What is Information Gain?
Information Gain is a term from information theory that calculates how much uncertainty is reduced when a dataset is split. In plain terms, it measures the "aha!" factor or the degree of new insight a specific input provides.
In SEO, this concept has been adapted by Google to assess the originality and relevance of content compared to what is already available.
When search engines evaluate SEO content, they prioritise originality.
Google’s 2020 patent highlights this with its Information Gain Score, which determines the freshness and depth of insights offered by a webpage.
It aims to tackle the issue of repetitive, low-value content by rewarding pieces that contribute something unique, like proprietary data, well-researched perspectives, or nuanced analysis.
How Google’s 2020 Patent Works
Google’s patent evaluates content against existing search results to measure how much useful information it brings to the table.
This isn’t limited to just textual content; it also applies to videos, images, and other forms of media.
The system uses a mix of algorithms and human evaluation to ensure that originality and depth are recognised.
This approach doesn’t just improve search results; it also challenges creators to move away from rewriting existing material.
Instead, the focus is on meaningful additions to what is already known. By addressing overlooked aspects or providing exclusive insights, content creators can better meet the needs of their audience while improving visibility.
Why Information Gain Matters
For brands and businesses, aligning content with Information Gain principles has clear advantages.
First, it enhances search engine rankings, allowing your content to rise above competitors in crowded niches. Beyond that, it strengthens user engagement, as audiences are more likely to trust and connect with material that genuinely provides value.
This isn’t just about better rankings.
Content that closes knowledge gaps also builds credibility. Users remember brands that offer helpful, well-thought-out solutions rather than merely rephrasing what they’ve already seen.
Over time, this translates to higher authority within your industry.
Practical Tips for Creating High-Gain Content
Creating content with high Information Gain requires careful planning and thoughtful execution. Here are some ways to ensure your material stands out:
- Focus on Fresh Insights: Use your own data, conduct original research, or offer detailed analysis. Examples include publishing customer surveys, sharing case studies, or presenting unique visualisations.
- Address Unmet Needs: Identify questions your competitors have missed or neglected. Tools like keyword research or forums can uncover overlooked topics.
- Include Visual Elements: Interactive tools, infographics, and videos simplify complex topics while keeping audiences engaged.
- Stay Concise and Clear: Avoid bloating your content with unnecessary jargon. A user-friendly tone ensures accessibility.
- Refine Regularly: Update older pieces with new data or insights to maintain relevance and value over time.
These practices not only align with Google’s preferences but also improve user experience, keeping readers engaged and satisfied.
The Content Optimisation Trinity Framework
1. Research & Discovery
Combine thorough investigation of multiple sources including forums, reviews, academic papers, and internal data like customer service feedback. Use keyword research tools and trend analysis to identify content gaps and underserved topics that present opportunities.
2. Organisation & Creation
Centralise all findings in accessible tools like Notion or a Spreadsheet to maintain clear documentation of research and personas. Use these insights to either create new content or revitalise existing materials with fresh perspectives, multimedia elements, and real-world examples.
3. Analysis & Refinement
Monitor key performance metrics including scroll depth, bounce rates, and time on page to assess content effectiveness. Use these insights to continuously optimise content, ensuring it remains aligned with user needs and market trends while maintaining competitive edge.
Measuring the Impact of Information Gain
To understand whether your content aligns with Information Gain principles, track content performance across these areas:
- Engagement: Look at metrics like time spent on the page and bounce rates.
- SEO Performance: Monitor changes in rankings, click-through rates, and backlink growth.
- User Feedback: Analyse comments, reviews, and social media interactions to identify strengths and weaknesses.
Regularly reviewing these metrics helps refine your approach, ensuring your content remains impactful and relevant.
Final Word
Information Gain is more than a technical concept; it’s a framework for creating content that resonates with both users and search engines. By prioritising originality, addressing gaps in knowledge, and offering meaningful insights, businesses can elevate their visibility, build audience loyalty, and establish authority in their fields.
As search engines continue to evolve, this focus on value-driven content will remain essential for long-term success.
