Are you balancing Consensus vs. Information Gain?
Sat, 03 January 2026
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Are you balancing Consensus vs. Information Gain?
In the world of SEO, two signals might look like they work against each other, but they are actually the secret to evergreen content:
- Consensus: Do you have the facts everyone agrees on? (e.g., You have to mention the Eiffel Tower in a Paris guide. Without it, your content feels incomplete).
- Information Gain: This is where you win. What value are you adding that no one else has?
Think about it: If a user clicks result #1 and isn't satisfied, then clicks your site (result #2) and sees the exact same thing, Google considers that a waste of time.
The takeaway: Cover the basics to establish trust, but add unique value to capture the ranking.
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John Shehata est le PDG et fondateur de NewzDash (logiciel SEO en temps réel pour l'actualité) et de GDdash (analytique et optimisation Google Discover), fondateur de NESS (News and Editorial SEO Summit), et ancien vice‑président de la stratégie de développement d'audience chez Condé Nast, supervisant le SEO, la stratégie des médias sociaux, la stratégie e‑mail et les opérations pour 16 marques premium (Wired, Vanity Fair, Vogue, The New Yorker, GQ, etc.).
