Information Gain
The unique value, new data, or fresh perspective a piece of content adds to the existing body of knowledge on a topic.
Information Gain is an SEO concept (patented by Google) that prioritizes content providing new information over content that simply repeats what is already ranking. In the AI era, this is the single most important factor for ranking.
How to Demonstrate Information Gain
If 10 articles already say “Site speed is important,” writing the 11th article won’t help. To demonstrate information gain:
- Original Data: Run your own survey or analyze your own customer data.
- Contrarian Viewpoint: Challenge the consensus (e.g., “Why Response Time Matters More Than Design”).
- Personal Experience: Share a specific case study or story that no AI could generate.
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Related Concepts
AEO (Answer Engine Optimization)
The practice of optimizing content to be cited by AI answer engines like ChatGPT, Perplexity, and Google AI Overviews.
Lead Magnet
A free item or service that is given away for the purpose of gathering contact details.
Unique Selling Proposition (USP)
The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.