The Skyscraper Technique: How To Create Content That Ranks

What Is The Skyscraper Technique? ​

The Skyscraper Technique stands as a powerful link-building strategy, renowned for its ability to enhance existing popular content while replicating valuable backlinks. 

Coined by digital marketing expert Brian Dean, this technique derives its name from a metaphorical skyscraper, symbolizing the pursuit of excellence and prominence within your niche. Brian eloquently captures the essence of the approach, stating, "It's human nature to be attracted to the best. And what you're doing here is finding the tallest 'skyscraper' in your space… and slapping 20 stories to the top of it."

At its core, the Skyscraper Technique involves a meticulous three-step process. 

• The initial step entails identifying and scrutinizing top-performing content within your specific domain or industry. This serves as the foundation for creating a superior piece that not only matches but exceeds the quality and depth of existing content. 
• The second phase centers around the actual creation of this content masterpiece. It involves weaving together comprehensive insights, unique perspectives, and valuable information, thereby elevating your content to towering heights.
• The final phase of the Skyscraper Technique focuses on outreach, a critical element in maximizing the impact of your enhanced content. Actively engaging with individuals or websites that have linked to similar content in the past, you aim to promote your superior piece and encourage the redirection of those valuable backlinks to your revamped content. 

So, the Skyscraper Technique is not just about creating exceptional content; it's about strategically elevating your digital presence, attracting more eyes to your domain, and fortifying your website's authority within the competitive online landscape.

Is SEO Skyscraper Technique Effective in 2024

The SEO Skyscraper Technique, pioneered by Brian Dean, has been a prominent strategy for content marketers aiming to enhance their website's search engine optimization (SEO) performance. However, as digital landscapes evolve, it's crucial to assess the continued effectiveness of this technique in 2024.

• Saturated Content Landscape: In today's digital environment, numerous industries face content saturation, with vast amounts of information available on similar topics. This saturation can make it challenging to execute the Skyscraper Technique effectively, as standing out requires not just superior content but also innovative approaches.
• Evolving Search Engine Algorithms: Search engines continuously refine their algorithms to prioritize user satisfaction. While the Skyscraper Technique emphasizes content quality, search engines now consider various factors, including user experience, relevance, and diversity of content types. Adapting the technique to align with these evolving algorithms is essential.
• User Intent Focus: User intent has become a central element in SEO strategies. Simply creating content that surpasses competitors may not suffice if it fails to address the specific intent behind user queries. Modern SEO strategies emphasize understanding and aligning with user intent, necessitating a nuanced approach alongside the Skyscraper Technique.
• Importance of Multimedia Content: Visual and interactive content formats, such as videos and infographics, have gained prominence. While the Skyscraper Technique primarily focuses on textual content, incorporating multimedia elements is increasingly vital for engaging audiences. Diversifying content formats can enhance overall SEO effectiveness.
• Integrated SEO Strategies: Successful SEO efforts in 2024 often involve an integrated approach, combining various strategies such as technical SEO, local SEO, and content marketing. Relying solely on the Skyscraper Technique may overlook other crucial aspects of a comprehensive SEO strategy.

So while the SEO Skyscraper Technique remains a valuable tool, its effectiveness in 2024 depends on how well it integrates with contemporary SEO practices. Adapting the technique to address content saturation, align with evolving search engine algorithms, focus on user intent, incorporate multimedia elements, and form part of an integrated SEO strategy can enhance its relevance and impact in the current digital landscape. 

Why Use the Skyscraper Technique for SEO?​

• Acquiring Links from Competitors: By utilizing this strategy, you gain the ability to secure valuable links that were initially directed towards your competitors. This approach not only enhances your website's link profile but also allows you to tap into existing link equity within your industry. Analyzing and strategically inheriting competitor links can provide an edge in the competitive online landscape.
• Backlink Acquisition from Established Pages: This technique goes beyond typical link-building efforts by focusing on securing backlinks from pages with established traffic and authority. By targeting such pages, you position your website to benefit from a robust influx of traffic and bolster your online credibility. This not only improves your site's visibility but also contributes to a more authoritative online presence.
• Stimulating High-Quality Content Creation: The process encourages the creation of high-quality content as an integral part of the link acquisition strategy. To attract and retain the coveted backlinks, producing content that is informative, engaging, and relevant becomes paramount. This not only benefits your link-building efforts but also enhances your overall content marketing strategy, potentially attracting organic traffic and user engagement.
• Scalability Made Simple: One notable advantage of this approach is its inherent scalability. As your website gains momentum through acquired links and the creation of valuable content, the strategy easily adapts to accommodate growth. Whether you are a small business or a larger enterprise, the scalability of this method ensures that your link-building efforts can expand seamlessly with your evolving online presence.

This comprehensive approach to link acquisition not only focuses on outperforming competitors but also strategically aligns with the overarching goals of establishing a strong online presence, fostering content excellence, and adapting seamlessly to the evolving needs of your website's growth.

How to do Skyscraper Technique

Employing the Skyscraper Technique involves three main steps: finding linkable assets, creating superior content, and reaching out for backlinks. Let's dive into each step.  

Step 1: Find Linkable Assets: How do you do it? ​

• Harness the Power of SEO Tools: Kick off your strategy by leveraging reputable SEO tools such as Ahrefs, BuzzSumo, or SEMrush. These platforms serve as invaluable resources for uncovering high-performing content that has excelled in terms of acquiring backlinks and social shares.
• Explore Trending Topics: Direct your focus towards trending topics within your specific niche. Delve into articles, blog posts, or pages that dominate search engine results for your targeted keywords. Identifying these trending subjects lays the foundation for strategic content development.
• Check Backlink Profiles: Upon identifying a potential content piece, conduct a meticulous examination of its backlink profile, utilizing tools like Ahrefs. This analysis provides insights into both the quantity and quality of websites linking back to the content, offering crucial information for your link-building strategy.
• Assess Engagement Levels: Gauge the effectiveness of selected content pieces by evaluating their engagement levels. A substantial number of comments, shares, and likes signify resonance with the target audience. Understanding the engagement metrics helps prioritize content that aligns with audience preferences.
• Identify Content Gaps: As you delve into these linkable assets, proactively identify content gaps or areas for enhancement. This may include addressing outdated information, incorporating missing topics, or enhancing visual elements to elevate the overall quality of your content strategy. Identifying and addressing these gaps ensures a more comprehensive and impactful approach to content creation. 

Step 2: Make Even Better Content 

• Conduct Comprehensive Research: Conduct thorough research to ensure your content is current and covers aspects not addressed in the original piece. Look for recent studies, trends, and developments in your niche.
• Identify Improvement Areas: Analyze the identified linkable asset for weaknesses. This could be outdated statistics, a lack of multimedia elements like images or videos, or sections that lack depth. List these areas for improvement.
• Add Depth and Detail: Aim to provide more comprehensive coverage. Include detailed explanations, step-by-step guides, FAQs, or additional information that adds value and depth to the original content.
• Incorporate Original Research or Data: Conduct your own research or surveys to add unique insights to your content. Original data and fresh insights can significantly enhance the appeal and shareability of your content.
• Use Visuals and Multimedia: Enhance your content with high-quality images, infographics, charts, or videos. Visual elements can make complex information more understandable and engaging, thus improving user experience. 

Step 3: Reach out to link prospects 

Reaching out to link prospects is a crucial phase in the Skyscraper Technique, involving strategic communication and networking. 

Here's how to effectively approach this step:

• Identify Potential Link Prospects: Use tools like Ahrefs or BuzzSumo to find websites, bloggers, and influencers who have linked to or shared the original content. Focus on those who are active in your niche and are vested in providing their audience with valuable resources.
• Compile a Contact List: Create a detailed list of your link prospects, including their names, contact information, and any relevant details about their website or blog. Organize this list to keep track of your outreach efforts and responses.
• Craft Personalized Outreach Emails: Write personalized emails to each prospect, mentioning how you came across their site and why you think your content would be valuable to their audience. Highlight specific improvements or additions you've made, such as up-to-date information, comprehensive analysis, or unique insights.
• Emphasize the Value for Their Audience: Clearly articulate the benefits of linking to your content for their readers. Whether it's offering fresh perspectives, more in-depth information, or useful resources, make sure they understand how their audience will gain from it.
• Follow Up Respectfully: If you don't receive a response, sending a polite follow-up email is acceptable after a week or two. However, always be respectful of their time and decision, whether or not they choose to link to your content.

Why the Skyscraper Technique fails and how to improve your chances of success 

The Skyscraper Technique, a renowned strategy in the realm of content marketing, aims to boost a website's SEO by creating superior content that outshines existing material. 

However, despite its popularity, there are instances where the technique may not yield the desired results. 

Understanding the reasons for its potential shortcomings and implementing strategies to enhance success can be crucial for marketers looking to leverage this approach effectively.

• Lack of Originality: One common pitfall is the failure to inject sufficient originality into the content. Mere replication without adding unique value may result in content that fails to stand out. To improve success rates, focus on providing fresh perspectives, in-depth insights, or additional layers of information that set your content apart.
• Insufficient Research: Inadequate research on existing content within the niche can hinder the effectiveness of the Skyscraper Technique. Before creating new content, conduct thorough research to identify gaps, emerging trends, or overlooked aspects. This ensures your piece offers genuine value and addresses specific needs within your target audience.
• Neglecting Content Promotion: Success with the Skyscraper Technique isn't solely about content creation; effective promotion is equally vital. Failure to invest time and effort in promoting your superior content can result in limited visibility. Actively share your content across relevant platforms, engage with influencers, and employ outreach strategies to maximize its reach.
• Overlooking User Intent: Understanding user intent is crucial for creating content that resonates. Focusing solely on surpassing competitors' content without aligning with what users are actively seeking can lead to a mismatch. Tailor your content to address user queries and concerns, ensuring it genuinely fulfills their needs.
• Ignoring Technical SEO Aspects: Technical SEO elements, such as optimizing page load speed, mobile responsiveness, and user experience, often contribute to content success. Neglecting these aspects can impede the effectiveness of the Skyscraper Technique. Prioritize technical SEO to enhance the overall performance and accessibility of your content.

In conclusion, while the Skyscraper Technique offers a powerful approach to content marketing, careful consideration of these factors and a commitment to addressing potential shortcomings can significantly improve your chances of success. By infusing originality, conducting thorough research, prioritizing promotion, aligning with user intent, and attending to technical SEO aspects, marketers can elevate the impact of their content in a competitive digital landscape. 

How to Craft and Send Pitches After Identifying an Opportunity

Compose your skyscraper email pitch with the objective of persuading the content owner to redirect their link to your resource. Clearly outline the benefits for them, illustrating how your link will elevate the quality of their content.

Engage with a friendly and personalized tone to capture the recipient's attention and increase receptiveness to your proposal. 

Below is an example of a skyscraper email to provide inspiration: 

Email template 

Hello Alex,

I came across your informative blog conent on web development guide, where you mentioned finding new clients article.

We've recently published a comprehensive How to find new customers in 2024 guide on [WEBSITENAME] that provides more recent data. 

Additionally, we've included an engaging infographic that I believe would greatly enrich your content:

[INFORGRAPHIC]

Considering the value it adds, would you be open to including a link to our guide in your article?

Best regards,

Aron

Final thoughts

The Skyscraper Technique is a powerful method for creating content that ranks well in search engines and attracts more visitors to your site. Remember, the key to success with the Skyscraper Technique is to consistently create content that is genuinely better than the original and conduct outreach respectfully and personally. Start implementing this technique today, and watch your content soar to new heights.