Information Gain

Why this term matters

Knowing this term means you can read your audit report — and any other SEO reporting you're handed — without needing a translator.

Where it shows up

You'll typically see this term used when we're explaining findings from the relevant pillar of your audit report.

In practice

An article that adds a genuinely original data point or angle scores higher on information gain than one that simply rephrases what's already ranking.

Practical tip

Before publishing, ask what your page adds that the current top-ranking pages don't already say.