Information Gain is the unique value or new insight a page adds beyond what is already available in search results.
It matters because search behavior is becoming more conversational and answer-driven. Clear, authoritative, well-structured content gives both users and AI systems a better chance of understanding and referencing your brand accurately.
Example
A buying guide adds measured dimensions, setup photographs, and a comparison of real constraints that competing summaries omit. The additional information should answer a reader’s decision, not merely increase the article’s length.