Brian Dean, a well-known SEO and founder of backlinko, wrote an interesting sentence about skyscraper content on his blog:
So far, pass by a big tower and say oh my God! What a big tower, the eighth biggest tower in the world? Definitely not! Neither you nor any other human being asks himself such a question. Why? Because our human minds are always looking for the most. The biggest, the best, the most important and finally the most complete!
In fact, the skyscraper content technique is based on being the most complete and best. In this article, I will first explain to you what the content of the skyscraper is and then, after reviewing a series of additional explanations, I will go to the important part of the article and examine where we should not use the skyscraper!
What is a skyscraper content technique?
Skyscraper content is content that covers all sub-topics around a general topic. Skyscraper articles are basically long articles.
It was around 2016 that Brian Dean published a different article on his blog, backlinko. Brian talked about the fascinating statistics he had obtained using the skyscraper technique. He was able to double the total traffic to his site by publishing one content:
And attract lots of backlinks to the same page:
And about 300,000 people get referral traffic (users who enter it through content links on social networks, etc.). Brian Dean said he owes all this success to writing SKYSCRAPER content.
But what is the content of the skyscraper? As I explained above, the content of the skyscraper that Brian Dean introduced:
A comprehensive and complete content that is published on your weblog. This content covers all the topics related to a main topic and explains everything about it. In other words, skyscraper content is the most complete content that can exist on a topic.
An example for skyscraper content
Imagine I want to write an article on my site on the subject of content marketing. Normally the topics in this article are:
- What is content marketing?
- The importance of content marketing,
- How to implement content marketing in business
The whole article will probably be between 1,000 and 1,500 words. But if I want to write the same article using the skyscraper technique, I have to assign such topics to it:
- What is content marketing?
- The importance of content marketing
- Content marketing case of study
- My experience in content marketing
- The budget needed to implement content marketing
- How to implement content marketing in business
- Predict the future of content marketing
Such an article would probably have between 2,000 and a few thousand words of text. As you can see, a skyscraper content is a complete and comprehensive content that examines all angles of a topic and answers all the audience’s questions about it. You should also be aware that if you upload multimedia content such as infographics, video and audio to skyscraper content, you will increase its importance and value.
Step-by-step tutorial for writing skyscraper content
In the following article, I will explain to you step by step how to write a skyscraper content. Be with me.
1_ Find a suitable topic
Basically, if you want the content you are writing to be close to the skyscraper technique that Brian Dean is talking about, the subject of the content must have two important characteristics.
The first characteristic is that the topic is more and more visited. In fact, the keyword of the page should have a lot of searches while being relevant to your business. Of course, in my opinion, this issue is not very important. My suggestion is to choose an evergreen theme. A topic that is always appealing to the audience and has been searched for a long time.
The second characteristic is that your subject should have the potential to produce SKYSCRAPER content for him. In fact, you should choose a topic that has a lot of sub-categories and be able to produce a comprehensive content for it by giving wings to its sub-categories. For example, the keyword “carpet buying guide” is a better choice for a skyscraper than the keyword “carpet color selection” which does not have many sub-topics. Therefore, the subject should be relatively general and deep.
2_ Create different content
Well, we come to the part where we talk about the content production. At this stage, you need to produce SEO and valuable content on your topic. Remember that your goal is to write a skyscraper content, and we have already explained in defining this type of content:
SKYSCRAPER content is comprehensive, complete, and often better than any other web-based content.
So, the content you write should be content that is probably long enough to cover all the topics on the web. For example, if I want to write content with the keyword of a multilingual SEO site, in addition to selecting a large number of valuable and relevant topics, go to 10 web-level sites, review their content briefly, and make sure the content you write is from the content of all of them is more valuable and covers all the topics mentioned.
The longer, the more skyscrapers!
One of the common problems I see with the skyscraper technique in content production on the web is that content writers and SEOs simply summarize this technique in the number of keywords in the article. That is, they think that just writing a content of 2 to 4 thousand words is enough to get great feedback from it. Of course, in many cases, the length of the article and the number of keywords may help, but as it is written on the contentmarketinginstitute:
The subject of skyscraper content is not just the number of words; In this technique, we need to give more value to the audience than all our competitors, not just more words.
In general, even if we do not discuss skyscraper content, in the world of content strategy, an important part of our work is dedicated to promoting and distributing content. This means that after generating content, we must make it available to users on the web and wherever it may be considered. In this way, we push it from the very beginning so that it can be shared by the rest of the audience and reach the first pages faster by attracting views, comments and more.
At the moment, the best ways to promote content that has feedback and returns are the ones I write below:
- Social networks, especially Instagram and Twitter,
- FAQ sites and forums such as Answer Finder and…,
- File, video, audio and sharing sites.
4_ Do not be a halfway comrade
And the important issue of the update! Well, this one goes back to the discussion of content strategy and SEO strategy. we always spend part of our time and budget on updating content on sites where we accept SEO projects because it really pays off.
But aside from that, if you really want the content you produce to still be skyscraper content, you need to take the time to update it and make sure the content, in addition to being up-to-date, is still as good as any of your competitors. This was the last step in implementing the skyscraper technique in content creation.
Advantages of using a skyscraper technique
Well, now that we have a good idea of how to do this technique, let me turn a little to the side issues and talk about the advantages and disadvantages. Let’s look at the benefits first:
1_ A better rank is waiting for you
From the beginning, Google was more interested in longer content. Maybe not like before, but Google still cares about the number of words in the content SEO of a page, and in this case, skyscrapers have an advantage over other types of content. In addition, due to the length of the skyscrapers, you can use a lot of LSI keywords and extra keywords in it. In this way, in addition to improving content SEO, you can rank a content with different keywords. Of course, I mean most keywords are synonymous, not just any extra keywords.
2_ The user will like you
Skyscraper content is basically long content, and its length allows you to use a variety of multimedia content such as video, audio, and infographics. In this way, the content you write will be valuable content and in addition to branding, will attract the attention of the audience to itself. This leads to more user retention time and lower bounce rate and better SEO.
3_ You will be seen
Although there is not much culture of linking to valuable content in Iran yet, I am happy to say that Iranian users have been sharing really valuable content on their social networks for some time. So, whether we count on backlinks or signal sharing and socialization, skyscrapers ultimately have more potential to receive these and be seen.
Disadvantages of skyscraper content
Skyscrapers, in addition to their advantages, also have disadvantages. I will explain these disadvantages to you in the following:
1_ Sometimes it upsets the audience
As you know, most skyscraper content is long content between 2 and a few thousand words. Sometimes the length of the story itself may upset the audience. Why? Because your audience may be looking for a specific part of the article but cannot easily find it among your long content. For this reason, they prefer to leave the page and enter another site that will respond faster. This will increase the bounce rate and decrease the ranking.
I have added a table of contents at the beginning of all my articles so that the audience can find the desired section faster. To create these links, you can use plugins such as scroll triggered boxes in WordPress.
2_ They do not have a good relationship with many words!
Just a few years ago, skyscraper content was the king of the web, and you could see a lot of skyscraper articles on the first pages and results of Google. But sometime later, Google realized that another type of content, called typical cluster content, could keep most users happy. That’s why google left the skyscrapers little by little!
You used to be able to SEO several different and searchable keywords on a skyscraper page, but according to the explanation above, this is no longer the case. Today, due to the increase in the number of contents of the cluster topic, Google does not allow a skyscraper page to be SEOed on all its keywords. For example, it does not allow the content SEO page to focus on words such as content SEO, number of words in the content, keywords in the content, and SEO, and prefers to display a separate content for each in the results.
Finally, where to use the skyscraper?
Finally, we come to the part where we talk about the content production. Like I said, skyscrapers are no longer as important to Google as they used to be, but you can still greatly improve your SEO if you can use them properly. As I said in the video webinar number 7, content styles:
It is better to use skyscrapers today where the main keyword is very searchable and the sub-keywords around it are not very important to the audience.
For example, the keyword “multilingual SEO” is highly searched for, but its sub-keywords that I have used in its titles are not very searchable. That’s why I wrote a skyscraper on it. Or the very article you are reading. The word “skyscraper technique” itself has a lot of search, but not topics such as advantages, disadvantages and how to implement it! So a skyscraper content was a good choice for that.
But for example, in the word “Internet businesses”, it is better to go to the cluster thread model and for each word, instead of trying to SEO it with sub-words such as income from the Internet, starting an Internet business and… on a skyscraper article. Try cluster topic and Write proper normal content for each word.
As a final word; Whether in skyscraper content or other types of styles, you should always look at user satisfaction to succeed in SEO and optimization. So try to optimize your content for users as much as possible, not just the search engine.