Google’s measure of how much unique and valuable information a page adds beyond what already exists in the index.
Understanding Information Gain in SEO
Information gain has become one of the most essential SEO factors in 2025. It’s not just about keywords or backlinks anymore; it’s about offering fresh, meaningful, and unique insights that other pages don’t.
When two pages discuss the same topic, Google analyzes which one provides more informational value. If your content delivers fresh data, expert insights, examples, or perspectives that users haven’t seen elsewhere, your page earns higher visibility.
Information Gain Across CMS Platforms
WordPress
WordPress users can enhance information gain through detailed blog posts, integrating schema, and offering updated statistics or expert commentary that other articles lack.
Shopify
For Shopify, adding educational content like comparison guides or brand storytelling within product pages helps create unique information gain that boosts visibility.
Wix
Wix websites can improve information gain by including original visuals, infographics, and interactive elements that simplify complex SEO or product-related topics.
Webflow
Webflow users can combine design with depth presenting data-backed insights through rich media layouts improves engagement and perceived authority.
Custom CMS
Custom CMS platforms give flexibility to incorporate structured data, exclusive insights, and advanced content personalization, all of which increase information gain.
Information Gain Across Industries
Ecommerce
In ecommerce, information gain can come from product comparisons, buying tips, or usage ideas that other stores don’t mention. This creates uniqueness and builds trust.
Local Businesses
Local businesses can add information gain by discussing specific community details, service area insights, and practical tips that make the content highly relevant to their audience.
SaaS
SaaS companies benefit from sharing case studies, user data, or workflow insights. These unique details make their blogs and landing pages stand out in search results.
Blogs
For bloggers, information gain means providing unique takes, real-world examples, or niche expertise. It’s not about rewording what’s already ranking it’s about adding something new that sparks value.
Do’s & Don’ts / Best Practices
When creating content for information gain, your goal is to educate and enlighten, not repeat. You should build authority through originality and expertise.
Do’s
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Offer new insights, data, or perspectives not found in the top-ranking results.
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Use examples, research, and first-hand experience to enrich your content.
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Keep information updated and contextually relevant to user intent.
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Focus on clarity and usefulness rather than filler words or repetition.
Don’ts
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Don’t copy or paraphrase competitors’ content.
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Don’t prioritize keyword density over quality.
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Don’t publish outdated or surface-level information.
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Don’t skip fact-checking misinformation lowers trust and ranking potential.
Common Mistakes to Avoid
One major mistake writers make is rephrasing what’s already ranking without adding any new depth. Another common error is focusing only on search volume instead of user value. True information gain comes from unique experiences, studies, and examples that reflect real-world understanding.
Websites that fail to offer originality often face declining rankings over time because Google now identifies repetitive or redundant content easily.
FAQs
What is Information Gain in SEO?
Information Gain in SEO refers to how much new, useful content or insight a page provides beyond what’s already available in existing top search results for a topic.
Why does Information Gain matter to Google and SEO?
Because Google wants to surface content that isn’t just repeating what’s already out there — it rewards pages that add novelty (fresh data, unique angles, deeper insights) which better satisfy user intent.
How is Information Gain measured?
While the exact formula isn’t publicly confirmed, Google has a patent (“Contextual estimation of link information gain”) that describes scoring content based on how much additional informational value it offers compared to what’s already available in the SERP.
What kinds of content tend to have higher Information Gain?
Content that includes original research or data, expert quotes, under-explored subtopics, detailed comparisons, or answers to questions competitors haven’t addressed. Also good presentation (charts, visuals) helps.
Can Information Gain improve rankings?
Yes — content that achieves high information gain is more likely to stand out in SERPs, especially when many top pages are similar. It can improve visibility, reduce bounce/pogo-sticking, and enhance user engagement — all factors that correlate with better rankings.
