In Google’s webmaster guidelines, it is stated that links should be earned as the result of a grounded link building strategy. In order to “earn” your popular links, you need to make sure there is value in the work the link leads to. You need better content than your competitors, something in demand because your readers love it.
Skyscraper content comes from a strategy technique rather than just a topic. It helps you get those high ranking link placements by using insight from other high ranking content.
Step 1: Find existing content that you can make better. If there’s room for improvement, there’s room for you.
Finding popular content to make a skyscraper opportunity from can be done through keyword research, or browsing the competition. In my research, I found that a lot of people use tools like Site Explorer to do the research for them. From the results you get, you can decide which of the sites has the best content. Site Explorer has a tab to help you with this called “Best by links”. This will pull the sites with the most link authority, aiming for anything with more than 50 other sites linking back to it.
Content Explorer will help you zero in on the most mentioned keywords and phrases in your niche. It will help you search the internet for sites with lots of back links, and even gives you the filters to help you find the BEST references. (Set your “referring domains” filter to 50).
Step 2: Now that you found the content you can make better, make it better.
If you found something that has a lot of authority and knowledge to share, ask yourself if you can actually make it better. Or is this your goal? There are four key ideas to look at when you’re trying to decide if you can elevate a piece.
- Length – Did you find a top 10 list? Cool, make it 20!
- Up to date – How old is the article you found? Are there newer studies? Newer statistics? Is the picture showing an author with an afro and a jumpsuit? Update everything! Make sure everything you have is within 2 years of your current date. This way you stay relevant for a while longer.
- Visual – How is the design? People say you eat with your eyes. Guess what else you do with your eyes, you read. Can you read the page well? Do the colors not match? Make sure your updated epic version is easy on the eyes.
- Authority – If I can name 5 ways to fill out your character profile with a paragraph to detail every way, and you say I can do it in 10 ways!; I better get more than a sentence for each. Make sure you’re showing your authority and knowhow, not just getting in a size battle.
Step 3: You have knowledge, share it.
This will take a little sweet talking, but if you can swing it, it’ll be worth it. Instead of sending your piece to family and friends to share on social media, reverse the search and talk to the sites that referenced the article. If I used a guide to self publishing article from four years ago, and you found a better way to do it with more recent tools, don’t you think I should link to YOUR article?
The idea here is that you would use that Site Explorer from earlier, and search the link to the article you found. You’ll get a list of people that linked that article on their page, that maybe should link to yours instead. Reach out to them, let them know you have updated information for their post and see if they’ll send some traffic your way. Remember to point out that all it takes for them, will be updating a hyperlink in their post.
Long article short, if you find something you can make better, make sure you’re really making it better. Don’t outdo the numbers just for kicks and giggles, really aim for your value here. This is your brand. This is your business. 20% cooler is an improvement. Don’t aim for 50% better if you can’t deliver the support to back it up.