{"id":33776,"date":"2020-05-07T11:04:23","date_gmt":"2020-05-07T11:04:23","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/?p=33776"},"modified":"2024-02-13T13:25:12","modified_gmt":"2024-02-13T13:25:12","slug":"wikipedia-analysis","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/marketing\/sem-ppc\/wikipedia-analysis\/","title":{"rendered":"How Wikipedia Lost 3 Billion Organic Search Visits To Google in 2019"},"content":{"rendered":"<p>Since Wikipedia was founded in 2001, people worldwide rely on it to expand their horizons and read information on just about everything. As true as that is today, however, the popular site\u2019s traffic trends tell a very different story. Over the years we\u2019ve noticed that its traffic has been decreasing, a pattern that accelerated in 2019. This blog will explore how, and why, the famous online encyclopedia is experiencing such a decline.<\/p>\n<h2>The Numbers Behind the Traffic Loss: Wikipedia Desktop Traffic Explored<\/h2>\n<p>Over the past 24 months, Wikipedia has lost billions of monthly organic visitors to <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/zero-click-searches\/\" target=\"_blank\" rel=\"noopener noreferrer\">zero-click results<\/a>. When looking at its desktop traffic alone we see that in January 2019 the site won 2.2 billion visits, a number that dropped dramatically to 1.9 billion by January 2020 (a decrease of -14%).<\/p>\n<div id=\":20d.ma\" class=\"Mu SP\" data-tooltip=\"May 7, 2020 at 3:46:38 PM UTC+3\"><em><span id=\":20d.co\" class=\"tL8wMe EMoHub\" dir=\"ltr\">\u00a025.87B (2018) &#8211; \u00a022.95B (2019)<\/span><\/em><\/div>\n<p><img decoding=\"async\" class=\"alignnone wp-image-33806 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/05\/Capture.png\" alt=\"wikipedia traffic\" width=\"1369\" height=\"457\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/05\/Capture.png 1369w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/05\/Capture-300x100.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/05\/Capture-1024x342.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/05\/Capture-768x256.png 768w\" sizes=\"(max-width: 1369px) 100vw, 1369px\" \/><\/p>\n<p>While the site still has billions of monthly visitors, those visits are becoming harder and harder to win as evidenced by the decline. Of course, while zero-click search results are primarily responsible for this trend they aren\u2019t completely to blame for the site\u2019s traffic drop. Zero-click results mean a user searched in\/on Google, and found a direct answer to his or her search without needing to visit the actual site. YouTube videos rank at the top of Google\u2019s <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/knowledge-graph\/\">knowledge graph<\/a>, and are often also among the top organic search results, making it Wikipedia\u2019s fiercest competitor.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-33778 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/05\/tiger-king.png\" alt=\"tiger king\" width=\"462\" height=\"468\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/05\/tiger-king.png 462w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/05\/tiger-king-296x300.png 296w\" sizes=\"(max-width: 462px) 100vw, 462px\" \/><\/p>\n<h2>The Zero-Click Effect<\/h2>\n<p>Google introduced Knowledge Graphs and Direct Answers in 2015, which is when we first noticed a decline in organic traffic to Wikipedia. This change took away the need to click on a specific link to see the desired results, so search queries began ending with \u201czero-click\u201d results.<\/p>\n<p>While this has been very convenient for people, as <a href=\"https:\/\/www.similarweb.com\/website\/wikipedia.org\/\">traffic to Wikipedia<\/a> shows, it has been less than ideal for businesses, as out of almost 890,000 monthly searches worldwide only 30,000 actually become search visits to a website. Let\u2019s quickly look at a basic search of the weather forecast as an example.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-33779 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/05\/weather.png\" alt=\"weather on SERP\" width=\"398\" height=\"371\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/05\/weather.png 398w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/05\/weather-300x280.png 300w\" sizes=\"(max-width: 398px) 100vw, 398px\" \/><\/p>\n<p>We Googled <i>weather in Los Angeles<\/i> and the data above was provided by weather.com. As you can see, we were able to get the answer to our question without clicking through to the actual site. The impact on traffic is staggering &#8211; only 15% of<i> weather in Los Angeles <\/i>searches actually result in a click and therefore a <a href=\"https:\/\/www.similarweb.com\/website\/weather.com\/\">visit to weather.com<\/a>. That means a staggering 85% of people see this weather forecast and never actually click on the search results.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-33780 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/05\/graph.png\" alt=\"weather search traffic\" width=\"613\" height=\"317\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/05\/graph.png 613w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/05\/graph-300x155.png 300w\" sizes=\"(max-width: 613px) 100vw, 613px\" \/><\/p>\n<p><strong>\u201cI won&#8217;t be a rockstar. I will be a legend.\u201d\u00a0<\/strong><\/p>\n<h3>Freddie Mercury: Wikipedia\u2019s Best Keyword Analyzed<\/h3>\n<p>To better understand this declining trend, we took a look at Wikipedia\u2019s top 20 organic keywords. As you can see below, Wikipedia&#8217;s most valuable search keywords are for celebrities, movies, and TV series. So, the natural next step is to dive into its top-performing keyword, <i>Freddie Mercury<\/i>, to see what its traffic patterns show.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-33781 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/05\/wiki.png\" alt=\"wikipedia keywords\" width=\"285\" height=\"459\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/05\/wiki.png 285w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/05\/wiki-186x300.png 186w\" sizes=\"(max-width: 285px) 100vw, 285px\" \/><\/p>\n<p>Although Freddie Mercury died in 1991 before Wikipedia was founded, his name has become the site&#8217;s <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/top-keywords\/\">top-performing keyword<\/a> in 2020. A quick Google query of his name pulls up a plethora of information about him, including his Wiki page, YouTube videos, and loads of news articles. But, 71% of those searches end there, without a click to a specific site.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-33782 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/05\/fre.png\" alt=\"Freddie Mercury\" width=\"523\" height=\"380\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/05\/fre.png 523w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/05\/fre-300x218.png 300w\" sizes=\"(max-width: 523px) 100vw, 523px\" \/><\/p>\n<p>Looking at the organic, mobile traffic for the search reveals zero-click results have cost Wikipedia\u2019s English language subdomain tens of millions of organic visits. This whopping decline has been more apparent on mobile devices when Google shows an answer, it often shows no other results, unlike on desktop where other results are below.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-33783 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/05\/marketing-mix.png\" alt=\"organic traffic to wikipedia 2018-2020\" width=\"765\" height=\"280\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/05\/marketing-mix.png 765w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/05\/marketing-mix-300x110.png 300w\" sizes=\"(max-width: 765px) 100vw, 765px\" \/><\/p>\n<p><b>So, Where Has Wikipedia\u2019s Traffic Gone?<\/b><\/p>\n<p>In 2015, we noted that Google was able to steal over 550 million clicks from Wikipedia in six months, and here we are five years later watching that trend accelerate. While many factors are contributing to that decrease, the vast majority of Wikipedia\u2019s traffic has been lost to Google\u2019s zero-click results, emphasizing the power Google has over search traffic.<\/p>\n<p>This is just a sample of the latest marketing trends we\u2019ve observed recently. To get a full report about how to conduct research to create a strong <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/seo-strategy\/\">SEO strategy<\/a> check out our latest how-to guide.<\/p>\n<div class=\"stepped-form stepped-form--background\">\n  <div class=\"stepped-form__content\">\n      \n<div data-contact-us-hidden-sub-subject=\" \"\ndata-contact-us-should-get-chilipiper=\"false\"\ndata-contact-us-boolean-always-show-phone=\"false\"\ndata-contact-us-i18n-subtitle3_tell_us_more=\" \"\ndata-contact-us=\"split\"\ndata-contact-us-hidden-subject=\"no cu\"\ndata-contact-us-hidden-asset-type=\"N\/A\"\ndata-contact-us-hidden-campaign-name=\"N\/A\"\ndata-contact-us-hidden-campaign-solution=\"N\/A\"\ndata-contact-us-hidden-campaign-region=\"ALL\"\ndata-contact-us-hidden-form-location-breadcrumbs=\"Form Corp\/Reports\/How Wikipedia Lost 3 Billion Organic Search Visits To Google in 2019\/Content\"\ndata-contact-us-hidden-message=\"I want to download the file\"\ndata-contact-us-hidden-button-caption=\"Download\"\ndata-contact-us-hidden-cta-description=\"null\"\ndata-contact-us-hidden-cta-url=\" https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/07\/How-to-Create-a-Winning-Content-and-SEO-Strategy-1.pdf\"\ndata-contact-us-i18n-title=\"How to Create a Winning Content and SEO Strategy\"\ndata-contact-us-i18n-submit_button=\"Download\"\ndata-contact-us-i18n-success_title=\"Thanks for downloading!\"\ndata-contact-us-i18n-success_subtitle=\"We hope you enjoy these insights.\"\ndata-contact-us-i18n-success_sub_subtitle=\"Ready to dive deeper?\"\ndata-corp-form-type=\"split-download\"\ndata-contact-us-file-url=\" https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/07\/How-to-Create-a-Winning-Content-and-SEO-Strategy-1.pdf\"\ndata-contact-us-hidden-file-url=\" https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/07\/How-to-Create-a-Winning-Content-and-SEO-Strategy-1.pdf\"\n>\n    <\/div>\n  <\/div>\n<\/div>\n\n\n","protected":false},"excerpt":{"rendered":"<p>Since Wikipedia was founded in 2001, people worldwide rely on it to expand their horizons and read information on just about everything. As true as that is today, however, the popular site\u2019s traffic trends tell a very different story. Over the years we\u2019ve noticed that its traffic has been decreasing, a pattern that accelerated in [&hellip;]<\/p>\n","protected":false},"author":63,"featured_media":79716,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[2803,7009,6359,6345],"tags":[1876],"class_list":["post-33776","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-marketing-strategy","category-sem-ppc","category-seo","tag-agency"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Wikipedia Lost 3 Billion Organic Visits | Similarweb<\/title>\n<meta name=\"description\" content=\"Four years ago Google stole over 550 million clicks from Wikipedia. Did that trend continue in 2019 and cause Wikipedia&#039;s 3 Billion visit decline?\" \/>\n<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.similarweb.com\/blog\/marketing\/sem-ppc\/wikipedia-analysis\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Roy Hinkis\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/marketing\/sem-ppc\/wikipedia-analysis\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/marketing\/sem-ppc\/wikipedia-analysis\/\"},\"author\":{\"name\":\"Roy Hinkis\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/#\/schema\/person\/3c3ce72994be777cc41a2dace6a7f363\"},\"headline\":\"How Wikipedia Lost 3 Billion Organic Search Visits To Google in 2019\",\"datePublished\":\"2020-05-07T11:04:23+00:00\",\"dateModified\":\"2024-02-13T13:25:12+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/marketing\/sem-ppc\/wikipedia-analysis\/\"},\"wordCount\":734,\"publisher\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/marketing\/sem-ppc\/wikipedia-analysis\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/Wikipedia-Cover-Image.jpg\",\"keywords\":[\"Agencies Insights\"],\"articleSection\":[\"Marketing\",\"Marketing Strategy\",\"SEM &amp; PPC\",\"SEO\"],\"inLanguage\":\"\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/marketing\/sem-ppc\/wikipedia-analysis\/\",\"url\":\"https:\/\/www.similarweb.com\/blog\/marketing\/sem-ppc\/wikipedia-analysis\/\",\"name\":\"How Wikipedia Lost 3 Billion Organic Visits | Similarweb\",\"isPartOf\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/marketing\/sem-ppc\/wikipedia-analysis\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/marketing\/sem-ppc\/wikipedia-analysis\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/Wikipedia-Cover-Image.jpg\",\"datePublished\":\"2020-05-07T11:04:23+00:00\",\"dateModified\":\"2024-02-13T13:25:12+00:00\",\"description\":\"Four years ago Google stole over 550 million clicks from Wikipedia. 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