Ahrefs says info-gain is the real SEO differentiator

Ahrefs argues Google may never run a literal information gain score, but that does not matter much. Unique extra facts, original data, and angles other pages skip are still the thing that makes a page worth ranking and linking.

They frame it as the work you put in after covering the basics. Same topic, more useful takeaway.

Are you actually adding original numbers, tests, or examples on money pages, or still just rewriting what already ranks?

More info - https://ahrefs.com/blog/information-gain/

Absolutely. Covering the basics is no longer enough. Adding original data, real examples, tests, or first hand insights is what can make content genuinely more valuable and link worthy.

Original data is definitely one of the best ways to stand out to be honest and Google can reward content that offers something genuinely useful. That said, not everyone has the resources or access needed to collect and publish that kind of data, so it’s not always practical for every site.