As much as we may not like to admit it, most of us web users are a little bit shallow.
Given the choice between sharing “8 Cute Puppy GIFs” and “The 21 Cutest Puppy GIFs You’ll Ever See,” most people will pick the second. It’s longer, contains more content and even has a more intriguing title than the first option.
When people search for list-oriented keywords ike “ways to train your dog,” then tend to click on the longest, most detailed examples. This is because comprehensive, attention-grabbing search results achieve the highest CTR, even if they aren’t ranked first in Google’s SERPs.
One of the most effective ways to generate links is to create content that’s the biggest, the best and the most authoritative in its category.
If your competitors have blog posts entitled “10 Tips for Cleaning Your Rug” and “The 7 Easiest Ways to Clean a Rug” that rank well and attract links, create an even more authoritative piece of content by listing more ways to achieve the same goal.
This method is called the Skyscraper Technique. The idea is to build content that resembles the tallest building in the city skyline – the tower that everyone will notice.
It’s an analogy that works. Many people know that the world’s tallest building is the Burj Khalifa in Dubai. Far fewer people know the name of the world’s second-tallest building – the Shanghai Tower.
Imagine you’re a pet blogger looking for great resources to add to your weekly roundup. To find content that’s relevant to your audience, you search for “best dog treats” on Google and see the following results:
- “The 21 Best Dog Treats for Making Your Pet Feel Great”
- “Our 5 Favorite Dog Treats”
- “10 Great Dog Treats Your Pet Will Love”
Given the choice between these three resources, which would you link to? Since most people value longer, more comprehensive content as the best option, the first web page – which lists 21 dog treats instead of five or 10 – is the most likely to earn a link.
Below, you can see this strategy in action. The first result, with 50 examples, outranks shorter, less detailed content.
On – By Sophie Elizabeth SmithSophie