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Information gain is the additional information your page contributes beyond what already ranks for the query.<\/p>\n<\/div>\n
Whether Google runs a literal information gain score is still unconfirmed.<\/p>\n<\/div>\n
But whether or not it improves your ranking is almost irrelevant.<\/p>\n<\/div>\n
You should care about information gain because it’s your differentiator<\/strong>.<\/p>\n<\/div>\n The extra effort you put into creating useful, memorable content can equate to growing your owned audience, building a moat, earning mentions in AI answers, and becoming a name search engines actually recognize.<\/p>\n<\/div>\n Below we\u2019ll dig into what information gain actually means, what we know (and don’t know) about whether Google uses it, and, most importantly, how to improve your content with information gain.<\/p>\n<\/div>\n Information gain is a measure of how much new information a page adds beyond what a searcher has already seen.<\/p>\n<\/div>\n The term isn’t originally an SEO one\u2014it\u2019s borrowed from machine learning.<\/p>\n<\/div>\n The patent addresses a specific problem: search results where every page says essentially the same thing.<\/p>\n<\/div>\n Take the keyword \u201dhow to improve your credit score\u201d.<\/p>\n<\/div>\n There are only so many things that can actually change a credit score.<\/p>\n<\/div>\n What is information gain in SEO? <\/span><\/h2>\n