Business owners hear it all the time: “Content is king.” But in reality, just publishing content isn’t enough. If you’re writing articles, guides, or blog posts that cover the same things as everyone else, you’re not helping your readers or your search rankings.
That’s where information gain comes in. It’s the idea that to rank and engage people, your content needs to add something new to the conversation, rather than just repeating what’s already out there.
Let’s break this down in human terms and look at how you can use it to improve your content strategy.
What Is Information Gain?
Think of information gain like this: 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 covers the same five bullet points that every other article covers—”look for a licensed provider,” “check insurance,” “read reviews” —that’s not new. That’s table stakes.
Information gain means providing people with more than what has already been said. That could mean:
- Explaining the pros and cons of different therapy types from a therapist’s perspective.
- Including stories from real clients (with permission or anonymized).
- Sharing how your practice handles that first call or consult.
- Talking about mistakes people often make when choosing a therapist and how to avoid them.
These are things most AI-generated or templated blog posts can’t offer—because they come from your experience, your team, and your clients.
Why Google Cares About New Information
There’s strong evidence that Google is paying close attention to information gain. According to a breakdown by KP Playbook, Google has begun scoring content not just by keywords, but by the additional value it provides compared to top-ranking pages.
Google doesn’t just want the most popular version of an answer—it wants the most helpful one.
That means:
- Articles that answer related but often-missed questions.
- Content that fills gaps left by others.
- Pages that go beyond the surface to offer clarity, nuance, or real-world insight.
If your content adds depth, examples, or fresh perspectives that aren’t found in other top-ranking posts, you’re more likely to move up in search results.
Where AI Content Falls Short
Tools like ChatGPT or Jasper can help speed up content creation. But by default, these tools are repeating what’s already been written. That’s literally how they work, by predicting the next word based on patterns they’ve seen across the internet.
So what’s missing? New information. Real insight. Your voice.
If you ask an AI to write a blog post about EMDR therapy or Shopify SEO, you’ll likely get something passable, but generic. And if everyone else is doing the same, the result is a web full of content that all sounds the same.
That’s a missed opportunity.
How to Add Real Value to Your Content
Here’s where business owners can do something different. Don’t just “write content for SEO.” Write to help people actually understand your product, your process, and your service.
Here are a few practical ways to create content with information gain:
1. Start with a question your customer actually asks
Instead of “What is EMDR therapy?” try:
- “How does EMDR therapy feel the first time you try it?”
- “How do I know if EMDR is working?”
- “What should I expect during my first EMDR session?”
Consider the specific, real-world questions your customers have and address them directly.
2. Go beyond the obvious
Everyone says therapy is helpful. But what’s it like to open up to a stranger? What happens when it doesn’t feel like it’s working right away? These are questions worth answering.
Consider:
- Sharing common misconceptions about therapy and clarifying them.
- Discussing the emotional journey clients often experience.
- Providing tips for making the most out of therapy sessions.
3. Add your perspective—or your team’s
Include examples from client sessions (safely), therapist advice, or your own lessons learned. These small insights are what make your content unique.
You might:
- Share a story about a breakthrough moment in therapy.
- Discuss a unique approach your practice takes.
- Highlight a staff member’s expertise and how it benefits clients.
4. Use outlines or rough drafts from AI, then go deeper
You can use AI to create a rough structure or generate ideas. But use those as a starting point, not the final result. Ask:
- “What’s missing?”
- “What would my customer still be confused about?”
- “How can I add our unique perspective or experience?”
Then, enrich the content with your insights, stories, and expertise.
A Quick Test: Would You Share It?
A simple way to tell if your content has information gain: Would you send it to a client or peer and feel proud of it? If it just recycles the same ideas, they could get anywhere, probably not.
But if it helps them understand something better, avoid a mistake, or feel more confident making a decision? That’s real value.
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 out there.
Information gain isn’t just an SEO tactic. It’s a mindset. And it’s how you build trust, not just traffic.
At Garrett Digital, we specialize in SEO and content strategy that delivers real results. If you’re ready to create content that genuinely adds value and stands out in your industry, let’s talk.
