Information gain
Information gain refers to how much new information a document offers beyond documents a user has already seen. A Google patent, “Contextual estimation of link information gain” (US 11,354,342, granted June 7, 2022), describes scoring documents this way. A patent does not prove Google uses it in ranking, but Google’s public guidance asks for original information “beyond the obvious.”
What does the information gain patent describe?
The patent describes an information gain score “indicative of additional information that is included in the document beyond information contained in documents that were previously viewed by the user,” computed with a machine learning model, and describes re-ranking results or choosing what an automated assistant presents based on that score. The inventors are Victor Carbune and Pedro Gonnet Anders; the priority date is October 18, 2018.[1]
Does Google use information gain for ranking?
Google has not confirmed using this patent in Search. Its published guidance does ask whether content provides “original information, reporting, research, or analysis” and “insightful analysis or interesting information that is beyond the obvious.”[2]
How do you add information gain to a page?
- Original data, tests or surveys.
- First-hand experience; see E-E-A-T.
- Expert analysis and worked examples.
- Clear sourcing so new claims are verifiable.
Why does it matter for AI answers?
Answer engines combine several sources; a page that only repeats others offers nothing distinct to cite. The patent itself discusses assistants avoiding redundant information.[1]
Frequently asked questions
Is information gain a confirmed ranking factor?
No. It is described in a Google patent; Google has not confirmed its use.
What is an information gain score?
In the patent, a model-generated score of how much new information a document adds over documents already seen.
How is this different from E-E-A-T?
E-E-A-T concerns credibility; information gain concerns novelty.
See also
References
Sources accessed October 14, 2026 unless another date is given. See all sources.
- “US11354342B2: Contextual estimation of link information gain”. Google LLC (Google Patents). granted June 7, 2022.
- “Creating helpful, reliable, people-first content”. Google Search Central. accessed October 14, 2026.