'The Skyscraper Technique' A Case Study - #SFGettingSmarter
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In 2014, Search Factory Content Marketer Jared Bennett released an infographic "The Crazy S**t People Search for on Google" that not only went viral, but attained some money can't buy links for our website. In this presentation, Jared shows how he received such results, and introduces you to backlinko.com's 'Skyscraper Technique' To see the presentation make sure you check out: http://youtu.be/J9h-9BIC1VU To see the infographic, see here: http://searchfactory.com.au/blog/the-crazy-st-people-search-for-on-google/
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'The Skyscraper Technique' A Case Study - #SFGettingSmarter
- 1. The ‘Skyscraper Technique’ A Case Study Jared Bennett
- 2. A brief history of skyscrapers… • Vanity spires are often added to the tops of skyscrapers in an exercise in one-upmansship
- 3. What the #$&* Does This Have to do with Content Marketing? • Using a concept called ‘the Skyscraper Technique’ from backlinko.com, I conceptualised and developed a piece of content for Search Factory that yielded results like this!
- 4. This is How the Skyscraper Technique Works: • Step 1: Find awesome content • Step 2: Make it even awesome-er • Step 3: Reach out to the right people “Find the tallest skyscraper in your online niche and slap an extra 20 stories on top!”
- 5. Step 1: Find Awesome Content • Use tools such as http://buzzsumo.com/ to find related content that has attracted a lot of social shares or ‘buzz’ • Look at as many results as possible to try and get a feel for what type of content people like to share via their social networks. • Then see if you can identify any common themes amongst these top results and most importantly how this could be made even better!
- 6. FOUND IT!
- 7. Step 2: Make it Awesome-er It was widely reported that these funny autocomplete suggestions are based upon the amount of times people searched for them. BUT Just how many confused young souls have asked Google ‘why does my mom turn me on’? For the record the world wide average monthly search volume for that is : 8,100 searches a month. BOOM! These searches are way more shocking when you can back them up with statistics.
- 8. Step 2 cont. Using exact match targeting within Google’s Keyword Planner Tool I was able to get the average monthly search volume for the craziest things that jumped into my head. I then refined the craziness using some common themes that I had noticed do well on the internet: • Cats (of course)
- 9. • Murder • Naked Celebrities
- 10. • Adultery • Hating Your Job
- 11. • Stupidity • Cute & • Just plain weird
- 12. Step 3: Reach out to the right people: • I made a hit list of all major tech blogs that had linked to similar content and sent a personalized email to each (around 30-40 websites). • Uploaded the content to a premium infographic posting service called dailyinfographic.com which I knew got a lot of traffic. • Uploaded the infographic to Stumbleupon and boosted the post with some paid clicks. • Finally, I asked the team here at Search Factory to share it via their social networks and it was picked up by a Facebook friend of a staff member who just happened to write for foxbusiness.com! • So….. How did it go?
- 13. Please hold your applause until the end:
- 14. The Results : Website crashed!
- 15. What happens if you don’t build a taller skyscraper? • The follow up infographic I put together achieved less than half of the total social shares. • This is because I didn’t build a taller skyscraper
- 16. Yep, I had jumped the shark! http://en.wikipedia.org/wiki/Jumping_the_shark
- 17. To Recap: • Step 1: Find awesome content • Step 2: Make it even awesome-er • Step 3: Reach out to the right people • Step 4: Make sure your website hosting is up to the task! • Step 5: Bask in the glory of what you’ve done and take it easy at work for the next 6-12 months knowing that you’re an irreplaceable asset to your company.
Notes de l'éditeur
- The whole thing is an exercise in publicity as no-one wants to write a news article about the brand new second tallest building in the world. “It’s human nature to be attracted to the biggest and the best” If you broke off the Burj's spire and planted it on the ground, it'd still be the 11th tallest building in Europe – 215 metres tall! If you’re not first, you’re last and all the blood sweat tears (and $$$) you’ve put into your content creation is likely to be in vein.
- Google preaches the benefits of ‘build it and they will come’ – in other words, produce quality content and your SEO results will follow without need for manipulating the algorithm. But this approach is a bit like throwing half cooked spaghetti at the wall and hoping that some of it sticks. What you consider quality content may not be what the greater online community is interested in reading. The skyscraper technique is strategic content creation based on concepts that are proven to achieve virality. Brian Dean from backlinko Attracted 214 backlinks from 110 referring domains – the majority of these links are ‘money can’t buy’ type links and I’m willing to bet next years salary that our competitors won’t be getting links from these sites anytime soon!
- The skyscraper technique is actually incredibly simple and obvious in hindsight. Find something awesome, make it more awesome and let the right people know about it – you don’t have to try and re-invent the wheel but rather improve on what already exists!
- This is perhaps the most important part - find something that has generated a large amount of social shares or attracted heaps of links and you’ll get a fair idea of what the people out there on the internet find interesting / useful. You can also put your competitors into open site explorer and look at their top pages for inbound links to see if their most popular content can be improved upon. Or you can do a good old Google search and look for content that is ranking highly for relevant topics – these results have most likely received a lot of links
- I had noticed quite a few articles recycling the same old “funny google autocomplete” suggestions article which were all attracting massive amounts of online attention.
- 8,100 per month = 97,200 people per year asking google why they find their mum attractive. Other ways you can make content better: - make it more indepth, e.g. top 50 lists, make it 150 - more up to date or better designed
- Why are mobile sites and this information important?
- Why are mobile sites and this information important?
- Why are mobile sites and this information important?
- Why are mobile sites and this information important?
- Mention stumbleupon earned vs. paid visits – earned visits outweight the paid by 20 to one. Send it to people who have published similar content before – they’ll appreciate the difference You can also put the URL of a similar piece of content into ahrefs or majestic or open site explorer and dump all the linking URL’s into a spread sheet to email
- All of these ‘money can’t buy’ links were all followed links!
- Why are mobile sites and this information important?
- Why are mobile sites and this information important?
- Why are mobile sites and this information important?
- Why are mobile sites and this information important?