What is information gain in SEO?
The information gain in SEO is a metric that Google can use to assess the uniqueness of your content in relation to the similar content that the user has already seen.
If your content has original and useful elements, the theory is that it can classify higher in the secondary research results (results recovered after the initial results to improve relevance and diversity).
This definition of information gain comes from Google’s information certificate.
What is Google’s information certificate?
Google’s information certificate is a document that describes and legally protects a information gains rating system developed by Google.
The patent refers to a information gain scorewhich measures the quantity of new information in the content in relation to the content previously seen.
If a user seems dissatisfied with initial search results, Google could use information gain scores to prioritize new results that offer something different. And increase the risk that the user has satisfactory information.
For example:
- A user quickly returns to the results page after visiting a result. Google could interpret user dissatisfaction with this type of result and dynamically update the page to include new content with high information gain scores.
- A user does a new slightly different search after having done an initial search. Google could consider the information gain scores during the classification of these secondary research results to ensure that the user no longer receives similar results.
The United States’s patent and brands office has granted the Google patent (entitled “Contextual estimate of the gain of connection information) In 2022.
Does Google use information gain in its algorithm?
It is not clear if Google uses information gain as described in its patent. The company has not confirmed or denied.
Many SEO professionals think that Google uses these information gain systems in a certain form because:
- Google previously patented technologies that have become part of its research algorithm
- Google useful content updates seem to reward the content with original elements
- Google encourage Content creators to “provide information, reports, research or original analyzes”
- Google sometimes changes research results after a user has interacted with them
If Google’s information gain measure plays a role in Google algorithmThe addition of original elements to your content could help you rank higher in the secondary and perhaps even initial search results. And then help get more organic traffic.
If the information wins doesn’t Play a direct role in Google’s algorithm, the addition of original elements could always be beneficial. Because these elements can help you attract, engage and convert users.
Keep in mind that the more better. The introduction of too many elements can clutter your content and harm the user experience.
How to optimize for information gain in SEO
To optimize to win information when writing blogs, the construction of destination pages or the creation of other types of content, Add unique elements that enrich the user experience.
To do this, consider three key things:
- Research intention—Eieie, what the target audience wants
- What competing content offers to the public
- What you could do differently from the competitors
Suppose you write a list of the main travel destinations.
Adding destinations that no one else has covered could increase your information gain score. But you should not reduce the quality of your recommendations or overwhelm the reader with too many options.
Here are some ways to make your content more unique:
- Carry out original research so that you can share unique data and ideas
- Discuss your own opinions and experiences in your content
- Ask experts to share insightful comments that you cannot provide for yourself
- Create original images and videos that add value to your content
Start optimizing for information gain
Start optimizing for information gain with the help of Semrush Presentation of keywords tool.
Enter your target keyword and location to see the type (s) of research in the keyword. And the variations of keywords that give you an overview of user needs.
You can also analyze the leading pages to find ways to bring out your content.
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