Updated on July 17, 2025
Business owners and marketers are publishing more content than ever. But most of it blends together. If you want your content to stand out, rank, and actually help people, you need to offer something different.
That’s where information gain comes in.
It’s the idea that to rank in search and be helpful to readers, your content needs to add something new to the conversation, not just reword the same five points found in every other article.
Let’s break this down and look at how you can use information gain to improve your content strategy.
What Is Information Gain?
Information gain means offering something your competitors haven’t. It could be a real story, a surprising stat, a specific example, or a fresh angle your audience hasn’t seen yet.
Think of it this way: Google has already read a thousand versions of the same article.
Let’s say you’re writing about “How to Choose the Right Therapist.” If your post includes only the usual advice—“look for a licensed provider,” “check insurance,” “read reviews”—you’re not offering anything new. That’s table stakes.
To provide information gain, you could:
- Explain how therapy styles differ from a clinician’s point of view
- Share real client experiences (with permission or anonymized)
- Describe how a first therapy session actually feels
- Compare what a great intake process looks like vs. a red flag one
This kind of content reflects your actual experience and insights, which is something most AI tools or content farms cannot provide.
Why Google Cares About New Information
Google doesn’t just want more of the same—it wants better answers.
There’s strong evidence that Google is scoring content based on the additional value it brings compared to existing pages. According to a breakdown by KP Playbook, content that fills gaps, adds detail, or answers underserved questions tends to perform better in search.
Google even filed a patent for Information Gain Scores, which describes evaluating whether a page adds unique, useful information beyond what’s already indexed.
That means content that:
- Answers related but commonly overlooked questions
- Provides clarity, nuance, or expert insight
- Includes supporting evidence, real-world examples, or fresh angles
…is more likely to rank.
Real-World Example
Too common:
“Therapy can help you feel better. Look for someone who is licensed and experienced.”
Adds information gain:
“Many clients feel worse before they feel better. One of our therapists compares it to cleaning out a closet—things get messier before they get clearer. That’s normal, and here’s why…”
The second version reflects specific and honest insight. It gives readers something they’re not finding in every other article.
Where AI Content Falls Short
Tools like ChatGPT, Jasper, and others are helpful for drafting and brainstorming. But by default, they’re repeating patterns from content that already exists. That’s their job: predict the next word based on what’s most likely to appear.
So what’s missing?
- New insights
- Real stories
- Subject matter expertise
- Your team’s voice and process
If everyone uses the same AI tool to write about Shopify SEO or EMDR therapy, the internet fills up with copycat content. And your potential customers tune out.
Content Formats That Often Add Real Value
Looking for ways to boost information gain in your content? Try:
- Before/after case studies
- Behind-the-scenes walkthroughs
- Screenshare video tutorials
- Interviews or Q&A with staff
- FAQs pulled from customer service questions
- Personal takes on trends or controversial opinions
- Stories from real clients or team experiences
These formats are more complicated to fake, more challenging to automate, and far more helpful for readers.
How to Add Information Gain to Your Content
Here’s how to start writing content that stands out in search and is actually useful.
1. Start with a real question
Instead of “What is EMDR therapy?” try:
- “How does EMDR therapy feel the first time?”
- “What should I expect during my first EMDR session?”
- “How long does it take to see results with EMDR?”
These are the types of questions people are typing into search bars. Answer them clearly and directly.
2. Go deeper than surface-level tips
Most content discusses what to do. The best content describes how it feels, what might go wrong, or why it works.
Examples:
- Common misconceptions about therapy
- How clients can tell if it’s helping
- What to do when progress feels slow
3. Share what only you know
Use your team’s knowledge. Add a therapist’s perspective. Talk about what you’ve learned from working with real clients.
Ideas:
- A breakthrough moment from a session (safely anonymized)
- A unique approach your team uses and why it works
- A short story from a client experience that changed how you practice
4. Use AI as a helper, not a ghostwriter
AI can help outline content, but your job is to finish it with clarity, expertise, and relevance.
When reviewing AI-drafted content, ask:
- What’s missing?
- What would my customer still be confused about?
- Where can I add a fresh story, quote, or example?
Would You Share It?
If you’re not sure whether a blog post has value, ask yourself:
Would I send this to a client or peer and feel good about it?
If it just repeats the basics, probably not. But if it helps them feel more confident, avoid a mistake, or understand a concept more clearly, then yes. That’s what content with information gain does.
Content That Ranks and Resonates
Search engines are evolving. Customers are, too.
If you want your content to perform, it needs to do more than show up. It needs to stand out by being clearer, more helpful, and more human than everything else.
Information gain isn’t just an SEO tactic. It’s a mindset. And it’s how you build trust, not just traffic.
What to do next:
- Look at your top 5 blog posts
- Search for the same title on Google
- What’s missing from the top results?
- Can you fill that gap or add your take?
If you’re ready to create content that actually helps people and drives real search performance, let’s talk.
Garrett Digital specializes in SEO and content strategy for businesses that want to stand out.
