Intro
The term "information of gain" has become the latest SEO buzzword, sparking widespread interest and debate within the industry. However, its meaning varies across different contexts.
Exploring the Three Facets of Information Gain
Information gain encompasses several distinct areas:
1. Machine Learning:
Used primarily in training decision trees, this aspect of information gain may not be directly relevant to everyone, particularly those outside of computer programming.
2. Google Patent:
The SEO community often refers to a 2022 Google patent that introduced an information gain score for assessing content originality. This method helps Google promote original content and demote derivative works.
3. Information Foraging Theory:
Derived from the book "Information Foraging Theory" by Peter Pirolli, this concept compares the ways animals forage for food to how humans search for information. It's a more complex view but crucial for understanding user behavior online.
Why Information Foraging is Critical for SEO
Google’s adoption of information foraging theory, particularly discussed in their "decoding decisions report," highlights the challenges users face due to an overload of information and choices. This theory is becoming increasingly relevant as Google moves towards providing AI-generated responses directly in search results, potentially reducing the need for users to click through multiple websites.
From SEO to Information Gain Optimization
As Google integrates AI more deeply into its systems, like using BERT for language understanding, the focus shifts from traditional SEO to optimizing for information gain. This involves crafting content that maximizes the value of information while minimizing the effort needed to obtain it.
The Process of Information Optimization
Optimizing for information gain involves understanding both machine learning and human learning processes to enhance the effectiveness of content. Here are key strategies:
1. Content Structure:
Evaluate how your page layout can be optimized for both search engines and users to maximize the rate of information gain. A prime example is the Tui website, which utilizes faceted search buttons to streamline the user search process. It’s crucial to consider how to design your pages effectively to enhance user experience and make the information readily accessible.
2. Information Architecture:
Strategically organize your content to facilitate the highest possible information gain. For instance, answer common questions directly and upfront, such as:
- “When is the best time to travel to Jamaica?”
- “March is the best time to travel to Jamaica.”
Enhance your content by incorporating these key qualities:
- Quick and engaging
- Precise focus
- Targeted phrases
- Direct and straightforward
- Simple and clear
- Trustworthy, with evident ratings and reviews
- Demonstrable competence
3. Content Design:
Focus on the visual and structural design of your content to add value. For example, like Backlinko, use distinctive images to make complex data more understandable and engaging.
4. Content Difference:
Ensure your content stands out from the competition by integrating unique perspectives and creative approaches. If your content remains similar to others, revamp it to reflect distinct angles and insights.
Here's a challenge: Visit websites like Backlinko or HubSpot, pick an article, and apply these four strategies to reimagine the content from your unique viewpoint. This exercise can be a valuable workshop for agency and in-house teams to refine their approach to content in terms of information gain.
In today's world of generative content, mastering information gain is essential.
Conclusion
Understanding and optimizing for information gain is crucial in an era dominated by generative AI, where delivering content that efficiently meets user needs can significantly enhance SEO performance.
