Information Gain in SEO: What it means for your business

The concept of information gain (information gain) in SEO refers to the unique value your content provides to users, beyond what they have already seen online. That is, it is the "new" and useful thing a reader learns when reading your material. According to Semrush, information gain is a measure that evaluates the originality of your content compared to similar articles. In other words, the more new, substantive information your pages offer, the more information gain give users. The corresponding Google Unique Information Gain Score assesses "how much new, valuable information your content provides compared to existing sources". Content with a high uniqueness score typically ranks better and has higher visibility in search results.

In the international context, Google has a patent (2022) entitled "Contextual Estimation of Link Information Gain". This describes how the amount of new information on a page can be measured in relation to other pages viewed by the user. For example, if a user types something into Google and quickly goes back to the results (dwell time), the system assumes that the first result did not satisfy them. Google can then display new options with greater information gain. That is, if the initial search didn't find what the user wanted, Google "searches" for articles with something different and more original. Although it has not been officially confirmed that this patent is used as such in the search algorithm, recent updates ("Helpful Content") show that Google prefers to reward original content. In addition, Google's guidelines encourage authors to provide "original information, reporting, research or analysis," which means the company is looking for content with substance and originality.

What does all this mean for Greek businesses? In practice, it suggests that simply reproducing general information is not enough - you need something extra to stand out. If your blog or website parrots what already exists elsewhere, then the information gain is low and your Google ranking will show it. Conversely, when you offer exclusive research, primary data or unknown data (e.g., your customer survey results), you immediately increase your information gain. As Semrush notes, even if Google doesn't directly leverage this measure, adding original data to your content can improve organic traffic. More specifically, it's worth incorporating information into your content strategy that your competitors don't have - whether it's internal research, original analysis, or even the opinion of experts in your industry. For example, a Greek winery could publish an analysis of the unique characteristics of its wines or share exclusive insights into local grape varieties, providing readers with something they won't find elsewhere. Each such originality increases the informational gain of your site.

Why businesses need to know

In a competitive digital environment like the Greek market, standing out in search engines is vital for any business. With 95% of the Greek search market dominated by Google, SEO optimization is the simplest way to increase traffic and customers. And as Google's algorithms place more and more emphasis on content quality, information gain becomes critical. In fact, studies show that long, in-depth articles perform better: 96% of pages ranking on the first page have over 1,000 words. That is, algorithms - including artificial intelligence systems like Google's BERT - prefer "long-form" content that provides detailed answers. Thus, creating long, well-written content (e.g., guides, detailed posts, case studies) helps your site meet user and search engine expectations.

For business owners, this means that investing in original, useful content is an investment in the future. Google's guidelines explicitly ask if your content provides "original information, reporting, research or analysis." It also checks whether your information has substance compared to other pages in the results. Therefore, only when your article provides real value to the reader (and not a mere repetition of what already exists), then it deserves a higher ranking. For example, a customer searching for "startup investment ideas" will prefer a comprehensive article with original market research or expert interviews, rather than a short generic text. Such exclusive insights lead to increased information gain and often a higher Google ranking.

How to maximise the information gain in your content

To make your content rich in information gain, follow the steps below:

• Conduct original research: Collect your own, exclusive data through surveys, online polls or case studies. For example, you can create a questionnaire for your customers and present the results in an article. Exclusive data (e.g. graphs with your own metrics) make the content unique and increase the information gain.
  
• Providing in-depth analysis: Write comprehensive guides and detailed posts that thoroughly cover a topic. Google's algorithms (like BERT) look for articles that give comprehensive, in-depth answers. A 1,500-3,000 word article with full explanations, examples, and technical details of, say, a product or service, will have a much greater informational gain than a brief "panorama" of the topic.
  
• Diversify your content: Add unique perspectives and insights not offered elsewhere. For example, combine in your article interviews with experts, customer experiences or expert opinions. Even a simple comment or advice from you, as a professional in your field, adds originality. With this differentiation your text will stand out from the competition.
  
• Serving the user's intention: Study carefully what readers are looking for. Analyze the keywords and search targeting (intentions). Use SEO tools to find keywords and queries (such as Semrush Keyword Overview or Google Analytics), and craft your content to answer them. For example, if users are searching for "latest trends in the food industry", write an article that provides guidance not only on these trends, but also tips on how to apply them to the Greek market. This way you can be sure that your article really moves the reader and does not just give them general information.
  
• Use original graphics and multimedia: Images, graphs and videos can dramatically increase your information gain. Create your own infographics, original sketches or photos of your products/services. For example, an infographic with primary statistics of your company can enrich an article and provide valuable information. According to Semrush, original images and videos add valuable experience to content.
  
• Update your content regularly: The internet is constantly evolving, so be sure to update older articles with new data, recent research or additional advice. This keeps your content current and relevant. Every time you add new data, you increase the information gain for those who return or find your older articles. As Ranktracker points out, regular updates "maintain the relevance and originality" of the content.
  

At the same time, avoid the following common mistakes that drastically reduce the information gain:

• ❌ Reproduction of existing content: Don't just copy or rewrite information that is already on Google. Instead, add new value-added information.
  
• ❌ Thin or surface content: Texts that do not cover the topic in depth (e.g. very short articles) do not provide enough information. Allow the reader to understand a topic in depth so that your article has substance and insights that benefit them.
  
• ❌ Ignoring user intent: Do not write content that is only aimed at ranking and not at the needs of the readers. Match your content exactly to what users are looking for and their queries. This way, your article will be fully responsive to search and will "produce" higher information gain.
  

In a world where Google is constantly evolving its algorithms towards "people-first" content, the information gain is the new challenge and opportunity for every business. As Ranktracker concludes, optimizing for high information gain "ensures that your content stands out, attracts higher rankings and effectively engages users." So by investing in original information, in-depth analysis and unique data, you not only help Google understand that you are adding value, but more importantly you are actually serving your customers. Start today: write a new article that incorporates research, experiences or exclusive data - and watch your business' organic traffic gradually climb.

Sources: semrush.com | ranktracker.com | semrush.comtopsearch.gr | developers.google.com | tisdigitech.com |