What is glue content?

Glue content connects related pages through contextual linking and bridges topic gaps. These supporting pages might not rank alone but strengthen overall topical authority and improve user navigation.

Why Glue Content Matters for SEO

Glue content is more than just filler. It’s the content that holds your website together, improves navigation, and builds topical authority. For search engines, longer user sessions and better engagement mean stronger signals of relevance. When users find your content valuable enough to stay, click deeper, and return, it directly helps rankings and conversions.

CMS Coverage

WordPress

On WordPress, glue content often comes in the form of blog posts with internal links, related articles, and category guides that help users navigate seamlessly.

Shopify

For Shopify, glue content may be buying guides, FAQs, or blog content that connects product pages. This helps customers make informed decisions while staying within your store.

Wix

In Wix, glue content can be tutorials, blogs, or resource hubs that link visitors to relevant services and offerings, making the site more engaging and authoritative.

Webflow

Webflow sites often use glue content through case studies, design showcases, or interactive guides that tie the website’s main offerings together.

Custom CMS

In custom-built CMS platforms, glue content is tailored to user journeys from explainer content to in-depth resources ensuring readers remain engaged across pages.

Industry Applications

Ecommerce

In ecommerce, glue content includes style guides, how-to-buy articles, or comparison pages that lead shoppers from browsing to purchase decisions.

Local Businesses

For local SEO, glue content may be service guides, community updates, or blog posts that connect local users to business offerings.

SaaS

SaaS companies benefit from glue content through documentation, how-to resources, and success stories that keep potential customers engaged while exploring solutions.

Blogs

On blogs, glue content can be pillar posts, internal linking strategies, or series-based articles that encourage binge reading and deeper exploration.

Do’s & Don’ts / Best Practices

Do create content that connects different areas of your website naturally
Do use internal links strategically to improve navigation and topical depth
Do focus on value and relevance to encourage users to stay longer
Don’t publish thin content that only serves as filler
Don’t force links without context, as it can frustrate users
Don’t ignore analytics track what glue content performs best

Common Mistakes to Avoid

Treating glue content as secondary rather than core to user engagement
Using too many irrelevant internal links that confuse readers
Creating duplicate or overlapping guides that add no real value
Failing to align glue content with search intent
Neglecting mobile experience, which reduces dwell time

FAQs