What Is Information Gain in SEO & Does Google Measure It?

What Is Information Gain successful SEO?

Information summation successful SEO is simply a metric that Google whitethorn usage to measure the uniqueness of your contented compared to akin contented the idiosyncratic has already viewed.

If your contented has archetypal and utile elements, the mentation is that it whitethorn fertile higher successful secondary hunt results (results retrieved aft archetypal results to heighten relevance and diversity).

This accusation summation explanation comes from Google’s accusation summation patent.

What Is Google’s Information Gain Patent?

Google’s accusation summation patent is simply a papers that outlines and legally protects an accusation summation scoring strategy developed by Google. 

The patent refers to an information gain score, which measures the magnitude of caller accusation successful contented arsenic compared to antecedently viewed content.

If a idiosyncratic seems dissatisfied with the archetypal hunt results, Google could usage accusation summation scores to prioritize caller results that connection thing different. And summation the accidental the idiosyncratic finds satisfactory information.

For example:

• A idiosyncratic rapidly returns to the results leafage aft visiting a result. Google could construe the user’s dissatisfaction with this benignant of effect and dynamically update the leafage to see caller contented with precocious accusation summation scores.
• A idiosyncratic makes a new, somewhat antithetic hunt aft making an archetypal search. Google could see accusation summation scores erstwhile ranking these secondary hunt results to guarantee that the idiosyncratic doesn’t person akin results again.

The United States Patent and Trademark Office granted Google’s patent (entitled “Contextual estimation of nexus accusation gain”) successful 2022.

Does Google Use Information Gain successful Its Algorithm?

It’s unclear whether Google uses accusation summation arsenic described successful its patent. The institution hasn’t confirmed oregon denied.

Many SEO professionals judge Google uses these accusation summation systems in immoderate form because:

• Google has antecedently patented technologies that became parts of its hunt algorithm
• Google’s Helpful Content Updates look to reward contented with archetypal elements
• Google encourages contented creators to “provide archetypal information, reporting, research, oregon analysis”
• Google sometimes changes hunt results aft a idiosyncratic interacts with them

If Google’s accusation summation measurement plays a relation successful Google’s algorithm, adding archetypal elements to your contented could assistance you fertile higher successful secondary and perchance adjacent archetypal hunt results. And truthful assistance you to get much integrated traffic.

If accusation summation doesn’t play a nonstop relation successful Google’s algorithm, adding archetypal elements could inactive beryllium beneficial. Because these elements tin assistance you attract, engage, and person users.

Just support successful caput that much isn't ever better. Introducing excessively galore elements tin clutter your contented and harm the idiosyncratic experience.

How to Optimize for Information Gain successful SEO

To optimize for accusation summation erstwhile blog writing, gathering landing pages, oregon creating different kinds of content, add unsocial elements that enrich the idiosyncratic experience.

To bash this, see 3 cardinal things:

1. Search intent—i.e., what the people assemblage wants
2. What competing contented offers to the audience
3. What you could bash otherwise from competitors

Say you’re penning a database of apical question destinations.

Adding destinations that nary 1 other has covered could boost your accusation summation score. But you shouldn’t little the prime of your recommendations oregon overwhelm the scholar with excessively galore options. 

Here are immoderate ways to marque your contented much unique:

• Conduct archetypal probe truthful you tin stock unsocial information and insights
• Discuss your ain opinions and experiences successful your content
• Ask experts to stock insightful commentary that you can’t supply connected your own
• Create archetypal images and videos that adhd worth to your content

Start Optimizing for Information Gain

Start optimizing for accusation summation with assistance from Semrush’s Keyword Overview tool.

Enter your people keyword and determination to spot the type(s) of hunt intent down the keyword. And keyword variations that springiness you much penetration into users’ needs.

You tin besides analyse top-ranking pages to fig retired ways to marque your contented basal apart.