Creating Net New Information For the Internet
In 2025, we know that to be successful in search you’ll need to double down on the fundamentals of EAT, diversify channels and formats, and most of all, create new information and data for the internet so you can increase your likelihood of ranking above competitors for the same queries.
I keep calling it “uniqueness”
It’s a combination of 2 things: Perspective and Data:
Your company has data that it can use to generate new statistics, expertise, angles, and advice.
Your company has a defined brand voice and tone; and is made up of people with firsthand experiences.
You can create data by:
Analyzing the usage patterns of your website users in aggregate. EG: of the users who confirmed receipt of their coupon, only 20% redeemed it.
Getting information from customers. Use quotes, or data in aggregate again. EG: Out of 100 client calls, more than half expressed frustration with their current internet provider.
More traditional digital PR like surveys. This is a more expensive route and likely part of a push for coverage of reports and backlinks.
Mining stats from 3rd parties that are not well cited on the web.
You can create a voice by:
Building a brand book for messaging, voice, and angles. EG: We speak like a trusted business advisor would speak to their client - formal but transparent, simple, and understandable.
Having a voice and perspective on how you help your customers. EG: We are transparent and straight up about complicated topics.
Encouraging your writers to use first person and inject their personal experience into their writing when it helps support the topic.
It’s also okay if it’s not scientific (isolating data from only your website users will be biased or unscientific anyway) or you’re not working with a statistically significant set of data (usually n=2000+ randomized sample).
Just make sure to state your methodology; EG. We analyzed the total data from 40,000 anonymized accounts over a period of 6 months.
Ready to get started with more ideas?
Open the Google Sheet, make a copy, and start editing.
Creating an edge by saturating your content with unique data, experiences, and authority to rank:
