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 chose to review was: Powerful Ways To Improve Your Body Image
(https://www.7cups.com/experts/article/powerful-ways-to-improve-your-body-image)
Here's the EAT's
> Expertise
Author's Credentials
Marie Hartwell-Walker, Ed.D., is a licensed psychologist and marriage and family therapist with over 35 years of experience. She holds master's in counseling psychology from the Alfred Adler Institute of Chicago and both a master's and doctoral degree from the University of Massachusetts Amherst's School of Education. New Harbinger Publications, Inc
Evidence-Based Advice
The article offers practical, research-backed strategies for improving body image, such as practicing self-awareness, avoiding negative comparisons, and engaging in nature. These approaches are grounded to the foundational psychological principles and therapeutic practices, demonstrating a well-informed perspective on the topic.
> Authority
Reputation of the Platform
7 Cups is a recognized platform for mental health support, lending credibility to the content. The platform's commitment to providing expert-led resources in the field of mental health which further establishes the authority of the article.
Professional Tone and Structure
The article keeps a professional tone throughout, sections being well-organized and clear references to psychological concepts. This structured approach shows the author's expertise in the field and adherence to professional standards in mental health communication.
>Trustworthiness
Transparency of the Author's Identity
The article clearly identifies the expert, Marie Hartwell-Walker, Ed.D., ensuring transparency about the source of advice. This openness helps readers trust the information presented, as they can verify the author's qualifications and experience.
Supportive and Empathetic Language
The use of compassionate and understanding language throughout the article fosters a sense of safety and support for readers. This empathetic tone is crucial in building trust, especially when addressing sensitive topics like body image.
@Kosmoslistening
This article by Marie Hartwell-Walker, Ed.D., offers research-backed, practical strategies for enhancing body image, reflecting her decades of expertise in psychology and therapy. Its professional structure, empathetic tone, and publication on the 7 Cups platform make it a trustworthy and valuable resource for anyone seeking guidance on this sensitive topic, instilling confidence in the information presented.
@SoulfullyAButterfly
The article I chose for this activity is Powerful Ways to Improve Your Body Image by Sushan.
I really connected with this one because I’ve also struggled with my body image, especially when I was dealing with anxiety after a difficult relationship. Reading it somehow reminded me that it’s okay to start again and be kinder to myself.
Expertise:
I can tell the article was well-researched because it mentioned credible sources like the Harvard Business Review, the Mental Health Foundation, and even a professor from Anglia Ruskin University. It wasn’t just full of opinions it had real studies behind it. I also liked how everything was written in a simple and comforting way. The writer explained things clearly, like how to practice self-awareness and avoid comparing yourself to others. It felt like she was gently guiding me instead of just teaching.
Authority:
It helped that the article was published on 7 Cups, which is a known and trusted mental health platform. That already adds credibility plus, the author’s background in social psychology and her work as an editor made her words feel more reliable. I think it would be even stronger if it had more citations or links to the studies she mentioned. Overall, it still felt credible and well-grounded.
Trust:
What I liked most was how the writer shared a bit of her personal story. You can feel that she’s not just writing for the sake of it she’s been through something and now she’s helping others through her words. She also reminded readers like me to seek therapy or professional help if needed, which shows that she’s careful and responsible about giving advice. The fact that her bio was included makes me feel that I could trust what she wrote.
@RichFaust
The article Powerful Ways to Improve Your Body Image by Sushan combines credible research with a gentle, supportive tone that makes complex ideas feel accessible and encouraging. Her expertise, personal insight, and advice foster trust while reminding readers that self-compassion and professional support are integral to the healing journey, making them feel supported and understood in their personal development.
@SoulfullyAButterfly
Article Examined: https://www.7cups.com/experts/article/how-cognitive-behavioral-therapy-can-help-overcome-anxiety-disorders
Expertise:
- The author Ayesha Tariq Ali is a working Clinical Psychologist, meaning that she has relevant credentials that help the audience trust what she is communicating within the article.
- The article uses correct formatting, is on brand for 7Cups, and breaks down topics that could be confusing to the audience, making it easy to read and access.
Authority:
- Sources are cited and linked from credible sources, for example, this study is linked as a source: https://psychiatryonline.org/doi/10.1176/appi.focus.20200045.
- The article being written and reviewed under 7Cups gives it authority, as 7Cups is a legitimate mental health platform, with its own Wikipedia page, founded by a Pscyhologist Glen Moriarty.
Trust:
- 7Cups has a professional business website layout, including an About Us page, Terms of Service links, a Reviews page and a means of contacting support and providing feedback which helps add a level of trust to overall website.
- 7Cups links to the source writing the article, which means it's very easy for the audience to verify the information and sources.
@ShannonStrawberry
The show a very strong expertise, authority, and trustworthiness in its presentation of mental health information. The piece clearly explains complex therapeutic concepts in an approachable way, cites credible research sources, and is hosted on the reputable 7 Cups platform—enhancing its reliability and professional integrity.
Article To Review: https://www.7cups.com/experts/article/5-strategies-to-navigate-and-conquer-holiday-stress Expertise: • The article was written by Ashley Cox, LMHC, whose 15+ years of professional experience adds gravity to the article’s content. • The researcher’s academic background, working experience and core skills them suitable for authoring the article. Authority: • The article is published by 7 Cups, which is a renowned mental health and support online platform. • The article has interesting references, as well as linked to several other articles. Trust: • The exposure of the source of the article strengthens reliance by interested readers. • The article maintains an honest and empathic tone by highlighting the reality of stress, and offering insightful strategies such as setting boundaries.
Article To Review: https://www.7cups.com/experts/article/5-strategies-to-navigate-and-conquer-holiday-stress Expertise: • The article was written by Ashley Cox, LMHC, whose 15+ years of professional experience adds gravity to the article’s content. • The researcher’s academic background, working experience and core skills make them suitable for authoring the article. Authority: • The article is published by 7 Cups, which is a renowned mental health and support online platform. • The article has interesting references, as well as linked to several other articles. Trust: • The exposure of the source of the article strengthens reliance by interested readers. • The article maintains an honest and empathic tone by highlighting the reality of stress, and offering insightful strategies such as setting boundaries.
@McElysium
Ashley Cox, LMHC, combines over 15 years of expertise with compassionate, research-backed insight in this 7 Cups article, offering practical and trustworthy strategies to help readers manage and overcome holiday stress with balance and self-awareness.
Well done!
