Information gain
What a page adds that other pages on the same topic do not: new facts, first-hand detail or original examples.
In plain English
When ten pages say the same thing, AI has little reason to prefer any one of them. Pages with real experience, local detail, original photos or data offer something new, which makes them worth citing.
In practice
A pest control guide that explains which ants are common in Houston neighbourhoods in spring stands out from generic “how to get rid of ants” pages.
Related terms
Content & structurePro E-E-A-T The signals that show a page was written by people who know the subject and can be trusted. In practice, and related terms → Content & structurePro Topical authority Being the site that covers a subject so thoroughly that search engines and AI trust it on that subject. In practice, and related terms → Content & structureStarter Content freshness How current a page is, and whether it shows when it was last updated. In practice, and related terms →