{"id":9472,"date":"2022-07-20T06:38:51","date_gmt":"2022-07-20T06:38:51","guid":{"rendered":"https:\/\/zenmedia.com\/?p=9472"},"modified":"2024-07-01T09:37:28","modified_gmt":"2024-07-01T09:37:28","slug":"information-gain","status":"publish","type":"post","link":"https:\/\/zenmedia.com\/blog\/information-gain\/","title":{"rendered":"Next Generation SEO: What Google’s New Patent Means for Content Marketing"},"content":{"rendered":"\n

Content marketing today can feel fruitless for marketers at small and mid-sized companies. I mean, who can compete with the goliaths that dominate search engine results pages? It can feel like every topic and keyword has already been swept up by big brands that are creating comprehensive, optimized content. <\/p>\n\n\n\n

In the past, it would have been wise to consider this a loss. Move on, find a new topic or less inundated keywords, and try to make a dent where there isn\u2019t so much competition. But in today\u2019s world\u2014where it seems life happens online more often than not\u2014if you ignore the crowded search results, you\u2019ll soon be empty-handed. <\/p>\n\n\n\n

But if Google has anything to say about it (and they do), this battle isn\u2019t lost yet. In fact, the underdogs are making a comeback. In April 2020, Google filed a patent that supports a concept called \u201cinformation gain.\u201d <\/p>\n\n\n\n

What is Information Gain?<\/h2>\n\n\n\n

Information gain, in technical terms, is a method that can be used to optimize what is featured out of data sets. Its scientific origins<\/a> deal with splitting entropy\u2014but we don\u2019t need to become data engineers to understand how Google tweaking its implementation of information gain and integrating the concept into its SEO algorithm will help up-and-coming brands break through the noise. <\/p>\n\n\n\n

The concept of information gain itself isn\u2019t new. In fact, in 2020, Google was noted<\/a> to be using information gain in its search engine results, but back then, it wasn\u2019t factoring in the quality of unique information. In fact, Google noted this as a problem its engineers were trying to solve: <\/p>\n\n\n\n

Search results displayed similar and\/or duplicative information. Very few offered anything new in terms of content, opinion, or focus.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Why Most Content Isn’t Optimized for Information Gain<\/h2>\n\n\n\n

In simple terms, information gain in this new context is a measurement of quality addition. Previously, large brands with perfectly optimized keywords woven throughout a long-form piece that answers every question a searcher could ask won the market share in search rankings. And then, copycat content would be created and distributed, and the entire search engine results page (SERP) would be flooded with eerily similar doppelganger content. <\/p>\n\n\n\n

If a searcher had read one, they\u2019d basically read them all. <\/p>\n\n\n\n

In Google<\/a>\u2019s words:<\/p>\n\n\n\n

\u201cWhen a set of documents is identified that share a topic, many of the documents may include similar information\u2026a user may submit a search related to resolving a computer issue\u2026and may subsequently be provided with multiple documents that include a similar listing of solutions, remedial steps, resources, etc.\u201d <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

This leaves Google with a problem. Searchers aren\u2019t staying engaged. They aren\u2019t refining their search, spending time on the platform, or clicking on new links. They\u2019ve lost their curiosity. <\/p>\n\n\n\n

How Information Gain Will Impact Search Results<\/h2>\n\n\n\n

To solve this, Google is prioritizing the presentation of different material on the same subject. So, to continue Google\u2019s analogy, if a user searches for information to solve a computer issue, the highest-ranked site will now be the one that includes all of the common information found on all of the other pages\u2014and <\/em>additional unique information. <\/p>\n\n\n\n

This gives small and mid-sized brands an opportunity to enter the big leagues of search ranks. While they may never have the budget to compete with conglomerates, they may have the right skills, marketing tactics<\/a>, and knowledge to differentiate them from all the rest. Sure, a large company may have the information beautifully distilled into bite-sized tips and tricks, but a smaller business may have a subject-matter expert that can add depth to the conversation, not just breadth. <\/p>\n\n\n\n

And depth is the priority for Google now. <\/p>\n\n\n\n

Like influencers on social media, Google wants its audience to engage because it helps its bottom line. <\/p>\n\n\n\n

So what can brands do in this new generation of B2B SEO<\/a> to stay (or become) relevant? Here are some tips on how to win the information gain game. <\/p>\n\n\n\n

Tips to Write for Information Gain <\/h2>\n\n\n\n

1. Be different, not just better. <\/strong><\/h3>\n\n\n\n

With Google\u2019s new system, articles are rewarded for being different, not just better. So if the content is measurably different from the current search results, even if it is the focus or opinion the content upholds, it is rewarded. <\/p>\n\n\n\n

This could look like talking about your specific company\u2019s take on a widely-held policy or regulation. It could be your CEO\u2019s experiences learning about a particular topic and how that influenced the way they lead the business. Different is personalized. Different offers perspectives. Different is diverse. And different takes risks. <\/p>\n\n\n\n

2. Take risks. <\/strong><\/h3>\n\n\n\n

Deviating from the status quo is the definition of different. And to many well-established brands, that is much too risky behavior. I mean, most elderly folks wouldn\u2019t risk jumping on a trampoline, right? Those large companies would never risk breaking a hip just to be different. <\/p>\n\n\n\n

But the young, spry businesses? They are ready to disrupt. That is why the concept of information gain is such a huge opportunity for this sector of businesses hoping to reach a wider audience. Take a unique angle and fill in the blanks you notice on Google. Read what\u2019s out there and form your own opinion\u2014the more challenging, the better. Create risky content, and reap the rewards.<\/p>\n\n\n\n

Related read:<\/strong> Where is the Line Between Edgy and Offensive Content?<\/a><\/em><\/p>\n\n\n\n

3. Contribute to the collaborative ecosystem rather than fighting it. <\/strong><\/h3>\n\n\n\n

Recognizing that you aren\u2019t competing so much as you are collaborating will change the way you approach content marketing for B2B<\/a> and help you perform better in Google\u2019s new landscape. You\u2019ll never be able to outperform the giants in your industry, so assume that you need to build on the blocks they\u2019ve already begun with. Begin your content development with the assumption that your reader has already read the more extensive long-form piece from your competitor. Then ask yourself how you can add value beyond that. Can you offer more information? Give next steps that aren\u2019t previously addressed? Write a more complete or in-depth how-to guide on a particular part of a process? Bring new information to the discussion, and your content will soar.\u00a0<\/p>\n\n\n\n

4. Share a wealth of original research.<\/strong><\/h3>\n\n\n\n

Another priority in this new algorithm is primary research. Why? Primary research is always going to be the most updated\u2014and thus, likely the most accurate\u2014data for searchers’ queries. Anything new or proprietary will be rewarded in the search results because, as we discussed earlier, Google wants different information. It wants additive, relevant content<\/a> that delves deeper than existing search results. <\/p>\n\n\n\n

Want to level up your content marketing but not sure how to differentiate your brand from the rest? <\/p>\n\n\n\n

Reach out.<\/a> We\u2019d love to help you master this new wave of SEO content marketing. <\/p>\n","protected":false},"excerpt":{"rendered":"

Content marketing today can feel fruitless for marketers at small and mid-sized companies. I mean, who can compete with the goliaths that dominate search engine results pages? It can feel like every topic and keyword has already been swept up by big brands that are creating comprehensive, optimized content.  In the past, it would have […]<\/p>\n","protected":false},"author":10,"featured_media":9474,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_eb_attr":"","content-type":"","footnotes":""},"categories":[35,760],"tags":[79,694,369,63],"class_list":["post-9472","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-strategy","category-seo-sem","tag-content-marketing","tag-content-strategy","tag-digital-marketing-strategy","tag-seo"],"acf":[],"yoast_head":"\nInformation Gain and the Future of Content Marketing- Zen Media<\/title>\n<meta name=\"description\" content=\"Learn what Google's new patent means for content marketing and how to start writing for information gain to to improve search rankings.\" \/>\n<meta name=\"robots\" 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