Definition
Information gain is a ranking concept where Google evaluates the added value of content compared to other results available for a given query. A 2020 Google patent describes an 'information gain score' system that measures the amount of new information a document provides compared to already viewed or displayed documents. In practice, this means Google can favor pages that offer unique perspectives, original data, exclusive case studies, or different analytical angles, even if they don't perfectly match the dominant format in the SERPs. For SEO content creators, information gain encourages going beyond simply reformatting existing results and producing truly original and useful content.
Key Points
- Google rewards content providing new information compared to existing SERPs
- 2020 Google patent describing an 'information gain score'
- Encourages producing original content rather than reformatting existing content
Practical Examples
Original case study
Rather than writing yet another generic article about link building, publish a case study with your own data showing the measured impact of your link strategy over 12 months. This unique content offers strong information gain.
Different angle
For the query 'best SEO tool', if all results list the same tools, an article comparing only French tools with personal tests provides an information gain that Google may reward.
Frequently Asked Questions
There is no direct tool. Analyze the top 10 results for your target query and identify what your content brings that's new: original data, unique perspective, field expertise, unprecedented case studies. The more your content differentiates itself, the higher its information gain.
Google patented the information gain score concept in 2020, confirming the engine's interest in this signal. However, Google never specifically confirms which patents are actively used in the ranking algorithm.
Go Further with LemmiLink
Discover how LemmiLink can help you put these SEO concepts into practice.
Last updated: 2026-02-07