Updated on September 5, 2025
There’s more content online than ever. Every day, businesses push out new articles, guides, and posts. But if you’ve been paying attention, most of it looks and sounds the same.
If you want your content to rank, attract real readers, and help your business, you can’t just repeat what’s already out there. You have to bring something new.
That’s where information gain comes in.
What Is Information Gain
Information gain is simple. It’s when your content adds something that other websites don’t have. That could be a personal story, a unique piece of data, an example pulled from your own work, or a point of view your readers haven’t seen yet.
Think about it. Google has already indexed hundreds of posts on the same topics you’re going to write about. If you’re covering “How to Choose the Right Therapist” and your advice boils down to “check credentials, review insurance, read reviews,” you’ve added nothing. That’s baseline information.
You could make it better by:
- Explaining how therapy approaches differ, from a clinician’s perspective
- Sharing anonymized client stories that illustrate the process
- Describing what the first session actually feels like
- Comparing a strong intake process with one that raises red flags
That’s the kind of detail that makes a post worth reading.
Why Google Notices
Google doesn’t need more copies of the same blog post. It needs better ones.
There’s evidence that Google evaluates whether a page adds real value compared to what’s already indexed. A patent called Information Gain Scores explains this idea. Pages that fill gaps, add clarity, or answer questions people aren’t seeing answered elsewhere tend to rank higher.
Content that usually performs well in this way:
- Addresses overlooked but related questions
- Offers expert perspective or deeper context
- Uses real-world examples that clarify the point
Example:
Generic: “Therapy can help you feel better. Look for someone who is licensed and experienced.”
Better: “Many clients feel worse before they feel better. One of our therapists compares it to cleaning out a closet. It gets messier before it feels clear. That’s normal, and here’s why…”
One tells the reader what they already know. The other teaches them something they didn’t.
How AI Falls Short
Tools like ChatGPT and Jasper can help you draft, but they work by predicting what usually comes next in text. Which means they lean on existing material. They can’t draw from your experience unless you feed it in.
What they often miss:
- First-hand insights
- Original stories
- Your voice and point of view
- Specific details from your process
If every business in your field uses the same AI tool to write about WordPress SEO or EMDR therapy, the internet fills with rewrites of the same advice. That’s when readers stop paying attention.
Content Formats That Add Value
Some formats make it easier to offer information gain:
- Before-and-after case studies
- Behind-the-scenes walkthroughs
- Screenshare tutorials
- Interviews with your team
- FAQs based on real customer service conversations
- Personal takes on industry trends
- Stories from actual client experiences
These take more work but are harder to fake and more helpful to readers.
Develop a Content Process
Here’s a process that works.
- Start with a real question
Skip the generic “What is EMDR therapy?” and instead write about “How does EMDR therapy feel the first time?” or “What should I expect in my first EMDR session?” These are the questions people actually type into search. - Go deeper than the obvious
Many articles stop at what to do. Add the how and why. For example:- Common myths about therapy
- How clients can tell if they’re making progress
- What to do if it feels like therapy isn’t helping yet
- Share what only you know
Use what your team sees every day. A turning point in a session. A unique process you’ve developed and why it works. A story that changed how you approach your work. - Use AI as a helper, not a writer
Let AI help organize your outline. Then add your own expertise, examples, and context. Ask yourself:- What’s missing?
- Would a customer still have questions after reading this?
- Where can I add a real example or story?
The Test That Matters
Before you publish, ask: Would I share this with a client or colleague and feel confident it’s helpful?
If it just repeats the basics, you know the answer. If it offers something they couldn’t easily find somewhere else, you’re on the right track.
Why Information Gain Matters Now
Search engines are getting better at spotting copycat content. Your customers are, too.
The posts that stand out in 2025 will be the ones with a point of view, practical details, and a clear human voice.
So before you write your next blog post:
- Check the top search results for your topic
- Notice what’s missing
- Fill that gap with your own insights
That’s how you earn attention and keep it.
Want to Turn Great Content into a Repeatable Process?
At Garrett Digital, we help businesses create content strategies that work. That means articles your customers actually read, and search engines want to rank. We combine SEO expertise with your unique perspective so your site isn’t just another voice in the noise.
If you’re ready for blog posts that pull traffic and build trust, let’s talk. We’ll help you plan, write, and optimize content that keeps working long after you hit publish.
