Information Gain: the SEO lever nobody's pulling

Information Gain is the delta between what a search engine already knows about a topic and what your page adds to that corpus. A page that restates the same ten facts already covered on the top-ranking results contributes nothing — and over time, search engines have gotten better at detecting this.

The pages that compound over time are the ones with original data, first-hand case studies, or analysis that can't be reproduced by scraping existing results. It's slower than most SEO tactics. It's also the only one that's becoming more effective as AI-generated content saturates the index.