Downloadable guides and white papers can be useful, but if all your best material is locked behind a form, search engines cannot see it. Organic search relies on content that is available on the page itself.

Benefits of downloadable guides

• They can be used for email capture and lead nurturing.
• They feel substantial to some readers.
• They can be shared internally inside client teams.

These are real advantages, just not directly for search visibility.

Pair guides with open Information Center content

• Publish the main ideas of the guide as on page articles.
• Offer the full guide as a download for readers who want a single file.
• Link between the articles and the download in a natural way.

This way, your Information Center can attract search traffic, and the downloadable guide can help convert some of that traffic into leads.