What Is the Skyscraper Technique (and Does It Work)?

What Is the Skyscraper Technique?

The skyscraper technique is a link building tactic that involves identifying content with many backlinks, creating a significantly better version, and using the better content to acquire those links and improve search rankings.

To execute the skyscraper technique, follow these three steps: 

1. Identify content in your niche that has attracted many backlinks
2. Create your own version of that piece, but make it substantially better
3. Reach out to those who linked to the original content and inform them about your improved version 

Website owners want to link to the best possible resources. They may consider updating their links to point to your superior content.

Brian Dean, founder of Backlinko, invented the skyscraper method in 2015. It quickly became one of the most popular link building strategies in SEO.

The technique is called “skyscraper” because you’re finding the tallest “building” in your niche—the most popular content—and constructing an even taller one by creating a better resource. 

While the skyscraper technique was effective when it was introduced, much has changed since then. This raises an important question:

Does the Skyscraper Method Still Work?

The skyscraper technique doesn’t work like it used to.

One major issue is its overuse, which has significantly diminished its effectiveness. Site owners often receive emails about “improved” content, making it feel like another form of cold outreach to be ignored.

Because so many people are using the same strategy, it no longer stands out as novel.

Another problem is the changing definition of “bigger and better.” Many SEOs misinterpreted “better” to simply mean “longer.” They started creating overly lengthy articles that don’t provide additional value to readers. 

But people prefer focused, concise content that directly answers their questions without unnecessary fluff.

Moreover, Google’s algorithms have evolved substantially in recent years. While backlinks are still an important ranking factor, Google is now much better at assessing content quality and relevance.

Simply having the longest content or the most backlinks is no longer enough to guarantee high rankings.

But here’s the good news: The core idea—finding popular content and creating a better version—can still work, but your overall approach needs to change slightly.

How to Make the Skyscraper Technique Work

You don’t need to be an SEO expert to make this strategy work. You just need to follow the simple process we’re about to share with you.

1. Find the Right Content

Identify content in your industry that’s already attracting many backlinks. These are articles that other websites link to, signaling they’re valuable resources.

Use tools like Semrush’s Backlink Analytics to find pages with a significant number of backlinks.

Enter your competitor’s website in the tool and check the “Indexed Pages” report to see their most linked content. 

There are many content pieces here, but don’t just pick the one with the most backlinks. Consider additional factors. 

The content you choose must meet three crucial criteria:

1. Relevance: It should cover a topic your target audience cares about and that you have the expertise to improve upon
2. Backlink Quality: It should have a substantial number of backlinks from quality websites. Aim for content with at least 50-100 referring domains from reputable websites.
3. Opportunity for Improvement: There should be clear room for improvement. Look for content that’s generic and doesn’t offer new insights. 

2. Create Content That Is 10x Better

Develop your own version of the identified content, but make it substantially better.

Your content should be so improved that websites linking to the original feel compelled to link to yours instead. 

The traditional approach was to make incremental improvements, such as adding more details, updating statistics, or increasing length. While these improvements might help, they often result in content that’s only marginally better than the original.

This is one of the main reasons why outreach emails are often ignored.

Here’re how to actually create 10x better content:

• Offer a new perspective. Don’t simply repeat the same information. Approach the topic from a different angle. If you have a contrarian view or slightly controversial opinion that challenges the status quo, use it as a key point when reaching out to site owners. 
• Add information gain. Reference credible sources and data to support your claims. This ensures you don’t appear to be making unfounded statements. Crowdsourcing expert opinions can also add credibility. 
• Satisfy search intent. Understand what people are trying to solve when they search for this topic. Ensure your content addresses their needs directly. 
• Add custom images. Create and add custom images that explain complex concepts more effectively than text alone.
• Make it easy to read. Structure your content with clear headings, bullet points, short paragraphs, and adequate white space to improve readability. 

3. Reach Out to Websites

Contact the websites that linked to the original content and suggest they link to your improved version instead.

You can find these websites in the same Backlink Analytics tool mentioned earlier. In the “Indexed pages” report, click on the number under “Referring Domains” to see all the websites linking to that content.

When reaching out, it’s best to contact writers or editors working at these websites, as they have editorial control and are more likely to update the link.

You can find their email address using a tool like FindThatLead. Simply search a website and you’ll find contacts who work there, including writers and editors:

Once you have their contact information, send them a personalized email introducing your content.

We won’t provide a specific email template here, because people tend to copy templates word for word. 

And if everyone uses the same template, it quickly becomes ineffective as writers and editors start ignoring identical pitches. Instead, here are some tips to help you craft your own personalized email:

• Keep it short and to the point. People are busy.
• Mention something specific about their article. Show that you’ve actually read it.
• Explain how your content is different and better. Don’t just say “I wrote a better article.” Highlight what’s unique about your content and why their audiences would care.
• Make it easy for them. Include a direct link to your content and suggest the exact place in their article where they could add the link.
• Be polite and non-pressuring. You’re making a suggestion, not a demand.

You can send emails and track your results manually, but Semrush’s Link Building Tool simplifies the entire process and makes it easier to scale the SEO skyscraper technique.

After setting up your project and connecting your mailbox, you can:

• Import your link building prospects: The tool will give each site a rating to help you prioritize
• Create outreach emails and send them to your chosen addresses: The tool also collects contact information automatically
• Check email statuses at a glance: See whether emails have been sent, opened, or replied to
• Monitor the backlinks you earn: Ensure they remain active

Try the Skyscraper Technique

The skyscraper technique can still work if executed correctly.

This guide has explained exactly how to implement this powerful strategy to improve your chances of success.

Semrush offers tools to help you execute this strategy effectively. Sign up to start your link building journey.