Measures unpredictability of a term. High-entropy words (rare, topic-specific) often carry more SEO weight than low-entropy stopwords (“the”, “and”).
Have you ever written a piece of content that was so predictable it just blended in with everything else online? I remember when my content felt bland because I was using the same words as everyone else. I want to share a mind-blowing concept that explains why using unexpected words can actually make your content more valuable to Google. 🤯
I am going to explain exactly What is Term Entropy (Shannon’s Information Theory)? and show you how to choose words that maximize your information power. I will give you simple, actionable tips for writing unique content across every platform and industry. This focus on information value will help your pages stand out from the crowd and rank higher.
What is Term Entropy (Shannon’s Information Theory)?
Term Entropy, based on Shannon’s Information Theory, is a concept used to measure the level of surprise or information content a term provides within a piece of content. Think of it as how unexpected a word is in a specific context. A word with low entropy is highly predictable, while a word with high entropy is highly unique and provides more new information.
I use the concept of Term Entropy to ensure my content is not just repeating common knowledge. For example, if I am writing about “dogs,” the word “dog” has low entropy because it is expected. However, the term “Canis familiaris” has high entropy and provides more unique, specialized information, signaling deeper expertise to search engines.
The Impact of Term Entropy Across CMS Platforms
Since Term Entropy is about the uniqueness of my language, my focus on every CMS is on writing expert, distinctive copy and documentation.
WordPress
With WordPress, I optimize for Term Entropy by prioritizing niche terminology and deep explanations in my long-form articles. I make sure my content uses expert language that is unexpected for a beginner, signaling high authority to Google. I ensure the text is readable by defining complex terms clearly for my audience.
Shopify
For my Shopify product pages, I boost Term Entropy by using highly specific, often technical terms to describe materials, manufacturing processes, or unique design elements. Instead of just “waterproof jacket,” I might use “hydrostatic head rating” and “polyurethane coating.” This detail shows unique expertise and differentiates my product.
Wix
Wix users should aim to include unique industry terms and specialized knowledge on their core service pages. I focus on ensuring that my core message is simple but supported by unexpected, authoritative terminology. This makes a smaller site punch above its weight by signaling high expertise in its niche.
Webflow
Webflow’s structured CMS is perfect for this because I can dedicate fields to technical specifications or proprietary terms, which naturally increases Term Entropy. I ensure that my case studies and features pages use the precise vocabulary of my industry. This organized, specialized language is a strong signal of deep, unique knowledge.
Custom CMS
With a custom CMS, I enforce content guidelines that encourage writers to use highly specialized language and terminology unique to the company’s patented processes or research. I can even build tools to monitor the novelty of the language used in new articles. This advanced control ensures my content is a unique information source.
Term Entropy Application in Different Industries
I apply the principle of unique, unexpected terminology to show deep, specialized knowledge in every sector.
Ecommerce
In e-commerce, I utilize high Term Entropy by using technical specs and scientific or industry terms in product titles and descriptions. I swap generic terms for highly specific model numbers, proprietary technologies, or material compositions. This shows a high level of product knowledge, which builds buyer confidence.
Local Businesses
For local businesses, I increase Term Entropy by using unique local terminology or specific legal and licensing terms that only an expert in that area would know. I also describe my service process in unexpected detail, signaling a unique and professional approach. This unique detail helps me stand out against competitors.
SaaS (Software as a Service)
With SaaS, my content must have very high Term Entropy to prove my authority in a technical space. I use the precise vocabulary of my industry, focusing on terms that describe complex algorithms, integration methods, or advanced security protocols. This specialized language attracts and satisfies an expert audience.
Blogs
For my blogs, I ensure my articles include unique data, original research findings, or expert quotes that introduce unexpected terms or concepts. I aim to be the source that defines the complex terminology within my niche. This focus on novelty makes my blog a highly valuable information resource.
Frequently Asked Questions
Is Term Entropy about using big words?
No, it is not about using “big words,” but about using specific, specialized, and unique words that are unexpected in the given context. It measures the information value, not the word length.
What is a low entropy term example?
A low entropy term is a predictable, common word like “guide,” “solution,” “best,” or “click here.” These words are used on almost every page and carry very little unique information.
How can I find high entropy terms for my content?
I find them by reading academic papers, industry white papers, and expert forums in my niche. I look for the unique technical or descriptive vocabulary that only true experts use and then incorporate it naturally.
What does Shannon’s Information Theory have to do with SEO?
Shannon’s theory provides the mathematical foundation for measuring the amount of information in a message. Search engines apply this to text to measure how much new, unique value a document provides compared to their existing index.
