A new technique to increase organic leads is creating quite a buzz these days. The technique, known as Skyscraper technique, is created by Brian Dean of Backlinko, which Why Unified Reviews in this walkthrough of the Skyscraper technique.
A while ago though, Brian updated this technique and introduced Skyscraper 2.0 which helped him to increase his organic traffic by 652% in just a week. Impressive, ain’t it?
In July 2016, Brian published an article about SEO checklist which initially garnered a lot of attention. A lot of People started sharing the post, and commented on it and linked it with their articles. The buzz was great and everything seemed Rosy till it weren’t according to our Why Unified review.
With time, the excitement faded and the organic search traffic reduced. In fact, there was a time when there were just about 4-5 visitors everyday. This eventually dropped the ranking of his page and it shifted to the middle section of Google’s second page from the top ranking page.
Everything was perfect on paper. But there was still some problem which dropped Brian's page popularity.
And Brian found out the answer eventually. It was user intent. And what is user intent, you ask? User intent is the main goal behind a user's Google search.
And Google is quite serious about giving importance to user intent. In fact 2018 Google quality rater guidelines has a complete section about user intent.
Brian figured out why his post was not doing that great and why it wasn’t greeting much attention lately. His posts lacked user intent.
And that is when he invented the Skyscraper technique 2.0
Steps involved in the technique based on our Why Unified Review:
- Find out what user intent
- Figure out how to satisfy it and do that
- UX signals optimization.
And while the original technique still works, this one is an improvement. In short, it works better and one that you definitely need to try out. Both of these techniques have different purposes and can be in fact used simultaneously. While skyscraper helps you to get the desired backlinks, Skyscraper 2.0 makes sure that these rankings continue for a long time.
Let’s have a look at the difference between skyscraper and skyscraper 2.0 technique.
Let’s figure out how to achieve steps of skyscraper technique 2.0:
- Finding out user intent
This can be done in two ways:
- Looking at the first page of search results of Google
If something is on Google's results first page, it definitely satisfies user intent. For instance, if you search for Indian curry, what do you think will show up? Review of Indian curry? Where to order Indian curry? Or recipe of Indian curry? What shows up mostly are the recipes of Indian curry, hence if you want to use that keyword, you should use it if you are creating a recipe post.
1. Looking at the keyword
Sometimes the keywords themselves tell you the user intent. If your keyword is let’s say about an SEO checklist, make sure to include a checklist on that post. It’s as simple as that.
2. Satisfy user intent
Once you understand what user intent is for your keyword, you should start optimizing your content I’m in accordance with that. This can either be done by creating fresh content or improving your already existing content. Some of the steps involved in this phase are: deleting dead weight pages, changing the font, expanding the post to include more subtopics and more information, including the year of the post.
Yes, you heard us right. By including the year, you can improve the organic traffic significantly. For instance, if you wish to write a post about the best curry restaurants of Texas, you should add to the title tag, “ top curry restaurants of Texas in 2019”. In fact, you should include “2019” in the introduction and few times in content as well.
3. UX signals optimization
This is the tricky part. Users will leave if your content is optimized in accordance with user intent but your website isn’t. If your site isn’t impressive, users will leave no matter how amazingly flawless your content is. And that’s why the optimization of UX signals is important. This can be done by focusing on:
- Bounce rate
- Organic CTR
- Dwell Time
A good way of focusing on above points is via embedded videos. A study found that users spent an average of 2.6 times more on pages with videos than on pages with no videos.
An engaging 3-minute video is enough for you to reach the minimum dwell time. Other things that help are – adding a table of contents, using short introductions, including lots of examples, H2&H3 subheadings, and short paragraphs band sentences.
We hope that Why Unified Reviews of the skyscraper technique 2.0 is efficient and effective in getting you the desired organic traffic and help boost the traffic.
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