2014 is going to be an exciting year for SEOs. After Google’s Panda and Penguin updates, SEOs were forced away from many old link building habits and into the creative world of quality content.
Last year, infographics, videos, blog posts and web graphics took center stage to garner links. This year, SEOs should be adding another tactic to their arsenal — skyscraper content.
What is Skyscraper Content?
Skyscraper content is like a big pot of soup. It takes the best parts of other linkable assets, like graphics and videos, and mixes them together to create long-form blog posts that offer quality information that everyone will want to taste and link to.
News sites have already started producing skyscraper content, such as The New York Times’ Snow Fall and The Verge’s The Death Dealer. You’ve probably seen landing pages or webpages that exhibit the same traits of skyscraper content, like the WebpageFX’s homepage.
For link builders, the goal is to create skyscraper content on a company’s blog or website and then reach out to people who might be interested in linking to your new resource.
Just because skyscraper content is long (at least 1,000 to 2,000 words) doesn’t mean it is difficult to create. Going along with our soup analogy, the majority of skyscraper content is just broth (aka text). But what gives it value is the little bits of meat and carrots (graphics and videos) you put in.
The Benefits of Skyscraper Content
With the vast amount of information on the web, users are searching for comprehensive guides and quality resources, which your company can provide.
Not only would this provide you with quality backlinks, but it also opens the door to establish a connection with potential consumers. According to Content Plus, 60% of consumers have a more positive feeling for a company after reading custom content on their site.
Skyscraper content will also give your company a wider reach. Adding additional pages to your website via a blog means more indexed pages and opportunities to rank in the SERPs.
How to Create Great Skyscraper Content
1) Find a Topic: There are a few ways you can find solid topics for your skyscraper content. The first is to do basic keyword research using SEMrush data. The second would be to take a gander at your competitors’ content and find an article that did well generating social shares and backlinks. Lastly, you could do a basic Google search or Yahoo Answers to find trending topics. Your objective is to find a topic within your niche that you can create better content for than what is already out there.
2) Create Better Content: The point of skyscraper content is to move away from filler content and create articles worth reading. It takes research, a great writer and basic design skills to put together skyscraper content.
3) Optimize: This is the game changer. What will differentiate your content from everyone else’s content is how you optimize it. Take the time to research the best keywords to accompany your skyscraper content. I highly suggest using schema markup and rich snippets.
4) Pitch and Plant: After you publish your awesome skyscraper content, it’s time to call up the big boys and tell them about it. I usually devote an entire day putting together a media list and outreaching.
Creating skyscraper content is an investment, but it’s one that keeps on giving. Turn your focus from link building to link earning; it will pay off in the long run as you continue to see your resources linked to on the web for years to come.
Photo credit: Pixabay
Alicia Lawrence is a content coordinator for WebpageFX and blogs in her free time at MarCom Land. Her work has been published by the Association for Business Communication, Yahoo! Small Business and Muck Rack. Her last article for SEMrush was "How to Begin & Analyze Your Inbound Marketing Campaign."