What is information gain?
Google has demonstrated a clear strategy in its quest to provide users retail email list relevant and high-quality results. The company has realized that simple keyword optimization and link manipulation are no longer enough to display the most optimal results. For this reason, Google is looking to reward websites and content that bring new and valuable information to the discussion.
Typically, the “most accurate” answer to a Google query is found in the first position, and you can see that the other search results often repeat the same thing as the first result, and sometimes even without paraphrasing it. Who is imitating whom? It is difficult to determine. This practice is known as “Copycat Content.” This situation in content causes users to stop searching for information and quickly end their search. This is the main reason why Google is looking to make changes.
But what exactly is information gain? In simple terms, it is the ability of a piece of content to provide additional and unique information that is not found in other articles or web pages. Google is developing algorithms that are able to identify and reward content that offers fresh perspectives, in-depth analysis, innovative solutions and different approaches. In short, the goal is to reward originality and differentiation.
Information gain has profound implications for content marketing. First, it involves a shift in the mindset of marketers. It’s no longer just about creating content that’s better than the competition, but about bringing something new to the conversation. A more strategic and creative approach is required to stand out in an information-saturated environment.
Furthermore, information gain aligns with the evolution of content marketing. Previously, the primary focus was on producing relevant and quality content, but now the challenge of providing unique insights is added . Marketers must thoroughly research their niche, understand the needs and wants of their audience, and develop content that goes beyond what already exists in the digital landscape.
Users want more personalized content
The customer journey is also affected by this trend. Search engine users are increasingly looking for detailed and comprehensive information before making decisions. They want answers to specific questions, solutions to complex problems, and informed opinions. Websites and content that are able to meet these needs will have a competitive advantage in attracting and retaining customers.
SERP (search results page) fragmentation is another important aspect to consider. With information gain, search engines can deliver personalized results tailored to individual search intents. This means that a single SERP can serve multiple fragmented intents, providing opportunities for different types of content to stand out in different contexts.
