Ever wondered why some content ranks higher than others despite covering the same topic? The secret might be in the information gain your content provides.
As an experienced marketing consultant, I've witnessed firsthand how search algorithms have evolved from simple keyword matching to sophisticated content evaluation systems. In this comprehensive guide, I'll break down the concept of information gain, why it matters for your SEO strategy, and actionable ways to implement it for better rankings.
Information gain in SEO refers to the unique, valuable content or insights that a webpage provides compared to other pages covering similar topics. It's essentially the new, useful information that users gain when consuming your content that they wouldn't find elsewhere.
This concept has its roots in information theory and machine learning, where information gain measures how much additional information a feature provides. In SEO terms, search engines aim to rank content that provides the most unique value and addresses user intent in ways other content doesn't.
Information gain can be understood through several components:
| Component | Description | SEO Impact |
|---|---|---|
| Uniqueness | Original information not available elsewhere | Higher likelihood of ranking for competitive terms |
| Comprehensiveness | Complete coverage of a topic | Better topical authority and ranking for related queries |
| Relevance | Information that directly addresses search intent | Improved user engagement signals |
| Value Density | High ratio of useful information to content length | Better user experience metrics and reduced bounce rates |
In the early days of SEO, ranking well meant keyword stuffing and backlink acquisition. Today, with advancements in natural language processing and machine learning algorithms, search engines have become remarkably better at understanding content quality and value.
Google's ranking systems now evaluate content based on how much information gain it provides to users. This shift has profound implications:
The concept of entity salience (how important specific entities or concepts are within content) is closely related to information gain. Search engines now evaluate how well content explains key entities and their relationships, which contributes to the overall information value.
In August 2022, Google released its Helpful Content Update, which explicitly targets content created primarily for search engines rather than users. This update further emphasizes the importance of information gain as a ranking factor.
The update introduced a site-wide "helpfulness" signal that rewards websites demonstrating consistent patterns of providing unique value. Content with high information gain typically exhibits characteristics that align perfectly with Google's definition of "helpful content":
This update essentially codified what many SEO professionals had already observed: content with high information gain performs better in search results over time.
Quantifying information gain can be challenging, but several approaches can help evaluate how much unique value your content provides:
One method is to compare your content against top-ranking pages for your target keywords. Tools like Surfer SEO and Clearscope can help identify content gaps and opportunities for adding unique information.
While not a direct measure, user behavior signals can indicate information gain:
| Metric | What It Indicates | Target Goal |
|---|---|---|
| Average Time on Page | Content engagement and value perception | Higher than industry average |
| Bounce Rate | Whether content satisfies search intent | Lower than competing pages |
| Pages Per Session | Content interest generation | More than 1.5 for informational content |
| Return Visits | Content authority and reference value | Steady increase over time |
You can develop a scoring system based on these information gain indicators:
Each piece of content can be scored on these dimensions to create an overall "information gain score."
Now that we understand what information gain is and how to measure it, let's explore practical strategies to increase the information gain of your content:
One of the most powerful ways to provide information gain is through original research:
For example, Backlinko regularly publishes original research on SEO factors that earns significant attention and backlinks due to its high information gain.
Leveraging expertise provides substantial information gain:
Enhancing the semantic depth of your content increases information gain:
Some relevant LSI keywords for "information gain" include: semantic search, content value, knowledge graphs, entity salience, topic authority, content differentiation, search relevance, and content uniqueness.
The way information is presented affects how much value users extract:
A finance blog I consulted for was struggling to rank against established competitors despite having technically sound content. After analyzing their content, we identified low information gain as the primary issue.
| Metric | Before Strategy | After Implementation | Change |
|---|---|---|---|
| Organic Traffic | 15,000/month | 47,000/month | +213% |
| Average Position | 8.4 | 3.2 | +62% |
| Bounce Rate | 67% | 42% | -37% |
Strategy Implemented:
An e-commerce client was experiencing high product page bounce rates and poor conversion. We enhanced their product descriptions with significant information gain:
Strategy Implemented:
Results: Product page conversions increased by 28%, and organic traffic to product pages grew by 44% over six months.
When implementing information gain strategies, watch out for these common pitfalls:
Adding words without adding value undermines information gain. Inflating content with redundant information or unnecessary elaboration actually reduces value density and can harm rankings.
While AI tools can help with content creation, they often generate information already available elsewhere. Without substantial human editing and enhancement, AI content typically offers minimal information gain.
A shorter article with high information density often outperforms longer content that covers familiar ground. Focus on value per word rather than total length.
Visuals, diagrams, and multimedia elements can provide substantial information gain by presenting complex concepts in more accessible formats. Many content creators focus solely on text-based information.
As search algorithms continue to evolve, we can expect information gain to become even more central to SEO success:
Search engines are increasingly capable of evaluating content quality and uniqueness at scale. Google's Search Generative Experience (SGE) and other AI-driven search features will likely place even greater emphasis on identifying content with high information gain.
Future algorithms will better assess information gain across text, images, video, and interactive elements, rewarding content that provides unique value in multiple formats.
Search engines will increasingly evaluate information gain in the context of entire user journeys rather than isolated pages, prioritizing content that provides unique value at specific stages of information-seeking behavior.
Information gain has evolved from a theoretical concept to a central component of successful SEO strategies. In today's competitive search landscape, simply matching keywords or acquiring backlinks isn't enough—your content must provide genuine value that users can't find elsewhere.
By focusing on original research, expert perspectives, comprehensive coverage, and clear presentation, you can significantly increase the information gain of your content and improve your search performance.
Remember that information gain isn't just about pleasing algorithms—it's about truly serving your audience with content that enhances their understanding and helps them achieve their goals. When you consistently provide high information gain, both users and search engines will reward you.
What unique perspectives or data can you bring to your next piece of content? That's where your true competitive advantage lies.
This article was written by Gaz Hall, a UK based SEO Consultant on 9th May 2025. Gaz has over 25 years experience working on SEO projects large and small, locally and globally across a range of sectors. If you need any SEO advice or would like me to look at your next project then get in touch to arrange a free consultation.
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