Ever stumbled upon a competing station and thought, “Damn, I privation I wrote that”?

That feeling of envy mixed with respect?

It usually means you learned thing new. This conception is known arsenic “information gain” successful SEO.

It’s what makes your contented fresh—often leading to amended rankings.

To research the conception successful depth, cheque retired these articles by Animalz and Clearscope. They’ve nailed the theory.

This station aims to complement them by providing practical, real-world applications of accusation gain.

I interviewed 3 contented leaders successful assorted industries astir their champion work.

Here’s who I talked to:

In this article, you’ll get an wrong look astatine however these pros attack proprietary content—so you tin use it to your strategy.

I’ll besides stock however to marque accusation summation portion of your contented workflow.

But first, let’s interaction connected however Google thinks astir knowledge.

Understanding Information Gain: Inside Google’s Black Box

The 2020 Google patent application gave america insights into however the hunt elephantine evaluates content.

The punchline?

Google is gathering a analyzable knowing of however topics evolve.

It uses a cognition graph to representation relationships betwixt concepts and place caller information.

The patent describes measuring “additional accusation that is included successful the papers beyond the accusation contained successful documents that were antecedently viewed by the user.”

What does this mean?

Picture this scenario:

The apical 5 hunt results for “SEO champion practices” each speech astir the aforesaid aged stuff.

Keywords. Links. Etc.

But then, a caller nonfiction pops up discussing however AI is changing SEO.

What does Google do?

It runs a trial to spot however users prosecute with this caller information.

Google detects unsocial accusation connected the post, and it whitethorn bump it to the apical presumption successful the SERP.

Then, show however users interact with the contented to recognize if this caller accusation provides a affirmative experience.

Google present has much information for its cognition graph.

And this process repeats each clip Google detects perchance invaluable caller information.

Information Gain Goals

Adding excessively overmuch caller accusation whitethorn beryllium risky if you people SEO-driven content.

Your contented should fulfill the user’s superior search intent. Then, adhd caller information.

Overloading your contented with caller accusation mightiness marque Google uncertainty its relevance to the query.

As a wide guideline, we aim for 10-40% accusation gain astatine Backlinko.

This should springiness Google capable caller contented to trial for our people keyword.

We usage this model to usher writers. It’s not a hard rule, but a adjuvant starting constituent for balancing hunt intent with adding value.

In the pursuing examples, you’ll spot however apical contented leaders are adding caller accusation with amazing results.

Let’s commencement with Angi’s unsocial operation of information and empathy to adhd cognition to the location services industry.

Case Study #1: Angi’s Bathroom Remodel Cost Guide

Angi (formerly Angie’s List) is simply a location services level that connects homeowners with section contractors.

Caroline Gilbert is the Director of Content and Editorial astatine Angi.

With a inheritance astatine Siege Media (a top-tier SEO agency), Caroline knows a happening oregon 2 astir creating contented that ranks and converts.

Here’s the station she shared arsenic an illustration of accusation gain: How Much Does a Bathroom Remodel Cost?

This usher details bath remodeling costs, from basal upgrades to luxury renovations.

What makes it basal out?

Proprietary data and reader empathy.

Let’s interruption it down.

Proprietary Data

Out the gates, Angi hits you with unsocial insights:

“The mean outgo for a bath remodel ranges from $6,634 to $17,594, with a nationalist mean of $12,080.”

Where’d they get these numbers?

From customers.

Angi has built a monolithic database of existent task costs implicit the years. This isn’t guesswork oregon aggregated information from different sources.

As Caroline explained, it’s their contented moat.

But however information is presented matters, too.

The Angi squad takes it a measurement further with an interactive outgo calculator.

Simply participate your ZIP code, and the calculator volition set the terms scope for your area.

Very cool.

Deep Reader Empathy

Caroline emphasized that empathy is indispensable to however they adhd unsocial value.

It tracks.

Check retired this opener:

They admit the reader’s aspirations portion addressing imaginable fund concerns.

This shows they recognize the desires and anxieties of a bath remodel.

How does Angi support specified beardown user-centric contented astatine scale?

It’s a multi-faceted approach:

• Industry-savvy editors: Many squad members person backgrounds successful home-related fields oregon adjacent industries similar mortgages and idiosyncratic finance.
• UX probe collaboration: Editorial partners with the UX probe squad to entree in-depth lawsuit studies.
• Pro interviews: The contented squad has entree to Angi’s industry-leading pro web to get insights from existent location work professionals.

The result?

Content that DEEPLY resonates with homeowners facing large decisions.

Results

Angi’s nonfiction seamlessly connects homeowners’ bath remodeling needs with its work providers (pros).

It’s a nonstop pipeline to their business.

This attack pays off—big time.

In September 2024, this azygous nonfiction had:

• 39.8K monthly integrated visits
• $330.0K successful postulation value
• Rankings for 2.8K keywords

Key Takeaways

1. Find your information edge. What unsocial insights tin you offer?
2. Invest successful knowing your audience
3. Bridge the spread betwixt accusation and action. How does your contented link to your concern goals?

Case Study #2: Rainbow Plant Life’s Thai Green Curry

Rainbow Plant Life, founded by Nisha Vora, is simply a vegan look blog that has exploded successful popularity.

We’ll beryllium analyzing her Vegan Thai Green Curry post.

This curry look is simply a heavy dive into Thai cuisine, reimagined for plant-based eaters.

Nisha applies accusation summation through:

1. Extensive research
2. Rigorous testing
3. Visual storytelling
4. Time investment

Let’s reappraisal her approach.

Extensive Research

When researching the recipe, Nisha doesn’t conscionable Google “Thai greenish curry” and telephone it a day.

In fact, she intentionally avoids looking astatine the top-ranking recipes.

Instead:

She gives herself clip to research each angles of the recipe.

Nisha’s probe process included:

• Watching YouTube videos from Thai creators (with subtitles if necessary)
• Reading articles by nutrient writers specializing successful Thai cuisine
• Studying accepted ingredients and cooking methods

Nisha creates a broad Google Doc with notes connected ingredients and accepted cooking methods, including however to marque curry paste from scratch.

This level of probe ensures that her recipes are grounded successful authenticity, adjacent erstwhile adapting them for her audience.

Rigorous Testing

Think a mates of trial runs are enough?

Nope.

Nisha’s investigating process for this look included:

• Six iterations of the greenish curry paste alone
• Eight versions of the curry
• Variations with homemade and store-bought curry pastes
• Different rootlike combinations

That’s a batch of curry.

But it ensures the last look is foolproof.

And DELICIOUS.

Visual Storytelling

Nisha’s ocular contented is simply a feast for the eyes.

Her leader representation for the Thai Green Curry is simply a cleanable example:

Notice the vibrant colors? The perfectly placed garnishes?

That’s nary accident. She’s perfected a photography benignant that makes her nutrient popular disconnected the screen.

But Nisha doesn’t halt there.

She included step-by-step photos passim the recipe.

These advancement images:

• Break down analyzable processes
• Set expectations for however the crockery should look astatine each stage
• Keep readers engaged from commencement to finish

The operation of stunning leader images and adjuvant advancement photos creates a ocular communicative that complements the written content.

Time Investment

Want to cognize the existent concealed to Nisha’s success?

Time. Lots of it.

Here’s a breakdown of however overmuch clip Nisha spent connected this recipe:

That’s 4 afloat workdays for a azygous post.

This committedness is acold beyond what galore creators invest, and it shows successful the prime of the recipe.

Results

Was each that clip and effort worthy it?

The numbers talk for themselves:

• 222,282 leafage views implicit the past year, with 80% coming from Google searches.
• Ranks adjacent the apical for “green curry recipe”
• Shared implicit 1,200 times crossed assorted platforms

Key Takeaways

1. Deliver a superior result. For recipes, it’s thorough probe and extended testing.
2. Bridge the spread betwixt accusation and action. Provide broad instructions and ocular immunodeficiency to assistance readers succeed.
3. Stay successful your lane. Consider not reviewing competing content. Focus connected creating value.

Case Study #3: Wistia’s State of Video Report

Wistia is simply a starring video hosting and selling level with exceptional content.

I spoke with Wistia’s Head of Content, Sam Balter.

Here’s the portion we’re reviewing: “State of Video Report”

This study shares video marketing trends backed by Wistia’s information and expertise.

Here’s however Wistia applies accusation gain:

1. Unique data
2. “Show, don’t tell” approach

Let’s excavation in.

Unique Data

Wistia’s presumption arsenic a video hosting level gives them entree to unsocial insights.

Like Angi, this level of information is Wistia’s contented moat. It’s accusation that competitors can’t easy replicate.

For example, they supply absorbing insights into video depletion behaviors.

They besides interruption down information by institution size.

This granular, industry-specific information provides immense worth to their audience.

“Show, Don’t Tell” Approach

Wistia doesn’t conscionable speech astir video marketing—they unrecorded it.

For instance, they utilized their merchandise features to make the State of Video unrecorded event. Then followed up with contented explaining however they did it.

This behind-the-scenes contented is highly engaging and people unique. It shows Wistia’s product, gives a real-world example, and builds trust.

Results

Traffic is important. But Wistia’s precedence is to beryllium the go-to assets for video marketing.

This spot translates to:

• Increased instrumentality visitors to the website
• Positive feedback (users often notation to the blog arsenic “Wistopedia”)
• High-quality backlinks (e.g., 943 backlinks and astir 354 referring domains for the video selling study page)

Key Takeaways

1. Leverage your unsocial data. What insights tin you connection that nary 1 other can?
2. Practice what you teach. Use your products oregon services to make content, past stock the results.

How to Add Information Gain to Your Content Workflow

Now that you cognize astir accusation summation and person seen examples, I anticipation you’re excited by its potential.

But you mightiness beryllium wondering, “How bash I instrumentality this?”

Our squad has been investigating ways to standard accusation gain. We’ve landed connected 4 champion practices.

1. Review The Content Standards successful Your Niche

Your manufacture volition power however overmuch you request to put successful accusation gain.

In different words, the required effort is comparative to your competition.

Say you’re successful idiosyncratic finance.

You’re up against NerdWallet, which ranks archetypal for “high output savings account.”

This leafage brings successful implicit 404,400 visitors per period from integrated searches.

And the postulation outgo is $2.3 million.

How?

Beyond being an authorization successful idiosyncratic finance, NerdWallet’s squad collects and reviews information from implicit 90 fiscal institutions.

And considers implicit 50 information points to find the champion banking options for customers.

To apical it off, they make video contented and embed it successful the article.

Needless to say, you request to bring your A++ crippled to person a changeable successful idiosyncratic finance.

But the concern whitethorn beryllium worthy it, arsenic it’s a lucrative market.

Different example:

This time, ideate you’re successful the abrogation rental bundle niche.

Lodgify is simply a beauteous large player. It ranks successful the apical spot for “how to commencement an Airbnb business.”

The nonfiction is astir 2,000 words and includes a concern program template and an audio mentation of the content.

Not bad.

But not extraordinary.

With immoderate effort, you could interrogation immoderate of the apical Airbnb hosts and see their insights successful your nonfiction for a 20-30% gain.

As you tin see, there’s a large quality betwixt idiosyncratic concern and abrogation rentals.

Review your niche’s contented standards to recognize what’s moving and missing successful the cognition graph.

Then, you tin determination connected to brainstorming ideas.

2. Create a List of Information Gain Ideas

One of the astir challenging aspects of accusation summation is coming up with originative ideas.

I urge creating a notation papers that lists ways to adhd to Google’s cognition graph.

Start by brainstorming with your team. Or, if you’re moving solo, acceptable speech clip to ideate.

Think astir caller angles, data, oregon perspectives for your content.

To marque this process easier, radical your ideas. Here’s an illustration of what your accusation summation cheat expanse mightiness look like:

Keep this database useful and notation to it erstwhile readying caller content.

3. Invest successful Content

You request time, skill, oregon tools to adhd cognition to your niche. It’s apt a premix of each three.

Let’s interruption this down.

Time Investment

Prepare to widen your accumulation cycle. You’ll request clip for the other steps successful creating unsocial content.

For instance, if you’re doing archetypal research, you’ll request to cod data, analyse it, and gully meaningful conclusions.

Or if you interrogation experts, you’ll person to docket and hole for meetings.

Back to Nisha’s lawsuit study, she’s putting successful 20-30 hours into her recipes.

It took maine implicit 20 hours to constitute an nonfiction astir the best SEO bundle for agencies.

The summation came from sharing tools utilized by agencies turning implicit astatine slightest $1 million.

I besides signed up for each instrumentality and did thorough testing, past showed screenshots of my findings.

Now the station bounces betwixt the apical positions.

Skill Investment

There’s nary mode astir it. You request skilled radical to find ways to adhd cognition to each post.

If you’re an idiosyncratic contributor

Consider taking courses to level up successful information analysis, interviewing techniques, oregon ocular design. This tin assistance you execute your imaginativeness for accusation summation much effectively.

These skills besides marque you WAY much invaluable to your managers oregon clients.

And adjacent arsenic a solo creator, you tin inactive bushed bigger websites.

Brian Dean posted 1-2 high-quality articles a period erstwhile gathering Backlinko.

His quality-over-quantity attack importantly contributed to the SEO cognition graph with methods similar the skyscraper technique and reverse outreach.

In fact, the skyscraper method became a keyword successful SEO.

As this method didn’t beryllium earlier Brian’s post, it represents 100% accusation summation connected Google’s cognition graph.

As a one-person show, Brian was capable to outrank established selling websites with monolithic contented budgets.

If you’re a contented leader

Hire skilled writers, editors, designers, oregon information analysts who tin bring specialized expertise to your content.

For example, we person a plan team. They make customized graphics, slick screenshots, callout boxes, and more.

We besides person highly skilled writers and editors who deliberation extracurricular the container astir filling cognition gaps.

Bottom line?

It’s worthy paying good for endowment with acquisition creating standout contented successful your industry.

Tool Investment

The close tools tin marque a BIG quality successful your quality to make unsocial content.

For this article, I utilized Read.AI to automatically transcribe my interviews.

Then, I uploaded the transcript to Claude AI to draught the lawsuit survey transcript based connected my elaborate station outline.

These 2 tools saved maine a fewer hours successful production.

Other examples include:

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• Design tools similar Canva for creating customized visuals
• Survey tools similar SurveyMonkey for gathering archetypal data
• Data visualization tools to contiguous accusation successful engaging ways

Your tools volition beryllium connected your contented strategy. But hole to fund for bundle that volition prevention you time.

4. Build Information Gain into Your Brief

Make accusation summation a cardinal portion of your planning.

For example, we person a dedicated conception for accusation summation successful our contented briefs.

It’s not an afterthought—it’s 1 of the archetypal things we see erstwhile creating content.

Here’s what it looks like:

This conception forces america to deliberation critically astir what unsocial worth we’re bringing to the topic.

It besides helps america to:

• Generate much originative ideas
• Identify imaginable challenges early
• Get alignment connected however the station volition adhd unsocial value

Implementing these strategies successful your contented workflow isn’t ever easy. Experiment to find what works champion for your team.

But, if you probe your market, make ideas, and put successful your content, you’ll make contented that evolves Google’s cognition graph.

And, supra all, adhd worth to the radical who devour your content.

Putting Information Gain to Work

You’ve seen however brands similar Angi, Rainbow Plant Life, and Wistia usage accusation summation to basal out.

Now it’s your turn.

You don’t request to reinvent the instrumentality for each portion of content.

Start tiny and:

1. Pick your adjacent nonfiction topic
2. Brainstorm 2-3 ways you could adhd unsocial worth (use our cheat expanse for inspiration)
3. Implement the champion idea, adjacent if it takes a spot much time

That’s it.

You’ve conscionable taken your archetypal measurement toward creating contented that adds cognition to the internet.

Want to dive deeper into creating contented that ranks?

Check retired our usher connected E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). It’s the cleanable complement to your accusation summation strategy.

The station Information Gain: How Top Content Leaders Use It (And How You Can Too) appeared archetypal connected Backlinko.