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 é CEO e fundador da NewzDash (software de SEO de notícias em tempo real) e da GDdash (análise e otimização para Google Discover), fundador da NESS (News and Editorial SEO Summit) e ex-Vice-Presidente de Estratégia de Desenvolvimento de Audiência na Condé Nast, supervisionando SEO, estratégia de redes sociais, estratégia de email e operações para 16 marcas premium (Wired, Vanity Fair, Vogue, The New Yorker, GQ, etc.).
