Information gain isn’t a new term, but in recent months, it’s a phrase that’s been gaining traction within the search engine optimization (SEO) community. Much of this traction can be attributed to the intersection of changes with Google Search. From Google doing away with the old Helpful Content Update (HCU) and instead incorporating “helpfulness signals” into the March Core Update to finally rolling out its much-anticipated generative AI in Search, a lot has happened in the past few months. This has SEO professionals looking for new ways to optimize for both real users and a generative AI-powered Search.
Information Gain: A Brief Background
Dating as far back as 2018, Google filed a patent for a method of implementing an “information gain score” that analyzes and scores documents that share a similar topic based on how much of the same information is present in each related document. Put another way, Google can parcel out how much unique or different content articles of a related topic contain and will likely implement this technology going forward. This patent was approved in 2022, and many surmise that it’ll play a role in Search rankings soon, if not already.
As a result, the classic method of seeking out top-ranking pages in Search and developing content closely modeled after those pages likely won’t work as well as it used to. Rather, staying aware of “information gain” will mean analyzing how a piece of content can add new, unique, and never-before-seen information to the topic or conversation. Furthermore, this “new information” can’t be placed just anywhere on the page. In keeping with Google’s standards of creating helpful, user-friendly content, it will need to be integrated in a way that’s quickly and easily accessible to users and generative AI alike, which might require a unique approach to content structure.
Information Gain is No Cause for Panic
Information gain might sound frightening at first glance, but the idea behind the patent isn’t necessarily new. Whether it’s the HCU or Google’s emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), this is yet another step down the road of user-focused content. Why? Because the “Experience” component of E-E-A-T, which was the most recent addition to these guidelines, advised content creators and SEOs to qualify their articles with some degree of personal or professional experience. This meant adding anecdotes, unique images, exclusive data, or other signals that highlight an author or site’s experience in the topic they’re writing about.
For those following Google’s best practices, they’ve already been empowering their user-friendly content with information that isn’t recycled everywhere else. Information gain is merely a method of reading and scoring said content based on how well it stands out from the competition.
How to Optimize for Information Gain
While Google hasn’t said much about information gain, we know from the patent that the best way to improve our information gain score is by offering information and resources that other ranking pages don’t have. Our content needs to provide a user experience that quickly justifies its existence, and that could mean restructuring the flow of the page, so the most critical information is seen by users right away, or offering proprietary data and visuals.
- Interview and quote experts: Straight out of the journalism playbook, one of the best ways to add proprietary information to your page is to ask experts on your topic for an exclusive interview or quote. Not only will this add expertise and experience to your page, but it will likely be a unique quote not found on competitor sites.
- Crowdsource your information: Create a people, put together a survey, or send out a simple question to a group. No content creator lives in an isolated bubble, and there’s likely an audience, social media following, or customer base eager to offer their opinions. Take advantage of these assets as an exclusive source of data.
- Seek out scholarly research: Google Scholar is a great tool for finding information and data on virtually any topic. Tap into scholarly sources that add authority and credibility to your content. While anyone can use this data, how you integrate it can make your content stand out from the competition.
- Create unique videos & photos: This is an old tactic, but a good one. Any unique visual media you can create for your page will help it stand out.
- Reframe existing information: Depending on your topic, there might be numerous ranking pages all citing the same data or information. If finding unique information is a struggle, why not reframe what’s already out there? Turn frequently cited data into a chart or graph, or use your words to transform commonalities like “4 out of 5 dentists agree” into a refreshed “only 80% of dentists agree.”
- Restructure your page’s layout: Don’t be afraid to reorganize your page to make it stand out from the competition. Just because a certain style or template is ranking today doesn’t necessarily mean it’s the most user-friendly experience. Consider your audience, and restructure your page based on their needs. This “new look” can help differentiate your content.
Cater to Your Audience
With generative AI summarizing answers in Search, giving users everything they may want or need as quickly as possible is more imperative than ever. This might mean reorganizing your page’s layout, so all of the most important data points are above the fold when users land on your page. It might also mean condensing pertinent information into easier-to-digest nuggets or images that quickly draw attention or shuffling conversion buttons. For bulleted lists, fine-tuning bulleted lines down into a word or two and replacing bullets with relevant icons can be another avenue of delivering information as lightning-fast as possible.
Every industry is different, but staying aware of the competition and what your audience is looking for can help you reassess your site in anticipation of information gain.
