10 Skyscraper Technique Tips for Link Building

The Skyscraper Technique is a proven three-step process to boost backlinks and improve your website's SEO:

Find popular content with lots of backlinks.
Create a better version of that content.
Reach out to the sites linking to the original and share your improved version.

This method, introduced by Brian Dean, has helped websites achieve up to 11% success rates in outreach - far better than the typical 2-3%! By focusing on creating valuable, detailed, and visually engaging content, you can stand out and earn high-quality links.

Key Takeaways:

Use tools like SEMrush and Ahrefs to find content with backlink potential.
Fill gaps in outdated or incomplete content by adding fresh insights, visuals, and depth.
Personalize your outreach emails to build genuine connections with site owners.

Want to learn how to maximize this strategy step by step? Keep reading!

The Skyscraper Technique: How To 10x Your SEO Traffic

1. Research Top-Performing Content

Start by identifying content that performs well but has room for improvement. Tools like Semrush ($125/month) can help you analyze competitors and find pages that are popular yet could be improved. Here's what to look for:

High backlink count: Target pages with 50–100 quality referring domains.
Room for improvement: Focus on outdated or generic content that still ranks.
Relevance: Choose topics where you can provide more value.

"Without Semrush, you're not going to be able to scale your content marketing program effectively. It's simply the best all-in-one tool for all things content marketing." – Backlinko

When analyzing content, pay attention to these key metrics:

Metric	What to Look For
Topical Relevancy	Content with a relevancy score above 90% often ranks for 2,000+ related keywords.
Content Freshness	Check the last update date and how often it’s refreshed.
Visual Elements	Look for multimedia; these get shared up to 12× more than text-only content.
Link Quality	Assess the authority and relevance of referring domains.

You can also use other tools to refine your findings. BuzzSumo ($79–$499/month) highlights trending topics and popular formats, while QuestionDB (free or $10/month) uncovers audience questions to address real user needs.

Review existing content for gaps like outdated data, weak visuals, incomplete sections, missing expert opinions, or lack of practical examples. To create skyscraper content, aim to provide significantly more value, following Google's Quality Rater Guidelines on expertise, authority, and trustworthiness.

For more SEO tools and resources, check out the Top SEO Marketing Directory (https://marketingseodirectory.com), a curated guide to help businesses and marketers find the best solutions for their SEO needs.

2. Find Content Gaps to Fill

Once you've identified your top-performing content, it's time to dig deeper and uncover areas where your competitors might be ahead. Tools like Ahrefs and SEMrush can help you find keywords your competitors rank for that you don't. Similarly, RivalFlow AI allows you to directly compare your content to higher-ranking pages for specific keywords.

Tool	Primary Function	Key Benefit
SpyFu Kombat	Keyword gap analysis	Compares your website's keywords against competitors
AnswerThePublic	Question research	Highlights unanswered audience questions
BuzzSumo	Content engagement analysis	Displays the most-shared content in your niche
Screaming Frog	Technical content audit	Identifies missing SEO elements

These tools are great for pinpointing opportunities and setting a clear direction for improvement.

Take a critical look at your existing content. Are there outdated statistics? Is the analysis too superficial? Are expert insights missing? As Neil Patel says, "Conducting a content gap analysis can help you identify missing or underperforming content compared to your competitors. Missing content can translate into missed opportunities and lost customers".

Key Areas to Focus On:

Keyword Coverage: Check if your content includes relevant long-tail keywords. Tools like Google Keyword Planner can help you discover untapped keyword opportunities.
Content Depth: Look at your analytics to find where readers lose interest or exit. Mapping the customer journey ensures your content aligns with every stage of their experience.
Media Elements: See if competitors are using videos, infographics, or interactive features to enhance engagement. Adding these can make your content more appealing.

"Once I have content gap data, the main thing I try to look for are topical themes rather than singular topics. Themes allow you to see where bigger-picture opportunities exist to help guide the SEO strategy as a whole. From there, I will break each theme down into sub-categories to help prioritize the next steps."

Becky McManus, Sr. SEO Strategist at NP Digital

To stay competitive, revisit your content gap analysis at least once a year. This helps you adapt to changing search trends and audience needs. The goal? Create content that thoroughly covers a topic from every angle, not just matches competitors word-for-word.

3. Improve Content Layout

Refining your content layout is a key part of making your skyscraper strategy more effective. A well-organized layout not only improves readability but also keeps readers engaged and makes your content more appealing for backlinks.

Strategic Heading Structure

A clear and logical heading structure is essential. Research highlights how optimizing headings can drive organic traffic. For example, one case study showed an 85% boost in organic search traffic after refining H1 headings.

Heading Level	Purpose	Best Practice
H1	Main Topic	Use one per page and include the primary keyword
H2	Major Sections	Divide content into key themes
H3	Subsections	Provide details under each H2
H4-H6	Further Details	Use sparingly for in-depth topics

Readability Optimization

Simplify your writing for better understanding. Aim for an eighth-grade reading level and break ideas into smaller, easy-to-read sections:

Keep paragraphs under 80 words.
Use active voice to make sentences more engaging.
Focus each paragraph on a single idea.
Add enough white space to separate sections.

Visual Enhancement Techniques

Turn complex ideas into simple, visually appealing formats. Use bullet points, consistent fonts, and white space to make your content skimmable. According to the Nielsen Norman Group, "Bulleted lists are one of the most powerful methods for supporting efficient reading on the web".

Highlight key points with bold or italics.
Stick to consistent font styles.
Maintain a clear visual hierarchy.
Use white space to avoid clutter.

"Make your headings descriptive and concise. Headings that are well formatted and clearly worded aid both visual and nonvisual readers of all abilities." - American Psychological Association

SEO-Friendly Structure

Use keywords naturally within headings to improve SEO and readability. Stick to a logical tag hierarchy (H1 → H2 → H3) to help both readers and search engines navigate your content more easily.

These layout tips not only make your content easier to read but also help boost its performance in search rankings.

4. Add Images and Videos

Adding visuals like images and videos can make your content more engaging and shareable. For instance, websites featuring infographics get 12% more traffic than those without them. These elements complement a well-structured layout, keeping your audience interested.

Smart Use of Visuals

Incorporating visuals into your skyscraper content can make it easier to read and more appealing for link building. Use custom infographics, clear data visualizations, high-quality images, and engaging videos to simplify complex ideas and grab attention.

Interactive Content for Better Engagement

Interactive elements can significantly increase user engagement. For example, interactive videos hold users' attention 47% longer than static ones. Here are some interactive features to consider:

Interactive Element	Purpose	Impact
Hover Effects	Reveal extra details	Keeps users on the page longer
Clickable Areas	Allow deeper exploration	Encourages interaction
Embedded Data	Simplify complex info	Makes content easier to grasp
Animations	Highlight key points	Keeps focus on important details

Tips for Image Optimization

Optimizing images improves both user experience and SEO. Google recommends placing images near related text and on topic-relevant pages. Follow these steps:

Choose the right file format:
- JPEG for general photos
- PNG for high-quality images
- GIF for animations
Optimize performance: Compress images using tools like Optimizilla or ImageOptim to reduce file size without losing quality. This ensures your site stays fast even with enhanced visuals.

"Google extracts information about the subject matter of the image from the content of the page, including captions and image titles. Wherever possible, make sure images are placed near relevant text and on pages that are relevant to the image subject matter." - Google

Real-World Example

Column Five Media's LinkedIn infographic campaign used clean designs, data-backed insights, and a modular layout to achieve high engagement and attention within their industry.

5. Make Content More Detailed

To stand out from competitors and attract quality backlinks, focus on creating content that's rich in detail. Once you’ve polished your layout and visuals, the next step is to dive deeper into the substance of your content.

Expanding Content Strategically

Adding depth to your content means offering insights that others don’t. Here are some ways to make your content more impactful:

Content Type	Purpose	Impact on Link Building
Statistical Data	Builds trust and reliability	Encourages citations
Case Studies	Shows real-world outcomes	Draws industry references
Expert Insights	Adds credibility	Attracts backlinks from experts
Visual Elements	Simplifies complex ideas	Boosts shareability

Using these strategies, you can provide readers with valuable, authoritative information that sets your content apart.

Adding Authoritative Information

To boost your content's credibility, include up-to-date statistics, real examples, expert opinions, and clear technical explanations. These elements not only add depth but also help establish your content as a go-to resource.

Improving Content Structure

Did you know most website visitors only read about 20% of the words on a page during a single visit? To keep readers engaged:

Break down complex topics into manageable sections.
Use clear, descriptive subheadings to guide readers.
Add visuals like charts or infographics to support key points.
Ensure smooth transitions between sections to maintain flow.

Real-World Success Stories

Some websites have mastered the art of detailed content. For instance, Investopedia improved its articles by summarizing key points clearly and using bullet points to enhance readability. Similarly, GoodRx Health saw better engagement by adding three key takeaways at the start of each article.

"A tall building catches everyone's eyes and that's why a comprehensive, detailed, and a quality article is written when utilizing the skyscraper technique." - Hafiz Muhammad Usama Ali, Foundation Labs

Content Enhancement Strategy

Regularly update your content with current data, use clear headings and concise paragraphs, and add original insights to provide fresh value. By systematically applying these improvements, you’ll create content that not only engages readers but also supports your link-building goals.

6. Use Target Keywords Well

Once you've created detailed content and included visuals, it's time to focus on how you use keywords. Placing target keywords naturally can improve your content's search performance while keeping it easy to read.

Finding the Right Balance

Search engines today care more about user intent and context than how often a keyword appears. Studies reveal that top-ranking posts typically have a keyword density of just 0.25%, much lower than older recommendations of 1–2%.

Keyword Placement	Purpose	Best Practice
Title Tags	Boost visibility	Add the primary keyword naturally
H2 Headings	Organize content	Use in about 55% of H2s
Meta Descriptions	Improve SERP preview	Blend keywords smoothly into the text
Image Alt Text	Enhance accessibility	Use relevant terms to describe the image
Body Content	Provide main information	Include the keyword every 100–150 words

Natural Integration Strategies

Always write for your audience first. Weave target keywords into your content in a way that feels natural and conversational. Using related terms and focusing on user intent will help balance creativity with SEO needs.

Keyword Placement Tip:
Distribute keywords evenly throughout your content. Place them in key areas like the beginning and end of posts, headers, and meta descriptions. This ensures relevance without sacrificing readability.

Monitoring Performance

After adding your keywords, keep an eye on how they perform. Tools like the WordPress SEO plugin Yoast recommend a keyword density between 0.5% and 3%. However, focusing too much on density can hurt your content. Instead, track user engagement and prioritize high-quality writing. This way, your keywords support your content without making it hard to read.

7. Write Better Outreach Messages

Once you have strong content, the next step is effective outreach. Research shows that personalized emails can boost response rates by 20% compared to generic ones.

Personalization That Delivers

The key to successful outreach lies in offering something valuable to your link partners.

"Outreach fundamentally involves an exchange of value... if you don't provide value, if you're simply asking for something, your success rate will be extremely low compared to the folks who do provide value prior to the link or, better, as part of the link."

Email Component	Best Practice	Impact
Subject Line	Use the recipient's name or reference their recent content	Can improve open rates by 26% to 50%
Email Body	Mention specific work or achievements	Leads to up to 760% more email revenue
Call to Action	Make a clear, direct request with a benefit for them	Increases conversion rates
Timing	Send during business hours in their timezone	Boosts response rates

Build Connections Before Outreach

Before hitting "send", take time to engage with potential partners. Follow them on social media, leave thoughtful comments, and show genuine interest in their work. Dive into their content to understand their audience and values. This groundwork can make your outreach stand out.

Writing a Strong Message

Keep your emails concise and professional. Include:

Subject Line: Personalize it to grab attention.
Email Body: Reference their work and explain how your content adds value.
Value Proposition: Highlight what's in it for them and their readers.

Focus on Quality, Not Quantity

Instead of casting a wide net, aim for fewer but more meaningful partnerships.

"I would urge you to go the opposite direction. Narrow your funnel. Worry less about the number of people you're targeting and more about the success rate."

8. Connect with Industry Leaders

Connecting with key figures in your industry can boost your visibility and reputation while reinforcing your authority in your field.

Identifying the Right People

Look for individuals who:

Create content that aligns with your audience's interests
Actively engage with their followers
Inspire meaningful actions within their community
Rank highly for relevant industry keywords

Use these criteria to pinpoint the right people and tailor your outreach for maximum impact.

Building Connections That Matter

Approach	Strategy	Expected Outcome
LinkedIn Networking	Join groups, interact with posts	Grow your professional network
Content Engagement	Comment on blogs, share your thoughts	Gain more visibility
Value Exchange	Offer your expertise or resources	Build stronger relationships
Network Building	Attend industry events	Expand your presence

These methods help create connections that go beyond a single interaction.

Engaging Meaningfully

Building genuine relationships starts with thoughtful communication. Cynthia Johnson, author of Platform: The Art and Science of Personal Branding, advises:

"Clarity is key when you're performing cold outreach... Assume that the person you're reaching out to is busy and wants to give you the best advice possible. If you're direct and specific as to what you're asking and why you're asking them, you will have created the perfect environment for a confident and thoughtful response."

Andryi Zapisotskyi, Founder of GrowthMate, highlights the importance of relationships:

"Relationships affect how people make decisions. Especially when it comes to link-building. I strongly believe that mass outreach and 'Dear Sir/Madam' messages are over. Link-building has become more competitive. Building relationships is a new way."

Keeping the Connection Alive

To maintain these connections:

Engage regularly with their content
Share insights without expecting anything in return
Collaborate on projects
Follow up consistently

These actions not only support your improved content but also establish a lasting network of professional relationships.

Once you've polished your skyscraper content and built connections in your industry, it's time to focus on sharing it effectively. Distributing your content across the right channels can boost visibility and help you earn valuable backlinks. To get the most out of your efforts, align your sharing strategy with the platforms that best suit your goals.

Distribution Channel Strategy

Think of your content-sharing efforts as a mix of three key types of media:

Owned Media: These are channels you control, like your website, email newsletters, or social media profiles. They're cost-effective and give you full control over your message.
Earned Media: This includes organic mentions, shares, and backlinks from others. It adds credibility and extends your reach.
Paid Media: Use paid promotions like sponsored posts, pay-per-click (PPC) ads, or boosted social posts for quick visibility.

Social media platforms are excellent for promoting content while also building relationships with your audience and industry peers.

"Social media builds engagement and interaction, which will naturally lead to link building." - Neil Patel, Co-Founder of NP Digital & Owner of Ubersuggest

To make the most of social platforms, focus on creating engaging posts. For example, quality images can double engagement, hashtags can increase tweet visibility by 100%, and Facebook native videos are shared 10 times more often.

Platform-Specific Tactics

Each social media platform has unique strengths. Tailor your approach to fit the platform:

LinkedIn: Share detailed industry insights, join professional groups, create videos, and include links to your content.
Twitter: Use keywords in your profile, interact with influencers, include relevant hashtags, and post during high-traffic times.

Additionally, repurposing your content for different platforms can help you reach more people.

Content Repurposing

Take your top-performing content and rework it to fit other formats or platforms. For instance, Sprout Social uses its Index™ report to consistently reinforce its brand and expand its audience.

Benefits of repurposing include:

Reinforcing your brand message
Establishing expertise in your field
Getting more value from your content investment
Reaching new audience segments

"Social shares lead to increased page views, more activity on your website, comments on your blog, and more frequent mentions of your brand – all of these indirectly increase rankings." - Lori Highby, CEO of Keystone Click

Monitoring and Optimization

Keep an eye on metrics like engagement, click-through rates, social shares, and audience growth. Use this data to fine-tune your distribution strategy for even better results.

10. Track Results and Adjust

Once you've refined your content and outreach, the next step is to track your results. Keeping an eye on key metrics allows you to fine-tune your strategies and improve your link-building efforts.

Key Performance Metrics

Here are some important metrics to monitor for your Skyscraper campaigns:

Metric	What to Track	Why It Matters
Backlink Quality	Domain Authority, Page Authority, Spam Score	Ensures your link profile remains strong and credible
Outreach Success	Response rates, conversion rates by email template	Helps identify what works and refine your outreach
Content Performance	Organic traffic, social shares, engagement	Confirms if your content resonates with your audience
Campaign ROI	Time spent vs. links gained	Evaluates the efficiency of your efforts

Success Rate Analysis

Studies reveal that success rates for Skyscraper campaigns can vary widely. For instance, one analysis found success rates ranging from 2.2% to 19.28% across different articles. Another study of 71 competitive posts with 3,657 do-follow backlinks showed that only 30.3% of them were worth pursuing for outreach. This highlights the importance of being selective when targeting opportunities.

Follow-up Strategy Optimization

Follow-up emails play a major role in securing backlinks. Here's how conversions typically break down:

58% of backlinks come from the initial email
14% are from 3-day follow-ups
15% are from 7-day follow-ups
13% are from 15-day follow-ups

Using follow-ups strategically can significantly boost your success.

Tools for Tracking

To make tracking easier, consider using these tools:

Ahrefs ($79/month): Great for analyzing backlinks and researching competitors.
SEMrush: Ideal for monitoring keyword rankings and competitor backlink profiles.
Google Search Console: A free tool that provides valuable insights into search performance and technical issues.

Silent Success Tracking

Not all backlinks come with a reply. In fact, 26% of backlinks are created without any response from the recipient. Make sure to track these "silent" wins so you don’t miss any progress.

Continuous Improvement

Refine your approach by focusing on what works:

Identify which content topics attract the best backlinks.
Experiment with different email templates and measure response rates.
Analyze how content length and depth impact link acquisition.
Keep a record of your most successful outreach strategies to replicate them in the future.

Conclusion

The Skyscraper Technique remains a go-to strategy for building high-quality backlinks when done right. Its foundation - producing standout content - continues to deliver results. For instance, Brian Dean's campaign, which saw an 11% success rate from 160 outreach emails, proves its effectiveness when approached thoughtfully.

Mark Mars from Niche Website Builders shared his experience:

"When I was first doing it two years ago, I happily say that you get 70 or 80% they've linked in the home niche for free just because they like the content enough… In the last couple of years… people are just more savvy. They know a link's got value, it's worth something, and we'll want you to pay for it."

Even as the landscape shifts, success stories abound. One Skyscraper post, for example, brought in over 70,000 page views, showing what’s possible with the right execution.

To make the most of this technique, focus on these key steps:

Create content that’s a clear step above competitors
Include original research or unique insights
Prioritize user intent and readability
Use targeted outreach with a personal touch
Track your results and fine-tune your approach

These practices can help you stay aligned with SEO goals and achieve lasting results.

Kris Escaño, Founder of Link Forge Digital, offers this advice:

"As SEO evolves, so must your approach to the Skyscraper Technique. Focus on continuous improvement, align your content with emerging trends, and adapt your strategy to meet the changing demands of users and search engines."

His words highlight the importance of staying flexible and evolving your methods. By weaving the Skyscraper Technique into a broader SEO strategy, you can secure quality backlinks and drive steady organic growth for your site.

For more tools and insights, check out the Top SEO Marketing Directory.