The latest buzz in the digital marketing sphere is “information gain,” a term that’s causing quite the stir in the realm of search engine optimization (SEO). This concept, while new in terminology, is an evolution of an age-old principle: the creation of unique content. Emerging from Google’s June 2022 patent for an information score, it builds upon the company’s long-standing advocacy for originality, echoing its “Content is King” mantra and E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) framework.
Google’s relentless pursuit of originality continues to discourage content repetition, urging writers to produce distinctive content that distinguishes itself in search engine results pages (SERPs). Understanding information gain is pivotal for enhancing your online strategy; let’s delve deeper into this concept.
Information gain measures the uniqueness of your content against the prevailing consensus on the web. Consider the myriad articles that surface for a given search term; an average content analysis would reveal the commonalities. Removing these common elements, you’re left with the unique contributions that make each article distinct.
Google’s patent introduces the “information gain score,” a metric crucial for SEO professionals. It tracks a user’s journey, evaluating the additional value provided by each article. If the content fails to offer new insights, it risks a low score. An example? A “best hats” article might score higher if it lists 15 options rather than the standard 10.
Yet, beware of mere length; substance and relevance are paramount. Quality, credibility, and reliability are paramount in answering users’ queries effectively.
SEO and information gain algorithms aim to distinguish expert content from mass-produced AI-generated content and content farms. These farms churn out vast quantities of low-quality content, often with automated tools, lacking expert insight.
To prepare for information gain, tailor your content to address users’ needs. Incorporate personal experiences, emotional connections, customer testimonials, and case studies. Diversify your sources for fresh insights and consider interactive formats like audio, podcasts, video, and infographics.
At WebFX, our 100+ specialized content writers are well-versed in crafting unique, high-quality content for your industry. With over 25 years of experience, we’re ready to help you prepare for the information gain era. Contact us online or at 888-601-5359 to elevate your content strategy today!
