Understanding Information Gain: A Detailed Explanation of the New SEO Term
In the ever-evolving world of search engine optimization (SEO), new buzzwords emerge frequently, and the latest term to make waves is “information gain.” SEO experts are excitedly discussing this concept and its potential impact on website rankings and visibility. However, it’s important to note that information gain can have different meanings depending on the context. In this article, we will explore the various interpretations of information gain and how it can be leveraged to optimize your website for search engines.
The Three Schools of Information Gain: Humans, Machines, and Search Engines
Information gain is a concept that is relevant in three main areas: machine learning, the Google patent, and information foraging theory. Machine learning involves using information gain to train decision trees, but we won’t delve too deeply into that topic here. Instead, let’s focus on the more practical applications of information gain in SEO.
When SEO professionals talk about information gain, they are often referring to the Google patent. In 2022, Google was granted a patent that introduced the concept of an information gain score for documents. This score measures the “sameness” of content and determines whether it should be promoted or demoted in search engine rankings. Essentially, Google uses information gain to identify and penalize unoriginal or plagiarized content. This development is a significant step in combating content duplication and ensuring that search results deliver valuable and unique information to users.
Another interpretation of information gain comes from the field of information foraging theory. This theory draws parallels between how animals search for food and how humans search for information. According to Peter Pirolli’s book on information foraging theory, humans seek to gather as much information as possible in the shortest amount of time. This means that when users conduct online searches, they are looking for sources that provide the most relevant and valuable information quickly. As an SEO professional, understanding and optimizing for information foraging can help you meet the needs of search users and improve your website’s visibility.
Why Information Foraging Matters for SEO
Google has recently started discussing information foraging theory in their decoding decisions report, signaling that this concept is becoming increasingly important in the world of SEO. The report acknowledges that the abundance of information available online makes it challenging for users to make confident decisions. If there is too much information to sift through, the decision-making process becomes prolonged, which is detrimental to both users and businesses.
To address this issue, Google is exploring ways to provide generative AI responses to search queries. This means that instead of clicking on multiple websites to gather information, users can get immediate answers from search engine results pages. This initial information can help users make more informed decisions and streamline the search process. As an SEO professional, it’s crucial to optimize your content not just for search engines but also for AI-generated responses.
From SEO to Information Gain Optimization
Google has been investing in AI technology for some time, using systems like BERT to improve language understanding. As search engines become more sophisticated, they aim to understand content in a way that serves users better. This means that Google is essentially “reading” your content, albeit in a machine-like manner. To optimize your website for information gain, you need to adopt a similar approach to both machines and humans.
In essence, SEO professionals become information optimizers. Your goal is to continually increase the rate of information gain. This rate is calculated by dividing the information value by the cost associated with obtaining that information. From a user’s perspective, the cost can be the time and effort required to find and process the information. For search engines, the cost includes the resources expended on indexing and retrieving documents. By maximizing the value gained per interaction, you can improve the information gain rate for both humans and machines.
Optimizing Content for Information Gain
To optimize your content for information gain, you need to consider both machine learning and human learning. Google emphasizes the importance of original and experience-based information from reliable sources. Additionally, Google wants to reduce the cost of extracting that information. By making it easier for machines and humans to extract valuable information from your website, you can improve your website’s visibility and rankings.
There are several factors to consider when optimizing your content for information gain:
1. Content Structure: Design your page structure in a way that maximizes the information gain rate. Consider using faceted search buttons or other user-friendly features that help visitors find the information they need quickly.
2. Information Architecture: Structure your information in a way that delivers maximum value in the shortest time. Provide quick and specific answers to users’ queries, using phrases that are to the point and easy to understand. Incorporate trust signals such as ratings and reviews to enhance the credibility of your content.
3. Content Design: Enhance the design of your content by using visuals, such as unique images or data visualizations, to convey information effectively. Visual elements can make your content more engaging and easier to comprehend.
4. Content Difference: Differentiate your content from existing sources by offering unique perspectives and angles. Be creative in how you present information and consider incorporating attributes such as simplicity, trustworthiness, and location relevance.
By following these guidelines, you can create content that stands out from the competition and increases the information gain rate for both search users and search engines.
In Conclusion
Information gain is a new buzzword in SEO that holds great potential for improving website visibility and rankings. However, it’s essential to understand the different interpretations of information gain and how they apply to SEO. From Google’s patent on measuring content “sameness” to information foraging theory, there are multiple ways to approach information gain optimization. By focusing on maximizing the value gained per interaction and optimizing your content for both machines and humans, you can enhance the information gain rate and provide valuable information to search users. In this era of generative content, information gain is indeed king.
