: How to Win in a World of Copy-Paste
Go to Google, type in a popular query (like " How to choose a mattress " ), and open the TOP-5 articles. You will see the exact same picture: the same advice written in different words. Most articles in the TOP are just rewrites of each other.
To combat this, Google introduced the Information Gain metric. The search engine rewards sites that bring something fundamentally new to the internet.
Learning Supplement
Domain Authority and Trust
Search engines trust older, established sites with strong link profiles. New sites suffer from the 'Sandbox' effect.
Lesson Terms
Case Study Example
A new site had great content but didn't rank for 6 months. It was in the Sandbox. After earning natural links, it suddenly spiked in traffic.
Real Life Example
A new doctor in town must earn a reputation (Trust) before patients start coming to them without hesitation.