Content-Marketing strategies for SEO (Search Engine Optimization) are constantly changing over time. During the early days, SEOs catapulted their websites to top positions on Google Search by simply adding keywords as meta data.
These days are long gone. Today, search engines incentivize long, high-quality content with native SEO link building. The latest Google update encourages data-driven content that includes scientific data, numbers and statistics.
The skyscraper technique connects the quality content creation with link building strategies like email blogger outreach. Let’s dive into details…
The Skyscraper SEO Technique In Detail
The name Skyscraper technique has not been around for long. However, many SEOs used similar approaches during the last decade of SEO. It was Brian Dean who wrote about it first. Read about his recent exit of Backlinko here.
When it was tested the first time, results were astonishing. For the tested pages, website traffic doubled within a matter of weeks. In later tests (and further Google algorithm updates) the results normalized, but many experts still believe in the technique.
To understand the technique in detail, think of a framework that targets your website to become the tallest skyscraper when it comes to SEO rankings. A huge traffic increase and influencer crew included.
Far better content is created on the blueprint of existing great content that already has tons of backlinks and great rankings. To find out about this well-ranking, highly linked content, profound SEO research is needed.
The new content needs to be longer, have more relevance, better quality, newer details than any other text related to a particular target keyword.
11 Reasons Why the Skyscraper Technique Fails
According to Northstarinbound, there are eight reasons the Skyscraper Technique could fail:
- Not conducting keyword research
- Expecting every piece of content to be a runaway hit
- Thinking all search intent is created equal
- Thinking longer is always better
- Sacrificing user experience for extra content
- Punching outside your weight class
- Failing to account for the lift that comes from being a recognized authority
- Extending outreach only toward the folks who linked to the pages you’re trying to beat
What they fail to mention, are the most frequent problems of the Skyscraper Technique to fail. They’re all about the deciders – the people who actually decide if they replace the existing backlink targeting your new content or not. Here’s our three additional (and more important reasons):
- Very Low Publisher Reply Rate
- Extremely Low Link Replacement Rate
- Many Publishers Accept Paid Links only
The tested 2022 overall email opening rate across all industries is 16.97%. An extremely good email outreach reply rate, which includes answers like “No, thank you.” would be 5-10%. Receiving 1-2 new backlinks from 100 individually written emails and very high quality Skyscraper content is a roundabout standard value. As you can see, this field is tough and far from easy to accomplish.
The Solution: Learning from the Skyscraper Technique for Paid Link Building
The Skyscraper technique is bold – not for actually building links, but for creating the most value-creating contents on the internet.
It’s like a 100m run, where an athlete copies the pace of the previous winner and makes it 10% faster. Another athlete comes and repeats the same, and so on. This is a highly-competitive process which is great for users.
But how can the common problem of low outreach success rates be solved?
Our experience clearly highlights sponsored articles and link insertions as optimal solutions. This hasn’t always been true, but during the last years of decline in blogger outreach success, paid links are the economically and financially superior way.
Think about it: preparing your outreach concept, individually adjusting your emails or social messages to make them work better, spending time answering and persuading publishers… to get 1-2 new backlinks from 100 publishers. If you’re not based in a very low income country, this isn’t worthwhile.
On the other side, you can place your highly-valuable new Skyscraper content on 10k+ popular blogs, high-traffic magazines and famous digital news. Paid backlinks need to be genuine, authentic and coming from real websites with traffic. All that combined, you can build up to 10 Skyscraper-powered content backlinks for the price of 1 common Skyscraper Technique reference. Of course depending on your salary cost, email outreach concept time and execution speed.