Why Skyscraper Content Is Better Than Topic Clusters

The Skyscraper Technique (popularised by Brian Dean) is based on a simple, effective principle:

Find what's working → Make something better → Promote it hard

This is how it works:

✅ 1) It’s Outcome-Driven, Not Structure-Obsessed

You are not writing content to fit a model (like clusters); you are writing to outperform the competition and satisfy the user’s intent better than anyone else.

✅ 2) One Page, One Goal

Skyscraper pages are focused, comprehensive, and (if done well) can become link magnets. No need to write 26 supporting posts. Just create one damn good page that earns backlinks, ranks, and converts.

✅ 3) Link Earning, Not Just Internal Linking

Clusters are internal link games. Skyscrapers aim for external links, which actually move the SEO needle. Google trusts third-party signals more than your internal structure.

✅ 4) More Shareable, More Valuable

People don’t share your “Top 10 Benefits of XYZ (Part 4 of Cluster)” page. They share your massive, impressive, self-contained resource that actually helps them.

🔗 Why It’s (almost) Always Better to Link Up, Not Down

Cluster model logic:

"Your pillar is the authority, so link from it down to all subpages."

But here’s some common sense:

That’s Exactly Backwards. Link Up, Not Down.

Here’s Why we think so:

#1 Link Equity Flows Where You Link It

If your supporting pages are weaker (lower authority, less traffic), and you point all links from your powerful pillar page to them, you’re diluting your authority. You’re leaking equity down the drain.

But if you reverse it-make every subpage link back to the pillar, the equity flows up, consolidating ranking power into the one page that matters.

#2 Pillars Should Be the Destination

If the pillar is your main money/traffic page, treat it as a conversion target. Every supporting piece should act like a feeder system, linking users up to it-not away from it.

#3 Google Uses Internal Links as Signals

When multiple pages point to a page consistently, Google reads it as:

"This is an important page in this site's structure."

By linking to your pillar from multiple related posts, you send clear signals about its importance.

⚖️ Summary: Why Skyscraper + Link-Up Logic Crushes Clusters

Skyscraper + Link Up	Topic Cluster (Link Down)
One strong, focused page	Many weaker, scattered pages
Builds authority + backlinks	Tries to simulate authority
User-focused, high-value	Structure-focused, low-value
Equity consolidation	Equity dilution
Real-world links + shares	Mostly internal links

Bottom line:

Don't write 12 articles to support a weak pillar.

Write one skyscraper that dominates.

Feed links up to your strongest page.

And ignore anyone who says clusters are the future - unless they're selling content services.

Want SEO specialist to help you buildi a skyscraper strategy that actually earns links and ranks? Contact us for a consultation.

🏙️ Why Skyscraper Content Is Better Than Topic Clusters