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Early in 2016, Ian Kerins read a summary of Brian Dean’s skyscraper technique. He thought he got the gist of it and started using it for Thalman Health’s first blog, Ayda. In 2017, he basked in the glory of 180,000 monthly visits to the health blog. He thought skyscraper was working its magic. He was wrong. Despite his best intentions, he hadn’t implemented Dean’s famous skyscraper technique. Instead, he’d misread Dean’s original article, taking from it only some of what has now become such standard practice in the marketing world. In the process, he discovered something even more effective.

  • NC

    Nathan Collier

    about 2 years ago #

    I keep thinking about Ian's comment from this one:

    “It’s like flying in a helicopter along the coast,” he told us when we interviewed him recently. “You look to see if you can find beaches with lots of people—but nothing but a shack sitting there.”

    “If you find places like that, land your helicopter. Then, build a hotel.”

    I'm not sure I've heard a better description of long-tail keyword research.

  • JB

    Jay Borenstein

    about 2 years ago #

    I'm going to fly the helicopter to success.

    Seriously, if I can get some good placement without having to do all the link outreach I'd be so, so happy 😂.

  • AN

    Andrew Nicoletta

    about 2 years ago #

    Long-tail can be such an underrated strategy. I previously worked at a niche SaaS where total organic long-tail traffic resulted in 2x the paying signups as the top three keywords/phrases combined. Top placement for your industry's best keywords is key for prospects doing competitor research, but in my experience long-tail wins overtime, at least with this particular SaaS.

    • MV

      Mindaugas Vaitkus

      about 2 years ago #

      Use python productivity codes (or other language) which would make long-tail keyword research highly efficient. And do not forget interviewing your client or your company personnel - how do they sell and what language your customers speak to. Research these keywords.

  • KH

    Keith Horwood

    about 2 years ago #

    It's rare to find keywords with this volume which lack competition in any really competitive niches which make money - but hey-ho - new keywords do eventually appear :)

  • CT

    Chris Tweten

    about 2 years ago #

    The "helicopter technique", huh. That's a term that'll stick with me considering I've been using a similar (albeit simpler and less effective) approach to blogging over the past couple years. Great case study, super practical.

  • NR

    Nikola Roza

    almost 2 years ago #

    These are impressive numbers.

    180 000 sessions for a site that hasn't been updated for a while.
    This tells telltale signs:

    1. Google doesn't favor fresh content- but quality content
    2. It takes time for Google to trust you

    Also:
    Good keyword research produces good results.
    Excellent keyword research produces excellent results.
    Extreme keyword research gives this type of results.

    Enough said

  • EN

    E-Fei Ng

    about 1 year ago #

    Gonna test this out. Will report back in 1 month!

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