How to drive traffic to your blog with the Skyscraper technique? – WAU
The Skyscraper technique could also be a benchmarking, as it contributes to the creation of new ideas and approaches, in addition to helping to improve the experience of its customers by improving external content for your blog.
Inbound Marketing has been increasingly consolidated in the market and counts on the adhesion of new companies every month.
However, as every positive effect also has consequences, the competition to continue on the first pages of search engines has increased dramatically.
With that, blogs and websites need to constantly rethink their SEO techniques to remain well positioned in the ranking of the main search engines, because just writing good content may not be enough anymore.
In addition, the search engine updates themselves and the changes in the relations between companies and consumers make ranking an interesting game for those who always want to be at the top.
One of the strategies that have been used as one of the novelties in Search Engine Optimization is to take advantage of the good content of the competition to improve the experience of the customer who is looking to know more about a specific subject. This is the technique known as Skyscraper.
Learn more about this interesting strategy and understand how to apply it to your blog. So that you don’t miss any details, we have organized this article as follows:
Continue reading and check it out!
What is Skyscraper Technique?
Skyscraper is an SEO technique that aims to build good external links for a blog post. It basically consists of defining a keyword that is important for the business and analyzing the results when searching for it in the search engines.
Then, the idea is to select competitor content that is very good, related to the chosen keyword. This material needs to be relevant, in addition to presenting a good ranking.
That done, it is necessary to analyze the aspects that make it so relevant for search engines, that is, to identify the positive points that make the material stand out.
After that analysis, it’s time to think of ways to make better content! It is important to consider whether there is any information or updates that can be added and, especially, if there is any specific knowledge that your company can add to the material.
In summary, in the Skyscraper technique, you builds excellent content based on something already created before.
And good content has to be disseminated, right? Therefore, the next step in this strategy is to contact the sites that indicated the competitor’s content so that they direct to its new version – better and more updated.
This is a technique that increases the chances of having a highly qualified link building in each content worked on.
However, for a good marketing strategy, even before selecting a keyword or theme, it is essential to analyze whether it is worth investing in the Skyscraper technique for the specific subject.
That’s because, first of all, the content needs to be relevant to your audience in order to build the authority you need in your niche.
As the idea is to bring more traffic and potential customers, attracting the wrong audience through content that is not ideal for your business can prove to be a bad idea.
Skyscraper is also known as Content Marketing for link builders, and it can work for those who do not have a high budget or contact with major sites, as well as market influencers.
What is this strategy for?
The main goal of Skyscraper is to build brand authority through valuable content.
In this technique, this is done using the relevance of sites with high influence in the market, whose role is to indicate the content. In other words, the goal is to strengthen link building for your website.
The main focus is to provide better content for the persona, which adds value or helps to solve a certain problem.
In addition, taking into account all the necessary analyzes, this is also a technique that allows you to identify the level of maturity and competition in your market.
Is Skyscraper an ethical technique?
If used correctly, Skyscraper can generate good results. At the same time, it is essential to be aware of some points.
This technique it’s not a kind of permission to take a competitor’s content or idea and take it for yourself. In addition to this action characterizing plagiarism – which is a crime -, appropriating material from another company is also unethical and, at least, unprofessional.
It is essential to collaborate with an ethical and fair market, in which competition serves to raise knowledge of all.
With that in mind, it is important to reinforce that the Skyscraper’s goal is to analyze what is already good in the market and improve it, that is, to put into practice an idea of your company that adds knowledge to the public.
The Skyscraper technique is not a simple copy of content, with the addition of some details to disguise. We are talking about creating something unique and superior to what is found in search engine searches.
Even because, by definition, your content needs to be clearly better than anything that has been produced before. If it is the same, similar or only minimally superior, why would the sites that recommended the old material change the recommendation to yours, do you agree?
Since this technique does not employ the use of paid traffic, influence or the like to win links, the content must necessarily be more qualified. Therefore, whoever produces it needs to have mastery and knowledge about what will be presented.
How does the Skyscraper technique work?
Now that we’ve seen what the Skyscraper technique is and what it’s for, it’s time to explain step by step how the strategy works. Check out!
Choose a keyword that is important
As we pointed out, The keyword needs to be relevant to the audience and for your business, and the content should be based on that element. This is essential to bring greater authority to your blog.
Find content with excellent backlink performance
The next step is to analyze the content already present on the web to find one that has good sharing on social networks, in addition to many backlinks from other sites that recommend it.
For this, it is important to use a tool that does this analysis. The most suitable for this study are: Ahrefs, SEMrush and BuzzSumo. With them, you can even see which sites directed links to the article you chose.
All three are paid, but offer free trial time. A fourth option – and free – is Moz, an extension for Google Chrome and Mozilla Firefox, which can also assist in these searches.
When selecting content from a competing blog, it is important to ask some questions, such as: why was this article so recommended? What’s so special about him?
More than doing a simple analysis of external content, you need to identify certain elements to create even better content. Here are some tips to facilitate this analysis:
- find out what types of content are most shared on social media and the most recommended by other blogs;
- follow the subjects most sought and shared by the public;
- note how the texts were written (they are more informative or persuasive) and what language is used;
- see the format used to disseminate the information (text, video, image etc.) and identify the favorite of the audience you want to reach;
- save the best content ideas to use in some way on your blog – as inspiration, not plagiarism.
Preferably, organize your choices between the articles with the greatest appeal on social networks and the most recommended by the websites. Thus, it is possible to better explore the behavior on these two fronts and perform a more in-depth analysis.
Sometimes, a topic that has greater appeal on social networks does not have the same success on blogs, and vice versa – especially with regard to the format of the content.
Get your hands dirty
After choosing the article with the best performance, it’s time to see how you can improve it.
Some ideas are to enlarge the text size, add more images to exemplify the written part, insert videos and update the data presented.
Sometimes, just the change in the design of the images already gives a new face to a content that has been read many times and makes it more attractive and interesting.
Anyway, you need to select something that make people feel the need to choose your content, instead of the first version.
Search sites to link to your content
Promoting your content on social networks helps a lot in the dissemination, but the main objective of the Skyscraper technique is to make other sites link to your article.
Therefore, he needs to present more relevant ideas, because that way he will be chosen to complement other content.
One of the advantages of Skyscraper is to obtain qualified recommendations for its content. This is because the blogs on your radar have already indicated links similar to yours and, therefore, they probably already have an audience with a profile interested in the services and products you offer.
So, the idea is to contact those responsible for these blogs and indicate the content developed by your business, highlighting that it can complement the content posted on these pages, making them more attractive to the public.
But remember, these are cold contacts, meaning people you don’t know. So don’t expect 100% referrals for your new material.
Any link obtained through this technique represents a larger share of your market, therefore, it is still an opportunity to achieve good results.
In addition, when writing good content, you will probably get links organically, from blogs that were not even on your radar at first.
How to apply this technique on a blog?
To publish content using the Skyscraper technique, you can base yourself on one of our suggestions on how to optimize material already posted on the web:
- improve the focus on more specific ideas, if you think the post is too generic;
- apply corrections or updates on the subject, in addition to new related topics;
- to present different ideas about something that your company has already spoken or even a new approach on the analyzed article.
For example, if the first version of the content has 10 tips on a given subject, why not write an article for your blog that includes 25 tips on the same topic?
In the case of content structured in a list format, an interesting idea is to write and develop a little more about each topic, instead of just listing them.
Finally, optimizing the visual part of the content, adding images that complement the text or working more on the design, is a great strategy. Regardless of the changes made, the article needs to be relevant to clearly present the information that the persona is looking for.
There is a phrase by Brian Dean, from Backlinko, which shows why the Skyscraper technique is successful: “It is human nature to be attracted to the best” (in free translation).
With Skyscraper, you can get ideas and see new possibilities for approaching content that you might not have otherwise.
Inspiration – not plagiarism – is part of the maturing of any niche market, in addition to contributing to improving the experience of customers, who will find more and more materials to help them make the best purchasing decisions.
Remember also: update your blog content constantly to keep it relevant to your target audience.
And have you heard of Link Juice? This is yet another very interesting strategy for SEO and ranking. Learn more about this concept and its impacts on digital strategies by accessing our article!