How can you incorporate information gain to boost your content quality at scale?
The best way to set apart your SEO content in a sea of consensus-filled search results is to make it good.
And the best way to do that? Offer fresh perspectives and information gain to your target audience.
Clearscope’s own Amanda Johnson jumps out of the webinar live chat and takes the mic for this one, outlining her exact process for incorporating information gain across a library of content at scale.
Amanda will be building on the prior work completed by Bernard Huang on the concepts of perspective-driven content (ie, Ranch Style SEO) and information gain in SEO.
This session is likely best for SEO and content strategists and practitioners at an introductory to intermediate level who are already familiar with the concept.
You’ll learn:
Why adding primary sources and first-party data across your content matters
How to streamline this work so that it becomes easy to delegate and scalable across your site
Guidance for selecting content to test and how to monitor results
Top 4 takeaways from this session
Information gain isn’t just another buzzword. It’s an important practice for creating healthy, interesting content that’s unique to your brand and customers.
You need to be paying attention to the concept of information gain across a user’s search journey as a whole AND information gain within individual pieces of content.
Your content must include fresh perspectives, entity-rich and interesting data. Tackle "zero volume" topics that are important to your audience. Create entity-rich content—not just "long + comprehensive" content for those search engines and LLMs out there.
It takes a lot of effort to incorporate information gain across a library at scale, but with the right process, you can streamline this worthwhile work.
Watch the full webinar
Supplemental resources
There were quite a few resources highlighted in this session. Take a look.
Templates used in the session:
Access Amanda’s Information Gain Swipe File template here.
Access Amanda’s free Content Test Metrics/KPIs template here.
Additional Information Gain resources:
Ranking Search Results based on Information Gain Scores by Bill Slawski
The Winner Doesn’t Take It All: ‘Information Gain’ and the New Future of SEO by Ryan Law
Information gain in SEO: What it is and why it matters by Amanda King
Information Gain Content: How to Increase Traffic 16,500% by Going Above & Beyond with Bernard Huang
About Ranch-Style SEO:
About Amanda
Amanda is the Sr. Marketing Manager at Clearscope—joining the team after years of being a big Clearscope fan. She's a seasoned content-led SEO strategist whose people-first approach to SEO has resulted in going from 3-figure organic clicks to 6-figure organic clicks in 18 months. She’s worked in content marketing for nearly a decade, both on in-house teams as well as running her own business as a freelance content marketing consultant. She loves testing new tactics, exploring new ideas, and analyzing results, and not-so-jokingly refers to herself with her UX copywriting BFF as a "content scientist." Outside of work, you can find her hanging out with her family while gardening, playing Magna-Tiles, and painting rocks.
Follow Amanda on LinkedIn.
