How Information Gain Score may affect your SEO
We all know that in the past few years, AI content has become rampant in the search results. The content is perfect, it’s clean, and it’s also the same as everyone else. With the majority of search results now leading to the same information, Google has come up with a way to differentiate content with no new information.
Gain Information Score is the metric that many people believe Google has been using to boost sites with new information. While the patent (US11354342B2 if you want to do research) was claimed in 2022, it is now likely being used to help clear search results of excess AI slop.
So what exactly does it do?
This specific patent gives Google the exclusive ability to filter content specifically by “gaps” in information. For example, say website A has a nice article about puppies, and website B copies the article. but website C includes their own puppy facts. In this case, website B would rank the lowest since it doesn’t have new information.
Simply put, new information that hasn’t been seen will most likely rank higher.
Creating content with Information Gain
The best way to use this factor to your advantage it to create content that is genuine to your brand that is either not easily created by others or is so uniquely tied to your brand that AI couldn’t dream of replicating it.
What this basically means:
Instead of writing 10 posts about whatever you can think of, write 5 that make an impact
Instead of summarizing what everyone else is already doing, tell your own story
Instead of relying on basic AI prompts for the creative, make your experience unique
While Google has not specifically disclosed whether or not this patent is being used in search results, it’s always important to keep in mind that creating “people-first” content is the best way to grow. One of the most important factors that is used in search results is the so-called “EEAT model” or experience, expertise, authoritativeness, and trustworthiness.
This means that creating content with these aspects in mind is what is going to set your brand apart from others and help you build the community and business you’re looking for.
Sources:
https://www.semrush.com/blog/information-gain/
https://patents.google.com/patent/US11354342B2/en
https://developers.google.com/search/docs/fundamentals/creating-helpful-content
