The term 'Skyscraper Technique' might sound like a blueprint for creating towering buildings. However, in the digital marketing world, it is a revolutionary SEO strategy pioneered by Brian Dean of Backlinko. This strategy has helped numerous businesses soar to new heights in their respective industries. This in-depth article will shed light on the Skyscraper Technique, its core principles, and how you can apply it to your business.
Understanding the Skyscraper Technique
Brian Dean's Skyscraper technique is a link building strategy that involves finding existing popular content, improving upon it, and replicating the backlinks. It's like constructing the tallest skyscraper: you don't start from scratch; instead, you identify the tallest building and aim to construct one that's even taller.
Why the Skyscraper Technique?
In the digital world, where content is king, the Skyscraper Technique allows you to leverage the success of existing content and use it to drive traffic to your website. This technique helps your website rank higher on search engine results pages (SERPs), leading to increased visibility and organic traffic.
The Three-Step Process of the Skyscraper Technique
The Skyscraper Technique is a three-step process:
- Find link-worthy content: Find content in your niche that is popular and has a lot of quality backlinks. Tools like Ahrefs, Moz, or SEMrush can help you identify such content.
- Make something better: Once you've identified the popular content, the next step is to create something superior. You can improve on the content by making it more up-to-date, more thorough, better designed, or more practical.
- Reach out to the right people: Once you’ve created your superior content, the final step is to conduct outreach to people who have linked to the original content. The goal is to let them know about your new and improved resource, in hopes that they will link to your content instead.
Digging Deeper into Each Step:
Step 1: Find Link-Worthy Content
The first step in the process is finding link-worthy content, a critical foundation for creating improved and more valuable content that can earn high-quality backlinks. To accomplish this, start by identifying existing content in your niche that has proven to be link-worthy—content that is popular, has gained significant backlinks, and ranks well in search engine results. Identifying such content is easy because it is among the top search results.
Conduct a thorough analysis of your competitors' content to understand what makes it successful, looking for patterns in topics, formats, and approaches. Examine the link profiles of competitors and successful content pieces to identify who is linking to them and the types of websites that find the content valuable.
Here is how you can check who is linking to a specific content using Ubersuggest:
Step 1 - Open your web browser and navigate to the Ubersuggest website at https://neilpatel.com/ubersuggest/
Step 2 - Once on the Ubersuggest homepage, you will find a navigation bar on the left hand side. Click on the "Backlinks" option and then click on "Backlink Overview".
Step 3 - On the Backlink Overview page, you'll see a search bar. Enter the URL of the piece of content you want to check for backlinks and press the "Enter" key or click on the "Search" button.
Ubersuggest will provide you with an overview of the backlinks for the entered URL. You'll see information such as the total number of backlinks, referring domains, and the authority score of the website.
Step 4 - Scroll down to explore more details. Ubersuggest will show you a list of backlinks, including the linking domain, the page on the linking domain, the type of link (follow or nofollow), and the anchor text used in the link.
Additionally, look for gaps or opportunities in existing content that you can fill with your improved version, finding aspects that haven't been adequately covered or areas where you can provide more depth, insights, or updated information.
Consider the user intent behind the successful content, understanding why users find it valuable and what problems or questions it addresses. This understanding will guide the creation of your content to ensure it aligns with user expectations.
Thoroughly researching and identifying link-worthy content is essential for laying the groundwork, understanding the niche landscape, pinpointing opportunities, and informing the content creation process to meet the needs and expectations of your target audience.
Step 2: Make Something Better
Once you've pinpointed content that's worth linking to, it's time to take it up a notch. Consider these strategies:
a) Update the content, as information becomes outdated fast, and injecting the latest information can instantly add value.
b) Expand the content by incorporating more details, examples, or data, making it more comprehensive.
c) Improve the design, as a visually appealing piece attracts and retains readers, so investing in good design makes your content stand out.
Now let's discuss it in detail.
Start with thorough research and understanding before diving into content creation. Conduct in-depth research on your chosen topic, grasp key points covered in existing content, understand user expectations, and identify potential gaps for improvement. Analyze the top-performing content you've identified, pinpointing weaknesses, outdated information, or areas where it falls short, as these represent opportunities for improvement. The goal is not to replicate existing content but to offer a unique and improved perspective. Find a distinctive angle, approach, or additional value, whether through new insights, data, case studies, or a different format.
Elevate your content by providing more comprehensive information, going beyond existing pieces to offer a deeper level of insight. Address user intent by ensuring your content directly answers user queries and aligns with what users are looking for. Pay attention to readability and format, using clear headings, subheadings, and visuals like images or infographics to enhance appeal and ease of consumption. Consider high-quality images, graphics, charts, or videos to make your content more engaging and shareable. Update information with the latest and most relevant data to demonstrate your commitment to accuracy. Offer unique perspectives or insights through original research, personal experiences, or expert commentary to make your content more compelling.
Encourage audience engagement with interactive elements like quizzes, polls, surveys, or opportunities for users to share their opinions and experiences. Prioritize user experience by ensuring your content is easy to navigate, mobile-friendly, and loads quickly. Craft a compelling headline that captures attention and encourages users to engage with your content.
Focus on quality over quantity, delivering content with depth and relevance rather than arbitrary word counts. Before publishing, thoroughly proofread and edit your content to ensure it is free of errors, free of plagiarism, presents a professional appearance and doesn't look like an AI generated content. By applying the "Make Something Better" approach, you position your content as a superior resource compared to existing pieces.
Step 3: Reach Out to the Right People
In Brian Dean's Skyscraper Technique, the phase "Reaching Out to the Right People" is a crucial step, involving the identification and contact of individuals or websites that have linked to similar content previously. This strategic outreach is a key element, aiming to persuade influencers, bloggers, or website owners to link to your improved and more valuable content. Here's a breakdown of the Skyscraper Technique:
Start by identifying the right people or websites that have linked to content similar to yours before reaching out. Utilize tools like back-link analysis or SEO software to discover who has linked to the original content you're looking to surpass.
Shift the focus from reaching out indiscriminately to quality outreach. Identify influential individuals or websites in your niche, recognizing that a few high-quality backlinks from authoritative sources can have a more significant impact than numerous low-quality links.
Craft personalized and compelling messages during the outreach process. Generic emails are less likely to grab attention, so tailor your messages to each recipient, highlighting the value and uniqueness of your content.
Clearly articulate the value proposition of your content by explaining how your piece is an improvement, offering additional insights, or addressing gaps in existing content. Conveying unique selling points increases the likelihood of positive responses.
Understand that Skyscraper Technique outreach is an ongoing process, not just a one-time interaction. Building relationships with influencers and bloggers in your industry can lead to future collaboration opportunities, contributing to a positive online presence.
Outreach can take place through various channels, including email, social media platforms, or direct messaging on relevant forums. Tailor your approach according to the preferred communication channels of your target audience.
Recognize that initial outreach efforts may go unanswered, and following up with a polite reminder can increase the chances of receiving a response. Persistence without being pushy is key in the follow-up process.
Consider offering additional resources or assistance beyond asking for a link. Provide extra information, graphics, or insights that complement the content on their website, fostering goodwill and adding value to the relationship.
Keep a close eye on your outreach efforts and monitor responses. Adjust your approach accordingly if certain strategies prove more successful than others. Continuous improvement is integral to the success of the Skyscraper Technique.
Effectively reaching out to the right people maximizes the chances of securing high-quality backlinks. These backlinks not only contribute to improved search engine rankings but also aid in building relationships within your industry, enhancing your content's visibility and authority over time.
The Benefits of the Skyscraper Technique
The Skyscraper Technique is beneficial because:
- You can earn more high-quality backlinks, which are a crucial ranking factor for search engines.
- You can rank higher on search engine results pages (SERPs), which means more visibility and more organic traffic for your website.
- You can create superior content that surpasses existing pieces in your niche, giving you a competitive advantage and making your website a go-to resource for your audience.
- You can encourage more social sharing of your content, expanding your reach and attracting more potential customers.
- You can build relationships with influencers and thought leaders in your industry by reaching out to them and offering your valuable content.
- You can repurpose your content into different formats, such as infographics, videos, or podcasts, to reach a broader audience and cater to different preferences.
- You can enjoy long-term benefits as your content continues to attract links and gain authority over time.
At the core of the Skyscraper Technique is creating content that surpasses existing pieces in terms of quality, depth, and value. This benefits your audience by providing them with more comprehensive and valuable information.
Challenges of the Skyscraper Technique
While the Skyscraper Technique offers numerous benefits, it also comes with challenges:
- This technique requires extensive research, content creation, and outreach, making it time-consuming.
- The success of this technique depends on the quality of your content. Poor-quality content won't attract backlinks.
- Not all outreach efforts will be successful. Some people might not be interested in linking to your content.
Conclusion
The Skyscraper Technique, despite its challenges, remains a powerful SEO strategy. It allows you to leverage the success of existing content to boost your own visibility and rankings. By understanding and applying this technique, businesses can construct their digital 'skyscrapers', towering over their competition in the digital landscape.
FAQs
1. What is the Skyscraper Technique?
The Skyscraper Technique is a content marketing strategy developed by Brian Dean. It involves creating high-quality, comprehensive content that surpasses existing pieces in a particular niche, with the goal of attracting more backlinks and improving search engine rankings.
2. How does the Skyscraper Technique work?
The technique follows a three-step process: 1) Find link-worthy content in your niche, 2) Make something better by creating improved and more valuable content, and 3) Reach out to the right people who have linked to similar content, asking them to link to your superior piece.
3. Why is it called the "Skyscraper" Technique?
The term "Skyscraper" represents the idea of creating content that is taller (better) than existing content, just like a skyscraper stands taller than other buildings. The goal is to create content that stands out and attracts attention.
4. What is the purpose of finding link-worthy content?
Finding link-worthy content serves as inspiration and a benchmark for creating something better. It helps identify successful content in your niche and the websites linking to it, providing a foundation for your own content creation.
5. How do I make something better with the Skyscraper Technique?
To make something better, you analyze existing content, identify weaknesses or gaps, and then create more comprehensive, valuable, and unique content. This could involve adding depth, addressing new information, improving readability, and incorporating multimedia elements.
6. Why is outreach important in the Skyscraper Technique?
Outreach is a crucial step to promote your superior content. By reaching out to individuals or websites that have linked to similar content, you aim to convince them to link to your improved piece, leveraging their existing interest in the topic.
7. How do I find the right people to reach out to?
Use SEO Tools for backlink analysis for example, Ahrefs, Semrush and UberSuggest, to identify individuals or websites that have linked to the original content you're surpassing. Focus on influential and relevant targets in your industry. Quality outreach to the right people increases the chances of earning backlinks.
8. Is the Skyscraper Technique suitable for any industry?
Yes, the Skyscraper Technique can be applied to various industries and niches. It is particularly effective in competitive fields where creating outstanding content can help your website stand out and attract valuable backlinks.
9. Can the Skyscraper Technique be used for non-blog content?
Yes, the Skyscraper Technique is adaptable to various content formats, including infographics, videos, podcasts, and more. The key is to create content that adds significant value and stands out in your chosen format.
10. What are the benefits of the Skyscraper Technique?
The benefits include improved search engine rankings, increased organic traffic, enhanced authority in your industry, and the potential for building valuable relationships through outreach. The technique focuses on creating content that is not only better but also more link-worthy.