Relying on those inevitably falls short of Wikipedia’s editorial standards, leading to removal of the page, or a long list of disclaimers that undermines the independent authority a Wikipedia page provides users who, it’s worth noting, are attempting to determine whether they can trust a business.
Google consistently shows company homepages above Wikipedia company pages for brand queries.
Anecdotal research suggests that, for a simple brand query, you can expect a Wikipedia company page to appear fourth or fifth—usually the first result that’s not on your domain.
Notability, in the eyes of Wikipedia, requires non-customers—journalists, industry watchers, etc.—to take interest in how a company, its founder, or its technology or processes are changing or leading an industry.
In Wikipedia’s words, a company is notable only when it receives “significant coverage in reliable, independent secondary sources…If no independent, third-party, reliable sources can be found on a topic, then Wikipedia should not have an article on it.” This largely excludes common sources of information on businesses, including company websites and press releases.
(Otherwise, the assumption goes, any damning news would be on your Wikipedia page.) For search, the benefits are far clearer and, at times, dramatic.
From a purely search perspective, Wikipedia provides value by establishing authority and organizing information about your business in a way that’s accessible to search engines.
In other words, the burden to weaken your brand via edits to your Wikipedia company page must conform to the same notability standards required to create it.
Unless third-party sources remark on a particular negative issue or event within your business, you’re protected from negative opinions remaining on your Wikipedia company page, though you may still need to remove false, opinionated content or lobby for its removal on a Wikipedia “Talk” page.
This places Wikipedia company pages in a unique space, saddling them with a burden of notability that must exceed a business’s primary purpose.
(Wikipedia pages are not an advertising or public relations strategy, for a number of a reasons.) Businesses that struggle to gain approval for a Wikipedia page do so because they lack knowledge of reference publishing standards, their business fails to meet the threshold of notability, or both.
Assuming you can stomach those two concerns, here’s the biggest benefit from a potential customer’s perspective: Wikipedia offers a source of information on your business perceived as objective and authoritative.