What Is Information Gain in SEO & How Can Your Law Firm Benefit?

Search engine optimization (SEO) is always evolving, and one emerging concept that law firms should pay attention to is information gain. This concept may influence Google’s ranking algorithm, potentially helping law firms create more unique, authoritative content that ranks higher in search results.

But what exactly is information gain, and how can law firms optimize their content to benefit from it? In this blog, I will walk you through everything you need to know about information gain and how to effectively use it to craft a winning SEO strategy.

What Is Information Gain in SEO?

Information gain refers to the uniqueness and added value that a piece of content provides compared to similar content the user has already seen. In SEO, this means Google may prioritize content that introduces new insights, perspectives, or data, rather than just repeating existing information.

The concept comes from Google’s Information Gain Patent, which outlines how the search engine could measure the value of new information in content compared to previously viewed content. If a webpage adds new value beyond what the user has already seen, Google may rank it higher in secondary search results—results that appear when Google updates rankings based on user behavior.

For law firms, this could mean that content offering original insights, fresh legal analysis, or case law updates may have a better chance of standing out in search results.

How Might Google Use Information Gain in Rankings?

While Google has not confirmed whether information gain directly impacts rankings, several clues suggest it could be a factor:

• Google rewards originality – The company encourages content creators to provide original research, analysis, or insights.
• Google adjusts search results dynamically – The search engine sometimes updates rankings based on user interactions, which aligns with how information gain might function.
• Google’s Helpful Content Updates prioritize unique content – These updates suggest Google favors pages that offer more than just repurposed information.

For example, if a user clicks on a search result, quickly leaves, and performs a similar search, Google may update the next batch of results to prioritize newer, more original content—potentially giving your law firm’s article a higher ranking if it provides fresh insights.

Why Information Gain Matters for Law Firms

In the legal industry, content is everywhere. Many law firm websites publish identical legal explanations, practice area pages, and blog posts on the same trending topics. This makes it harder for firms to differentiate their content and rank highly on Google.

By focusing on information gain, law firms can:

• Improve search rankings – Unique content may stand out in search results and rank higher than generic, repetitive articles.
• Engage potential clients – Providing original insights or case studies keeps visitors on your page longer.
• Establish authority – Offering fresh legal analysis can position your firm as a thought leader in your practice area.
• Increase conversions – Engaging, high-quality content encourages users to take action, whether that is subscribing, booking a consultation, or calling your firm.

How Law Firms Can Optimize for Information Gain

To improve information gain and stand out in search results, law firms should focus on adding original value to their content. Here’s how:

1. Conduct Original Research

Providing unique data, case studies, or legal insights sets your content apart from competitors. For example, analyzing trends in personal injury settlements or employment law case outcomes can add exclusive value to your content.

2. Share Expert Opinions and Legal Analysis

Instead of just summarizing laws and regulations, add your firm’s perspective. Discuss how legal changes impact clients, share interpretations of recent court rulings, or offer expert commentary on industry trends.

3. Use Real-World Case Examples

Law firms can boost engagement and information gain by including real (but anonymized) case studies. These examples illustrate legal concepts in action and provide valuable insights that generic legal content lacks.

4. Create Original Visuals and Videos

Enhance your content with custom infographics, video explainers, or interactive charts. This makes your content more engaging and unique—two factors that contribute to better user experience and potentially higher rankings.

5. Address Unmet Search Needs

Use tools like Google’s “People Also Ask” section or SEO platforms like Semrush and Ahrefs to find gaps in existing content. If common legal questions are not being fully answered, that is an opportunity to provide fresh insights and improve your information gain.

Key Takeaways:

If your law firm is looking to stand out in search rankings, optimizing for information gain is a smart strategy. Even if Google does not explicitly use information gain scoring, creating original, high-value content improves engagement, authority, and conversion rates.

By offering exclusive insights, expert analysis, and unique perspectives, your law firm can differentiate itself in a competitive SEO landscape—attracting more potential clients while strengthening your online presence. Contact us today to start building an SEO strategy that helps your firm stand out among competitors!