Presentation at the Search Bound SEO Event. In this presentation, you will learn: - What is Skyscraper Technique? - 3 Steps to get started with the Skyscraper Technique - How to get started with Your Existing Client? - Setting the Expectations - Resources

1. Link Building in 2020:
Use this Walk-through to Acquire & Earn
Links that will Boost Your SEO
Boni Satani

2. About Me
● Head of Marketing & Partner at Zestard Technologies
○ Full Service eCommerce Agency
● T-Shaped Marketer with a Huge Focus on SEO & Link Building
● Co-Founder of Flickstime - Movie Show Timing Comparison Website
● Appeared on Search Engine Journal, FitSmallBusiness, YourStory, Dzone, and many more
publications
● Hacked Knowledge Graph and is now an entity

3. Agenda
Results / Examples of Links Earned
How to get started with YOUR Clients?
Setting the Expectations, Resources & QnA
What is Skyscraper Technique?
3 Steps to get started...

4. Agenda
Results / Examples of Links Earned
How to get started with YOUR Clients?
Setting the Expectations, Resources & QnA
What is Skyscraper Technique?
3 Steps to get started...

5. Example 1
(Opensource.com, DR - 82 Traffic - 725k)

6. Example 1

7. Example 2
(Workfront.com, DR - 77, Traffic - 64k)

8. Example 2

9. Example 3
(Newworldencyclopedia.com, DR - 77, Traffic - 1M)

10. Example 3

11. Campaign Level Results
● Campaign 1:
○ 127 Emails, 5 Links
● Campaign 2:
○ 111 Emails, 4 Links
● Campaign 3:
○ 132 Emails, 4 Links
● Campaign 4:
○ 630 Emails, 10 Links
● Campaign 5:
○ 77 Emails, 4 Links

12. Agenda
Results / Examples of Links Earned
How to get started with YOUR Clients?
Setting the Expectations, Resources & QnA
What is Skyscraper Technique?
3 Steps to get started...

13. Link Building has Evolved...
● 2000 - 2005
○ Directories (Dmoz, Yahoo Directory), Social Bookmarking
● 2005 - 2010
○ Reciprocal, Blog Comments, Link Networks, Forum Links, Article Submission,
Paid Links, Press Release Links, Y! Answers, Rss Feed Submission
● 2010 - 2015
○ Broken Link Building, Guest Post, Quora, Web 2.0, Infographic Submission,
PDF Submission, Document Submission
● 2015 - 2020
○ HARO, Skyscraper, Resource Page, Expert Roundups, Scholarship, Expired
Domains, PBN, Free tool

14. Skyscraper Technique
● A Data Driven Link Building Technique Coined by Brian Dean
● The Skyscraper technique is about finding popular content, creating even
better copy, and therefore getting backlinks both naturally and after reaching
out to the right people.
● 3 STEPS:
○ Step 1: Find link-worthy content
○ Step 2: Make something even better - Publish a 10X Content
○ Step 3: Outreach: Reach out to the right people

15. Agenda
Results / Examples of Links Earned
How to get started with YOUR Clients?
Setting the Expectations, Resources & QnA
What is Skyscraper Technique?
3 Steps to get started...

16. 3 Steps to Get Started...
● Step 1: Find link-worthy content
● Step 2: Make something even better
● Step 3: Outreach: Reach out to the right people

17. 3 Steps to Get Started...
● Step 1: Find link-worthy content
● Step 2: Make something even better
● Step 3: Outreach: Reach out to the right people

18. Step 1: Identify a Proven Content
● Why Identify a Proven Content?
○ To run a campaign that has a higher chance to earn links
● How to Identify a Proven Content
○ Using Data from Keyword Research
■ Step 1: Pick one main Keyword
■ Step 2: Go to Ahrefs “Keyword Explorer”
■ Step 3: Look at the top 10 pages & their backlinks

19. Method: Using Data from Keyword Research
● Consider Your Client is into “Change Management Niche”
● Keywords:
○ Change Management, Change Management Models, Change Management Tools, Change Management Process
● Prospect Size for “Change Management” Topic

20. Method: Using Data from Keyword Research
● Prospect Size for “Change Management Models” Topic

21. Method: Using Data from Keyword Research
● Prospect Size for “Change Management Process” Topic

22. Summary:
Spreadsheet

23. 3 Steps to Get Started...
● Step 1: Find link-worthy content
● Step 2: Make something even better
● Step 3: Outreach: Reach out to the right people

24. Step 2: Make Something Even Better / 10X Content
● What is a 10X Content?
○ Content is a much better than the existing content on multiple levels
including Content Quality, UI/UX, & much more.
● Example:
○ Keyword: Voice Search SEO
■ Existing Ranking Content
● https://www.searchenginejournal.com/voice-search-
optimization-changes/259975/
● https://www.searchenginejournal.com/voice-search-
optimization-strategies/261115/
● https://www.searchenginewatch.com/2019/01/11/vo
ice-search-optimization-guide-2019/
■ 10X Content
● https://backlinko.com/optimize-for-voice-search
● https://neilpatel.com/blog/seo-for-voice-search/

25. Step 2: Publish a 10X Content
● Important Characteristics:
○ Amazing UX
■ More Images, Videos = MORE Visual Content
■ Fast Load
■ Content Broken Down into 1- 2 Lines
■ Stop Words like (BUT, THIS, etc)
■ Big Fonts
○ In-depth Content
■ Cover all the various Questions/Topics around the Topic
■ Actionable Content
■ Builds Trust & Authority
■ More Tips/ Strategies Compared to Existing Competitors
○ And many more...

26. Step 2: Publish a 10X Content
● Mindset Required:
○ Ask Yourself - Will it help me?
■ If the Answer is YES - Good
■ If NO - go ahead, review competitor’s article & Revise
○ Good Content can take from few days to a few months
● You will get better with Practice

27. 3 Steps to Get Started...
● Step 1: Find link-worthy content
● Step 2: Make something even better
● Step 3: Outreach: Reach out to the right people

28. Step 3: Outreach: Reach out to the right people
● Link building via email outreach — which is key to your SEO
success — is also known as relationship building or Link Earning.
Let’s Break it Down:
● Whom to reach out to / Prospects
● How to find contact details
● Sample email script to get started
● Best practices

29. Whom to Reach Out / Prospects:

30. Whom to Reach Out / Prospects:
Steps:
● Download the Backlinks of Competitors Article
from Ahref
● Copy the Spreadsheet Template
● Paste the Backlinks in the Template
● Start Reviewing the Backlilnks
○ Remove the Irrelevant Backlinks
■ Social Media Links
■ Short links
■ Set the DR > 20 & Above

31. How to Find Contact Details
● Tools:
○ Hunterr (50 Free Credit)
○ Find That Lead (50 Free Credit)
○ Voila Nobert (50 Free Credits)
○ Sell Hack (10 Free Credits)
○ Name2Reply
○ LinkedIn Sales Navigator
Note: You will have to use @company email id
Always Find Personal Email Ids –
if you don’t find an id – you can pitch them on twitter or Instagram.

32. Sample Email Script

33. Best Practices
● Great Subject line (quick question, quick suggestion, about
your post XX, Quick Comment on your post)
● Short & to the point Email
● End with a simple ask like - I'd love your feedback
● Track Emails
● Take 2 follow ups (I prefer interval of 7 Days) - but it
depends on your list
● Use PS (at the end of the email for personalized comment)

34. Success Factors
● Content = Awesome
○ No matter how good your Email or leads are - it's the content
that drives all the conversion
● Relevant Prospects
● Number of Prospects
● Engagement
○ Create a warm lead list based on reply and follow up after few
weeks
● Persistence
○ You need to stalk them and see where you can provide them
value. They will say no today but maybe in the future - they will
say YES.
○ One reason they might say no is because what you offer is really
not what they are looking for. In future – you can always reach
out to them with a different content/ offer.
○ If you get response - any response (yes or no) - try to provide
some value. We have got links from people who have said no :)

35. Book Recommendations to Improve Your Outreaching Skills
● Understanding the Concept of this books will 3X Your Link
Building Campaign Results
● Six Ways to Make People Like YOU:
○ Become genuinely interested in other people.
○ Smile.
○ Remember that a person’s name is to that person the sweetest
and most important sound in any language.
○ Be a good listener. Encourage others to talk about themselves.
○ Talk in terms of the other person’s interests.
○ Make the other person feel important – and do it sincerely.
● Law of Reciprocity

36. Agenda
Results / Examples of Links Earned
How to get started with YOUR Clients?
Setting the Expectations, Resources & QnA
What is Skyscraper Technique?
3 Steps to get started...

37. How to GET Started with your Clients :: Our Inhouse Process
● Step 1: List Down Top 10 Best Content using GA (Organic Traffic)
● Step 2: Identify if it's Link Worthy?
● Step 3: Review & Prepare a List of Suggestions for the content
● Step 4: Ask Client to Update Content or Manage Internally
● Step 5: Prepare the Email Script (& get it approved by client)
● Step 6: Get an Email Account (Preferrably - @domain.com against Gmail)
● Step 7: Outreach
● Step 8: Follow Up
Example - Spreadsheet

38. Agenda
Results / Examples of Links Earned
How to get started with YOUR Clients?
Setting the Expectations, Resources & QnA
What is Skyscraper Technique?
3 Steps to get started...

39. Setting the Expectations
● Let me tell you one BIG Secret
○ You’ll Fail in your initial Efforts
■ You may end up creating content that user’s don’t need
■ You may end up having just 10-50 prospects
■ People may not respond to your emails
■ You may get ZERO Links
■ And much more
● BUT:
○ Understand that this is a Long Term “Natural” Strategy
○ It’s not going anywhere since you are not playing with any Google’s
Policies
○ Once you master it, it will help you promote your content, product,
etc

40. Resources
● https://backlinko.com/skyscraper-technique
● https://backlinko.com/skyscraper-technique-2-0
● https://ahrefs.com/blog/skyscraper-technique/

42. QnA
For any future queries, feel free to reach out to me through
email on boni@zestard.com / Twitter: @bonirulzz