There is a new SEO strategy that is overwhelming right now.
( "Skyscraper Technique 2.0 ")
I recently used this strategy to increase organic traffic to one of my pages by 652.1%:
(In 7 days)
This same approach helped my brand new post reach # 1 on Google… Within weeks:
And Today 's SEO case study, I will show you exactly how I did it step by step.
My content has was a success… Then it failed
On July 26, 2016, I published this post:
My post had a huge spike in traffic over the course of its first week:
Lots of shares:
And people quickly started to s 'connect to it:
Indeed, my page cracked a few weeks later in the top 10 of my target keyword ("SEO checklist").
Very good, right?
Well… not really.
You see, my posts are typically more traffic from SEO over time.
Not my SEO checklist page .
In fact: organic search traffic to this page has decreased over time.
This got so bad that my post only got an average of 4 to 5 visitors per day.
And my ranking fell in the middle of the second page:
This is where I asked myself: "What happened ?! "
On paper, my content had everything there:
Lots of comments( Google likes ).
And social networks share the wazoo.
What was missing?
User intent + SEO = Higher ranking
Google 's # 1 goal is to make users happy.
Which means they have to give people results that match their user intent .
Never heard of User intent? Here's a simple explanation: UI
The main goal of a user's Google search.
And Google is REALLY good at determining user intent (also sometimes called " Search Intent ").
In fact, a big part of Google RankBrain is giving users " he thinks the researchers will like the most ".
And the Google Quality 2018 Rater Guidelines have an entire section on user intent:
Google has even started to ask users about their intention to 'user:
This is when it hit me:
My message was buried because it was not responding to user intent.
Here 's what happened next:
Skyscraper Technique 2.0: (An SEO strategy that fruns great in 2018)
After optimizing my page around user intent, organic traffic grew like a spaceship:
And my ranking went from # 11 to # 5:
(And these improved rankings got stuck over 4 months later)
With that, here are the steps of the Skyscraper 2.0 technique:
Step 1: Determine the 'user ' s intention
Step 2: Satisfy user 's intention
Step 3: Optimize for UX signals
To be clear:
The original Skyscraper technique still works VERY GOOD.
For example, this list of SEO tools is the classic content marketing of "Skyscraper ".
Most SEO tool posts list 10-20 tools, so I decided to review over 180:
And because my page is bigger and better, a lot of people have linked to it:
Having said that:
This page also satisfies user intent.
That 's why it ranks in the top 3 for my target keyword:
Ideally you want to use Skyscraper Technique 1.0 AND 2.0.
Skyscraper Technique 1.0 helps you get the links you need to get to the first page.
And Skyscraper Technique 2.0 will make sure that these rankings stay true.
Let's go to the steps…
Step 1: Determine the user 's intentiontor
Here are two easy ways to identify user intent:
Analyze the first page
The first page of Google gives you a HUGE overview for the user.
If something ranks on the first page of Google, you KNOW it satisfies the user's intention.
So you just have to search for your keyword…
… and scan the SERPs.
Specifically, answer the question:
" What kind of intention these results satisfy Are they? "
Do people want information? If so, are they looking for the basics ... or advanced strategies?
Do they want to buy something? If so , are they ready to buy ... or compare two different products?
If you search for "Office Space Brooklyn ", the resultsare 100% transactional:
In fact, 10 out of 10 are pages produced for the booking office space:
But if you search for "Coworking Space Brooklyn " you get something completely different:
The results are mainly blog posts about the best coworking spots in town:
On the surface, these keywords seem similar.
But the first page of Google reveals that the user's intention is VERY different.
Look at the keyword itself
Sometimes the keyword itself tells you all you need to know.
With my SEO checklist post I asked myself:
"What is someone looking for?SEO checklist? ”
Duh! They want an SEO checklist.
Despite this, my original post was a case study… not a checklist.
Of course, some steps looked like a checklist.
But that wasn't the kind of detailed checklist the researchers wanted.
And Google noticed.
Which brings us to ...
Step 2: Satisfy User Intent
At this point, I have User Intent understood.
And now it was time to post high quality content that matched this user intent.
This is exactly how I did it:
Has covered the basics
I have noticed that other content rankings for the "SEO checklist" have steps for the new usersSEO isators:
And I quickly realized something:
My original post was WAY too late.
In fact, the first step was: "Remove deadweight Pâges".
This is a strategy that people new to SEO should absolutely NOT be used.
So I replaced this advanced strategy with steps for SEO newbies:
As I mentioned earlier, the original version of my post was a step-by-step case study.
So I changed the format.
This time, I made the content more checklisty.
Covered more things
Google's top 10 results were clear:
People looking for an “SEO checklist” want lists ofcontrols that cover a LOT of different things.
Despite this, my post did not contain any information about:
- Technical SEO
- Link Building
- Keyword Research
- SEO Software and Tools
So I developed my article for these important sub-topics:
I focused on " 2018 "
I noticed a clear trend in the search results:
Most content pointed out that their checklist worked in 2018.
So I pointed out that my checklist was up to date.
I have included "2018" in my title tag…
… in the introduction…
… and I even mentioned "2018 "a few times in the content itself:
In this case, I rewrote an existing message.
But you can use this same strategy for brand new content.
A few months ago, I wanted to write something about mobile optimization.
The first thing I did was search for "mobile SEO"… and scan the results.
And I noticed 3 things about the Google first page results:
They explained WHY mobile SEO is important.
So I launched my guide with a handful of statistics:
2. They wrote about responsive design versus broadcast dynamic compared to "Mr. mobile sites"
3. They had tips for improving the vitess of the site.
So I 've included a section on that.
The result final was " Mobile SEO: The Definitive Guide ".
And in large part thanks to The Skyscraper Technique 2.0 , it quickly rose to # 1 for my target keyword:
(Above heavyweights like Moz, Search Engine Land… even Google itself)
And now it's time to…
Step 3: Optimize for UX signals
Here 's the deal:
Your content may be PERFECT for the user 's intention.
But if it looks like this…
… people will leave your site as if it was on fire.
And Google will quickly shrink you:
Now that you have defined the user intent, iNow is the time to optimize UX signals.
Specifically, this step is to design your content to:
Wistia found that: " people spent 2.6 times more time on pages with video on average than without . ”
I don 't I've never seen a video work SO well.
But videos can definitely keep people on your site longer.
That's why I've embedded some videos in my SEO checklist article:
Table of contents
I added a table of contentsat the top of my new post:
And this table of contents gave me sitelinks in search results:
Needless to say, those sitelinks made my organic CTR stronger.
What's the first thing someone's when they land on your post?
They read your intro .
In fact, take a look at this heat map from the Backo blog:
As you can see, there is a LOT of action on the first few lines from my intro:
And if you start your post with a long intro… users will bounce back.
This is why I write short and sweet introductions (5-8 sentences).
LOTS of examples
The examplesINSTANTLY separate your content from the regurgitated garbage that most people post.
So don 't be afraid to use tons of examples in every article.
I have included 19 examples in my new SEO checklist post:
H2 and H3 subheaders
Subheaders divide your content into chunks :
(Which makes your content MUCH easier to read)
My SEO checklist has over 9 sub-headers:
Short sentences. Short paragraphs.
Here's how to make your content 10x easier to read:
Short sentences. Short paragraphs.
That 's why I write short sentences:
And use 1-2 sentence paragraphs:
Which is a big part of why my post average time on page is 5:53.
Over to you
Now I would like to hear from you:
What do you think of this SEO case study?
Maybe you have a question about the Skyscraper 2.0 technique.
Anyway, do let me know by leaving a comment below now.