Understanding Information Gain in Depth
Information gain refers to the uniqueness and relevance of the content you produce compared to what’s already available online. Rather than repeating common knowledge, your goal is to share fresh facts, data, or perspectives that genuinely add new value to the reader’s understanding.
Google evaluates content based on how much genuinely new information it provides relative to existing results. Pages with high information gain offer insights, research, or data points unavailable elsewhere, thus ranking higher in search results.
Why Search Engines Prioritize Information Gain
Google’s stated core objective is delivering highly valuable content to users. As its algorithms evolve, they increasingly prioritize originality and uniqueness in their search rankings. Content that adds clear, measurable new insights outperform repetitive or redundant pages.
High information gain content:
- Boosts user satisfaction by delivering new knowledge.
- Drives engagement and reduces bounce rates.
- Enhances your site’s authority and credibility.
How Google Detects and Tests New Information
When Google suspects that a page introduces genuinely new knowledge, it puts that URL through what engineers have called a Navboost “information satisfaction” test. Internal testimony in the U.S. v. Google antitrust trial revealed that Navboost stores 13 months of click and engagement data and periodically elevates pages containing facts that do notappear in that trailing window. During these test impressions, Google measures an internal metric known as Information Satisfaction (IS)—a quality signal derived from rater feedback and real‑world engagement. If users dwell on the result, click competitor links less, and raters mark the content as both trustworthy and novel, those new details are folded into Google’s consensus knowledge, and the page often earns a lasting rankings boost.
Think you can game the system by inventing “unique” facts? The same process can backfire. When users bounce quickly or raters signal low trust, Navboost logs negative engagement, and the page can end up ranking worse than before the test cycle. In short, true information gain is rewarded—manufactured trivia is punished.
How to Create High Information Gain Content
Conduct Original Research: Customer Surveys
One of the most effective strategies is conducting original research. We once surveyed over 1,000 past clients, generating five unique data points we could incorporate into our articles.
Example findings:
- “85% of surveyed clients preferred our service for its superior customer support.”
- “78% valued our transparent pricing approach.”
Publishing original data like this instantly differentiates your content.
Leverage Independent Third-Party Testing
Third-party testing can provide authoritative, verifiable, and unique content. For a supplement brand, independent lab testing enabled us to include compelling, unique claims:
- “Our protein powder is independently verified to contain 99.8% pure ingredients, surpassing industry standards.”
Such statements enhance credibility and provide substantial information gain.
Utilize Expert Opinions and Commentary
Quoting experts directly boosts your content’s informational value significantly. For example, working with a financial research firm, we frequently quoted the founder’s expert insights featured regularly on CNBC:
- “In a recent CNBC interview, our founder highlighted unique investment opportunities presented by current market volatility.”
These expert-driven insights are uniquely authoritative and trusted.
Learning from Leading Organizations
Top-tier companies like Dave Ramsey, NerdWallet, and Zillow provide excellent examples of consistently producing high information gain content through unique research.
For example, Ramsey Solutions conducted the largest-ever study of millionaires, surveying over 10,000 millionaires. This extensive research uncovered unprecedented insights:
- 8 in 10 millionaires actively invested in their company’s 401(k).
- Nearly 80% built their wealth independently, without inheritance.
- 94% regularly spend less than they earn, practicing disciplined budgeting.
By conducting similar comprehensive research, your content can similarly stand out.
Enhancing Information Gain Through E-A-T
Google prefers content authored from an experienced, authoritative, and trustworthy (E-A-T) perspective. Here’s how to effectively enhance these components in your writing:
Demonstrating Experience
Share your firsthand experiences and insights clearly:
- General: “Budgeting saves money.”
- Improved: “After years of meticulous budgeting, I’ve personally witnessed significant improvements in my financial security.”
Conveying Authoritativeness
Utilize precise facts or credible third-party sources:
- General: “People love our supplement.”
- Improved: “Clinical trials by XYZ Labs confirmed 93% of users experienced increased energy levels after using our supplement.”
Establishing Trustworthiness
Maintain transparency and honesty in your writing:
- General: “Our product is top quality.”
- Improved: “We publish independent test results that transparently show our product’s superior quality.”
Actionable Steps for Creating Information Gain
To effectively create content with high information gain, focus on integrating original research, authoritative insights, verifiable data, and authentic personal experiences directly into your writing process. Conduct regular, targeted surveys or studies within your audience or niche, capturing unique data points others can’t easily replicate.
Actively seek expert commentary or interviews, leveraging credible, authoritative perspectives to enhance your content’s depth. Transparently present clearly sourced and independently verifiable information to build trust.
Lastly, infuse your content with firsthand experiences, sharing genuine observations and insights that reflect your direct involvement and expertise. By embedding these practices consistently into your content creation strategy, you ensure each piece you produce significantly boosts your site’s SEO through substantial information gain.
Practical Examples of Information Gain in Different Industries
Finance
- Unique Surveys: Original insights from consumer spending patterns.
- Expert Analysis: Regularly cite well-known financial advisors.
Health and Supplements
- Independent Testing: Publish third-party verification results of product quality.
- Clinical Studies: Include unique clinical trial outcomes.
Real Estate
- Market Analysis: Share proprietary housing market studies.
- Customer Surveys: Publish detailed buyer and seller behavior surveys.
Technology
- Technical Reviews: Provide independent benchmarking results.
- Exclusive Insights: Feature interviews with leading industry experts.
Enhancing Readability and Engagement
While focusing on information gain, keep your content engaging by:
- Breaking text into clear, manageable sections.
- Using bullet points for key insights.
- Incorporating visuals like charts, graphs, or infographics to enhance clarity.
How to Consistently Generate Information Gain Content
Consistency in delivering information-rich content involves:
- Regularly conducting industry-specific research.
- Establishing connections with authoritative figures for insights.
- Monitoring emerging trends and data in your niche.
The Long-Term Benefits of Information Gain
Creating content with high information gain positions you as a thought leader, enhancing both your SEO performance and audience engagement. Search engines increasingly reward content that genuinely enriches user knowledge, making information gain an essential strategy.
Commit to consistently providing unique, valuable content that sets you apart from competitors. Over time, you’ll build stronger trust, authority, and ultimately better rankings in search engine results.
By adopting these practices, you’ll not only create content that excels in search performance but also consistently delivers exceptional value to your readers. Creating content with genuine information gain can significantly boost your SEO success. Readers gain genuine value, and search engines reward you with better visibility. By consistently applying these principles, you’ll create content that not only stands out in search results but also truly resonates with readers.
