Skyscraper Link Building: Complete Guide

Building quality backlinks remains pivotal for search rankings – in fact 89.7% of SEO experts still regard link building as a top Google ranking factor.

Yet paradoxically, over half (55.7%) agree it’s the most difficult part of SEO. This challenge leaves many marketers intrigued by any strategy promising high-quality links at scale. Enter skyscraper link building: a tactic that claims you can earn dozens of powerful backlinks simply by creating the best content on a topic and politely asking for links. It sounds almost too good to be true.

Early case studies certainly fueled the intrigue. Backlinko’s Brian Dean – who coined the “Skyscraper Technique” in 2015 – famously used it to double his site’s organic traffic in just 14 days. That same campaign ultimately netted hundreds of backlinks and over 2 million visitors to a single post. The promise of 110% traffic growth overnight spread quickly, and skyscraper outreach became a white-hat link building staple for content marketers.

But as more SEOs piled on, cracks began to show. Many who tried the skyscraper method found it labor-intensive with low success rates – often only a 5% response-to-link conversion on outreach emails. In one Reddit discussion, SEO professionals noted the technique “works but [only] if the content will give you ROI,” cautioning that picking the right topic is critical. Even Search Engine Journal chronicled a failed skyscraper experiment where 0 of 160 outreach emails yielded a backlink.

Over time, the strategy has lost some novelty and earned a mixed reputation: effective when executed expertly, but far from a silver bullet.

So, is skyscraper link building worth your time in 2025? The answer, as with most SEO tactics, is nuanced. Below, we’ll objectively break down what the skyscraper technique is, its real benefits, a step-by-step guide to doing it right, and how to overcome the common challenges that trip up others.

We’ll also include expert insights – from its creator Brian Dean to Google’s own John Mueller – and original research stats on how link builders today view this tactic. By the end, you’ll understand how skyscraper link building stacks up against other strategies and how to elevate it with advanced tips that many overlook.

If you’ve ever struggled to earn authoritative links or felt your outreach emails vanish into the void, keep reading. The skyscraper approach might just be the strategy to cut through the noise – but only if you build it the right way and tall enough to stand out.

Let’s explore how to do exactly that.

What is skyscraper link building?

Skyscraper link building is a content-driven link earning strategy where you find a highly-linked piece of content, create an even better version on your own site, and then reach out to the right people to replace their links to the old content with links to yours.

In essence, you’re building the “tallest skyscraper” in the content landscape so that everyone who linked to shorter buildings will want to link to you instead.

This technique was popularized by Brian Dean of Backlinko (who introduced the term around 2015). The name comes from the idea that if you see a skyline, the tallest building grabs all the attention – nobody cares about the 8th-tallest building. By producing the very best resource on a topic, you naturally attract links because people prefer to reference the most comprehensive, up-to-date resource available.

In practice, the skyscraper method boils down to three core steps:

1. Find link-worthy content: Identify a piece of content in your niche that already has many backlinks (i.e. the current “tallest building”). This could be a popular how-to guide, a list of statistics, a resource post – anything with demonstrated link appeal.

2. Create something even better: Produce your own content on that topic that is significantly better than the original – whether through greater depth, updated info, better design, new insights, or all of the above.

3. Reach out for backlinks: Promote your superior content to those who linked to the original piece (and other relevant sites), politely suggesting they may want to link to your newer, better resource.

Website owners and editors, in theory, want to link to the best resource available for their readers.

If you truly outshine the existing article, some will be willing to update their old link and point it to you instead. This makes skyscraper link building a white-hat tactic – you aren’t buying links or tricking anyone; you’re offering genuinely improved content in exchange for a link.

How effective is it?

When done right, the skyscraper technique can yield impressive results. Brian Dean’s original campaign achieved about a 11% success rate (he sent ~160 emails and got 17 new backlinks) – which is actually great by cold outreach standards. Marketers who have mastered this approach, like Dean and others, report typical success rates of 6.5%–11% on outreach, compared to the paltry ~2% typical for un-targeted “regular” outreach. And because a single skyscraper piece can earn dozens of links, the cumulative SEO impact (higher rankings, more traffic) can be substantial.

However, skyscraper link building is far from easy to execute today. As we’ll see, many factors – from content quality to outreach personalization – determine whether your skyscraper stands tall or collapses. “Bigger” content alone isn’t enough. Google’s algorithms have evolved to reward quality and relevance, not just length or keyword stuffing. And outreach emails flood inboxes daily, so yours must stand out from the generic templates site owners have learned to ignore.

In short, skyscraper link building is a high-effort, high-reward strategy. It aligns well with content marketing (create great content to earn links naturally), but it requires a thoughtful approach to deliver on its promise today. Let’s examine why it can be so beneficial, and then break down exactly how to implement it step by step for modern SEO success.

Benefits for SEO and content marketing

Why bother with the skyscraper technique, given the work involved? The truth is, when successful, a skyscraper campaign can pay off in multiple ways:

High-quality backlinks at scale: The primary benefit is earning multiple authoritative backlinks to a single piece of content. Rather than one link at a time (as with guest posting), a successful skyscraper article can acquire dozens of links from relevant sites. These backlinks, often from contextually-related articles, send strong signals to Google and can significantly boost your rankings. Each link acquired is a win – and you can sometimes get many from one effort.

Improved organic rankings and traffic

Quality backlinks remain one of the most powerful ranking factors in Google’s algorithm. By securing links to your skyscraper content, you can elevate that page (and even your overall domain authority) in the SERPs.

Content that resonates with your audience

The skyscraper process inherently starts with researching what content people find valuable. By identifying content that already earned links and engagement, you’re effectively crowd-sourcing topic validation. This means the topic you choose is likely one your audience cares about (and searches for). When you improve on it, you create an asset that is both SEO-friendly and genuinely useful to readers. It’s a smart content marketing approach – you’re not guessing at topics, you’re building on proven interest.

Refreshes and elevates your content quality

To beat the existing “best” content, you have to produce something exceptional. This pushes your content marketing to a higher standard: more thorough research, better visuals, updated examples, perhaps even original data. In the end you have a piece of “10x content” that not only attracts links, but can become a flagship resource for your site (improving user experience, dwell time, and social shares). It’s an investment in quality that pays branding dividends. As one guide puts it, skyscraper articles supply “in-depth, useful content” that boosts your site’s authority and keeps users coming back.

Supports content clusters and thought leadership

Skyscraper pieces are often long-form and evergreen, making them great candidates for pillar content on your site. You can internally link related posts (cluster content) to your skyscraper resource, lifting your entire site’s relevance on that topic.

Also, earning many links and mentions for a definitive guide can position you (or your brand) as a thought leader in the space. It’s a form of authority building beyond just the SEO sense.

Potential for referral traffic and networking

When reputable sites link to you, it’s not only good for SEO – it can send direct referral traffic from curious readers clicking through. Those visitors are already interested in the topic, so they’re highly qualified.

Additionally, the outreach process can spark relationships with other bloggers and webmasters.

Even if not everyone links, you’ll get on the radar of peers in your industry, opening doors for future collaboration (guest posts, partnerships, etc.).

Over time, consistently creating top-notch content that others reference builds your brand credibility.

Cost-effective compared to paid links

There’s a reason SEO agencies charge hefty fees for link building – quality links are hard to get, and often people resort to paying for links (which is against Google’s guidelines). The average cost of acquiring one high-quality backlink in 2025 is about $382 (when factoring all tactics). Skyscraper link building, while labor-intensive, relies on sweat equity more than budget.

If you can create outstanding content and handle outreach in-house, you’re essentially earning links for the cost of your time and creative effort, not buying them. This scales better financially and avoids the risks of paid links (penalties, low-quality sites, etc.).

It’s important to note that skyscraper campaigns don’t always hit a home run. But when they do, the benefits above make it extremely worthwhile. To maximize those benefits, you need to execute the method methodically.

In the next section, we’ll walk through step-by-step implementation of the skyscraper technique – with updated best practices for 2025.

“Once you have an awesome piece of content… the best way to promote it is via non-spammy email outreach. Find people who linked to similar content and get it in front of them. If you do that at scale you’ll get tons of early traction.” – Brian Dean

Step-by-step implementation

Executing a skyscraper link building campaign involves careful planning and attention to detail at each stage. Below is a step-by-step guide, including modern tips to improve your chances of success:

Step 1: Find proven link-worthy content

Every skyscraper campaign starts with research – you need to pinpoint the right piece of content to one-up. The ideal target is a page that has already attracted lots of backlinks, indicating strong link-worthiness. Here’s how to find such content:

Brainstorm topic areas

Brainstorm relevant topics to your niche that you could cover. Think about the pain points or interests of your audience. For example, an SEO agency might consider topics like “link building strategies”, “technical SEO checklist”, etc. It’s critical to choose a topic that aligns with your business and that other sites would actually link to.

“Choose a topic that is a real pain for your audience,”

advises one marketing expert on her skyscraper attempt – content that solves a common problem tends to earn more links.

Use SEO tools to identify top-linked content

Enter your keywords or competitors into tools like Ahrefs, Semrush, or Moz Link Explorer to find pages with high backlink counts.

For instance, Semrush’s Backlink Analytics or Ahrefs’ Site Explorer can list the pages on a competitor’s site that have the most referring domains. Look for content pieces (blog posts, guides, infographics) with dozens or hundreds of linking domains. As a rule of thumb, target an article with at least 50+ referring domains from quality sites. If that many websites deemed it worthy of linking, it’s a prime skyscraper candidate.

Refine by relevance and room for improvement

Not every popular page is a good skyscraper target. You need something topically relevant to your site’s expertise (so you can credibly create a better version) and that you actually can improve upon.

Evaluate the content: is it outdated, shallow, poorly designed, or missing important angles? A piece might have lots of links because it was first to publish certain stats, but perhaps it’s now two years old and ripe for an update.

Or maybe it’s a decent 20-point list, but you know you could create a more comprehensive 50-point resource. Opportunity for improvement is key. If an article is already fantastic and recently updated, move on – you want a flawed gem you can polish into a diamond.

Consider search intent and keywords

As you research, also note what keyword(s) the content targets and whether that fits your SEO goals. Perform a Google search for the topic and see what types of pages rank (guides, tools, videos?).

Ensure your envisioned content will match the intent. Not conducting keyword research is a common skyscraper mistake. You don’t need to obsess on volume, but if you can align your skyscraper piece with a high-value keyword your audience searches, you’ll get extra SEO benefit beyond just the backlinks.

Examples

Suppose you run a marketing SaaS. Using Ahrefs, you discover an article titled “125 Content Marketing Statistics” from 2021 that has 300 referring domains. It’s relevant, but likely outdated now – a perfect target to create

“200+ Content Marketing Statistics for 2025”

By the end of Step 1, you should have one (or a few) target content pieces that you plan to outperform. Verify that: a) they have lots of backlinks you can potentially tap, b) they’re relevant to your site, and c) you have ideas on how to make something better. With that in hand, we move to the heavy lifting – content creation.

Step 2: Create something even better

Now it’s time to build your skyscraper – the content itself. The goal is to blow the original piece out of the water so that site owners feel genuinely compelled to link to your resource instead. This step will make or break your campaign: no outreach tactic can compensate for mediocre content. Here’s how to create a truly link-worthy asset:

Provide 10x value

Your content doesn’t need to be just a bit better; it should be significantly superior. Simply adding a couple more items to a list or increasing word count by 20% won’t impress anyone (many SEOs made this mistake, equating “better” with “longer” and ending up with bloated content).

Aim for an order of magnitude improvement. This could mean covering more ground (depth and breadth), including up-to-date statistics and examples, adding insights from experts, and packaging it in a more useful format. Quality over quantity is crucial – users prefer content that is comprehensive yet digestible, not just verbose.

Introduce new insights or angles

If you can contribute something original that the old content lacks, you immediately set your piece apart. This might be original research data (e.g. your company’s survey findings), a case study or personal experience anecdote, or a fresh perspective on the topic.

For example, if the existing article is a generic list, you could add expert commentary for each point. Or if it’s advice-based, perhaps you include a contrarian tip backed by data that others missed. Adding what Google’s recent guidelines call “information gain” – new, valuable information – makes your content uniquely linkable. Crowdsourcing a few expert quotes to sprinkle in (from industry thought leaders) can also elevate credibility and uniqueness.

Make it visually appealing and user-friendly

Invest in design and structure. Break the content into clear sections with descriptive subheadings (much like this article does). Use bullet points or numbered steps for clarity. Include custom images or charts if they can help explain concepts or present data.

For instance, infographics, process diagrams, or before-and-after comparisons can drive points home visually. If the original content was just text, adding visuals alone can be a big improvement. Also ensure readability: concise paragraphs, legible fonts, and a mobile-friendly layout.

Many earlier skyscraper attempts failed by dumping huge walls of text and sacrificing user experience for length. Don’t repeat that error – more people will link to content that looks professional and is easy to consume.

Outperform in accuracy and depth

Fact-check all information and update anything outdated from the original piece. Cite authoritative sources (studies, official guidelines, etc.) to back up your points – this builds trust with both readers and the site owners considering your content. If the competitor article has 5 key sections, you might expand to 8 sections, covering additional subtopics or FAQs that it missed.

Essentially, fill all the gaps. One approach is to read through the top 3–5 existing resources on the topic (including the target article) and list all the unique points they cover. Then ensure your content covers all of those points and more. Your skyscraper should be so comprehensive that it could effectively replace having to read any other single article on the subject.

Craft an engaging title: Your headline should immediately convey that your content is more complete or up-to-date than others. Techniques include using larger numbers (e.g. “50 Tips” vs “10 Tips”), specifying the current year (e.g. “…in 2025”), or highlighting a unique value (“[New Research]” or “Ultimate Guide”). Make it click-worthy but truthful. A compelling title will help when you do outreach – it signals to the recipient that your article is noteworthy.

Quality control

Before declaring your skyscraper complete, do a thorough edit. Remove any fluff that doesn’t add value – remember, more is not better unless it’s useful.

Ideally, get a colleague or someone from your target audience to review the piece. They might catch confusing parts or suggest additional info to include. It’s worth taking the extra time here; as SEO agency North Star Inbound noted, expecting every piece to be a runaway hit is unrealistic, so you want to put your best foot forward each time.

By the end of this step, you should have a polished, outstanding piece of content on your site – one that you genuinely believe is the best on the web for that topic.

For example, if someone searches your target keyword and lands on your page, they should think, “Wow, this has everything I needed.” Only with that level of quality can you confidently ask others to link to it.

“You’re actually kind of actively creating content that you know will attract links and then going out and reaching out to other sites… encouraging them to link to your site – without an exchange of money or value. That’s the kind of link building Google has less of an issue with.” – John Mueller, Google

Step 3: Reach out to the right people

With your skyscraper content built, it’s time for the outreach phase – effectively promotion and link acquisition.

This is where you contact other website owners, bloggers, or editors and let them know about your content, suggesting it as a valuable resource worth linking to. Success here comes down to targeting the right prospects and sending a compelling, non-spammy pitch.

Follow these outreach best practices:

Compile a list of link prospects

Start with the sites that linked to the original content you outdid. Using your SEO tool, export the referring domains or backlinks of the target article (both Ahrefs and Semrush make this easy – e.g. click the referring domains count and you’ll see all sites linking to it). These are prime prospects since they’ve already demonstrated interest in the topic. Next, broaden your net: look for other relevant sites that didn’t link to that article but cover similar topics.

For example, find other articles on the topic (via Google search or content tools) and note which sites wrote them – they might want to reference your more comprehensive piece. Resource pages or list posts in your niche are also good targets (e.g. “Best resources on X” lists). Aim for a prospect list that is sizable but focused – perhaps 50–200 sites that are topically relevant and of decent quality.

Find the right contact person and email

It’s critical to reach out to someone who can actually update or add a link. This is usually the content author or the site’s editor/webmaster. Use tools like Hunter.io or FindThatLead to get email addresses, or check the site’s contact page/team page. Personalization is easier if you reach a specific individual rather than a generic info@ email.

Also, verify that the site is active and maintained; there’s no point emailing an outdated blog or a site that clearly won’t edit old posts.

Craft a personalized, concise email: The outreach email is where many skyscraper campaigns falter. Avoid the bland, templated email that screams “mass link request” – e.g.

“Hey, I saw you linked to X, I have a better article, please add my link.”

Website owners are inundated with those. Instead:

Keep it short and friendly: Aim for roughly 5 sentences. Introduce yourself briefly if not known, and get to the point fast (no long bios or fake flattery).

• Mention their content specifically:

  For example, “Hi [Name], I loved your article on [Topic] – especially the part about [specific detail they wrote]...”. This shows you actually read their piece and aren’t spamming a list.

• Highlight what’s new/better about your content: Clearly state that you’ve created an updated or more comprehensive resource on the same topic. Emphasize the value for their readers. E.g. “Since you referenced that 2019 study, just wanted to share that I published a 2025 updated study with 50+ new insights that might interest your readers.” Be humble, not pushy – frame it as

  “I thought this could complement your article”

  rather than

  “you should replace your link now.”

• Include the link and make it easy: Provide the direct URL to your content. You can even suggest where it might fit in their article. E.g.

  “Perhaps as an additional resource next to [existing link]”

  Making their job easier increases your chances.

• Be polite and avoid pressure: Don’t demand a link or guilt-trip them. A friendly closing like “Thanks for considering and keep up the great content!” works well.

Here’s a simplified example:

Subject: New 2025 Guide on [Topic] – might complement your article? Hi [Name], I was reading your excellent post on [Topic] and noticed you cited [Old Resource]. Just wanted to let you know I published an updated guide that includes the latest [brief benefit: data/tips]. It’s at [Your URL]. Feel free to check it out – I think it could add value to your article and for your readers. Either way, thanks for the great content!

Send and track your outreach

You can send emails manually or use an outreach tool/CRM (like BuzzStream, Pitchbox, or Semrush’s Link Building Tool) to automate follow-ups and keep organized. If manual, keep a spreadsheet of who you contacted, when, and the response.

If using a tool, it can show open rates and replies in one interface. The key is to stay on top of replies – when someone responds positively, act quickly to thank them or provide any info they need. And if no response, a gentle follow-up after ~1 week can sometimes double your chance (many people miss the first email). But limit follow-ups to one or two – you don’t want to nag.

Scale smartly

Depending on your prospect list, you may send dozens or hundreds of emails. Personalization is critical, but you can templatize parts of your email to save time. Some link builders use a “sniper vs shotgun” analogy: sniper outreach = highly customized emails to a small list, shotgun outreach = semi-automated emails to a large list.

A sniper approach yields higher conversion per email, but is time-intensive. A shotgun approach (using mail merge tools like Mailshake with custom insertions) sacrifices some personalization for scale. For most, a balanced approach works: create a core template, but always add at least one personalized line about the recipient’s content. This way you can reach more people without sounding like a robot.

Remember, outreach is a numbers game to an extent – even a 5% success rate means 5 links per 100 emails, which is considered a strong outcome. According to our research, the success rate of a typical link building outreach is around 7.9%.

Respect and relationship-building

If someone declines or doesn’t respond, move on politely. Never burn bridges; today’s “no” could be next year’s “yes” on a different piece. If someone does link to you, send a thank-you email. Perhaps share their article on your social media as appreciation. Building goodwill in your niche can make future outreach easier (this touches on the advanced strategy of relationship-building we’ll discuss later).

By following these outreach steps, you greatly improve the odds that your hard-won content will earn those valuable backlinks. It may take persistence – expect to send a lot of emails and get many non-responses or polite “no’s.” Don’t be discouraged; even experts rarely bat higher than 10% success on cold outreach.

In fact, 5–7% success is often a solid result for skyscraper campaigns in competitive niches.

The beauty is that each “yes” can have outsized impact. Just a handful of authoritative links can boost a page’s ranking from obscurity to page one. And sometimes a successful skyscraper piece continues earning organic links on its own once it ranks (as people find it via Google). It’s like pushing a snowball that can grow over time.

Before wrapping up implementation: ensure you have analytics in place. Track your new backlinks (many tools or Google Search Console can help) and monitor the ranking of your target keyword. Typically, you’ll start to see movement a few weeks after the links roll in – indeed, nearly half of SEO experts report seeing link building impact in about 2–4 weeks. Patience is key, but if your content is truly stellar and the links are flowing, results will follow.

In summary, the skyscraper technique implemented properly involves meticulous content creation and thoughtful, persistent outreach. It’s part SEO, part content marketing, and part PR. Next, we’ll look at some tool recommendations to help you execute these steps efficiently, followed by how to handle the challenges you’re likely to face along the way.

Tools to use (SEO analysis and outreach)

Successfully executing skyscraper link building can be resource-intensive, but the right tools make it much easier to find opportunities and manage outreach. Below are some recommended tools (used by many SEO professionals) for each phase of the process:

Ahrefs

A go-to SEO suite for link analysis and content research. Ahrefs’ Site Explorer lets you see any URL’s backlinks and referring domains – perfect for pulling the list of sites linking to your target content. The Content Explorer can also surface popular content by topic (with filters for number of backlinks). Ahrefs provides metrics like Domain Rating (DR) that 70.2% of link builders rely on to measure authority, helping you prioritize high-value prospects. Bonus: Ahrefs’ Keywords Explorer can ensure you choose a target keyword that has search demand and reasonable difficulty.

Semrush

Another top-tier SEO platform with robust features. It offers a Backlink Analytics tool similar to Ahrefs for finding link-worthy pages and their backlinks. Uniquely, Semrush has a built-in Link Building Tool that can integrate the whole skyscraper workflow – from prospecting to sending outreach emails – in one place. It can auto-find prospects (via keywords or competitors), provide email templates, and track responses.

If you prefer an all-in-one solution, Backlinko even suggests Semrush as the one link tool to invest in - however their advice is biased since Semrush acquired Backlinko in 2022.

Moz Link Explorer

Moz’s tool (formerly Open Site Explorer) is useful for quick link checks and for its “Top Pages” report – which Brian Dean noted is “unreal for uncovering killer content ideas”. It ranks a site’s pages by the number of linking root domains.

This is handy for Step 1: enter a competitor’s domain and see their most-linked content pieces. Moz’s familiar Domain Authority (DA) metric can help judge site quality, though in the latest survey only ~5.4% of link builders use Moz’s metric versus Ahrefs’ DR. Still, Moz is a credible option and their free plan allows limited searches if you’re on a tight budget.

Google (Search and Trends)

Don’t overlook free tools. Regular Google Search is helpful for finding similar content and resource pages (e.g. search: “intitle:statistics [your topic]” or “best [topic] resources”). Google Trends can gauge interest in topics and compare potential angles. And the SERPs themselves give insight into user intent and content format – analyze what Google is favoring (guides vs videos, etc.) when planning your content.

Hunter.io (or FindThatLead)

These email-finding tools are lifesavers for outreach. Enter a domain or LinkedIn profile, and they’ll return potential email addresses and confidence scores.

For example, you can find the author of an article, then use Hunter to get their likely email in seconds. Most have free tiers (Hunter allows a few searches per month free). Other similar tools: Snov.io, Voila Norbert, and the old-school method of guessing common formats (like firstname@domain.com) and using an email verifier.

BuzzStream

An outreach CRM that helps you organize and personalize email campaigns. BuzzStream can auto-find contact info, manage templates, track replies, and even record your relationship history with each prospect. Its BuzzMarker Chrome extension lets you add prospects as you browse the web. One of BuzzStream’s strengths is keeping all your communications in one place, which is great if you have a team coordinating outreach. It prevents multiple team members from accidentally contacting the same site and lets you set relationship stages (e.g. “Contacted”, “Responded”, “Linked”).

If you plan to do skyscraper outreach regularly, a tool like this can save a ton of headache compared to spreadsheets.

Pitchbox

A more advanced outreach platform geared towards scalability. Pitchbox automates prospecting – you input a keyword or target, and it finds many potential sites and contacts. It then walks you through a workflow of sending emails and follow-ups.

You can segment campaigns, collaborate with multiple team members, and integrate SEO metrics to filter prospects. Pitchbox is powerful but pricey (commonly used by agencies). For large-scale “shotgun” style skyscraper outreach, it’s top-notch. It also integrates with link indices (Moz, Majestic) to help qualify sites.

If your operation is big, Pitchbox might be worth it; otherwise, consider more affordable options like NinjaOutreach or Respona.

Respona

A newer all-in-one outreach tool that’s gaining popularity. Respona combines prospect research with outreach sequencing.

Notably, it has pre-built campaign templates specifically for Skyscraper Technique outreach – you enter the competitor content, and it pulls a list of sites linking to it, ready for you to contact. It can personalize emails with variables and manage follow-ups, similar to Pitchbox but often at a lower cost.

Respona also has a database of podcasts and journalists, blending PR with link building. This could be useful if your skyscraper content has a newsy angle that you want to pitch to writers as well.

Mail merge tools (GMass, Mailshake)

If you opt for more of a DIY approach, tools like GMass (a Gmail extension) or Mailshake enable you to send semi-automated emails via your own email account. You prepare a spreadsheet of contacts with personalization fields, craft a template, and the tool sends individual emails (so it’s not a visible mass BCC).

These also handle auto follow-ups if no reply. They’re simpler than full CRMs but effective for moderate-scale outreach. Authority Hacker’s shotgun method, for instance, used Mailshake to blast out templates at 50× the volume of manual emails. Just be cautious – ensure your copy still feels personal and monitor your sending volume to avoid email provider limits or spam flags.

Google Sheets / Excel

A humble spreadsheet can suffice for smaller campaigns or to complement the above tools. You can list prospects, contact names, emails, date sent, status, etc. It’s manual but some people prefer the control of a spreadsheet system, especially if keeping the prospect list tight. (Tip: If you use a sheet, add columns for personalization notes on each target – e.g. “they mentioned X – include reference to it” – so you can easily customize each email.)

HARO and Qwoted (for PR)

Not directly a skyscraper tool, but worth mentioning: if your content includes original research or expert insights, you could use services like HARO (Help A Reporter Out) to get quotes for your piece or to pitch your completed piece as a resource to journalists.

For example, after publishing an industry survey, you might respond to HARO queries looking for data on that topic, potentially earning press mentions (and links) for your skyscraper content. This blurs into digital PR territory, but it’s an advanced way to amplify link acquisition beyond standard blogger outreach.

In summary, a typical tool stack for skyscraper link building might be: Ahrefs/Semrush for finding targets and exporting backlinks, Hunter.io for contact discovery, and BuzzStream/Pitchbox or Mailshake for sending and tracking outreach. Many SEO pros use a combination – for instance, Semrush to find link prospects and BuzzStream to manage the outreach pipeline.

Figure: Example of using an SEO tool (Semrush) to manage a skyscraper outreach campaign – finding prospects, crafting emails, and tracking link status, all in one dashboard. Such tools streamline the process and help scale outreach without losing personalization.

Each team has its preferences; the key is to leverage these tools to work smarter, not harder. They can drastically cut down the time spent on prospecting and keep your campaign organized (which means higher effectiveness in the end). But remember: tools aid the process – it’s your content quality and authentic communication that ultimately win the links.

Challenges and how to overcome them

The skyscraper technique, while powerful, comes with its fair share of challenges.

If you’ve heard stories of it “not working” or tried and fallen short, it’s usually due to common pitfalls in execution. Here we’ll address the main challenges and, importantly, how to overcome them:

1. Finding the right content to skyscrape

One reason campaigns fail is choosing a topic that isn’t truly link-worthy or is tangential to your audience.

For example, Olga Mykhoparkina recounted how her team picked a keyword that wasn’t a pressing pain point – and despite crafting a great article, few wanted to link to it.

Overcome it: Invest time in Step 1 research. Ensure the content you target had lots of backlinks for the right reasons (i.e. strong informational value). Use the survey test: is this a subject lots of sites would cite or reference? Also consider freshness – a topic that was hot 5 years ago might not garner interest today. Choose content that fills a current knowledge gap or updates a popular reference. The Backlink Company’s survey suggests link builders find data studies and original research highly effective (48.6% rated effective), second only to PR. That implies content offering new data tends to get links.

If you can incorporate that angle, do it. Above all, pick a topic that aligns with a real need in your niche.

2. Significant content creation effort

Let’s be candid – building a true skyscraper piece is hard work. It can take weeks of research and writing, especially if you’re a one-person team. Some companies involve multiple writers, editors, and designers to create one skyscraper content asset. It’s a challenge if resources are limited.

Overcome it: Plan and prioritize. You don’t need to churn out skyscrapers every week. Even doing one exceptional piece per quarter can be enough if it wins links. Allocate dedicated time or budget for it; treat it like a mini-project.

Also, leverage what you have – repurpose internal data or existing content.

For instance, compile several blog posts you’ve written on subtopics into one ultimate guide (adding updates as needed) rather than starting from scratch. And consider outsourcing pieces of it: maybe you conduct the outline and research, then hire a freelancer to draft some sections, then you polish. The key is to not cut corners on quality. If something has to give, scale back the scope slightly rather than delivering a half-baked mega-article. A superbly executed 3,000-word piece beats a mediocre 10,000-word piece every time.

3. Standing out in inboxes (outreach fatigue)

One of the biggest complaints today is that site owners are tired of link outreach emails. The survey of link builders noted the “dreaded ‘Hey dear’ outreach emails” as the #1 frustration in link building. Many webmasters simply ignore anything that looks templated. The challenge is breaking through that noise.

Overcome it: Personalization and relationship. As discussed in the outreach step, make your emails human. If possible, interact with some targets on Twitter or comment on their blog before emailing – so your name isn’t totally unfamiliar. Reference something unique in their content.

Also, smaller details: use the person’s name (and spell it right), never “Dear Webmaster”. Write a subject line that isn’t spammy – often a simple one like “Question about [Their Article]” works because it looks like a genuine reader question. Another tip: consider alternative contact methods for key targets – a polite direct message on LinkedIn or Twitter can work for those active on those platforms, if done professionally.

Ultimately, expect a lot of ignores, but by not using the same cookie-cutter template everyone else does, you’ll already be ahead. It truly is a case where quality of outreach > quantity (though you need some quantity too).

4. Low conversion rates and needing large outreach volume

Even with best practices, a common challenge is sending 100 emails and getting only a few links. This can be discouraging, but it’s the reality – most people won’t respond or act. In Brian Dean’s own campaign he was thrilled with ~11% success, meaning ~89% did not link.SOURCE

Overcome it: Adjust expectations and improve targeting.

First, define what success looks like: if you email 100 prospects and get 5–10 solid backlinks, that’s actually a win (typical ranges mentioned by experts are 5–11% conversion). Knowing this helps you not feel defeated by the majority of non-responses. Second, improve targeting: a smaller list of highly relevant prospects may yield more links than blasting random sites.

For example, prioritize sites that have linked out to similar content recently (they are more likely to update content) over sites that only link to their own stuff. Third, utilize gentle follow-ups – sometimes a prospect meant to link you but got busy; a reminder can help. Lastly, consider scaling up outreach via the shotgun method (semi-personalized blasts) only if you can keep the messaging respectful. Some practitioners send hundreds or thousands of emails to get a handful of links – it can work, but be mindful of diminishing goodwill. A balanced approach is usually best.

5. Lack of site authority or reputation

Especially for newer or smaller sites, another challenge is that even if your content is great, people may be hesitant to link to an unknown source. As SEJ pointed out, if “nobody knows you,” you’ll have to deliver even higher quality to earn trust. It’s true – a well-known brand can publish a mediocre piece and still get links, while a newbie has to knock it out of the park.

Overcome it: Build credibility within your content and outreach. In your skyscraper content, include authoritative references and perhaps quotes from known experts (this lends borrowed authority). During outreach, mention if you have any credentials (e.g. “As a [role] at [Company] we analyzed new data…”). Even a professional site design and a real name/title in your email signature can subtly reassure recipients that you’re not a fly-by-night.

Over time, as you successfully land a few links (or mentions from respected sites), leverage those: e.g. “Our guide was featured on [BigSite]” can be mentioned to new prospects. It’s a slow cycle: you need links to build authority, but need some authority to get links. Breaking in requires exceptional content and persistence, but each win makes the next one easier.

Also, focus on quality over quantity of links initially. A handful of links from respected sites in your niche will boost your clout more than many from obscure sites.

6. Content quality pitfalls

Some skyscraper attempts fail because the content didn’t actually end up better than the original – maybe it became rambling and unfocused, or sacrificed clarity for length. As North Star Inbound noted, mistakes like “thinking longer is always better” or adding fluff can backfire. If users don’t actually love your content, webmasters won’t link.

Overcome it: User test your content before outreach. Get feedback from a colleague or friend in the industry: do they find it more useful than the popular article it’s meant to replace? Watch for any signs of bloat or poor organization. Sometimes cutting 10% of the text or moving a section up can greatly improve readability. Ensure your content answers the intent directly and quickly – for instance, if it’s “tips”, does your first paragraph or intro make clear what’s covered and why it’s valuable? A common oversight is burying the lede.

Also, make sure your title and meta description are enticing; when you do outreach, people may quickly glance at your page – if the title looks weak or the opening is boring, they won’t bother reading further to see its brilliance.

In short, strive for genuinely good content, not just superficially “more” content. Quality will win links in the long run, especially as Google and readers get ever better at ignoring fluff.

7. Handling rejection or non-response

It’s tough emotionally when you spend hours on a piece and outreach, and only get silence or the occasional “No, thanks.” This challenge is more psychological, but real.

Overcome it: Know that even seasoned link builders face a lot of rejection. It’s not personal. Many times a non-response isn’t a “no” – the person might have missed the email or put it aside.

That’s why a polite follow-up can help. If someone explicitly says no or “we don’t add links,” accept it graciously (you can even reply thanking them for considering – you’d be surprised, maintaining professionalism sometimes leads them to remember you and link later to something else). Maintain a growth mindset: treat each campaign as learning. If conversion was low, do a quick post-mortem – were your prospects off-target? Was the content truly the best or can it be improved further? Perhaps split-test different outreach messages to see if one resonates more.

Over time, you’ll refine your approach.

Also, diversify your link building; skyscraper is one tactic. You can pursue others (guest posts, HARO, etc.) in parallel so that not all your eggs are in one basket. This takes pressure off any single campaign to succeed wildly.

8. Links gained, then lost

Occasionally you might succeed in getting a link, only to find later it was removed or the linking page went down. Frustrating! It happens – maybe a site did a redesign or the author changed their mind.

Overcome it: Unfortunately you can’t control other sites, but you can mitigate. Build a buffer by always trying to get more links than “needed” knowing some might drop off. Keep an eye on your new backlinks (set up alerts or check periodically in Ahrefs/Search Console).

If a good link disappears, it’s okay to politely email and ask if everything’s alright or if there’s a reason (frame it as wanting to improve your content if needed). Sometimes you’ll find it was accidental (e.g. content was moved and your link not carried over – a reminder can restore it). But often, you just have to move on and replace it by earning new links elsewhere. It reinforces why you should diversify your link profile and continuously produce valuable content – rely on no single link.

SEO experts on skyscraper technique

To further illustrate the skyscraper technique’s impact and nuances, here are insights from SEO thought leaders who have hands-on experience with it:

Brian Dean (Founder of Backlinko): “I get most of my content ideas using the Skyscraper Technique. That way, I’m creating content that has a proven framework of success. Once you have an awesome piece of content based on something proven to work, it’s time to promote it. The best way to promote content is via non-spammy email outreach. Just find people that would be interested in your content (i.e. people that have linked to similar content in the past) and get it in front of them. If you do that at scale, you’ll get tons of early traction for your post.”

(Context: Brian explains that skyscraper content creation guides his strategy – he picks ideas by researching what’s already popular, then improves upon it. His emphasis is on outreach at scale to those who linked to similar content, which was the key to his initial skyscraper success.)

John Mueller (Google Search Advocate):

“There are ways that you can approach the topic of links in a way that is less black hat, where you’re not buying links from other sites. [It’s] where you’re actively creating content that you know will attract links and then going out and reaching out to other sites and saying ‘hey, we have this interesting content, don’t you want to take a look at it.’ …That’s the kind of link building that I have less of an issue with.”

(Context: In a Google Office Hours, John Mueller essentially describes the skyscraper method – creating linkable assets and actively but honestly promoting them – as a safe approach to link building, as opposed to paid links or schemes. It’s noteworthy that Google’s own representative green-lights this strategy when done genuinely.)

Tim Soulo (Chief Marketing Officer, Ahrefs):

“The reasoning behind [outreach-based link building tactics] might seem quite fair and logical, but you’ll be surprised how low the success rate is. I mean, if you manage to get five links out of a hundred outreach emails, you can be proud of yourself. …One simple thing you can do to skew the odds in your favor is to build relationships with people in your industry way before you need something from them.”

(Context: In Ahrefs’ link building guide, Tim highlights the reality of low conversion rates on cold outreach – around 5% being a job well done. His advice underscores the often overlooked strategy of relationship-building in advance, so that when you do reach out for a link, you’re not a stranger. This can significantly improve skyscraper outreach success.)

These quotes reinforce key themes: start with proven content ideas, focus on quality and honest promotion, don’t be disheartened by low hit rates, and leverage industry relationships. Even the pioneers and experts acknowledge the challenges, but also the enduring value of skyscraper link building when executed properly.

Case studies

Nothing illustrates a strategy better than real-world results. Here are a few case studies demonstrating skyscraper link building (and content-driven link strategies) in action, along with their outcomes:

Backlinko’s 200 Google Ranking Factors post

The original skyscraper case study. Brian Dean published an exhaustive list of Google ranking factors in 2013, then used the skyscraper outreach strategy to promote it. The result? Backlinks to that page “shot up like a rocket” and within two weeks organic traffic to the entire site doubled. Over time that single post accumulated over 2 million views and hundreds of referring domains, becoming one of Backlinko’s most famous pieces. This case proved how a data-rich, comprehensive resource combined with targeted outreach could yield explosive SEO growth.

The Backlink Company – SaaS case study (40x traffic growth without the Skyscraper Technique)

In 2024, The Backlink Company helped an AI note-taking SaaS startup execute a link strategy akin to skyscraper outreach.

Over 9 months, they focused on building ~15 high-quality backlinks per month to the startup’s content while the startup also produced lots of blog content. The results were dramatic: organic traffic grew from 500 to 20,000 monthly visitors (a 40x increase), and the site’s Domain Rating improved from 22 to 46.

Top-10 Google keyword rankings jumped from 48 to 1,300 keywords during that period. This shows that consistent link building outreach, when combined with strong content, can transform a site’s visibility.

Figure: Ahrefs chart from the SaaS case study – the site’s Domain Rating (purple line) and organic traffic (orange area) both skyrocketed over 9 months once regular link building outreach began. The sharp climb illustrates the compound effect of earning quality backlinks consistently.

SEO agency skyscraper failure (and rebound)

On the flip side, we have the earlier-mentioned failed skyscraper attempt by a SaaS startup (documented in Search Engine Journal). They followed the playbook and created a solid, in-depth post, but got 0 backlinks out of a sizable outreach campaign. The reasons identified were choosing a topic with limited link appeal and being a relatively unknown brand at the time.

However, even in “failure”, they saw benefits: the content they created improved user engagement on their site, and the effort pushed them to explore other backlink tactics.

They eventually succeeded by pivoting to more surefire link tactics and leveraging that content in other ways. This case is a reminder that not every skyscraper attempt will be a homerun – learning and adapting is part of the process. It also highlights that skyscraper works best when the topic selection and audience alignment are right.

Competitor comparisons

How does skyscraper link building stack up against other link building strategies? In the SEO arsenal, there are many tactics to earn or build backlinks – each with pros and cons. Here we compare skyscraper outreach to some other popular strategies, to understand when skyscraper is the best choice and when other methods might shine:

Skyscraper vs. Digital PR

Digital PR involves creating newsworthy content (surveys, studies, stories) and pitching journalists for coverage and links. It was rated the #1 most effective tactic by SEO professionals (64.7% effective).

Why? Because a successful digital PR campaign can land links from top-tier news sites, which are extremely authoritative. Compared to skyscraper, digital PR typically reaches a broader audience (press readers, etc.) and can yield higher-authority links – but it also requires a really hooky story or data piece, and results can be hit-or-miss.

Skyscraper is more focused: you target industry blogs and resource pages, and you have more control since you choose who to contact. It’s also more evergreen (PR tends to be campaign-based and time-sensitive, whereas a skyscraper guide can earn links for years).

When to choose skyscraper

If you lack a newsy angle or PR network but can create strong evergreen content, skyscraper is more straightforward.

When to choose digital PR

If you have unique data or a story that could get media coverage, PR can bring in links skyscraper outreach could never get (like from big newspapers).

In many cases, combining them works – e.g. publish a data-rich skyscraper post, then do a PR push to news outlets about the insights, which nets press links and also raises awareness among bloggers who might then link as well.

Skyscraper vs. Guest Posting

Guest posting means writing articles for other websites, typically including a backlink to your site. It’s a very common tactic (41.2% rated effective). Unlike skyscraper, where you convince others to link to content on your site, guest posting lets you place your link in content you provide to another site.

The advantage is a high degree of control – you write the content, you ensure the link is there with your chosen anchor text, and it’s published on a site that agrees to host it. The downside is it’s time-consuming (you must create new content for each link) and many reputable sites have strict guest post guidelines or fees.

Also, Google has warned against large-scale guest posting purely for links, so you need to target quality sites and provide real value in those posts. Compared to skyscraper, guest posting can be more predictable (one post = one link), whereas one skyscraper piece could yield 0 or 50 links.

When to use skyscraper

If you already have a great piece of content and want to leverage it to get multiple links, skyscraper is ideal.

Also, if you want links to your own site’s content in context, rather than author bios or such, skyscraper achieves that.

When to use guest posts

If your site is new or lacks linkable content, writing guest articles can be a direct way to build links while also demonstrating expertise on other platforms. It’s also useful when you have a targeted anchor/landing page in mind (e.g. linking to your product page – which you generally can’t get others to link to via skyscraper outreach).

In practice, many SEOs do both: use skyscraper to promote linkable assets, and guest posting to fill gaps or get links to harder-to-link pages.

Skyscraper vs. Broken Link Building

Broken link building is somewhat a cousin to skyscraper. It involves finding broken (dead) links on other sites that point to content similar to yours, then reaching out to suggest they replace the dead link with your working resource. It’s a clever tactic – webmasters are often grateful to fix a broken link.

However, finding good broken link opportunities can be like finding a needle in a haystack. Only 10.9% of link builders in the survey rated broken link building highly effective (perhaps because easy opportunities are now scarce). Compared to skyscraper: broken link building might have a slightly higher success rate per outreach (since you’re reporting an error), but the volume of opportunities is lower and the content still needs to be great.

In fact, broken link building often uses skyscraper content as the replacement.

When to use skyscraper

If the content you have is more upgraded than missing, i.e. the existing popular page is still live (just inferior), then skyscraper outreach is the route.

When to use broken link building

If you discover that a high-authority page in your niche went offline (say, a resource page or a defunct study), and you have or can create content to fill that void, then targeting all sites linking to that dead page is a golden opportunity.

Realistically, it’s worth checking for broken link opps while doing skyscraper prospecting – if you find any, treat them as priority subset of outreach with a slightly different message (“I noticed you have a broken link to X; I have a similar resource you can use instead…”).

Skyscraper vs. “Linkable Assets” and Infographics

These strategies overlap with skyscraper in that they’re about creating content that attracts links. An infographic or interactive tool can be a linkable asset on its own. Some people do “guestographics” – making an infographic and then pitching it to blogs with an offer to write a custom intro so they can embed it (thus getting a link back).

Visual assets can sometimes appeal to sites that wouldn’t just link to a text article. In the survey, infographics/visuals were rated ~27% effective – not as hot as they once were, perhaps due to overuse. Skyscraper content is often textual but can include visuals.

When to use skyscraper (text-heavy) vs visual assets

If the information requires detail and explanation (guides, analysis), an article is best – and skyscraper is your friend. If the information can be distilled into a compelling graphic or data visualization, that can amplify a skyscraper campaign (some outreach targets might prefer to share your infographic or chart, still linking to you).

In short, consider using infographics within your skyscraper content to make it more linkable. One can complement the other.

Skyscraper vs. Link Insertion (Niche Edits)

Niche edits refer to getting your link added into an existing article on another site (as opposed to a whole guest post). Often this is done via outreach or unfortunately via paid arrangements. About 29.9% found niche edits effective.

They’re efficient because you don’t have to create new content; you leverage content that’s already indexed and maybe ranking. White-hat ways to do this overlap with skyscraper outreach – e.g., reaching out to suggest your link as an additional resource in their existing post (similar pitch).

The difference is skyscraper typically targets those who linked to someone else’s content, while niche edit outreach might target any relevant post that doesn’t yet link to you. The gray-hat version involves paying webmasters to insert links, which we won’t recommend (Google definitely disapproves).

When to use skyscraper

When you want to earn links by merit (offering better content) and focus on sites that explicitly linked to a similar piece.

When to use other link insert outreach

If you identify high-quality articles about your topic that for whatever reason didn’t reference your topic or could benefit from your data, you can reach out similarly. There’s overlap – a lot of skyscraper outreach emails in practice turn into niche edit requests (“could you add my link here?”).

Just be cautious: site owners are more receptive when the linked content is truly valuable and not promotional. Skyscraper content by nature fits that criterion (since it’s educational), whereas asking to link to a product page is much tougher.

Skyscraper vs. HARO (Help A Reporter Out)

HARO is a platform where journalists request expert quotes for their stories, and you can respond to be featured (with a backlink in many cases). It’s a form of earned link that’s PR-ish. Around 26% found HARO effective.

HARO can get you links from very authoritative domains if your quotes are chosen (think Inc.com, HubSpot’s blog, etc.), but it’s somewhat opportunistic – you respond to what reporters ask, not necessarily related to your content assets.

When to use skyscraper

If you have a comprehensive resource that you want to proactively promote for links.

When to use HARO

As a complementary strategy to pick up a few high-value links by lending your expertise to others’ content.

It doesn’t directly promote your skyscraper content (unless a query happens to match your topic, in which case definitely mention it in your pitch), but it can raise your site’s authority which indirectly helps everything rank better. Many link-building campaigns mix tactics: e.g. do a skyscraper outreach blast, meanwhile answer HARO queries each week – covering both proactive and reactive link opportunities.

White-hat vs. Gray/Black-hat

Finally, in competitor comparison it’s worth noting where skyscraper stands on the ethical spectrum. Google’s John Mueller has outright said

“you shouldn’t be creating links to your site in general”

and that focusing on link building can lead to problems.

However, he tempered that by endorsing content-based outreach (as we quoted) as a “less black hat” approach. Skyscraper is considered a white-hat technique because you’re not deceiving or buying links; you’re adding value. Contrast that with Private Blog Networks (PBNs) or link schemes which ~5% of practitioners still use but carry high risk. Those might get quick links but violate Google’s guidelines and can crash your site if discovered. The survey shows PBNs scored only 5.3% on effectiveness – likely because many avoid them or they backfire long-term.

When to use skyscraper

Always, over any shady method. It builds real, lasting equity.

When to use black-hat

Frankly, don’t – unless one is willing to gamble a site’s future for short-term gains. The skyscraper technique, while slower, aligns with a long-term SEO strategy that won’t invite penalties.

Advanced and underused strategies

By now we’ve covered the basics of skyscraper link building. But as the tactic has matured (and become widely imitated), success often lies in the nuances and advanced tweaks you bring to your campaigns. Here are some advanced and underutilized strategies to elevate your skyscraper technique to the next level:

1. The “Shotgun Skyscraper” approach (scaling outreach)

One innovation pioneered by marketers at Authority Hacker is the “Shotgun Skyscraper” method. While the traditional skyscraper (sometimes called “Sniper Skyscraper”) focuses on highly personalized emails to a select list of sites linking to a competitor (perhaps tens of prospects), the shotgun approach casts a much wider net with semi-automated outreach.

How it works

You still create a top-notch piece of content, but when it comes to outreach, you automate and scale the process to reach hundreds or thousands of potential link targets, not just those who linked to one article. Using mail merge tools or outreach platforms with templates, you send a broad campaign to any site in your niche that might find your content relevant – even if they hadn’t linked to the older piece. The emails are lightly personalized (e.g. name, maybe one custom sentence), but largely template-based.

The shotgun method accepts a lower response rate per email (because personalization is less) in exchange for sheer volume. Authority Hacker reported that by sending ~50x more emails, they got 16x more links overall despite a lower conversion percentage.

Essentially, you make up in quantity what you lose in quality of individual touch.

Pros: It’s a way to get links at scale, especially if you have a lean team. It can uncover opportunities you might miss if you only target “linkers of competitor X” – maybe a site that never linked to that old piece would still love yours.

Also, by automating, your time per email sent drops, freeing you to focus on content or other tasks.

Cons: The risk is coming off as spammy. If done poorly – blasting irrelevant sites or using a too-generic template – you could annoy people and even harm your brand reputation.

Additionally, sending mass emails can get your email domain flagged if not careful. It’s crucial to maintain some level of personalization and to segment your outreach lists smartly (so the content is actually relevant to the receiver).

Advanced tip

If you try the shotgun approach, consider using multiple email accounts or domains to send (to distribute send volume) and always test your template on a small batch first to gauge response.

Also, incorporate a merge field that shows you truly know their site (“Loved your post on [specific topic]”). Modern tools and even AI can help generate one unique sentence per target (from scanning their site) – that can boost response significantly while still scaling. This hybrid of sniper accuracy and shotgun volume is where many advanced link builders are heading.

2. Leverage original research and data

As touched on earlier, adding original data to your content makes it far more link-worthy. An underused strategy is to actually conduct mini-research specifically for your skyscraper content. This doesn’t have to be a massive endeavor – even a small survey of 50 industry professionals, or an analysis of publicly available data, can yield a unique stat or insight.

For example, say you’re writing “The Ultimate Guide to Remote Work”. Consider running a quick survey on LinkedIn or Twitter asking a question like “What’s your biggest challenge in remote work?” Then include the findings (“47% of remote workers cite communication as the top challenge – new data”). Now your guide has a piece of exclusive insight. When you do outreach, you can highlight “includes results from our 2025 survey” which sounds compelling and newsy.

The Backlink Company’s own survey found Original Research content was rated ~48.6% effective for link building – one of the top tactics. Content with unique stats gets cited by others writing on the topic (naturally earning links over time). It also gives bloggers a reason to replace old info with your updated data.

Advanced tip

Turn your skyscraper article into a mini data hub. Include charts or a downloadable PDF of the data. When reaching out, mention, “Feel free to use our graph in your article – you can embed it, we just ask for credit.” This provides extra value to them (ready-made visuals) and virtually guarantees a link for attribution. Not many do this, so it stands out.

If conducting a survey is too involved, you can also do an analysis of existing data: e.g. compile and compare numbers from different sources (like “we reviewed 5 studies and here’s the combined insight”). That still counts as value-add research.

3. Use content collaboration for link magnetism

A clever strategy to both improve content and guarantee some links is to involve collaborators in creating your skyscraper piece.

For instance, reach out to a few experts or influencers in your industry and ask for a quick quote or tip for inclusion in your article (before you publish). Many people are happy to contribute a line or two for exposure. Once you publish the guide featuring their insights, those contributors are quite likely to share it – and possibly link to it from their own blogs or resource pages.

This turns your outreach upside down: instead of cold-emailing someone for a link, you first email them asking to feature their wisdom (flattering!). After publication, you naturally let them know – and often they’ll link to “as seen in” or just include it in their content portfolio.

Even if not, you’ve forged a connection, which makes future outreach easier.

Advanced tip

Choose contributors strategically – ideally those who have websites with good authority and who tend to link out or have roundup pages.

Also, aim for a mix of big names (for credibility) and up-and-comers (who might be more eager to link/share). Ensure you actually showcase their quote prominently (don’t bury it). This technique essentially merges “ego bait” with skyscraper content – a potent combo when done sincerely.

4. Pre-outreach and relationship building

Most people do link outreach only after the content is live. An advanced move is pre-outreach: subtly warming up potential linkers before you even create or publish the piece. For example:

• Ask your email list or social followers what questions they have on the topic you plan to skyscrape. Some of those respondents might be bloggers – now they’re invested in the forthcoming content.

• Tweet something like “Working on a comprehensive guide to XYZ – any must-have resources or tips you’d include?” People who reply could be ideal outreach targets later (they’ve self-identified as interested in the topic).

• If there’s a forum or community (even a subreddit) around your niche, start a discussion: “I noticed there isn’t a current up-to-date resource on XYZ. What would you want to see in one?” This can both crowdsource ideas and build anticipation.

Once the content is out, those who engaged are primed to check it out. They feel a bit of ownership or at least curiosity. Pitching them a link after that is far more natural (“You mentioned you’d love to see data on ABC in a guide – we included that, just FYI!”).

This ties into the broader point of relationship building. As Tim Soulo emphasized, connecting with peers in your industry before you need a favor can dramatically improve link outreach success. This is underutilized because it’s not a quick hack – it’s more of a long-term investment. But even doing small things like regularly commenting on target blogs, or interacting on social media, can mean when your ask arrives, they recognize you.

Advanced tip

Maintain a personal CRM or simple list of “tier 1” link targets – site owners or writers in your niche who run multiple sites or columns (these are the people who, if you befriend, could end up linking to you across various publications). Genuinely build rapport with them – share their content, send them helpful info, etc., with no immediate ask.

Over time, you might not even need a formal “outreach” – they’ll see your content via the relationship and link without prompting, which is the dream scenario.

5. Targeted content updates and re-outreach

One often overlooked strategy is that skyscraper link building doesn’t have to be a one-off event. You can periodically update your skyscraper content and do new rounds of outreach for it.

For example, you publish “50 Tips for X in 2024” and get some links. Mid-2025, refresh it to “60 Tips for X (Updated 2025)” – add new sections, new data, improve it further. Then reach back out not only to new prospects, but even to those who linked before (to thank them and inform of updates – they might update the link if it was date-specific or share it again) and those who didn’t link last time (mention “We’ve since updated the guide with YZ, in case it’s more link-worthy for you now”).

Many SEOs treat content like a static asset, but Google and readers love fresh content. Regularly updating an authoritative post can help it maintain rankings and even climb (Google’s “Query Deserves Freshness” can favor a more recently updated piece). Each update is also a PR moment – an excuse to circulate it on social media again and to nudge folks about it.

Advanced tip

Schedule a content audit where every 6-12 months you identify skyscraper pieces to refresh. When re-outreaching, highlight what’s new. E.g. “Since you last saw it, we added an entire section on [hot topic] and included 2025 statistics. It’s now even more comprehensive.” This gives a rationale for them to take another look.

Even if they passed on linking the first time, the improvements might change their mind, or your relationship with them has grown since then.

6. Don’t forget internal linking and SEO optimization

While the focus is on external links, an advanced practitioner remembers that internal links can also boost your skyscraper page’s performance. When you publish that awesome guide, link to it prominently from other relevant pages on your site (especially high-traffic pages) – this funnels internal PageRank to it and helps users find it. You’d be surprised how an internal link from your homepage or main blog page can improve indexation and ranking.

Also, ensure your on-page SEO is tight: target a clear keyword, have a compelling meta title to get clicks, use appropriate schema if relevant (FAQ schema, etc.), and optimize load speed.

If your skyscraper post can climb to page 1 on its own merits, it will attract organic backlinks (people researching the topic will find it in Google and cite it).

In other words, links beget rankings which beget more links in a virtuous cycle. So dot those i’s and cross those t’s on-page.

Advanced tip

Consider creating multiple formats of your content to capture different link opportunities.

For instance, make a SlideShare or PDF summary of your guide, or a short YouTube video covering key points. These formats can themselves attract links (some people love linking to SlideShares or videos), and you can embed them in your content too. It’s about repurposing one monumental effort into many assets. Not everyone does this because it’s extra work, but it can squeeze more ROI from your skyscraper.

If you do a video, you might even reach different audiences (and video descriptions can have a link to your content as well).