Acquisition & Links
The Skyscraper Technique: How to Outrank Competitors
The Skyscraper Technique became popular for a reason. When you publish a clearly better resource for a proven topic and promote it well, you can earn high quality links and coverage. This guide shows a modern way to do it that respects Google’s guidelines, focuses on unique value, and measures real outcomes, not vanity metrics.
What the Skyscraper Technique is
The idea is simple. Find a topic that already attracts links. Study what people link to and why. Create something that is clearly more useful or more complete. Share it with the right people so they can cite it or include it in their resources.
Brian Dean popularized the term with early case studies that showed how improved guides could earn editorial links at scale. Years later the environment has changed. It is harder to earn links by emailing dozens of webmasters with a generic request. It is still possible to earn coverage when your asset solves a problem better than what exists.
When it fits and when it does not
Good fit
- Topics with active search demand and many list posts or references
- Data poor spaces where a clean dataset or study would help
- Complex workflows where a template or calculator saves time
Maybe
- Niche topics with few publishers but strong communities
- Evergreen concepts that benefit from updated examples
- Visual spaces that reward diagrams and interactive tools
Bad fit
- Ultra transactional searches where product pages dominate
- YMYL topics where you lack credentials or sources
- Ideas with low linking intent. You cannot manufacture demand
Research the SERP and link graph
Start with the SERP. Confirm dominant intent. Identify the formats that win. Then map the link graph behind winners to see who links and why.
What to log from the SERP
- Top 10 URLs and their page types
- People Also Ask questions
- Common sections and data points across winners
- Missing elements that would help a reader decide faster
What to log from the link graph
- Referring domains by category. Media, vendors, communities, edu
- Anchor patterns. Branded, exact, mixed
- Reasons for linking stated in context. Definitions, stats, templates
- Broken links or outdated references you can replace with value
You do not need exotic tools to spot patterns. Start with manual review and the sources that cite the current leaders. Look for why they linked, not just where.
Find gaps worth building
Winning assets do not win by adding more words. They win by removing friction. Use this gap framework to choose what to build.
Coverage gap
- Outdated data or missing years
- New frameworks or standards not included
- Regions, roles, or industries ignored
Format gap
- No table that compares options side by side
- No visual or flow that explains the decision
- No downloadable template or calculator
Proof gap
- No methodology or sampling notes
- Vague performance claims without numbers
- No citations to primary sources
Build a linkable asset
Choose a format that matches the gap. Your asset should be easy to cite, easy to compare, and easy to update. Here are formats that consistently earn links when executed well.
Original data or benchmarks
- Survey or product telemetry with clear methodology
- Year over year comparisons
- Downloadable CSV and embeddable charts
Backlinks often cite a number. Put your key numbers in an answer block and a table so they are easy to quote. Follow basic research reporting norms and cite your sources.
Frameworks and templates
- Decision matrices with criteria and weights
- Editable Notion or Google Sheets templates
- Checklists with crisp steps and acceptance rules
Interactive tools
- Simple calculators with shareable results
- Checklist generators that output a PDF
- Glossary builders with internal linking baked in
On page structure that helps links
- Answer block with one sentence finding or definition
- Methods section so journalists can trust the numbers
- Table with the primary facts you want people to cite
- Alt text and captions for every chart
- Download link for source data or template
- FAQ that mirrors People Also Ask phrasing
Schema setup
Use Article for the main piece and FAQPage when you include Q and A. If you publish a dataset, consider adding a link to the CSV and noting it visibly on the page. Read Google’s guidance on structured data and the policies.
Make it quotable for AI answers
AI Overviews and model generated answers pull short, source backed statements. Structure for that behavior.
- Place a short, sourced takeaway above the fold
- Define entities clearly. Product names, metrics, and frameworks
- Add FAQ and HowTo schema where it is true
- Use precise headings and numbered steps where useful
Clarity helps both readers and systems. Review Google’s notes on creating helpful content.
Promotion without spam
Great assets still need distribution. Focus on channels where your audience already looks for definitions, examples, and numbers.
Owned channels
- Newsletter with a short chart and one insight
- Product onboarding and in app education
- Internal linking from high traffic evergreen pages
Earned and shared
- Communities and forums where the topic is active
- Speakers and educators who need fresh examples
- Partners who maintain resource pages
Paid amplifiers
- Light paid social to seed to relevant roles or interests
- Newsletter sponsorships in niche publications
- Search ads for the dataset or template name when justified
Ethical outreach playbook
Outreach can work when it is specific, respectful, and relevant. The goal is not a link. The goal is helping an editor or curator keep their page accurate and useful.
Who to contact
- Writers who referenced an outdated number you replaced with new data
- Editors of resource pages that list tools, templates, or datasets
- Community moderators who pin guides or summaries
Email outline you can adapt
Subject: New {year} data for your {topic} piece
Hi {name},
I loved your paragraph on {specific point} in {page title}.
We just published fresh {year} data on {topic}. It answers {one question} in one line
and includes the full CSV and methods. If you are updating that section,
this line might help your readers:
"{concise stat or definition}" — source: {your URL}
Either way, thanks for the work on {site}. It is one I reference often.
Cheers,
{you}Keep it short. Show you read their page. Offer the exact line that helps their readers. No pressure, no follow up sequence beyond one polite bump.
Review Google’s policy on link spam so your tactics stay clean. Avoid exchanging money, gifts, or requirements for anchor text.
Digital PR angles that earn coverage
Journalists and analysts want timely, credible, and easy to quote material. These angles consistently land mentions when executed honestly.
Time based hooks
- Annual or quarterly benchmark with clear trend lines
- Breakdowns by region or industry during a news cycle
- Policy changes that affect costs or adoption
Authority hooks
- Collaborations with universities or recognized non profits
- Methodology pre published for review
- Open data CSV so others can replicate charts
Utility hooks
- Public calculators with embed codes
- City or industry finders that reporters can localize
- Glossaries that define a fast moving space
Measure what matters
Measure coverage and outcomes, not just links. Use Search Console, GA4, and a simple tracking sheet.
Search Console
- Impressions and clicks by query for the asset
- Pages that now link internally to the asset
- Index coverage and enhancements
Use the Performance report and Page indexing.
GA4
- Engaged sessions and average engagement time
- Outbound clicks to referenced sources or downloads
- Assisted conversions for generate_lead or start_trial
Event setup help lives in GA4’s events docs.
Link and coverage tracking
- Referring domains by category with the context of the mention
- Anchor variety and home page vs deep links
- Velocity over time to catch plateaus
Scorecard template
| Metric | Goal | 30 days | 60 days | 90 days |
|---|---|---|---|---|
| Referring domains | 20 quality domains | |||
| Organic clicks to asset | +100 percent vs baseline | |||
| Assisted conversions | 5 opportunities influenced | |||
| Top 10 rankings | 5 priority queries |
Maintain the skyscraper
A skyscraper is not a one time project. It is a page you own for years. Plan refreshes and continue to make it the best reference in the space.
Quarterly
- Update numbers, screenshots, and examples
- Recheck citations and add new primary sources
- Expand the FAQ with new People Also Ask questions
After major changes
- Industry changes or policy updates
- New tools or frameworks that affect the advice
- Significant algorithm updates that change SERP intent
Document updates in a visible changelog on the page. It builds trust and helps editors decide to cite the latest version.
FAQ
Is the Skyscraper Technique dead
No. What is dead is mass link begging. The modern approach is to publish real value, cite primary sources, and pitch only when there is a clear reader benefit.
How long should a skyscraper be
As long as needed to remove friction. Many winners are between 1500 and 4000 words with a strong table or template. Word count is not a ranking factor. Use structure and clarity.
What about guest posts
Guest posts are fine when they help readers and follow editorial rules. Avoid paying for links or stuffing anchors. See Google’s link spam policy.
Should I build multiple skyscrapers at once
No. Start with one that strengthens a core cluster and connects to your product. Prove the process, then scale to a cadence you can maintain.