Adds something the results lack

Whether the page gives a search engine any reason to rank it over the pages that already rank.

Search engines have no incentive to rank a page that restates what their results already say - the query is already answered. What earns a newcomer a position is information gain: original data, first-hand experience, worked examples, a genuinely different perspective. "Me-too" content can be well-written, well-structured, and correctly optimised, and still have no path into the results.

When this is flagged

The report flags this when the page merely restates what the ranking results already say - no original data, examples, experience, or perspective - leaving a searcher, and a search engine choosing between candidates, no reason to prefer it.

How to fix it

Add something only you can add. Publish your own numbers, benchmarks, or survey results; document first-hand experience the ranking pages plainly lack; take a defensible position the results do not represent. If the page has nothing original to offer and no realistic way to get it, its effort is better spent on a query where you do.

Learn more

• Original research and statistics - publishing data that only you have