Does a web page offer new information that builds on what you’ve previously read elsewhere?
You’ve seen similar questions before as part of Google’s guidance on creating helpful content. But it’s not just a nice-sounding idea. In August, Google was granted a patent for a system that calculates information gain scores. They’re dynamic, based on comparison with content the user has already seen. Bill Slawski wrote about this patent when it was first published in 2020.
Exactly where it’s used isn’t clear (much of the patent’s description focuses on automated assistants and voice search inputs) but the principle is an important one to consider in relation to what people want from search engines. It’s unlikely people are going to be satisfied if every page in the results contains the same information.
When looking at content:
- Don’t just copy the top-ranking pages. Research the subject and identify what other information you could provide that people will find helpful and isn’t already easily available. Not an expert* on the topic? Find one and ask them to help.
- Go beyond “keywords to include” when adding the SEO elements to a content brief. Research and determine what those keywords tell us about what people want, then include that information for the writer(s).
- Update old content. This is one of the most frequent missing elements I see when working with new clients. Evergreen content should be updated regularly. If it goes stale, why would anyone put any value in it? What’s new about the topic that can be added to your page?
* No, ChatGPT is not an expert
Further reading:
- https://patents.google.com/patent/US11720613B2/en
- https://developers.google.com/search/docs/fundamentals/creating-helpful-content
- https://gofishdigital.com/blog/information-gain-scores/
What is SEO Word of the Week?
Once I week, usually on a Monday, I post on LinkedIn about a SEO topic of interest (to me, at least) that allows me to share some knowledge in a format that’s easier to digest, and to write. This could be anything from a concept within search engine algorithms or systems to ideas that marketers can act on. I’ve also decided to collect these posts here to keep an archive that people can refer to without having to sift through the rest of my feed.