Information gain is how much new, unique value a page adds beyond what’s already widely available on a topic. A page that merely restates the consensus has low information gain; one with original data, fresh analysis, or first-hand experience has high information gain.
Why it matters for AEO
AI engines synthesizing an answer have no reason to cite the tenth page that says the same thing as the first nine. They favor sources that contribute something not found everywhere else. High information gain is therefore one of the most reliable ways to earn citations:
- Original research and data — proprietary statistics are the ultimate citation magnet.
- First-hand experience — real testing, results, and examples.
- A novel framework or analysis that reframes the topic usefully.
How to apply it
Before publishing, ask: what does this page add that isn’t already everywhere? If the answer is “nothing,” it’s unlikely to be cited. See writing for AI citation and the related concepts of E-E-A-T and extractability.