# Entities and information gain: concept

German title: Entitäten und Information Gain: Konzept

> Information gain denotes the share of new, non-trivial information compared with what is already known. As an editorial rule the concept makes sense: every page should add something verifiable. That retrieval systems filter content by information gain is not verified here.

## Facts

- **Concept:** new verifiable statements per page
- **Merging:** Redirect is the strongest method (Google)

## Editorial rule (recommendation)

- Inventory: Which brands, products and terms occur? Keep each entity under one unambiguous name.
- New per page: Which verifiable statement is made here and nowhere else on the site?
- Merge: Combine pages with largely the same content and redirect. Google names redirects as the strongest way to consolidate duplicate URLs.
- Identity: For Article markup, url or sameAs help tell authors apart (Google).

## Limits

Wikidata, Wikipedia and knowledge-graph links as levers for answer systems are not verified in the sources read.

## Not verified

This report describes a working model of the author. There is no primary source from Google, OpenAI, Perplexity or Anthropic for the individual steps; read them as recommendations, not as verified effects.

## Sources

- Google Search Central: Specify a canonical URL (primary source)
- Google Search Central: Article structured data (primary source)

Checked on: 24 October 2026.

## Questions

### What is information gain concretely?

The share of new details compared with known sources on the same topic. A uniform measurement method is not verified here.

### Is a copy from Wikipedia enough?

A copy delivers no contribution of its own. Whether systems ignore it is not verified.

### Do I need a Wikidata entry?

No verified statement is available.

## Related

- [Brand retrieval & RAG: what can be influenced](https://munichmedia.com/reports/aeo-brand-retrieval-rag.md)
- [Systems with and without web search](https://munichmedia.com/reports/aeo-multi-model-oekosystem.md)
- [AEO tracking: metrics, tools and limits](https://munichmedia.com/reports/aeo-tracking-kpis.md)
- [Positioning: consistent statements about a brand](https://munichmedia.com/reports/aeo-positioning-llm.md)

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