authoritative URL (or an array of URLs). $map = array( 'WordPress' => 'https://www.wikidata.org/wiki/Q13166', 'PHP' => 'https://www.wikidata.org/wiki/Q59', 'Artificial intelligence' => 'https://www.wikidata.org/wiki/Q11660', // Two links are fine — e.g. the Wikidata entry AND your own canonical page: // 'Agentimus' => array( 'https://www.wikidata.org/wiki/…', 'https://heera.it/agentimus' ), ); if ( isset( $map[ $topic ] ) ) { $urls = array_merge( $urls, (array) $map[ $topic ] ); } return $urls; }, 10, 2 );