Information gain is the new or unique value a page adds beyond what is already widely available on a topic. A page high in information gain contributes original data, fresh analysis, a distinct perspective, or specific detail that other sources lack, rather than restating the consensus.
For brands, information gain is one of the strongest reasons to invest in original research and first-hand expertise. AI systems and search engines reward sources that add something, and original data is among the most reliably cited content types. Producing your own statistics, studies, and genuinely new analysis gives AI a reason to surface and attribute you rather than a dozen interchangeable pages saying the same thing.