notes that while Wikipedia is a highly visible platform, its "no follow" links mean it doesn't directly contribute to SEO rankings. Nonetheless, being featured on Wikipedia can significantly enhance a brand's legitimacy and visibility.

However, he cautions against conflating SEO objectives with Wikipedia's goals: "Wikipedia does throw up certain roadblocks that are not compatible with the purest aims and ambitions of an SEO." (10:22). This highlights the importance of aligning Wikipedia page management with ethical practices rather than purely tactical SEO gains.

Best Practices for Updating Your Wikipedia Page

When it comes to updating a Wikipedia page, Buhler offers the following best practices:

1. Be Judicious with Updates: Avoid frequent minor edits that can overwhelm or annoy Wikipedia editors. Instead, focus on substantial updates that reflect significant changes or achievements. Buhler suggests limiting updates to "once a quarter or twice a year," depending on the company's activity level. (07:34)

2. Understand Community Standards: Familiarize yourself with Wikipedia's culture and editing norms to ensure that updates are made respectfully and in line with community expectations.

3. Engage Professional Help: Given the complexities involved, hiring a consultant experienced in Wikipedia policies can streamline the process and prevent common pitfalls.

4. Focus on Neutrality: Ensure that all updates are presented in a neutral tone, free from promotional language or biased perspectives, to maintain the page's integrity.

Conclusion

The episode concludes with affirmations of the critical role Wikipedia plays in establishing online legitimacy. Doug Bell emphasizes, "It really is the holy grail, if you will, of online legitimacy." (13:01) Both hosts reiterate the value of professional assistance in navigating Wikipedia's intricate landscape, ensuring that businesses can maintain a credible and enduring presence on one of the world's most visited information platforms.

William Buhler wraps up by encouraging listeners to visit Buhler Inc.'s website for more insights and underscores his passion for discussing Wikipedia's inner workings, concluding, "I've been behind the scenes for decades at this point. I have the war stories. I love telling them." (12:15)

Key Takeaways

• Professional Expertise is Crucial: Navigating Wikipedia's guidelines is complex, and hiring experienced consultants can ensure compliance and effective page management.

• Respect Community Norms: Understanding and adhering to Wikipedia's cultural and editorial standards is essential for maintaining a stable and reputable page.

• Strategic Updates Over Frequent Edits: Focus on meaningful updates rather than minor tweaks to respect the time and efforts of volunteer editors.

• Balance SEO with Ethical Practices: While Wikipedia enhances visibility, it should not be manipulated solely for SEO benefits. Ethical engagement aligns with Wikipedia's mission and ensures long-term success.

This episode serves as a comprehensive guide for businesses seeking to establish and maintain their presence on Wikipedia, offering practical advice and highlighting the importance of ethical and strategic engagement with the platform.