Information gain is not a new term, but in recent months, it is a phrase that has 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 ditching the old Useful Content Update (HCU) and adding “useful signals” in the March Core Update to finally rolling out its long-awaited Generative AI in search, a lot has happened in the last few months. This has SEO professionals looking for new ways to optimize for both real users and AI-based generative search.
Information gain: brief background
Since 2018, Google filed a patent for a method to implement 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. In other words, Google can split the amount of unique or different content articles from a related topic and will probably implement this technology in the future. This patent was approved in 2022 and many assume that it will play a role in search rankings soon, if not already.
As a result, the classic method of finding top-level pages in Search and developing content based on the model of those pages probably won’t work as well as it used to. Rather, being 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. Also, this “new information” cannot be placed anywhere on the page. In keeping with Google’s standards for creating useful and user-friendly content, it will need to be integrated in a way that is fast and easily accessible to both users and generative AI, which may require a unique approach to content structure.
Obtaining information is not a cause for panic
Obtaining information may seem scary at first, but the idea behind the patent is not necessarily new. Whether it’s HCU or Google’s emphasis on EEAT (experience, expertise, authority and trust), this is another step on the road to user-centric content. Because? Because the “Experience” component of the EEAT, 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 cues that highlighted an author’s or site’s expertise in the topic they’re writing about.
For those who follow Google’s best practices, they’ve already boosted their user-friendly content with information that isn’t recycled anywhere else. Insights is just one method of reading and scoring that content based on how it stands out from the competition.
How to optimize for information
Although 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 must provide a user experience that quickly justifies its existence, and this could mean restructuring the flow of the page so that the most critical information is seen by users immediately, or offering proprietary data and visuals.
Interviews and quotes from experts: One of the best ways to add proprietary information to your page, straight from the journalism playbook, is to ask experts on your topic for an exclusive interview or quote. Not only will this add knowledge and expertise to your page, but it will likely be a unique quote not found on competing sites.
Enter your information: Create a people, create a survey or send 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. Leverage these assets as your unique source of data.
Search for academic research: Google Scholar is a great tool for finding information and data on virtually any topic. Leverage 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 and photos: This is an oldie, but a goodie. Any unique visuals you can create for your page will help it stand out.
Reformulate existing information: Depending on the topic, there may be numerous classified pages citing the same data or information. If finding unique information is a struggle, why not rethink what’s already out there? Turn frequently cited data into a chart or graph, or use your words to transform common points like “4 out of 5 dentists agree” into an updated “only 80% of dentists agree.”
Restructure your page design: Don’t be afraid to rearrange your page to make it stand out from the competition. Just because a certain style or template is ranked today doesn’t necessarily mean it’s the easiest experience to use. Consider your audience and restructure your page based on their needs. This “new look” can help differentiate your content.
Serve your audience
With generative AI summarizing Search answers, it’s more imperative than ever to give users everything they could possibly want or need as quickly as possible. This may mean reorganizing your page layout so that all of your most important data points are above the fold when users land on your page. It can also mean condensing relevant information into more digestible nuggets or images that quickly grab attention or stir conversion buttons. For bulleted lists, narrowing the bulleted lines to a word or two and replacing the bullets with relevant icons can be another way to deliver information as quickly 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 insights.
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