Marketers constantly look at what their competitors do. Be it for inspiration for titles, topic clusters, new keywords they rank for, what backlinks they’ve earned, etc. The skyscraper technique is just about that – doing what your competitors do but better.
There are over 200 rаnкing factors Google takes into account, and as us link builders know well, high-quality backlinks are one of the most powerful ranking factors.
Search engines view backlinks as endorsements of a website’s credibility, helping it rank higher in search results. However, traditional link-building methods – such as cold outreach, directory submissions, link placements and guest posting – can be time-consuming and yield inconsistent results. Also, you can’t plan when exactly you’ll see the benefits of a link you’ve secured.
To address this challenge, Brian Dean developed the Skyscraper Technique, a content-driven strategy that naturally attracts backlinks by offering superior value.
This method is built on a simple yet highly effective principle: instead of chasing links, create the best content available, then check who referred to the top page on SERPs (your competitor) and ask them to link to you as you add more value.
In this article, we will explain what the skyscraper technique is and how to successfully apply it in combination with the other link building methods in your arsenal. Let’s go!
What is the Skyscraper Technique and Why is it so Effective?
The Skyscraper technique is a clever way to build backlinks organically. It is the process of strategically creating content that has extra value compared to the top performers for the same title on SERPs. Naturally, websites will choose to link to the source that is the most comprehensive.
Sounds like a no-brainer, right? With the tools available today, it is quite easy to find the weak spots of your competitors’ articles and fill in the gaps in yours in order to surpass them for this particular term. Of course, it does require more in-depth research on your end, but it is definitely worth it.
How to Implement The Skyscraper Technique in Your Link Building Strategy
- Identify High-Value Content
- Create a Better Version
- Reach Out for Backlinks
Now, it may take some time to just wait for the links to come, but you can speed it up! Here is how:
1. Use SEO Tools to Identify High-Value Content
To maximize the effectiveness of the Skyscraper Technique, start by identifying content with strong backlink potential. High-ranking pages with numerous backlinks indicate topics that are already in demand.
Using tools like Ahrefs, Ubersuggest, Semrush, or Moz, you can analyze top-performing content and discover opportunities for improvement.
You can also simply use Google to see what the competitors for a particular topic have covered and make notes on what they’ve missed. Mind you, it is not necessarily always a whole article section – sometimes, you can just add a few statistics, an infographic or a step-by-step tutorial.
Live Example
For example, I want to build some high-quality backlinks to my article “How Discord Groups Can Enhance Content Ideation”.
I picked this particular article as I see it already has some page views and the topic is not that vastly covered by high-end sites that are way out of my league:
I’ll start with https://smarcomms.com/ , metrics are quite good (TF:CF 19:17; DR 30, Org, search 13.1K) but not miles away from mine. So, I browse their article and notice that they don’t have a section that lists particular Discord groups SEO professionals can join (and I have!).
So, I head over to Ahrefs Site Explorer, paste the competitor’s article URL, and check their Backlinks (who is referring to this article). I want to aim for dofollow and in-content links, so I choose these filters, only to find that they have none!
OK, I’ll go to the next SERP result – https://editorial.link/ . They are way out of my league, better metrics, better traffic. Still, it’s worth the try:
That’s 30 websites that have linked to the Editorial Link article that is missing Discord groups dedicated to SEO professionals!
You can do the same on Ubersuggest (if you want to do this for free). Just head to the SEO Analyzer, change the dropdown option to “URL”, paste your target and then, navigate to “Backlinks” on the left. Scroll all the way to the bottom to see the referring domains:
2. Create a Better Version
Improve upon the existing content by making it more comprehensive, visually engaging, and up-to-date. Add expert insights, new research, better formatting, and enhanced visuals.
To succeed with the Skyscraper Technique, your content must be significantly better than what already exists. Simply rewording an article will not be enough – you need to create a standout resource that people cannot ignore.
Add Depth and Unique Insights
- Go beyond the basics by:
- Including original research or case studies
- Adding expert opinions or interviews
- Expanding on key points with real-world examples
Google prioritizes content that demonstrates expertise, authority, and trustworthiness (E-E-A-T).
Use Updated Data and Statistics
Outdated information hurts credibility. Strengthen your content with:
- Recent statistics from authoritative sources
- Latest industry trends and reports
- Links to trusted studies that validate your points
Optimize for SEO and User Engagement
Even the best content will not rank well without proper on-page SEO and user engagement strategies. Optimizing your content ensures it reaches the right audience and encourages backlinks.
On-Page SEO Essentials
To improve search visibility, focus on:
- Proper keyword usage. Include primary and secondary keywords naturally in the title, headings, and throughout the content.
- Optimized headings and meta descriptions. Use compelling, keyword-rich H1, H2, and H3 tags,and write engaging meta descriptions to boost click-through rates.
- Internal linking. Link to relevant pages on your site to enhance SEO and keep users engaged longer.
Enhancing Engagement with Multimedia
Google favors content that keeps users engaged. Adding interactive elements can increase dwell time and encourage backlinks:
- Videos. Improve retention by offering in-depth explanations.
- Infographics. Visually summarize complex information, making it more shareable.
- Interactive elements. Quizzes, calculators, and tools keep users on the page longer.
Improving Readability and UX
Content that is easy to read performs better. Ensure:
- Short paragraphs and bullet points for skimmability.
- Mobile-friendly design for better accessibility.
- Fast page speed to reduce bounce rates.
3. Reach Out for Backlinks the Right Way
Creating superior content is only the first step – the next challenge is securing backlinks through effective outreach.
Reach out to websites that are linked to the original article, letting them know about your improved version. Since they’ve already linked to a similar topic, they’re more likely to link to yours.
Pro tip: This doesn’t mean you need to ask them to replace the link to your competitor with a link to your article – some may find such requests too aggressive and simply say no. Instead, find the angle of the topic that you’ve covered better and suggest the other website (where you want your link added) an additional paragraph or section you write up and fits well with the context. This way, you not only make their content fuller, but also, you make sure your competitor’s link is not that close to yours!
Here is a walk-through of how to reach out for backlinks when using the Skyscraper method:
Identify the Right Outreach Targets
Focus on websites that have already been linked to similar content. Use tools like:
- Ahrefs – Analyze the Backlinks report of the original content.
- Semrush – Identify referring domains using the Backlink Analytics tool.
- Moz – Use Link Explorer to find high-authority prospects.
Compile a list of site owners, bloggers, and content creators who may be interested in linking to your improved version.
Pro tip: Don’t flatter yourself and be realistic about your metrics and traffic. Remember, the Skyscraper technique only works when you target competitors with similar metrics to yours. For example, even if I write an article better than the one Search Engine Journal has published, it is highly unlikely for a website that is out of my league in terms of metrics to prefer my article to the SEJ one. So, don’t overestimate yourself. You can still reach out to those high-end websites, but offer a write-up, not a replacement, and make sure you combine this method with other link-building initiatives.
Crafting a Compelling Outreach Email
Personalization is key. A well-crafted email should be concise, value-driven, and respectful of the recipient’s time.
Example Outreach Email
Subject: Updated Resource for Your Article on [Topic]
Hi [Name],
My name is [Name] and I am the founder of/the SEO Specialist in [Company].
I came across your article on [Topic] and found it incredibly valuable. I noticed you linked to [Original Content], which is a great resource.
Actually, I recently created a more in-depth, updated version with new research, expert insights, and improved visuals:
[Your Link]
I thought it might be a helpful addition to your article. I’d like to suggest writing up a section called [] that would fit well before/after the heading [].
Please let me know what you think.
Best,
[Your Name]
Following Up and Leveraging Social Media
If there is no response within a week, send a polite email follow-up. Additionally:
- Engage with influencers on social media by sharing their content.
- Leave thoughtful comments on their articles to build rapport before requesting a link.
Common Mistakes in the Skyscraper Technique
While the Skyscraper Technique is highly effective, many fail to achieve results due to common mistakes. Avoiding these pitfalls increases the chances of earning high-quality backlinks.
Choosing Weak Content to Improve
A common mistake is selecting content with low backlink potential or outdated topics. Improving weak content will not generate significant traction. Instead, use tools like Ahrefs, Semrush, or Moz to identify high-ranking pages with strong backlink profiles. Focus on evergreen topics that attract consistent search traffic.
Failing to Add Unique Insights
Simply rewording existing content without adding substantial value will not stand out. To make an impact, ensure your version is significantly better by:
- Incorporating original research or expert opinions.
- Including updated statistics and authoritative sources.
- Enhancing visuals and formatting for better engagement.
Google prioritizes content that demonstrates expertise, authority, and trustworthiness. Adding unique insights makes content more valuable and link-worthy.
Using Generic Outreach Emails
Sending template-based outreach emails without personalization reduces response rates. Instead, craft emails that:
- Reference the recipient’s existing content.
- Highlight specific improvements in your version.
- Keep the message concise and value-driven.
Ignoring Follow-Ups
One email is rarely enough. A polite follow-up within a week improves response rates.
Additionally, engaging with site owners through social media builds relationships before requesting a link.
How to Measure Success of Skyscraper Link Building
Evaluating the effectiveness of your Skyscraper campaign is crucial for refining your strategy and achieving long-term success. By using analytical tools and focusing on key metrics, you can measure impact and make data-driven adjustments.
Tracking Backlink Growth
Monitoring backlink acquisition is vital. Tools like Google Search Console, Ahrefs, Semrush, and Moz help you assess backlink growth:
- Google Search Console. Use the Links report to track new referring domains.
- Ahrefs and Semrush. Analyze backlink profiles, domain authority, and link sources.
- Moz. Evaluate link quality using metrics like Domain Authority and Spam Score.
A steady increase in high-quality backlinks indicates that your content is gaining authority and visibility.
Assessing Organic Traffic and Rankings
Organic traffic growth reflects the effectiveness of your backlink strategy. Google Analytics provides insights into:
- Organic Traffic Trends. Monitor the increase in visitors from search engines.
- Keyword Performance. Use Google Search Console to track keyword rankings and discover new opportunities.
Improved rankings for targeted keywords suggest successful content optimization and link-building efforts.
Evaluating User Engagement
User engagement directly impacts SEO performance. Important metrics include:
- Dwell Time. Higher time on page suggests valuable content.
- Bounce Rate. A low bounce rate indicates that users find your content relevant.
- Social Shares and Comments. High engagement signals interest and shareability.
Refining Your Strategy
If results fall short, consider:
- Enhancing content with updated information and visuals.
- Expanding outreach efforts to new audiences.
- Optimizing for user experience by improving site speed and mobile responsiveness.
Consistently measuring and adjusting your strategy based on data will ensure ongoing improvements and greater success in your Skyscraper campaigns.
Bottom Line
The Skyscraper Technique is a smart way to earn high-quality backlinks by creating superior content and strategically reaching out for links. When combined with other link-building methods, it helps boost authority, traffic, and SEO success.