6) Writing with Expertise, Authority, and Trust
As discussed before, several best writing practices help ensure content that is valuable for awareness and support.
In this discussion, we will understand how to ensure quality content alongside best writing practices through incorporating expertise, authority, and trust within the content.
Background
The internet is a primary place where users worldwide look for information and support. The topics searched up include those that fall into the health, safety, or financial domains. Consequently, false information or content that has quality problems such as those that violate best practices can be potentially damaging to significant levels thereby negatively impacting a user’s happiness, health, or wealth. To buffer this, the Google algorithm (and Search Quality Evaluator Guidelines) used to display top content pages considers factors that include: Expertise, Authority, and Trust to ensure protection from low-quality content. These factors are commonly known as EAT in short.
As mental health is part of the health domain and is a significant area searched, the EAT factors are vital to consider when developing content.
Since 2018, the EAT factors not only apply to a website’s main content pages but are also considered when reviewing the content creators (i.e. authors).
EAT and How To Incorporate EAT into Website Content:
Expertise:
When considering the expertise factor for website content, expertise refers to the extent to which the website or organization is known and has the suitable credentials and any expertise supporting factors such as awards or external recognition.
Expert Content is Researched Based: consider stepping into the shoes of your audience and perform a keyword research whilst thinking about their needs. Through your keyword research, grasp why the audience has searched for those keywords (topics). Knowing the intent of the topic queried helps you guide content on solutions and helpful information that can not only meet but exceed the user’s needs.
Expert Content is Comprehensive yet Digestible: Try to ensure your content is simple and has good formatting, avoid confusing structures or things that are too difficult to understand unless you break down and explain difficult concepts.
Expert Content is Supplementary: After answering the main intent of a searcher’s query or possible needs regarding a content topic, supplement your content by thinking about further supporting/supplementary content that could further enhance and support the topic: this is when back-linking comes in handy! Audit your existing content and identify which of your published pages can be backlinks to the new content piece. Think of what further topics/content pieces can be branched from existing content and include them on your content development agenda.
Authority
Authority refers to the ratings the website and its content get on the basis of genuine ratings as well as content relevance.
Authoritative Content is Cited: External pages rely upon and cite the content as their sources of information. Citations include external back-linking as well as mentions on the news or social media.
Authoritative Content is Widely Shared: This is where marketing can help boost the content to build authority. Content with authority is regularly and widely shared and mentioned across social media. Engagement efforts can help drive this factor.
A Wikipedia Page Boosts Authority: A Wikipedia page for the brand, organization, or even people in a company helps boost authority.
Brand Authority Matters: A signal to authority is when users search your brand name for their content needs.
Trust
Trust refers to validity - a website can have validation pages such as an About Us page or other main pages. Trustworthiness is also determined through positive reviews and user support.
In terms of content, trust can be boosted through the inclusion of an author's biography as well as external sources being cited, especially if they are other authoritative sources.
Activity
Pick one Content Article from the Expert Section - It is recommended to pick one that matches your choice of a focus area/topic.
Review the Article for EAT (expertise, authority and trustworthiness) and list at least 2 comments for each of the three factors (can be things followed or tips to boost EAT).
@SoulfullyAButterfly
The article I decided to review: https://www.7cups.com/experts/article/dating-when-parents-dont-approve
Expertise:
- The article references advice from a qualified expert, Marie Hartwell-Walker, Ed.D., adding professional weight.
- It gives practical tips for both young adults and parents, showing a well-researched and empathetic approach.
Authority:
- 7 Cups is a recognized platform for mental health support, lending credibility to the content.
- The inclusion of personal stories adds authenticity, reflecting real-life experiences.
Trust:
- The article builds trust by clearly identifying the expert, Marie Hartwell-Walker, Ed.D., ensuring transparency about the source of advice and helps in trusting the source.
- It maintains trustworthiness by promoting thoughtful approaches to conflicts, focusing on empathy and constructive solutions rather than just sensationalizing the topic.
@Grace3012
Great work, Grace! You did an excellent job analyzing the article through the lens of EAT. I really like how you highlighted the expert reference as a key factor in boosting expertise—it shows that the content is backed by professional insight. Your mention of 7 Cups as an authoritative platform is also spot on, as it strengthens the article’s credibility, also, it's worth mentioning the article itself links to other external sources which are widely respected.⭐
One thing to consider for authority: While personal stories add authenticity, they can be questioned by the reader, so an article should be made even stronger by being supplemented with additional citations or expert insights like this one was. Overall, your breakdown was clear, well-structured, and thoughtful. Keep up the great work! 😊
Dear @SoulfullyAButterfly,
The article i read and used for this activity is Self-Care: The Essential Guide to Nuturing Your Well-being and Embracing a Fulfilling Life by Ms. Ayesha Tariq Ali
EAT of this article
1. Expertise
- The use of the research base is incredible in this article as if i am the audience, and i am looking for the meaning of self-care. This article provided Me the meaning, as well as gave me the extra information that could enhance my knowledge about this topic.
- The language used in the article is simple yet formative. Breaking down the points and explaining them, as well as the subheadings are not confusing.
2. Authority
- The brand of 7cups gives authority to this article, which is a very well known mental health platform that is giving a lot of credibility for the article.
- To enhance authority on this article we could add more citations, and I like how the back linking at the end like “For more support join our empathetic community, chat with a free trained listener “
3. Trust
- We could add more statistical data for the article, which is a could further enhance the trust of it, in citing More experts in the article.
- Including a bio for the author, which enhances trust in the article, as well as it is published on 7cups platform that makes it even more trustworthy.
@Yourstranger1
Great job! I love how you put yourself in the reader’s shoes when assessing expertise. Your point about the article not just defining self-care but also expanding on it is key—this makes the content more valuable and informative. Your feedback on the language being clear and well-structured is also a great insight!
For authority, I like that you suggested adding citations to strengthen credibility. Maybe also consider whether linking to research studies or expert opinions within the article could enhance its impact even more. Your trust suggestions, like adding statistical data, are practical and would definitely help reinforce credibility and the author does have a bio that is linked through the article which is another great point. Awesome analysis—keep up the good work! 👍
@SoulfullyAButterfly
Expertise:
-
The article provides a well-rounded view of self-care, covering multiple dimensions such as physical, mental, social, and professional well-being, demonstrating a well-researched approach.
-
It offers practical, actionable self-care tips that can be easily integrated into daily life, making the content both informative and useful for readers.
Authority:
-
7 Cups is a recognized platform in the mental health space, reinforcing the credibility of the content.
-
The article links to related resources within 7 Cups, helping to establish a network of expert-driven content that supports the main topic.
Trust:
-
The article is structured clearly, making it easy to navigate and understand, which enhances readability and trust.
-
It is housed within the 7 Cups platform, which provides additional support resources and a community-driven approach to mental health, further strengthening its trustworthiness.
@lovelyBlossom5344 Well
@lovelyBlossom5344
Thanks for your thoughtful review, lovelyBlossom5344! You did a great job highlighting how the article offers practical, well-rounded advice. Your examples under Expertise were especially strong and clearly explained. I also like that you acknowledged the role of 7 Cups as a platform in building Authority and Trust. For next time, consider digging a little deeper into the author-level elements of EAT—such as whether the author’s credentials or bio were present, or if external (non-7 Cups) sources were cited. Please also remember to cite your source next time in your response. Overall, well done!
@SoulfullyAButterfly
Expertise 2 response: 1. She doesn’t explain where she got the information from very much. 2. She should specifically reference her expert at the end. I went back to her site, and she does not mention anything that is in this article; she has some psychology training and well-being training. She didn’t say how long she is trained for or how long her experience is.
Authority 2 responses: 1. Has she gone through this? 2. She doesn’t use personal experience and only uses one expert and not more.
Trustworthy 2 response: 1. She does not use references or multiple experts to support her findings 2. Didn’t do proper formatting and it doesn’t look very professional.
It is very compassionate, but it could use more information and better formatting.
Reference
White, R. C. (2019, May 19). What to say to a friend going through a hard time. 7 Cups.
https://www.7cups.com/experts/article/what-to-say-friend-hard-time
@Rose1324
Thanks for sharing your feedback, Rose! I appreciate how you looked beyond the surface and considered the author’s background and source credibility, you have got great instincts for assessing Expertise and Authority! Your points about referencing and formatting are valid and important when thinking about how to build Trust, I like how you think. For future reviews, try to balance your critique with a few more positive observations too - like how the article shows compassion or connects with the reader - so your feedback stays encouraging as well as constructive. This is especially useful when reviewing your own work as the course progresses, it's important to be able to be balanced. You're off to a strong start and you've got some fantastic insights! Great work!
(As an extra wee note: The psychology researcher in me adores the use of proper referencing - kudos to you! ⭐)
@SoulfullyAButterfly
https://www.7cups.com/experts/article/10-self-help-books-that-really-work
Expertise:
The article offers relevant, specific book suggestions targeted at different emotional and psychological needs (e.g., motivation, grief, eating habits), showing awareness of mental health challenges.
By incorporating reader feedback (e.g., quotes from reviewers like Nicci Rosted and Becky Jerome), the article reflects lived experiences, which boosts practical credibility.
Authority:
The books chosen in the article are written by respected figures in their fields (e.g., Brené Brown, Melody Beattie), enhancing the content’s authority through association.
Covering different mental health struggles (e.g., grief, perfectionism, codependency) shows the author is familiar with and respectful of complex emotional experiences.
Trust:
It maintains an empathetic, non-pushy tone, acknowledging that not every book works for everyone. This builds reader trust.
The inclusion of a free book ("7 Cups for the Searching Soul") increases accessibility, signaling genuine intent to help rather than just sell.
@ScorpiaD
Lovely work on this, Scorpia! Your review clearly shows that you understand the EAT framework and how to apply it, especially with how you highlighted both the emotional nuance and practical strengths of the article - love that! I really liked how you pointed out the use of reviewer quotes and respected authors as markers of Expertise and Authority. You might consider digging just a bit deeper into Trust next time by checking whether the article or author includes bios or credentials. Overall, this was thoughtful, well-structured, and engaging! Great job!⭐
Expertise
Has key words filled with bolded word choices like, “physical exercise,” “‘void that I constantly need to fill’”
Breaks down into 6-7 steps!
Authority
Sites JMIR Mhealth Uhealth, Dr. Miller, research, SAVE
Mentions 7 Cups
Trust
It does have support through the line
For more support, join our empathetic community…
And it’s all in linked format!
External sources were cited
@Cnguyen1
Nice work, Cnguyen1! You’ve picked up on some strong signals of EAT in the article - great job noticing the structure, clear language, and use of expert sources like Dr. Miller and JMIR Mhealth Uhealth. Your points about the linked support and community call-to-action under Trust are also spot on! Please remember to cite the original article in the future, I was able to figure out which one you meant from your points, but a clear link or title would make things much easier. For next time, consider explaining a bit more why those elements contribute to expertise or trust - adding a sentence or two of reasoning can really strengthen your analysis and help you get into the mind of your reader. Overall, solid observations and a great foundation! 🌟
Expertise:
- The paper offers practical, evidence-based methods for improving body image, such as positive self-talk and body awareness exercises.
- It emphasizes prevention in an attempt to prevent bad body image from escalating into greater issues such as body dysmorphic disorder.
Authority
- 7 Cups is a well-rated site with an ongoing presence of more than 53 million people in emotional pain since the year 2013, across 189 countries and 140 languages.
- The article falls under the "Experts" category, indicating that the post has been read and approved by mental health experts.
Trust:
- The article specifies the date of publication (October 16, 2022), allowing readers to assess the relevance of the information.
- It inculcates a holistic body image orientation that emphasizes self-acceptance and kindness rather than judgment and shame.
@healingKitty6370
This is a thoughtful and well-organized review, Healingkitty! You did a great job identifying specific examples that show Expertise and Trust and I especially liked your note on the article’s focus on prevention and holistic self-acceptance. Your Authority section includes good platform-level points, though you might take it a step further by checking whether the article or author includes any personal credentials or external citations. Please remember to cite the original article in the future, I was able to figure out which one you meant from your points, but a clear link or title would make things much easier. Overall, a very balanced and clear response! Nicely done! :)
Self-Care: The Essential Guide to Nurturing Your Well-being and Embracing a Fulfilling Life | 7 Cups
Trust:
Sources included
Information seems true
Authority
Well dome
Continue writing good article with authority
Expertise
expert references
Well writen
@patientShell1003
Thanks for jumping in with your thoughts, Shell! 🌟 It’s great that you touched on all three EAT elements and you've made a good start. Good work for citing the original article! I'm a little confused by the mention of sources, as the original article you cited did not include any. For next time, try to expand a bit more on why you think the content shows expertise or authority - what specifically made it feel trustworthy or well-written to you? A little more detail will make your feedback even more helpful and insightful. You're off to a nice start! keep going!
For Animal Crossing-themed mental wellness content to achieve strong EAT (Expertise, Authority, and Trust), it must prioritize clear, research-based information. As a content creator, demonstrating Expertise involves thoroughly understanding the psychological paradigms underpinning the gamification, such as Self-Determination Theory, and how specific game mechanics relate to mental health outcomes. To build Authority, content should not only address user needs—like coping strategies or routine building—but also explain the "why" behind these benefits, potentially drawing on neuroscientific insights relevant to decision-making or emotional regulation. Finally, Trust is established by ensuring the content is both comprehensive in its scope and digestible in its presentation, avoiding confusing structures while clearly breaking down complex psychological concepts into accessible terms. This ensures the audience receives not just engaging ideas, but also credible and helpful guidance for their well-being journey.
Eye tracking, at its core, is a methodology used to measure eye movements and eye positions, providing insights into an individual's visual attention and cognitive processes. In neuroscience, eye tracking serves as a powerful, non-invasive tool to understand how the brain processes visual information, allocates attention, and makes decisions. By observing where someone looks, for how long, and in what sequence, researchers can infer cognitive load, areas of interest, and even emotional responses. For instance, studies might use eye tracking to map neural pathways involved in object recognition or to identify how individuals scan complex visual scenes, such as a busy user interface or an advertisement. This allows neuroscientists to correlate specific eye movement patterns with activity in particular brain regions, offering a window into the real-time neural mechanisms underlying perception and cognition.
Connecting this to the fun world of Animal Crossing:
"Hmm, what's this? A new item on the ground! My eyes are immediately drawn to it!"
"My gaze keeps drifting to that rare bug. Must... catch... it! My brain is clearly prioritizing this visual information."
"Isabelle's announcements always get my full attention. My eyes are locked on her for the morning briefing!"
"I'm just watching the clouds drift by... my eyes are taking a well-deserved break from all the intense pattern recognition!"
"My focus is totally on my perfectly symmetrical flower garden. It's so satisfying to see everything in its place.
Animal Crossing characters, reframed to relate to mental health:
Tom Nook (on ambition and progress): "Yes, yes! Every bell spent on your home is an investment in your happiness. Don't be afraid to dream big, even if it starts with a tent! Small steps lead to big improvements!"
Isabelle (on community and connection)"Oh, my dear, seeing you brightens my day! Just like a town full of happy villagers, surrounding yourself with good company makes everything better. Don't forget to reach out!"
Celeste (on wonder and perspective): "Look up at the stars, friend! See how vast and beautiful the universe is? Sometimes, a little perspective helps put our worries into their proper place."
Blathers (on learning and curiosity):"Hoo! A new discovery! Every little bit of knowledge helps us understand the world, and ourselves, better. Never stop being curious about what makes you tick!"
K.K. Slider (on finding your rhythm):"No matter the day, there's always a tune that fits. Find your rhythm, find your groove, and let the music guide you through. It's okay to slow down and enjoy the melody of life!"
Resetti (on resilience and second chances):"Whoa there, did you mess up? Happens to the best of us! What matters is you learn from it and try again. Don't let a little stumble stop your journey!"
Marshal (on self-care and quiet moments):"Sometimes, a quiet coffee and a good book are all you need. Don't forget to take time for yourself, even in the busiest of days. Recharge that battery!"
@BPDBadee
This is such a strong foundation. You are combining solid psychological grounding with the whimsical charm of Animal Crossing, which is precisely what can make the content both credible and engaging. Great job!
Hello everyone
The article I decided to analyze: How to Trap Depression
Expertise:
- This is a fairly comprehensive article about the characteristics of depression as well as how to overcome this disease. From external evidence, such as famous singers or scholars, the article is highly convincing.
- The content is clear and easy to implement. The scope of the issue encompasses a wide range of readers.
Authority:
- As I mentioned in the technical section, this text includes many references from singers and doctors from reputable and professional organizations.
- There are websites from many reliable sources and the research data is carefully and thoroughly presented.
- The content is clear, accessible to all readers from East to West
Trust:
- Because the topic of the article is very popular and common, as long as you understand English, you can grasp the information as well as how to overcome depression.
- The reliability of the article comes from many reputable sources around the world. The numbers and methods are detailed and specific.
Thanks.
@Minionn
Your points are solid. You highlight the article’s credibility, clarity, and broad appeal. Excellent work!