What is information gain in SEO?
Information gain in SEO is a metric that Google can use to evaluate the uniqueness of your content compared to similar content that the user has already seen.
If your content has original and useful elements, the theory is that it can rank higher in secondary search results (results taken after the first results to increase relevance and diversity).
This definition of information gain comes from Google’s Information Gift Patent.
What is Google’s information that gets a patent?
Google’s Information Gift Patent is a document that outlines and legally protects an information gain system developed by Google.
The patent refers to a Information gain Scorethat measures the amount of new information in content compared to previously seen content.
If a user seems unhappy with the initial search results, Google could use information gel results to prioritize new results that offer something else. And increase the chance that 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 gel results.
- A user is doing a new, slightly different search to have an initial search. Google could consider information gone results when they ranked these secondary search results to make sure the user does not get similar results again.
The US Patent and Trademark Office awarded Google’s patent (entitled “Contextual Estimation of Linkin Formation Gains”) in 2022.
Does Google Information use geat in its algorithm?
It is unclear whether Google uses information gain as described in his patent. The company has not confirmed or denied.
Many SEO -Fag people believe that Google is using these information gains systems In one form or another because:
- Google has previously patented technologies that became parts of its search algorithm
- Google’s useful content updates appear to reward content with original items
- 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, the addition of original items to your content can help you rank higher in secondary and possibly even initial search results. And then help you get more organic traffic.
If information gets Don’t do it Play a direct role in Google’s algorithm, adding original items can still be advantageous. Because these items can help you attract, engage and convert users.
Just remember that more is not always better. To introduce too many items can mess your content and damage the user experience.
How to optimize for information gains in SEO
To optimize for information gain when blog writing, building landing pages, or creating other forms of content, Add unique items that enrich the user experience.
To do this, consider three important things:
- Search Intention – In what the target audience wants
- Which competing content offers to the audience
- What you could do differently than competitors
Say you are writing a list of top travel destinations.
Adding destinations that no one else has covered can increase your information gain score. But do not lower the quality of your recommendations or overwhelm the reader with too many options.
Here are some ways to make your content more unique:
- Do original research so you can share unique data and insight
- Discuss your own opinions and experiences in your content
- Ask experts to share insightful comments that you cannot give on your own
- Create original photos and videos that add value to your content
Begin to optimize for information gain
Start optimizing information gains with the help of Semrush’s keyword tool overview.
Enter your target key word and your location to view the type (s) of search intention behind the key word. And keyword variations that give you more insight into users’ needs.
You can also analyze top-ranked pages to find out ways to make your content be apart.
