Information gain and Keyword control

byhanley

1.4K followers

2 years ago

What is information gain and how does it apply to your Keyword selection?

The problem with Keywords is that they are very important, they make a difference in your search position But the rules keep changing.

If you are a Member of Prince Partha's Keyword class I am sure you have taken in a hell of a lot of learning.
Not to be outdone by the Prince I want to add another theory to the solution.

The problem with many posts in today's market is that the same information is simply rehashed into different words. So the first page is full of heavy hitters recycling the same information. Google knows this and is in fact looking for something better.

Through the old mindset of “winner takes all,” these SERPs are lost causes. Huge, established brands can trade first-page rankings back and forth indefinitely; smaller, less established blogs will never overcome the moat of domain authority and brand awareness.
Animaz

But, this gives us average Joe's a chance to break into the field.

Build on the available content

Take the content a step further by building on what is there.
Go in-depth and add new content to the light frame already done
When it is content 101 go 102 and expand the horizon.

This then adds a new slant to the popular repeated words.

Extend the current Framework

Add unanswered content with new ideas
Find where information is missing and provide it
Even challenge what has been written.

Many articles on Keywords ignore that Google now uses Content Intent and not Exact match Keywords. This is a chance to update the post and provide a correction.

Establish an information Barrier

You have seen in many funnels how customer testimonials fill the page. Glowing endorsements probably written by Ghost writers but they all say positive things.

If they work in a funnel why not in a blog. It provides a new perspective to the case.
This can also include survey results that brag about the value on offer.
You could even go for personal experiences to bring a different view to the article.

Challenge the status Quo

Take a well beaten point and challenge the assumptions behind it. Some might say that AIO SEO is best on market but Yoast really shows them up. ( as an example)
Again bring forward outdated statements that no longer apply.
The length of a Blog was always OK at 400 words but now anything less than a thousand won't cut it.

Take the Underdog position

Play on the fact that you are not one of the big dogs but you have more current information and that many of your competitors have got it wrong.
Neil Patel does not write his own blogs. He has a staff of thousands all regurgitating the same material in a different fashion. So use it to your advantage

Information gain” is Google’s attempt to curtail this problem and create a reward mechanism for articles that add new information to the discussion — and aspire to be different instead of just better

No one said this was easy, OK Partha did but he is allowed to. And it is getting harder all the time.
Google has gone away from exact match keywords to user intent but Bing has stayed true to the old ways. Check your traffic and you probably have as much on Bing as elsewhere.

Therefore you are trying to keep everyone happy. It can be done if you present a new slant on old material.
Google will love you and put you ahead of the big boys and they won't see you coming.Even with their million back links and highly paid SEO companies.

Keywords Rule the pages. Understand them and win a page one position. There is no where else to be.

Information gain; The word of the month.

Peter H