The Skyscraper Technique, popularized by Brian Dean, is a highly effective strategy for those looking to dominate search results, increase organic traffic, and strengthen their site's authority. But how does this technique work, and how can you leverage it to build a skyscraper of your own? Let’s break it down.
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What is the Skyscraper Technique?
The Skyscraper Technique is an SEO strategy that revolves around three essential steps:
- Finding high-performing content: Identify content that already ranks well and attracts a lot of backlinks and social shares.
- Creating something better: Take that content and improve upon it whether it’s by offering more in-depth information, more recent data, better design, or a more user-friendly experience.
- Promoting your improved content: Reach out to the sites linking to the original content and others who might find your improved version valuable, encouraging them to link to your version.
This technique leverages existing successful content and offers a superior alternative that search engines and users are more likely to prefer.
Step 1: Find Link-Worthy Content
Before you can begin building your SEO skyscraper, you need a solid foundation. Start by identifying high-ranking articles that have earned many backlinks and social shares. These pieces are often:
- Long-form and packed with actionable insights
- Original research or comprehensive guides
- Infographics or visual-heavy content
- Content that solves a widespread problem
How to find such content:
- Use SEO tools like Ahrefs or SEMrush to analyze top-ranking pages for your target keywords.
- Look at competitors’ content to see what’s working for them.
- Analyze backlink profiles of top-performing content to gauge their link-worthiness.
Step 2: Create Superior Content
Now that you’ve identified the content you want to outrank, it’s time to craft something better. This can mean:
- Increasing the depth of the content: Add more detail, examples, case studies, or expert quotes.
- Improving the visual appeal: Use high-quality images, interactive elements, or infographics to make your content more engaging.
- Updating outdated information: Include the most recent data, statistics, and trends to keep your content fresh.
- Optimizing for user experience: Make your content easy to navigate, with clear headers, concise paragraphs, and mobile-friendly design.
Pro Tip: Don’t just focus on creating longer content; focus on creating better content. Quality trumps quantity.
Step 3: Promote Your Content
Once you’ve crafted your skyscraper, it’s time to promote it. The key here is to reach out to people who have already linked to the original content. Since you’ve created something more valuable, many of these sites will be willing to link to your new version.
- Reach out to websites that linked to the original content. Use personalized outreach emails to explain why your content is better and request a link.
- Share on social media: Promote your new content through all relevant social channels.
- Collaborate with influencers: If influencers in your industry shared the original piece, notify them about your enhanced version.
- Guest posts: Offer guest posts to other sites in your niche, using your new content as a reference.
Benefits of the Skyscraper Technique
- Increased Backlinks: Since you’re targeting sites that already value similar content, you’re likely to earn high-quality backlinks, which improve your site's authority.
- Boosted Rankings: Better content + more backlinks = higher rankings on search engine result pages (SERPs).
- More Organic Traffic: As your rankings improve, so does your organic traffic, helping you expand your reach.
- Long-Term Benefits: Unlike quick fixes or black-hat tactics, the Skyscraper Technique yields sustainable, long-term SEO benefits.
Skyscraper Technique Best Practices
- Target Relevant Content: Ensure the content you improve upon aligns with your audience and industry.
- Stay Data-Driven: Use tools to assess the value of your content and its competition. Ahrefs, SEMrush, and BuzzSumo are great for analyzing backlinks and content popularity.
- Don’t Neglect Outreach: The skyscraper content won’t build itself. Outreach is critical to getting those all-important backlinks.
- Focus on User Experience: Search engines are paying more attention to user experience metrics, so your content should load fast, be mobile-friendly, and easy to read.
Challenges and Pitfalls to Avoid
- Focusing solely on length: Just because your content is longer than the competition doesn’t mean it’s better. Quality, relevance, and user experience are more important.
- Neglecting promotion: The Skyscraper Technique isn’t just about content creation it’s about outreach. Don’t expect backlinks to roll in without a solid promotion strategy.
- Outdated information: If your content becomes outdated, you risk losing traffic. Always update your skyscraper content to reflect the latest trends and data.
The Skyscraper Technique is a powerful way to boost your SEO strategy, driving more traffic to your site and building its authority. By identifying link-worthy content, improving upon it, and effectively promoting your new and improved version, you can grow your organic reach and enhance your position in the SERPs.
