The claim
Adding genuine information gain - original data, first-hand experience, unique analysis - is a stronger differentiator than length or keyword coverage alone.
What the evidence shows
In SearchScore's content audits, thoroughly optimised but derivative pages tend to stall, while pages contributing original research, proprietary data or demonstrable first-hand experience gain both rankings and AI citations. This mirrors the information gain and helpful-content signals and reframes content strategy around differentiation rather than comprehensiveness alone.