What is skyscraper and how to use this technique in your SEO strategy?

Check out 5 steps to get the top spots on the Google results page!

The hacking growth is an increasingly important component in the strategy of brands. In this context, the Skyscraper technique is undoubtedly an efficient mechanism to catapult results and leverage the growth of your business.

If you already have (or are planning to have) a blog, where constant updates aim to position you as a reference in your segment, Skyscraper is perfect for you.

Are you curious? In this post, you will understand the Skyscraper technique in depth.

Then we will start with the practice: there are 5 tips for you to apply the insights of the tool and, of course, to see practical results - in the short, medium and long term.

Prepared? Good reading and good learning!

Definition of Skyscraper

The word "skyscraper" comes from English and, in free translation, means "skyscraper". The term is used to describe huge buildings, which stand out in their grandeur, alter the landscape and seem, in fact, to touch the clouds.

The magnificence of this type of venture lent itself the nickname for an equally valuable strategy, directly associated with content marketing: SEO (Search Engine Optimization).

In order to mimic the relevance of brick and cement versions, digital tactics also aim to build stronger and more expressive brands.

Corporate leaders and marketing managers, already accustomed to high offline competition, have also seen the competitiveness increase on the internet.

To gain space and maintain authority, it was necessary to rethink models. In addition to the professionalization of content, the SEO, old known, needed to be repaginated.

Then came the Skyscraper technique, as a way to boost rankings in search engines and demonstrate to the target audience the brand's dominance of strategic themes.

In practice, it is a set of initiatives to evaluate contents that perform well, to customize them in an authorial way and, by improving them (making them yours), to leave the competitors initially evaluated behind.

Does it work? Yes! Some reports indicate that the technique promoted a growth of up to 110% in organic access.

In general, it looks like this:

• First, you'll find articles related to your business that are relevant to search engines (they're on the first page of them);
• Next, you analyze how you can improve the content (updating it, inserting more examples, making the design more friendly and the language more attractive, etc.);
• Then you create your own version of the text (no hard copies, as they are penalized), using the same topics and keywords;
• Finally, satisfied with the result of your content, you invest in getting backlinks that point to your domain (which is certainly why your competitor is on the first page of the searches).

After formatting an amazing article, go for partners (via email or other mechanisms) that can link you. After all, if your text is really superior to what they point out, there's no reason for them to refuse to change the referral of their sites.

Worth the initiative!

Building a Skyscraper Strategy

The incredible possibilities of the Skyscraper technique for digital marketing have thrilled you, right? Here are some key tips for building your strategy!

Find Content Opportunities

With day-to-day work, you've probably established your top competitors, right? To formulate a strategy to boost Skyscraper, however, we must turn our eyes to virtual competition. Results on search engines should be the priority in this case.

The Search Engine Results Page (SERP) competition, which is the page on which the user falls after doing a search, should guide the evaluation of new opportunities.

Have you found a very well positioned text that has everything to do with your business? Great, this is the subject you should address by using the same keywords, making it even better and more complete.

To improve your chances of success, you should be as professional as possible.

Features such as SEMRush or Majestic (both paid) not only indicate which keywords are the main keywords of the article, but also signal the backlinks (other sites that mention that content). This makes life much easier for you when strategy is feasible.

Form and feed a list of partners

If you invest heavily in the Skyscraper proposal, of course, you will have great results. A good balcony to accelerate and optimize returns is to stop depending always on the luck to get your precious backlinks.

Building a strong network of partners, willing to link your content in an organic way, makes all the difference when scaling your strategy.

If your content production is embedded in a virtuous publishing and reference circle, qualifying it for excellent search engine positions, authority (and profits) comes even faster.

On the internet, just like in offline operation, networking is valuable. Be sure to work your business contacts!

Invest in the quality of the content produced

The quality of the texts you produce is key to the success of your Skyscraper strategy. With poor content - incomplete, outdated or misguided - not even the largest network of partners will be able to leverage your brand.

That's why it's essential that you really engage with the mission of delivering amazing content. Do not waste your time searching for relevant sources, bring news that is in the interest of your audience and, whenever possible, deliver something more.

Keep an eye out for good SEO practices: minimal number of words, scannability of text, well-positioned keywords and link building (internal and external). These criteria are taken seriously in the ranking of search engines.

And finally, remember: do you need to surprise, enchant and respond to what you set out to clarify, combined? In addition to gaining authority and being referenced, you can also convert and retain customers.

Select the right audience

Each content has a history and purpose. The good old conversion funnel can help you understand what your proposal is.

It's always a good idea to keep it in mind, so that super-specialized text is not targeted to an audience that is still new to the subject.

If your article is more generic, focus on introducing a topic or idea and provide other in-depth tools, you're at the top of the funnel.

The middle of it is full of people who already know a little about the subject, but are still not sure enough to make any purchase decision.

At the bottom of the funnel, finally, are the clients who are ready for conversion. And you can not lose them! Be incisive in authority and demonstrate a high level of knowledge, as well as the ability to solve any problem relevant to the subject.

One more thing: you can also abuse the formats. Posts, e-books, guides and checklists are just some of the materials you can offer. Analyze the context of the publication and risk (without ever failing to please)!

Promote content to your audience

If you've already ventured into the organic traffic universe, you know that spontaneous access is slow. Before you get a good volume of users, you need to strengthen your bases and your authority - and it will probably take time ...

To give a gas on your site, consider promoting content on the web. There are a number of formats available to advertise your production, and one or several of them are ideal for your business and your audience.

Review your business and your audience profile. Then choose to advertise your content on social networks (Facebook, LinkedIn, Instagram etc.), via Ads (Google, Bing, Affiliates etc.) or as sponsored (in other prominent sites such as Exame and O Globo).

Here, measurement is very important to ensure that you are putting your money in the right tools. As mentioned above, be sure to target your ads to your brand persona, optimizing delivery and results.

The tallest skyscraper

Sky is the limit to an efficient content strategy.

The Skyscraper technique may be just what it's missing to catapult your business by reinforcing your authority to your audience of interest. It is worth investing and, day by day, add a new brick to your skyscraper!