We hear that content is king but there’s more to getting search traffic than just that. While your content is important, without the proper techniques, no one will ever see your content in the first place. The Skyscraper Technique sets you up for high quality links and more search traffic with each piece of content you post. It works by greatly increasing your number of backlinks. It’s a very simple three-step process: Find great content worth linking to, improve upon something that’s already out there, and find the right people. For the skyscraper technique to work, all you need to do is find the tallest existing skyscraper in your niche (the best existing article or blog post), then add to it and make it even better.
Find something that is already performing well and then hit it out of the park. Do it bigger and better. Make it longer, update it, or improve upon the info already given. People don’t remember the second tallest skyscraper, nor do they remember the eighth biggest city, or the tenth best surgeon. What do they remember?
They remember the best.
They remember the biggest.
This is how you truly make your content king. The Skyscraper Technique pioneered by Brian Dean of Backlinko takes the idea of SEO blogging and then magnifies it by adding a strong strategic element. I’ve been a freelance writer since 1998 and I’ve been creating online content since then. I can tell you from personal experience, the landscape has changed quite a bit since those early days.
I work with professional bloggers and businesses from all over the globe to help create content and content strategy that helps them stand out from the rest, and that helps them reach their goals. Skyscraper content will help you do that. In today’s marketing landscape, the competition is fierce. If you want your content to be seen, and if you want content that gets seen by your target market, you have to go above and beyond.
How do you execute the skyscraper technique?
Skyscraper technique blogging can work in any field, in any niche. It can work with any topic. That said, you have to be willing to do it correctly. There are many others who have tried, but fallen short, because they didn’t put their everything into it. You may have heard “Content is King!” and you think that if you write great content, the readers will come. If only it were that simple… The thing is, there is just too much STUFF on the internet today. There are far too many articles and blog posts, and most of them don’t measure up in terms of the quality of the content they provide.
Think about it: have you ever been searching for something online, clicked a link that sounded good, only to find it had weak content that didn’t really help you at all?
We’ve all been there.
You have to do more than just create some content. You have to do more than just put some words on the screen. You need to answer questions, solve problems, or give insight that no one else have given. You need to be unique. You need to be useful. Your content needs to have purpose.
To execute the skyscraper technique, you need to:
- Find link-worthy content.
- Make something that already exists even better.
- Reach out to the right people.
If you’re using the skyscraper blogging technique to build links, you need to start with link-worthy content. You need to create an ultimate resource that people will not only use, but want to link to themselves. It needs to go above and beyond and it’s more than just a list of links. It needs to be something truly beneficial to the reader.
One of the best ways to find that is to build on something that already exists. See that great post with 21 resources? Can you do one with 40? What about 50? You don’t want to be the tallest skyscraper by just a floor or two; you want to take it by a landslide!
Finally, once your piece is complete and published live, you are ready to ask for links back to it. You need to reach out to the right people. You don’t want to spam everyone you know, or complete strangers, and ask them to link to your post. (Duh!) Instead, you want to look for people who blog and share in your niche. You want to look for people who have already shared similar content and then point them to yours. You want to find influencers in your industry and invite them to share.
When it comes to creating your own content, how do you know where to begin?
First, you need to very systematic with your approach. You need to choose keywords based on search volume. You want to make sure you can be found amid the competition, but also that there are enough people searching that your post will be beneficial. If no one is searching for the term, it’s not going to matter if you rank high in the SERPs. You will also pick your topic based on your goals.
Are you trying to build an email list?
Are you trying to make sales?
Are you trying to increase your traffic?
Structure your topic around the goals that you have for your business and site.
Next, you need to research and write a really amazing post. There is no magic word count range, but you will expect it to be long if you’re using The Skyscraper Technique. Expect that you will not finish in one setting. Expect that might even spend a few days working on this piece. If you don’t feel confident you can write this yourself, hire an expert. Seriously. It’s that important. When done correctly, the benefits will be well worth the expense of hiring a professional.
If you feel confident you can write it yourself, you still might consider hiring a professional to edit it before you publish. It always helps to have another pair of eyes go over something since we might skip over mistakes we made ourselves. You want this to be the best, so you need to give it the attention it deserves.
Does The Skyscraper Technique always work?
I wish I could answer yes, but the truth is, it doesn’t. There are just some niches that don’t do well with this technique. The creator of the technique himself, Brian Dean, once said, “A lot of the time you can create something objectively better than what’s out there using The Skyscraper Technique. But when there are already millions of pieces of outstanding content on that topic, The Skyscraper Technique might not be your best option.” So, part of the content strategy should be to determine if this is even a good approach for you to take before diving in.
You can combine The Skyscraper Technique with guest blogging and link back to your Skyscraper piece from your guest blog posts if you want to maximize the benefit.
If you want help with your own blogging, or someone who can write with The Skyscraper Technique for you, contact me today.