2.3 Body content, quality & non-commodity ✦HighInferred
Low information gain vs competitors
What it is
Content largely overlaps ranking peers.
Why it matters
Information-gain scoring (per Google’s patent) rewards documents that add new information beyond what’s already seen.
How to fix it
Differentiate with unique data/insight; measure distinctiveness.
Impact
Medium-high. Inferred from the information-gain patent.
Evidence
Information-gain scoring rewards new information. USPTO, US20200349181A1 ‘Contextual estimation of link information gain’; Google Search Central, Optimizing your website for generative AI features on Google Search
Sources