Brian Dean, the founder of Backlinko, is one of the most renowned experts in SEO (Search Engine Optimization). Known for his innovative and practical SEO strategies, Dean has shaped the way many digital marketers and businesses approach online visibility. His unique blend of actionable advice and in-depth content has helped countless websites rank higher on search engines, driving organic traffic and building authoritative online presences. Let’s dive into some of his most influential strategies, his approach to content creation, and his legacy in the SEO world.
1. The Skyscraper Technique: Building High-Ranking Content
One of Dean’s most well-known contributions to SEO is the Skyscraper Technique. This strategy is designed to create top-performing content that ranks high on search engine results pages (SERPs) by outperforming existing content on the same topic.
The Skyscraper Technique is a three-step process:
- Find Link-Worthy Content: Dean recommends starting by researching popular content on a specific topic—content that already has backlinks and high engagement.
- Create Something Even Better: The next step is to create a new piece of content that’s more comprehensive, updated, or visually appealing. The goal is to “outdo” the existing content and make it more valuable to the reader.
- Promote to the Right People: Dean emphasizes outreach as a vital component. He suggests reaching out to websites or influencers who linked to the original content, showing them your improved piece, and encouraging them to link to it instead.
The Skyscraper Technique exemplifies Dean’s approach: creating content that not only ranks but also earns backlinks organically by being the most comprehensive and valuable resource available.
2. Content Optimization: User Intent at the Core
Dean advocates for optimizing content around user intent. Rather than focusing solely on keywords, he suggests considering the searcher’s underlying goal. For example, a user searching “best running shoes” likely wants a list or comparison, while “how to clean running shoes” calls for a step-by-step guide.
To address user intent, Dean advises creating content that aligns with the various types of search intent:
- Informational: Content that educates or provides detailed information on a topic.
- Navigational: Content that helps users find specific information, such as a brand or product.
- Transactional: Content geared towards users ready to make a purchase, like product reviews or buying guides.
- Commercial Investigation: Content for users researching options, such as comparison articles.
By aligning content with user intent, Brian Dean’s approach ensures that it resonates with searchers, keeps them engaged, and fulfills their needs. This, in turn, boosts dwell time (the time a user spends on a page before returning to the search engine results), which is a positive ranking factor.
3. Backlink Building: Quality over Quantity
Backlinks are a cornerstone of SEO, and Dean’s approach focuses on acquiring high-quality backlinks rather than simply amassing large numbers. He views backlinks as endorsements that establish credibility and authority.
Dean’s backlink strategies emphasize quality by targeting websites that are:
- Relevant to the content: Links from websites in a similar niche or related field carry more weight.
- Authoritative: Links from high-authority domains like news sites, industry-leading blogs, and educational institutions have a stronger impact on search rankings.
- Natural and organic: Dean discourages tactics that result in artificial links, like link farms, which can harm a website’s reputation. Instead, he encourages creating valuable content that naturally attracts links.
Dean’s focus on quality backlinks underscores his philosophy: SEO isn’t about shortcuts or gaming the system; it’s about building lasting authority through valuable, credible connections.
4. SEO Tools and Analytics: Data-Driven Decisions
Dean emphasizes the importance of data-driven decisions in SEO. Using tools like Google Analytics, SEMrush, and Ahrefs, he gathers insights into keyword performance, backlink profiles, and audience behavior. This data helps marketers understand which content resonates most, where traffic is coming from, and what improvements can be made.
For example, Dean’s advice on keyword research includes identifying long-tail keywords, which often have less competition and higher conversion potential. By analyzing keywords’ search volume, difficulty, and intent, marketers can choose the best keywords to target and strategically position content to rank effectively.
5. Keeping Up with SEO Trends and Algorithm Updates
Google’s search algorithm constantly evolves, which means SEO strategies need to adapt. Dean’s approach emphasizes staying current with Google’s algorithm updates and shifting strategies as needed. He also provides guidance on optimizing for mobile-first indexing, voice search, and user experience—trends that Google increasingly prioritizes.
Dean’s emphasis on creating a responsive, user-friendly website aligns with Google’s focus on user experience as a ranking factor. By ensuring sites are mobile-optimized, load quickly, and are easy to navigate, he advocates for an SEO approach that’s resilient against algorithm changes and continues to meet users’ expectations.
6. Video SEO and Content Diversification
Another area where Dean has made significant contributions is in video SEO. Recognizing the growing influence of video content, Dean advises optimizing videos to appear in both YouTube and Google searches. This involves optimizing video titles, descriptions, and tags, as well as encouraging engagement through comments and likes.
Dean also advocates for content diversification—using multiple formats such as blog posts, infographics, and podcasts. By expanding beyond traditional blog posts, marketers can engage users on different platforms and appeal to varied preferences, enhancing their reach and engagement.
Conclusion: Brian Dean’s Legacy in SEO
Brian Dean’s influence in SEO goes beyond techniques; it’s about building an approach grounded in user-centric, high-quality content. His strategies focus on creating valuable content, aligning with user intent, building authoritative backlinks, and continuously adapting to SEO trends. By following his principles, businesses, and marketers can create sustainable SEO practices that don’t just chase algorithms but are resilient, adaptable, and deeply valuable to their audience.
Dean’s approach is practical and results-oriented, offering a roadmap to achieving long-lasting search engine success. For anyone looking to improve their SEO, his methods are a go-to resource that combines technical expertise with an unwavering commitment to quality.
