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I agree with Jeka, it's not the rich text that brings up wikipedia sites in SERP's. It's the fact that people link to them all over the place, when they want to clarify/explain a term they're using. People prefer to link to a wikipedia page rather than to someone else's site. Result: lots and lots of organically built inbound one-way links from genuine on-topic pages... Best way to get to the top of the SERP's in Google, even if you have an empty page.
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