off page seo tutorial

 
How do you get authoritative sites in your

niche to link to you, even if you don’t have

a Fortune 500 marketing budget or connections

with influential bloggers?

If you’ve ever asked yourself this question,

then you’ll love The Skyscraper Technique.

It’s a strategy that I’ve used to build high

quality backlinks to sites in pretty much

every niche under the sun, from internships

to insurance.

I’m Brian Dean, the founder of Backlinko,

the place where marketers turn for higher

rankings and more traffic, and in this video

I’m going to show you exactly how you can

use The Skyscraper Technique to generate links

and traffic to your site.

Keep watching.

Before I get into the nuts and bolts of The

Skyscraper Technique, let me tell you a quick

story.

When I started my blog, Backlinko.com, I knew

that I was entering one of the most noisy,

competitive spaces online, internet marketing.

And I knew from growing other sites in competitive

industries that unless I did something crazy

to stand out, I was going to end up like pretty

much every other site in the internet marketing

space – no traffic, and buried on the 10th

page of Google.

And I also knew that publishing great content

was one of those things that sounded nice

but didn’t really work in the real world.

Maybe you’ve seen this yourself – you work

hard to publish great content on your site

all the time, but you barely get any links

and traffic for your effort.

So I knew that, and that’s when I decided

to utilize The Skyscraper Technique, and I

-literally- doubled my search engine traffic

in two weeks.

And here’s exactly how I did it, and exactly

how you can do the same thing for your site.

So it’s time to break down the exact three

step process that I use.

So the first step is to find content in your

industry that’s already done well in terms

of attracting links, social shares, comments,

and traffic.

One of the easiest ways to do this is just

to search for competitive keywords in Google.

Because if you find a piece of content that’s

ranking well in Google, you better believe

that there are a lot of links pointing to

it.

And if you want to just double check and make

sure that it’s actually an authoritative page,

you can put it into a tool like ahrefs, MajesticSEO,

and Open Site Explorer to see if there are

a lot of links pointing to it.

In my case, I noticed that content around

things like ‘Google’s ranking factors’ and

‘Google’s 200 ranking symbols’ tended to attract

a lot of links and that’s the content I decided

to use as the base of my skyscraper.

So now that you’ve identified a piece of content

with a proven track record of generating links,

it’s time to create something even better.

And actually this is why this strategy is

called The Skyscraper Technique.

You probably never wondered what the 11th

tallest building in the world is, right?

Everyone’s attracted to number one, so what

you’re doing with step #2 is taking the base

content that you found in step #1 and then

slapping twenty stories on top of it, and

all of the sudden you have the piece of content

that everyone’s talking about.

So how can you make something heads and shoulders

above what’s already out there?

Well, there are three strategies that work

really well.

The first is to make your content more thorough.

In my case, I noticed that most of the content

out there that talked about Google ranking

factors talked about how there -were- 200,

but they didn’t even list all 200!

And despite that, they still generated a ton

of links and social shares.

You can also make your content more up to

date.

I’ve found that despite Google’s supposed

preference for fresh content, there’s a lot

of outdated stuff sitting on Google’s first

page.

So just making something that’s out of date

and updating it for today is one of the easiest

and best ways to make content that’s clearly

better than what’s already out there.

And finally, you can make the content better

designed than what’s already out there.

Now make no mistake, design is huge, because

it influences how valuable people perceive

your content to be.

In general, the better designed it is, the

higher the perceived value.

In my case, I noticed most of the Google Ranking

Factors content was not only not thorough

and out of date, but also really ugly.

So I decided to invest in nice custom banners

for my blog posts.

Now, once you have something that’s clearly

the best off page seo out there, it’s time to get the word

out.

Now, how do you get the word out about your

content?

With good old-fashioned email outreach.

Now, most people approach email outreach link-building

the wrong way; they just email random people

and beg for a link, and that’s not what we’re

doing here.

We’re strategically reaching out to people

who are very likely to link to us, specifically,

people that linked to the inferior content

that you used as your base.

And here’s the exact word-for-word script

that I use to generate dozens of links to

my piece of content.

“Hey Dave,

I was checking out some of the articles on

your site and found your post about off page SEO strategies.

Great stuff!

I couldn’t help but notice you linked to that

classic article about Google’s ranking factors.

I also love that resource.

In fact, it inspired me to create a more thorough

and up-to-date version.

Here’s the link in case you want to check

it out.

It might be worth a mention in your article.

Either way, keep up the awesome work!”

That simple email script converted over 15%,

which is significantly higher than most email

outreach campaigns.

And as you know, today with links it’s all

about -quality- not quantity, and a lot of

those 15% were real gems, including a page

rank 5 pagelink on a D-moz listed site.

And besides, the results speak for themselves:

Less than two weeks after publishing and promoting

my post, my organic search engine traffic

doubled.

So that’s the power of The Skyscraper Technique,

something myself and dozens of Backlinko readers

have used to get better results from their

content.

Did you learn something new from this video?

Then subscribe to my YouTube channel right

now.

Or better yet, head over to Backlinko.com

and sign up for the newsletter, where I share

exclusive marketing tips and strategies.

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