The Skyscraper Technique: The Reality Check Edition

So You Want to Build a Content Skyscraper, Huh?

Let me start by confessing something: When I first heard about the Skyscraper Technique back in 2017, I thought Brian Dean was some kind of SEO wizard who'd discovered the Holy Grail of link building. I nearly fell off my chair from excitement.

Fast forward to 2025, after hundreds of outreach emails, dozens of "epic content pieces," and more than a few awkward conversations with my boss about "why this amazing content isn't ranking yet" – I've got some thoughts. 😅

Is the Skyscraper Technique dead? No. Is it the magical unicorn solution that will send your traffic to the moon? Also no. What it is, my friends, is a technique that sometimes works, if executed perfectly, and when the SEO gods are in a particularly good mood.

Let's dive into the beautiful delusion that is the Skyscraper Technique in 2025.

What is the Skyscraper Technique? (In Theory vs. Reality)

In Theory: Find linkable content, make something way better, reach out to people who'll definitely link to your superior content because, obviously, why wouldn't they?

In Reality: Spend weeks creating something marginally better than what already exists, then send 200 emails that disappear into the void of overflowing inboxes, only to get three polite "no thanks" responses and a speaking invitation to a sketchy SEO conference in Ukraine.

The technique gets its name from the idea that people notice the tallest skyscraper in the city. In SEO terms, this translates to:

1. Find content that's already swimming in backlinks

2. Create something that's supposedly "10x better" (whatever that means)

3. Reach out to people who already linked to the original and expect them to drop everything to update their links for you

Sounds simple, right? About as simple as building an actual skyscraper with a hammer, some nails, and pure optimism.

Does the Skyscraper Technique Still Work in 2025? (Spoiler: It's Complicated)

If I charged my clients every time they asked me this question, I could retire to a beach in Thailand tomorrow.

Here's the brutal truth: The original Skyscraper Technique from 2013 works about as well in 2025 as dial-up internet. Remember those lovely sounds? Kssssshhhh ping ping ksssshhh

Why? Because:

• Webmasters are completely numb to outreach emails: "Hi, I noticed you linked to [competitor]... I made something better... Would you mind... blah blah blah." DELETE.

• Everyone and their grandmother is doing it: When Brian Dean introduced the technique, it was novel. Now? The internet is a skyscraper construction zone.

• Search intent has become hyper-specific: Google doesn't care if your article has 5,000 words and 37 infographics if it doesn't precisely match what users want.

• Site authority is the elephant in the room: You could write the definitive guide to everything ever and still get outranked by Wikipedia's stub article.

But here's where I'm supposed to give you hope, right? Fine. A modified version of the Skyscraper Technique can still work. It's just that "can" is doing a lot of heavy lifting in that sentence.

The Benefits of the Skyscraper Technique (When Planets Align)

It Forces You to Actually Create Good Content (For Once)

Look, let's be honest. Most content out there is garbage. Absolute rubbish. Including some of mine. (Don't tell my clients).

At least with the Skyscraper approach, you're forced to analyze what's already working and think about how to make it better. That's more strategy than most companies put into their entire content calendar.

I once had a client who insisted that their "10 Tips for Better Sleep" article was revolutionary. Meanwhile, their competitors had interactive sleep calculators, video interviews with neurologists, and custom illustrations. But sure, your "drink chamomile tea" tip is going to change the world.

The Approach Is Supposedly Scalable

"Scalable" is marketing speak for "you can create a process that underpaid freelancers can follow while you take all the credit."

In theory, once you understand the process, you can systematically apply it across different topics. In reality, you'll spend most of your time fixing freelancer content and explaining to clients why their 67th skyscraper isn't working yet.

• Reality check: Each successful campaign requires customization, creative thinking, and a surprising amount of luck.

The Ranking Potential Exists (In Some Parallel Universe)

When you combine truly exceptional content with strategic backlink acquisition, you're addressing two major ranking factors. It's like showing up to a gunfight with both a gun AND bullets. Revolutionary concept, I know.

For one e-commerce client, we took a product category page from position 27 to position 3 using this technique. I've been dining out on that story for two years. What I don't mention is the 14 other times it barely moved the needle.

Step #1: Find Proven Linkable Assets (i.e., Spy on Your Competitors)

The foundation of any Skyscraper campaign is finding content that's already got links. It's basically legal stalking of your competitors.

What Actually Makes a Good Target?

In THEORY, the ideal candidate has:

• Lots of backlinks

• Relevance to your business

• Obvious room for improvement

In REALITY, you're looking for:

• Content that got links for reasons you can actually replicate (not because the author is famous)

• A topic your client won't butcher with "brand-approved messaging"

• Something you can genuinely improve without needing a PhD or $50,000 budget

My favorite was a client who wanted to "skyscraper" Neil Patel's ultimate guide on SEO. Yes, compete with the guy who has a team of 50 content creators and probably spends your annual salary on haircare products. Great plan.

How to Actually Find These Magical Unicorns

Step 1: Open your backlink tool of choice (and pray your subscription is still active) Step 2: Search for competitors' content Step 3: Sort by referring domains Step 4: Feel immediate despair at how many links they have Step 5: Convince yourself you can do better anyway

Pro tip: If you find content with 500+ referring domains, just close your laptop and go for a walk. That's not a skyscraper opportunity; that's Mount Everest, and you're wearing flip-flops.

Step #2: Create Something "Better" (Whatever That Means)

This is where most people go catastrophically wrong. They think "better" means "longer," which is like thinking you're a better singer because you can scream louder.

Make Your Content More Comprehensive (But Not Boring)

Being comprehensive doesn't mean writing a 10,000-word manifesto that makes readers contemplate their mortality. It means covering aspects of a topic that others missed.

I worked with a finance client who created a guide to investment strategies. While competitors droned on with theoretical jargon, we included actual screenshots of investment platforms and real examples of returns. Guess which one got more links? (Hint: the one that didn't put people to sleep).

Ensure Your Content Is Up-to-Date (Like, Actually Up-to-Date)

Nothing screams "don't trust me" like an article recommending Google+ as your go-to social media platform. Yet the internet is filled with dinosaur content from 2018 still claiming to be "ultimate guides."

When updating content, don't just change the date in the title. That's the content equivalent of putting googly eyes on a corpse and claiming it's alive.

Improve Visual Presentation (Without Spending Your Life Savings)

In 2025, content that's just a wall of text looks as professional as showing up to a job interview in your pajamas.

For one client, we took their boring industry guide and added:

• Custom illustrations (outsourced to a guy on Fiverr who may or may not have been 12 years old)

• Comparison tables that actually made sense

• Screenshots that weren't blurry potatoes

• A layout that didn't make readers want to gouge their eyes out

The result? Several backlinks specifically mentioned that our guide "didn't look like it was designed in 1997." The bar is low, people.

Step #3: Outreach (AKA Professionally Begging for Links)

This is where dreams go to die. You've created your masterpiece, and now you need to convince strangers to link to it. What could go wrong?

Finding People Who Might Actually Care

The original technique suggests reaching out to websites that linked to the content you're improving. In 2025, that's like fishing in a lake that's been overfished for a decade.

Instead, expand your search to include:

• People who linked to similar content

• Sites that regularly cover your topic

• Resource curators who haven't been bombarded by 400 similar emails this week (good luck finding them)

I categorize prospects into tiers: "Will definitely ignore me," "Might open the email," and "Miracle candidates."

The Art of Personalized Begging

Generic outreach emails get deleted faster than spam about enlarging body parts. In 2025, "personalization" isn't just adding someone's name. It's showing you've actually read their content and aren't just another SEO drone.

Here's an outreach template that once got me a 31% response rate (for about a week before everyone copied it):

Subject: Your [TOPIC] article made me question my entire existence, [Name]

Hi [Name], I read your piece on [specific topic] where you mentioned [specific point] and it kept me awake for three straight nights. After consuming dangerous amounts of coffee, I created [CONTENT TITLE], which includes: - [Something actually unique] - [Another thing they might care about] - [A third thing that proves I'm not a robot] I'd love your feedback, or if you're feeling particularly generous, perhaps a link from your article to mine so your readers can also experience my coffee-fueled madness. Either way, I promise this isn't a template. (Ok, that part is a template, but the rest wasn't!)

[Your name]

Results may vary. Tremendously.

Why the Skyscraper Technique Fails (And Why We Keep Trying Anyway)

After countless campaigns, I've identified the main reasons we bang our heads against this particular wall:

Using Outreach Templates From 2013

Brian Dean's original template was revolutionary... in 2013. Using it in 2025 is like trying to impress someone with your flip phone.

Reality check: Create new templates for each campaign and write like a human being, not an "SEO Solutions Expert."

Thinking Volume Will Save You

Many people compensate for low conversion rates by sending more emails. That's like thinking you can win a marathon by starting 1,000 races and finishing none of them.

I once had a client insist we contact 500 websites. After sending 500 emails and getting three links, I'm not sure the ROI math worked out in our favor.

Mistaking "Bigger" for "Better"

Creating a 7,000-word guide when a 2,000-word guide would suffice is like bringing a flamethrower to light a birthday candle. Impressive, but totally unnecessary and slightly concerning.

Truth bomb: Users rarely read past the first 1,000 words anyway. Make those words count.

A Rare Success Story (Because I Need to Justify My Consulting Fees)

Despite my cynicism, I have seen the Skyscraper Technique work beautifully. Once.

For a SaaS client targeting project management keywords, we found an outdated comparison guide with decent links. Our improved version included:

• Actual hands-on testing (not just feature lists copied from company websites)

• Pricing comparison that didn't require a mathematics degree

• Screenshots that weren't taken on a potato

• Information about which tools integrate with each other (something no one else bothered to check)

We sent 173 personalized outreach emails. After six weeks:

• 41 websites linked to our content (a 23.7% success rate that I'll be talking about until retirement)

• The page ranked on page one for several target keywords

• Organic traffic increased by 273%

• The client thought I was a wizard and referred three other clients

Was this because the Skyscraper Technique is foolproof? No. It was because we got lucky with timing (most comparison articles were outdated), put in actual work (tested every tool personally), and had a client with enough domain authority to make it matter.

To Skyscraper or Not to Skyscraper?

The Skyscraper Technique in 2025 is like that exercise equipment gathering dust in your garage. It could work wonders if used correctly, consistently, and with realistic expectations.

Will it revolutionize your business overnight? Absolutely not. Could it be part of a comprehensive SEO strategy when appropriate? Sure. Is it worth trying if you have the resources and patience? Probably. Will I keep offering it as a service despite my skepticism? You bet I will.

The internet has changed dramatically since 2013, but one thing remains constant: creating genuinely useful content that solves real problems will always have value. The Skyscraper Technique, when stripped of its magical promises, is simply a framework for doing just that.

So go ahead, build your skyscraper. Just remember that sometimes a well-constructed bungalow that actually gets finished is better than an ambitious tower that never makes it past the foundation.

And if all else fails, you can always write a snarky blog post about why it didn't work and hope that ranks instead. It worked for me! 😉