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Did Google Lower Wikipedia Rankings to Favor Google?

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A massive study by Eric Enge of Stone Temple Consulting explores whether Wikipedia's recent traffic drop was caused by a ranking drop and whether Google properties gained as a result.

Read the complete study and full results at stonet.co/wikipediaserp

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Did Google Lower Wikipedia Rankings to Favor Google?

  1. 1. BY ERIC ENGE ❖ STONETEMPLE.COM
  2. 2. July 2015 Wikipedia reports traffic loss from Google search.
  3. 3. OUR QUESTIONS: 1. How often does wikipedia appear on Google page 1 and at what positions? 2. Does Wikipedia still do well in Google serps? 3. For what types of queries does wikipedia perform Best? 4. Does Google favor its own properties over wikipedia?
  4. 4. DATA SETS • Moz: 165K commercial queries • Stone Temple:182K info queries (sampled in April, Mayand August)
  5. 5. 1. WIKIPEDIA PERFORMANCE IN GOOGLE SERPS
  6. 6. Note that it appears Wikipedia shows more for commercial than info queries
  7. 7. 2. HOW MANY QUERIES SHOW WIKIPEDIA IN GOOGLE SEARCH RESULTS?
  8. 8. 3. HOW HIGH DO WIKIPEDIA PAGES RANK ON GOOGLE?
  9. 9. Note gap at positions1 and 2 between April & August data. That's when wikipedia’s Google traffic fell.
  10. 10. 4. HOW DID GOOGLE URLS DO IN COMPARISON TO WIKIPEDIA?
  11. 11. Google properties do well in our query sets, but not quite as well as wikipedia,even now
  12. 12. Note that Google does better with info queries than commercial, the opposite of Wikipedia
  13. 13. 5. HOW DO DIFFERENT GOOGLE PROPERTIES PERFORM IN THE SERPS?
  14. 14. SUMMARY • Wikipedia did slip some in rankings • Wikipedia performs better for commercial than info queries • Wikipedia shows for more queries than do google properties • Google properties perform better for info than commercial queries
  15. 15. A prominent SEO and digital marketing industry thought leader, Eric has been an entrepreneur for most of his 30+ year career. He is the lead author of the book The Art of SEO; a columnist and contributor to publications such as Search Engine Land, Moz, Forbes, Copyblogger, Marketing Land, and Social Media Today; and a regular speaker at industry conferences such as Search Marketing Expo, Pubcon, ClickZ Live, and many others. Eric is known for the publication of groundbreaking studies, and interviews of other industry notables such as Google’s Gary Illyes, Matt Cutts, and Bing’s Duane Forrester.

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