When it comes to anything SEO, it’s easy to get caught up in the need to only focus on keywords.
However, by doing so, you’re probably going to leave a lot of traffic on the table because there is no way you can cover every single keyword on a given topic.
This is where topic clusters come in handy.
Because you just don’t know what are the unknown keywords of a topic yet, meaning you don’t know what people will be searching for in the future, it’s important that you have a site that is the authority on a topic.
Not just a keyword.
Topic clusters help Google know that your site really is about a topic because it groups a lot of content around a singular topic.
But more importantly, topic clusters help to turn your site into a Library instead of just being a publication.
Library vs Publication
When creating any type of content online, most online creators tend to think of each piece of content separately.
And this makes sense due to how social media works. They are focused on that one piece of content doing well.
But when you look at your overall content strategy, consider the difference between a Library and a Publication.
In Your Blog Is Not a Publication, Jimmy Daly talks about how treating your content like a publication can be a great short-term play, but hurt you in the long run.
Of course, he’s just talking about it from a blogging perspective.
The equation changes a little bit when we are thinking about an online creator who is creating content across many mediums.