Website owners can now embed a wiki into their pages thanks to a new functionality launched by Wetpaint.

Previously, Wetpaint only allowed users to start a wiki by creating a new page, but according to Kevin Flaherty, vice president of marketing and a co-founder of Wetpaint, the new capability means "anyone can contribute and add content on the page".

According to Flaherty, Wetpaint's code is built right into a site, ensuring any content created by customers will be picked up by search engines, potentially driving more traffic to the site.

"Site visitors who add content are actually adding it directly on the site, so search engines will see it, possibly driving more traffic to the site. That's different from some other technologies for user-added content, such as Widgets, that search engines might not associate with the site," he added.

The most logical sites to use the capability may be companies that already publish content, although Flaherty envisions use cases for essentially any company that wants to communicate with customers.

The capability, which goes lives next week, is expected to be used in a number of sites including Flixster, and NuWire Investor.

Sites will typically allow registered users to create pages and content for the site. An example of how Flixster plans to use it is by allowing users to add to a chart that compares the comic book version of Speed Racer with the recent movie.

Adding the wiki technology to a page involves dropping in a couple of snippets of code into the HTML behind the site, said Flaherty. From there, websites can further customise the look of the page and the functionality. Wetpaint Injected is free for as many as 100,000 impressions per month. Sites with more traffic pay Wetpaint on a revenue-share or impression basis.

Wetpaint doesn't imagine that its wiki technology will overtake blogs or forums as a way for web users to communicate with each other online. "Each serves its own purpose," said Flaherty.