Information Gain Decay

"Information gain is the only SEO signal that erodes because you succeeded at it."

Links compound and authority compounds. Information gain does the opposite. Publish a novel insight and competitors absorb it, the models behind retrieval start treating your framing as the topic's new center, and the distance that earned the citation closes. Your insight becomes everyone's baseline.

The full treatment covers the mechanism, why it runs fast in some categories and slow in others, how to catch it before citation share drops, and when to re-gain, split or retire a page. First-party data is the one kind of information gain with no half-life.