Information Gain Score and Applications for SEO and Content Marketing

In this video, Lazarina Stoy explains the concept of information gain and its applications in machine learning, plus offers tactics for enhancing your content for search engines based on this calculation they apply to ranking documents and personalising search.

The video covers how information gain is calculated, its use in Google's ranking algorithms (via exploring different patents), and practical strategies for content marketers to leverage this concept. Key points include the personalization of search results based on user knowledge, the reduction of duplicated information in search results, and improving content to address knowledge gaps. The video emphasizes creating unique, insightful, and updated content to enhance user experience and SEO rankings.

00:00 Introduction to Information Gain
00:21 What is Information Gain?
01:11 Information Gain in Search and Related Patents
02:03 Calculating Information Gain Score
04:01 Applications of Information Gain in Search Engines (Patents)
08:42 Information Gain for Marketing Strategy Improvements
13:03 Content Marketing Tactics to Improve Information Gain Score
16:01 Key Takeaways