The Skyscraper Technique is a link building strategy coined by Brian Dean (Backlinko) with three steps: find existing content that has earned many backlinks, create a substantially better version of that content, then reach out to sites linking to the original and pitch them your improved resource. It works because the outreach has a built-in quality signal — the prospect is already linking to content in this format, so they are pre-qualified as likely linkers.
The Skyscraper Technique is ten years old and still one of the most widely taught link building methods. The reason it persists is structural: it solves the cold outreach problem by giving you a pre-qualified list of link prospects who have already demonstrated willingness to link to this type of content. The execution challenge is creating content that is genuinely better, not just longer.
What is the Skyscraper Technique?
Brian Dean published the original Skyscraper Technique case study on Backlinko in 2015, reporting a 110% increase in organic traffic from a single campaign. The metaphor: if you want to build the tallest skyscraper in the city, you find the tallest existing building and build something taller. Applied to link building:
- Step 1 — Find link-worthy content: Identify existing content in your niche that has already earned a meaningful number of backlinks. This is your target to improve upon.
- Step 2 — Create something better: Produce a genuinely superior version of the content — more current, more comprehensive, better designed, or more actionable.
- Step 3 — Reach out: Contact every site linking to the original piece and pitch them your improved version as a replacement or additional resource.
The logic: sites that already link to a piece of content on a topic are the most likely to link to a better piece on the same topic. You are not asking for a link as a favour — you are offering them an upgrade to a resource they have already deemed link-worthy.
Step 1: Finding your Skyscraper target
The right target has three characteristics: it has earned real backlinks (not just social shares), it is within a topic where your site can establish authority, and it has a visible gap you can credibly fill.
How to find targets:
- Ahrefs Content Explorer: Search your niche topic, filter by referring domains (minimum 30), sort by links. The results are your candidate targets.
- Keyword-based research: Search your target keyword in Google. The top 5 results often have significant backlink profiles — run them through Ahrefs or Semrush to check.
- Competitor backlink analysis: Find what content your competitors have earned the most links to. These are proven link magnets in your space.
What makes a good target: 30-200 referring domains, content that is 2+ years old (and therefore likely outdated), no obvious unique assets (proprietary data, tools, or original research) that you cannot replicate, and a topic your audience genuinely cares about.
A target with 80 referring domains from high-authority, relevant sites is worth far more than one with 200 domains from low-quality directories. Before committing to a Skyscraper project, check the quality of the backlinks with Ahrefs Domain Rating or Moz Domain Authority. You want links from editorial sources, not spam.
Step 2: Creating genuinely better content
This is where most Skyscraper campaigns fail. Better does not mean longer. Longer content that covers the same ground as the original in more words is not an upgrade — it is bloat. Better means a visible, articulable advantage:
Improvements that work
- Original survey data or proprietary research
- More recent statistics with dates cited
- Expert quotes and interview content
- Interactive elements (calculators, tools, quizzes)
- Better visual design and information hierarchy
- Additional sections covering gaps the original missed
Improvements that do not work
- More words covering the same points
- Added padding and filler sections
- Stock photos replacing text
- A longer introduction before the value
- The same data with different formatting
Ask yourself before publishing: "If a journalist is deciding between linking to the original and my piece, what would make them choose mine?" If you cannot answer in one sentence, the content is not yet Skyscraper-ready.
Step 3: Skyscraper outreach
Outreach quality determines campaign success. The typical Skyscraper email template is now widely known, which means generic versions get ignored. Effective outreach in 2026 requires personalisation at the prospect level.
Building the prospect list
Export the backlink profile of your target piece from Ahrefs or Semrush. Filter to keep only:
- Dofollow links from live, indexable pages
- Domains with DR/DA above 30 (remove low-quality and irrelevant sites)
- Editorial links (not directory submissions or forum profiles)
- Pages where the link appears in body content, not just a resource list
Writing the outreach email
A high-converting Skyscraper email has four elements:
- A specific opener — reference the exact post they wrote and the specific reason you found it (not "I came across your blog").
- The pitch — "I noticed you linked to [original piece]. I just published [your piece] which covers [specific improvement]. I think your readers would find it valuable."
- Social proof — why should they trust your resource? A brief credibility signal (DR, number of citations, expert contributors).
- A soft close — "Would it be worth a mention?" not "Can you add a link?" The soft close converts better.
Why the Skyscraper Technique works
Three structural advantages separate Skyscraper from cold outreach:
- Pre-qualified prospects. Everyone in your outreach list has already proven they link to content on this topic. You are not asking someone to do something they have never done.
- Legitimate upgrade framing. You are offering them a better resource for their readers — a genuine favour, not a transaction. This makes the pitch easier to accept psychologically.
- Content-first approach. The strategy starts with a real content investment, which means the asset continues to compound value through organic search traffic long after the outreach campaign ends.
Skyscraper Technique 2.0
Brian Dean later published Skyscraper Technique 2.0, which adds a targeting filter before Step 1: identify the specific search queries where the content ranks, and prioritise targets that rank for keywords with business value. This ensures the Skyscraper content you create also ranks for the right terms — generating SEO value beyond just the links it earns.
The 2.0 workflow:
- Identify a high-value keyword your site wants to rank for
- Find the top-ranking content for that keyword that has earned backlinks
- Create better content optimised for that keyword
- Run Skyscraper outreach to the original's backlink sources
Best practices for Skyscraper campaigns in 2026
- Pick one target per campaign. A focused Skyscraper campaign against one high-backlink piece outperforms a diluted campaign attacking five pieces simultaneously.
- Personalise every email. Reference the specific article, the specific paragraph where the link appears, and a specific reason your resource improves on it. Generic emails get deleted.
- Follow up once. A single follow-up email sent 5-7 days after the initial outreach increases conversions by 30-40%. More than one follow-up damages your sender reputation and relationship.
- Publish first, then outreach. Pitch only after the content is live. Asking for a link to content that does not exist yet destroys credibility.
- Track every step. Use a simple spreadsheet or CRM to track: emails sent, open rate, reply rate, links earned. This data improves every subsequent campaign.
Frequently asked questions
The Skyscraper Technique is a three-step link building strategy: (1) find existing content that has earned many backlinks, (2) create a noticeably better version, (3) reach out to sites linking to the original and pitch your superior replacement. It was coined by Brian Dean of Backlinko in 2015 and remains one of the most systematic approaches to earning editorial backlinks.
Yes, but with lower response rates than in 2015-2018. The technique has been widely adopted, which means site owners receive more Skyscraper pitches than before. Campaigns that achieve 10-15% link conversion rates are those where the content is genuinely and visibly superior and the outreach is personalised — not a generic template blast.
Your target piece should have at least 20-30 unique referring domains. Fewer than that gives you a very small prospect pool. Aim for targets with 50-200 referring domains — enough to make the outreach worthwhile, but not so high-authority that your new domain will be dismissed. Quality of those domains matters more than quantity.
You need a visible, articulable advantage you can explain in one sentence. Common improvements: more recent data, original research or survey data, more comprehensive coverage, better visuals or interactive elements, or a cleaner UX. "We wrote more words" is not a compelling pitch.
A 10-15% link conversion rate is considered strong for Skyscraper campaigns. Mass-blast campaigns with generic templates convert at 1-3%. Highly targeted campaigns with personalised pitches and genuinely superior content can reach 15-25%.
Related glossary terms
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