What Is Information Gain in SEO?
Information gain in SEO is a metric that Google may use to evaluate the uniqueness of your content compared to similar content the user has already viewed.
If your content has original and useful elements, the theory is that it may rank higher in secondary search results (results retrieved after initial results to enhance relevance and diversity).
This information gain definition comes from Google’s information gain patent.
What Is Google’s Information Gain Patent?
Google’s information gain patent is a document that outlines and legally protects an information gain scoring system developed by Google.
The patent refers to an information gain score, which measures the amount of new information in content as compared to previously viewed content.
If a user seems dissatisfied with the initial search results, Google could use information gain scores to prioritize new results that offer something different. And increase the chance the user finds satisfactory information.
For example:
- A user quickly returns to the results page after visiting a result. Google could interpret the user’s dissatisfaction with this type of result and dynamically update the page to include new content with high information gain scores.
- A user makes a new, slightly different search after making an initial search. Google could consider information gain scores when ranking these secondary search results to ensure that the user doesn’t receive similar results again.
The United States Patent and Trademark Office granted Google’s patent (entitled “Contextual estimation of link information gain”) in 2022.
Does Google Use Information Gain in Its Algorithm?
It’s unclear whether Google uses information gain as described in its patent. The company hasn’t confirmed or denied.
Many SEO professionals believe Google uses these information gain systems in some form because:
- Google has previously patented technologies that became parts of its search algorithm
- Google’s Helpful Content Updates seem to reward content with original elements
- Google encourages content creators to “provide original information, reporting, research, or analysis”
- Google sometimes changes search results after a user interacts with them
If Google’s information gain measure plays a role in Google’s algorithm, adding original elements to your content could help you rank higher in secondary and possibly even initial search results. And so help you to get more organic traffic.
If information gain doesn’t play a direct role in Google’s algorithm, adding original elements could still be beneficial. Because these elements can help you attract, engage, and convert users.
Just keep in mind that more isn’t always better. Introducing too many elements can clutter your content and harm the user experience.
How to Optimize for Information Gain in SEO
To optimize for information gain when blog writing, building landing pages, or creating other kinds of content, add unique elements that enrich the user experience.
To do this, consider three key things:
- Search intent—i.e., what the target audience wants
- What competing content offers to the audience
- What you could do differently from competitors
Say you’re writing a list of top travel destinations.
Adding destinations that no one else has covered could boost your information gain score. But you shouldn’t lower the quality of your recommendations or overwhelm the reader with too many options.
Here are some ways to make your content more unique:
- Conduct original research so you can share unique data and insights
- Discuss your own opinions and experiences in your content
- Ask experts to share insightful commentary that you can’t provide on your own
- Create original images and videos that add value to your content
Start Optimizing for Information Gain
Start optimizing for information gain with help from Semrush’s Keyword Overview tool.
Enter your target keyword and location to see the type(s) of search intent behind the keyword. And keyword variations that give you more insight into users’ needs.
You can also analyze top-ranking pages to figure out ways to make your content stand apart.
