Link-building is critical in search engine optimization (SEO) as it enhances a website’s authority and search engine ranking. Even the Google documentation leak revealed that the algorithm significantly considers links connecting to the web page when ranking it for search results.
However, link building is also one of the hardest feats to successfully accomplish in SEO.
Only 2.2% of all the content on the web gets links from other websites. Fifty-two percent (52%) of digital marketers also say that link-building is the hardest part of website optimization.
What’s more, Google discourages manipulative link-building strategies to get a top position on search engine results pages (SERPs). In 2024, Google released three new spam policies targeting abusive tactics like buying links or participating in link schemes. This means that the usual black-hat practices web owners have done before will no longer work today.
To stay on Google’s good side and avoid deindexing or penalties, marketers should practice white-hat strategies that align with the platform’s guidelines. One such practice is the creating skyscraper content.
What is Skyscraper Content
Skyscraper content refers to a link-building strategy wherein the company finds top-ranking content, creates a better version, and offers it as a replacement source for publishers.
It is a competitive strategy of building on what others in the niche have produced and making it more value-adding to the target audience. If content offers more value to users, more people would be interested in reading it. Authoritative content of this quality incentivizes website owners to link to them as it boosts their reputation and credibility by association.
The rationale behind this strategy is that most websites will want to link to the best content on a particular topic. If a source article is created by an expert and provides a more in-depth discussion on a subject, sites linking to it will gain reliability in return. By associating an article with authoritative sources, it signals to Google and readers alike that the content is well-researched and trustworthy.
This is why the skyscraper technique works as a strategy for SEO Manila Philippines. By creating superior content that others would want to link to, you have a good chance of exponentially enhancing your backlink profile.
Skyscraper Content Techniques
Here are the steps you need to follow when undertaking the skyscraper strategy for link building:
- Find a Competitive Content
The skyscraper strategy hinges on the idea of creating content that is significantly better than what already exists on the same topic. Therefore, you first need to find a competitive article, blog post, or video that is already ranking well.
There are various approaches to start looking for competitive content: analyze competitor domains and keywords.
- Competitor Domain
Identify your main competitors in your niche by looking at your competitor domains. By examining competitor domains, you can pinpoint the existing content that you need to surpass.
You can use popular SEO tools like Ahrefs, SEMrush, or Moz to analyze competitor websites. Look at their top-performing content to see which pieces are attracting the most traffic and backlinks.
- Keyword
Conduct research to identify high-value keywords relevant to your niche. Use keyword research tools to find the top-ranking content for those keywords.
Once you have the top-ranking pages, analyze what makes their content successful. Take note of the common elements in these high-ranking pieces, such as content length, structure, multimedia usage, and overall quality. Use this insight to create your own content that not only matches but exceeds their quality and value.
- Create a Better Content
After finding a basis for your skyscraper content, the next step is to create a better one that other sites would want to link to.
But the question now is, in what ways can you improve existing content? Here’s how you can do it:
- Depth
One strategy you can use is to create skyscraper content that covers all aspects of the topic in great detail. It should address common questions, provide thorough explanations, and include all relevant subtopics.
You can also use up-to-date and accurate information from credible sources. Include statistics, studies, and expert opinions to back up your claims. Provide actual examples and case studies to illustrate your points and add practical value.
- Freshness
Update existing content with the latest information, new research findings, fresh modern best practices, and recent industry trends. Incorporating new and trending topics related to your main subject will help your content attract a wider audience.
- Visual Elements
Infographics, diagrams, charts, and other multimedia help explain complex ideas more clearly than mere texts. For those with minimal experience in this task, you can outsource graphic design to professional artists so you can add compelling media to your content to simplify complex information and highlight important data points.
One rising trend in content marketing today is the incorporation of interactive elements. Examples of this include quizzes, polls, and clickable charts. These components attract viewership because they allow users to actively participate in the process rather than passively consume content.
- E-E-A-T
If you want to create skyscraper content that’s better than what’s currently available, there’s no better way of doing it than by polishing it with experience, expertise, authoritativeness, and trustworthiness (E-E-A-T).
Google prioritizes content that exhibits E-E-A-T when ranking content. By incorporating these elements into your content, you not only enhance its value and credibility but also raise the chances of ranking higher in search results.
Moreover, incorporating E-E-A-T will help your content stand out amidst the vast amount of material produced by generative artificial intelligence (AI).
- Outreach
Outreach in SEO means connecting with website owners who might be interested in linking to your content. It involves making a compelling pitch to encourage them to create a backlink to your site.
When convincing a website owner to update their link to point to your site, it is important to explain why this would be advantageous to them – because your link will improve their content.
You can contact site owners individually, or you can send them in bulk using link-building tools. With the help of an SEO agency in the Philippines, you can leverage the tools and expertise of professionals to gain better results from your link-building efforts.
However, not every backlink opportunity is worth pursuing. Evaluate the likelihood that the site might alter the link and the overall value of the backlink. It is also important to be aware of potentially toxic backlinks so you can avoid them.
Get Link-Building and SEO Support in the Philippines
Content creation is one of the best ways to build links. Skyscraper content, specifically, has the power to attract high-quality backlinks and position your website as an authority in your field.
By providing a more comprehensive and superior discussion compared to existing resources, skyscraper content positions your site as a leading source of valuable information in your niche.
For those looking to maximize their link-building efforts through high-quality content, you can partner with Digital Marketing Philippines (DMP) for expert SEO and content writing services. We can help you build a strong link profile and boost your online presence.
Contact us today at https://digitalmarketingphilippines.com/contact/ to learn more about how professionals can support your digital marketing goals.
References:
https://www.semrush.com/blog/skyscraper-technique
https://www.stevenson.edu/online/about-us/news/how-to-identify-reliable-information
https://www.linkedin.com/pulse/googles-documentation-leak-12-big-takeaways-link-builders-xy0bf
https://www.semrush.com/blog/link-building-outreach
https://neilpatel.com/blog/skyscraper-technique
Jomer B. Gregorio is a well-rounded expert when it comes digital marketing. Jomer is also known as a semantic SEO evangelist and practitioner. Check out our Digital Marketing Services today and let us help you in achieving positive and profitable results for your business.