As a team of ten that achieved that (now twelve), I’m pretty proud of those numbers. More importantly, I’m proud of the process behind them: a repeatable, achievable strategy that anybody can accomplish, even at a smaller scale.
As long as you implement the process appropriately and put in the work to get there, this kind of growth is achievable.
How to Replicate
So… how do you do it? What’s the process?
In summary, you can achieve this growth by repeatedly creating and promoting top or middle-funnel content that ranks for keywords with significant volume, that also tie back to bottom-funnel landing pages that are pushed up through the connective effects.
In this post, I’ll give you the step-by-step rubric we use to identify the right pieces to create, what to promote, what not to promote, and how to make sure your content will rank well every time.
We’ll lift the lid on the internal process on how to get more traffic we’ve been heads down creating, iterating on and implementing for our clients—which has already created massive impacts, but for you, can be used in its almost-perfected form.
All the techniques, all the strategies, all the lessons learned—all in one post.
Free Download: Click here to download a beautiful 28-page PDF version of this guide, along with a free step-by-step content marketing checklist.
How to Increase Website Traffic
Upgrade The Skyscraper Technique For Increased Success
Prioritize Topics You Can Rank For Today
Create Content 10x Better Than Competitors
Generate Links to Your Content… Every Time
Increase Your Link Volume by 21% with Roundup Discovery
Grow Long-Term Website Traffic by 66% With Last Updated
Put it All Together [Additional Resources & Checklists]
The Skyscraper Technique is a four-step process popularized by Brian Dean that unveils a clean, straightfoward path to building a massive audience. The steps are:
Step 1: Find link-worthy content around a topic with search volume
Step 2: Make something even better
Step 3: Reach out to the right people to generate the links needed to rank
Step 4: Repeat with a new topic
Brian uses the metaphor of a skyscraper for this technique to elicit the idea that to stand out in a city, you need to build the biggest skyscraper. Nobody cares about the 8th biggest skyscraper—they only care about the tallest.
So, in summary, your job as a content creator is to create the biggest, baddest content out there—and then tell people about it.
Misinterpretations of the Technique
I fully believe in Brian’s idea, and it’s an immensely effective method of building your business, and hitting that 250,000+ increase goal. However, the technique is not without its critics—and I believe this is due to how Brian simplified the concept.
In essence, if you read the post on the Skyscraper Technique, Dean essentially says that in creating the best thing for a given keyword, and then building a ton of links to the page based on that quality, you’ll have enough for that page to rank. This isn’t always true.
The element that’s left out is the need for domain authority. If you’re starting from scratch and going against CNN, The New York Times and Business Insider, 40 links to a single page won’t be enough. You’ll need more combined authority in order to outpace them, even if their pages don’t stack up to yours.
It’s possible to build best-in-class content for a keyword, generate 40 links, and then keep building similar content like it to eventually get that page ranking #1. But that’s not the fastest growth model—and most businesses would like to see the revenue and benefit from ranking other pages in the interim.
Enter Keyword Opposition to Benefit (KOB) Analysis.
KOB Analysis, combined with the Skyscraper Technique, is the completion of your business-building equation.
How to Use KOB Analysis
What a KOB analysis does that the Skyscraper Technique doesn’t, is also consider revenue potential in combination with competition.
By looking at competition early, we can understand in advance if we are capable of ranking, even if our domain authority is low.
By looking at revenue potential, we can understand in advance that if we do rank, we’ll actually generate some business benefit from the activity—and not just rank for something without any buying intent.
A smart content strategy starts with the highest benefit content you can actually rank for, first, and then builds from there.
And after enough time, effort, and subsequent rankings, you can then consider creating the Empire State Building.