Definition
Information gain describes how much genuinely new value a page offers compared with existing content on the same topic. Pages with high information gain include original data, first-hand testing, specific examples, expert analysis or a perspective that other pages lack. Pages with low information gain restate what is already widely available.
For example, most articles on CRM adoption repeat the same general tips. A Bizbloom article that shares anonymized onboarding data from its own customers, showing which setup steps teams most often skip, adds information that an assistant cannot find in the near-copies.
Why it matters
When many pages say the same thing, an assistant has little reason to prefer one over another. Original information gives it a reason to retrieve and cite your page specifically, and gives your brand a distinct claim to be associated with. Information gain also makes content more useful to the buyer who clicks through. It is one of the few content qualities that competitors find hard to replicate quickly.
What to do
- List what the top existing pages already cover, then identify what they leave out.
- Add original data, testing results, screenshots or expert commentary you can stand behind.
- State new findings clearly and early, so they are easy to find and quote.
Common questions
What is information gain in SEO?
It is the idea that a page is more valuable when it adds something readers cannot get from other results, such as original research, first-hand experience or new examples. The term is often linked to a Google patent, but how any system actually measures it is not public.
How can a small brand create information gain?
Use what only you have: customer questions, support data, product testing, pricing experience or expert staff. Even a small survey or a detailed walkthrough with real screenshots can add something new. The goal is specific, verifiable detail that is not already repeated across many pages.