One of the most common ways to convert leads is by “gating content” which means that the prospect will need to fill in their data to get access to the content, it is defined as content that cannot be accessed, either by a human or a web index crawler, unless the user provides some information in return.
Marketers typically use email forms and subscription gates to exchange contact information for well-researched useful content. Web crawlers, or robots, do not read websites the same way that humans do, so gating content means hiding some of the most informative and valuable content from search bots whose main purpose is to find the answers to users’ questions.
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