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
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Do create content that connects different areas of your website naturally
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Do use internal links strategically to improve navigation and topical depth
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Do focus on value and relevance to encourage users to stay longer
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Don’t publish thin content that only serves as filler
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Don’t force links without context, as it can frustrate users
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Don’t ignore analytics track what glue content performs best
Common Mistakes to Avoid
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Treating glue content as secondary rather than core to user engagement
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Using too many irrelevant internal links that confuse readers
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Creating duplicate or overlapping guides that add no real value
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Failing to align glue content with search intent
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Neglecting mobile experience, which reduces dwell time
FAQs
What is glue content in SEO?
Glue content refers to supporting pages that connect core topics and guide users deeper into a website’s content structure.
Why is glue content important?
It keeps users engaged, supports internal linking, and helps search engines understand topic relevance.
How does glue content differ from pillar content?
Pillar content covers a broad topic in-depth, while glue content links related subtopics to strengthen the cluster.
Can glue content improve rankings?
Yes, by distributing authority across related pages and improving topical coverage, glue content boosts SEO performance.
What are examples of glue content?
Examples include FAQs, how-to guides, supporting blog posts, and subtopic articles linked to a main pillar page.
