SEO is like a puzzle, and everyone’s looking for the piece that’ll give them the edge. Enter the Skyscraper Technique—a method that promises to boost your content’s visibility by building upon what’s already successful. Imagine taking a proven strategy and then elevating it to new heights. Sounds intriguing, right?
In this article, we’ll unravel what the Skyscraper Technique is all about. We’ll walk through how it works, why it’s effective, and most importantly, how you can start using it to your advantage. By the end, you'll have a solid understanding of this approach and be ready to apply it to your content strategy.
Understanding the Skyscraper Technique
So, what exactly is the Skyscraper Technique? Simply put, it’s a method designed to improve your SEO by taking content that already ranks well and making it even better. The idea is to find popular content in your niche, create something superior, and then promote it aggressively to earn backlinks and, ultimately, higher search rankings.
This approach was popularized by Brian Dean of Backlinko, who emphasized the importance of building upon existing successful content rather than starting from scratch. Think of it like building a skyscraper: you start with a solid foundation, and then you aim to build taller and more impressive than anything nearby.
The beauty of this technique lies in its simplicity and effectiveness. By leveraging existing popular content, you’re tapping into what’s already proven to be of interest. Your job is to make it more comprehensive, visually appealing, or easier to understand, thereby attracting more attention and earning more links.
Why the Skyscraper Technique Works
One of the reasons the Skyscraper Technique is so effective is because it capitalizes on what’s already working. Instead of guessing what might resonate with your audience, you’re using data-driven insights. You’re identifying content that’s already getting traction and then improving on it.
When you improve upon popular content, you’re more likely to attract backlinks. Websites are more inclined to link to content that’s comprehensive and authoritative. Additionally, if you can offer something that others can’t—be it updated data, more detailed insights, or a more user-friendly format—you’re setting yourself apart from the competition.
Another factor at play is the psychological aspect. People are naturally drawn to the best, the biggest, and the most impressive. By presenting your content as the “tallest” or most thorough, you’re more likely to capture attention and keep readers engaged. This not only helps with SEO but also enhances your brand’s credibility.
Finding Content to Improve
The first step in using the Skyscraper Technique is to find content that you can improve upon. This involves a bit of research and analysis. You’ll want to identify articles or posts in your niche that rank well and have a good number of backlinks.
Tools like Ahrefs, SEMrush, or Moz can be incredibly helpful here. These tools allow you to see which content is performing well in terms of SEO metrics. Look for pieces that have a lot of backlinks but might be outdated, lack depth, or have poor user engagement.
Once you’ve identified a few potential candidates, it’s time to analyze them. Ask yourself: What are their strengths? Where do they fall short? How can I add value? By answering these questions, you’ll be able to craft a plan for creating content that not only matches but surpasses the existing material.
Creating Superior Content
Once you’ve identified the content you want to surpass, the next step is to create something that truly stands out. This might sound daunting, but it’s all about adding more value than what’s currently available.
Here are some strategies to consider:
- Be more comprehensive: If the existing content is a list of 10 tips, make yours 20 tips. Add more examples, case studies, or expert opinions to provide greater depth.
- Improve the visuals: Use high-quality images, infographics, or videos to make your content more engaging. Visual elements can make your content more appealing and easier to share.
- Update outdated information: If the content you’re improving upon is a few years old, ensure your version includes the most current data and trends.
- Enhance readability: Break up text with subheadings, bullet points, and short paragraphs to make your content easy to digest.
Remember, the goal is to create something that people will find more valuable and worthy of sharing. It’s about offering a better experience and more information than your competitors.
Promoting Your Content
Creating superior content is only half the battle—the next step is to promote it effectively. Without promotion, even the best content can go unnoticed. The Skyscraper Technique places a significant emphasis on outreach and building backlinks.
Start by reaching out to websites that linked to the original content. Let them know about your new and improved version. You can use a simple email template to explain why your content offers more value and why they might consider linking to it instead.
Additionally, look for influencers and thought leaders in your industry who might find your content valuable. Share your work on social media platforms, engage in relevant forums, and consider guest posting to increase visibility.
The key is persistence. Not every outreach attempt will result in a backlink, but the more you promote your content, the higher the chance of earning those valuable links.
Measuring Your Results
Like any SEO strategy, it’s important to measure the results of your efforts. This allows you to see what’s working and what might need adjustment. Use analytics tools to track the performance of your content over time.
Look at metrics such as:
- Organic traffic: Has there been an increase since you published the content?
- Backlinks: How many new backlinks has the content earned?
- User engagement: Are people spending more time on the page or sharing it on social media?
By regularly reviewing these metrics, you can fine-tune your strategy and make informed decisions about future content. It’s all about continuous improvement and learning from what the data tells you.
Challenges and Considerations
While the Skyscraper Technique can be highly effective, it’s not without its challenges. One of the most common hurdles is the time and effort required to create superior content. It’s not just about adding a few extra paragraphs—it often involves thorough research, design, and promotion.
Another consideration is the competitive nature of SEO. As more people become aware of the Skyscraper Technique, the bar for what constitutes “superior content” continues to rise. It’s important to stay creative and keep pushing the boundaries of what’s possible.
Finally, there’s the challenge of outreach. Not every site owner will respond to your requests for backlinks, and it can be discouraging when your efforts don’t immediately pay off. However, with persistence and a well-crafted content piece, you can overcome these obstacles.
Tips for Success
To make the most of the Skyscraper Technique, consider the following tips:
- Focus on quality over quantity: It’s better to create one outstanding piece of content than several mediocre ones.
- Be patient: SEO is a long-term game. Results might not be immediate, but with consistent effort, they will come.
- Stay updated: Keep an eye on industry trends and update your content regularly to ensure it remains relevant.
- Build relationships: Networking with other content creators can open doors for collaboration and backlink opportunities.
By keeping these tips in mind, you can maximize the potential of the Skyscraper Technique and see real improvements in your SEO performance.
Final Thoughts
The Skyscraper Technique is a powerful method for improving your SEO by building upon what’s already successful. By focusing on creating superior content and promoting it effectively, you can earn valuable backlinks and increase your search rankings.
At Pattern, we understand the importance of results-driven SEO strategies. We help ecommerce brands and SaaS startups grow by driving more traffic from Google and turning that traffic into paying customers. Unlike most SEO agencies that focus only on rankings, we care about results—crafting conversion-focused content that attracts visitors and turns them into customers. So, if you’re ready to see real ROI from your SEO efforts, consider partnering with us. We look at SEO through a performance marketing lens, ensuring every dollar you invest delivers tangible returns.