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
https://www.7cups.com/experts/article/powerful-ways-to-improve-your-body-image
expertise:
the article understood their audiences needs by asking them questions.
it was well formatted as there was an easy-to-read list.
authority:
when using statistics or a different website they linked their source.
they used hashtags to make sure the article reached a larger audience.
trust:
the reader will trust the writer because they say they’ve been on 7 cups since 2020.
they built credibility by stating that she graduated from the CDM.
@alwayslove123
Great start. You’ve clearly identified points under expertise, authority, and trust.
Article I Used: https://www.7cups.com/experts/article/the-year-of-you
Expertise
• Backlinks to official 7Cups pages and provides a free resource from Therapist Aid, something many therapists use with their clients.
• The writing was simple and easy to understand by using metaphors such as a car requiring gas. It doesn't use medical/psychiatric jargon, which makes it accessible to the average person.
Authority
• Usage of hashtags was helpful in me finding this article, but some of them seem out of place.
• Authority is also increased by being posted on 7Cups rather than in a personal blog or as a social media post.
Trust
- Jennifer Boyea LMFT has her own practice in California. Her biography states she's had a vast amount of experience with people of various backgrounds. This means her suggestions for self care can help a variety of people, and not just when they want to make new year's resolutions.
- To increase trust, the article could've referenced studies done in the past about new year's resolutions, or about how people don't access mental health care until they've entered a crisis.
@Lemurian51611
This is a strong breakdown. You’ve pinpointed both strengths and areas for improvement.
@SoulfullyAButterfly
The article I decided to review: https://www.7cups.com/experts/article/10-must-know-facts-about-bipolar-disorder
Expertise:
- The article focuses on a fixed number of facts, something which someone who wants to learn about bipolar disorder can quickly absorb and feel informed about.
- It also gives a lot of supplementary information which is related and also backlinks to other articles from 7 cups.
Authority:
- The article references sources which are very trustworthy and well-known, such as the NCBi and, NIMH, which give stats and other pieces of information a lot of credibility.
- The article is featured in 7 cups, which is a website and a platform that I trust, and have confidence that they would use a peer-reviewed article to publish here.
Trust:
- The article provides the credentials for the author (a BACP accredited psychotherapist, counsellor and clinical supervisor.), which creates a lot of trust in the person knowing their content.
- I also see that 7 cups has a lot of similar articles on the topic and also other articles by the same author on the same and other topics, which helps me know the author is trustworthy.
@AK245
This is an excellent evaluation. You’re applying the E-A-T framework well.
@SoulfullyAButterfly
Article : https://www.7cups.com/experts/article/post-traumatic-stress-disorder-the-different-types
E - Article demonstrated knowledge of PTSD, its subtypes and its history, referencing the DSM5 criteria and outlining differences between other disorders.
It provides detailed explanations of symptoms, causes and coping showing high level of understanding the subject matter.
A - The article was structured comprehensively and could be sharable on external platforms.
However, there's not really any mention of citations from external authoritative sources.
T - Inclusion of a bibliography.
Article includes disclaimers about role of listeners vs. therapists to ensure there's no confusion, building transparency.
@izzyy528
This gives an example of a thorough understanding of Post-Traumatic Stress Disorder (PTSD), its numerous types, and its development. It effectively references the DSM-5 criteria to distinguish PTSD from other similar mental health disorders. The detailed explanations of symptoms, potential causes, and coping strategies not only reflect a high level of subject knowledge but also convey complex information in a clear and accessible way, enlightening the readers.
Structurally, the post is well-organized and comprehensive. Its flow and clarity make it suitable for sharing on external platforms, where readers could benefit from its educational content.
It would be beneficial to include a bibliography or reference list citing reputable sources, such as peer-reviewed studies, official diagnostic manuals, or expert guidelines. Additionally, the inclusion of disclaimers that clarify the role of listeners versus therapists is not just commendable but essential. It helps avoid confusion and supports transparency about the scope of the article, respecting professional boundaries.
In conclusion:
This is an insightful and well-structured article; with the addition of proper citations, it has the potential to serve as a valuable and reliable educational resource on external platforms.
@SoulfullyAButterfly
I read "How to Support Loved Ones" by Trishna Lowell-Monplaisir. This article is closely related to her noticing that her nephew showed signs of autism.
Expertise - The article was written Trishna Lowell-Monplaisir, who had her credentials in social work at the master's level. Not only is she an expert with long-term and brief interventions but also one with her nephew as well
Authority - 7Cups is an website related to mental health interventions and other issues.
E.G. https://www.7cups.com/about/
Trust
Additionally, here is information about Trishna - https://www.7cups.com/experts/article/supporting-loved-ones-with-children-on-the-autism-spectrum
Expertise
- Evidence-Based Content: The article clearly presents CBT as an evidence-based treatment for anxiety disorders. It outlines techniques like cognitive restructuring and exposure therapy, which are widely recognized in clinical psychology.
- Author Credentials: The article is written by Ayesha Tariq Ali, who holds a degree in Applied Psychology and serves as Head of Content at 7 Cups. Her academic background and professional role lend credibility to the content
Authority
- Published on a Trusted Platform: 7 Cups is a well-known mental health support community with global reach. Publishing on this platform adds contextual authority.
- Structured and Informative: The article is well-organized, covering types of anxiety disorders and CBT strategies in a clear, educational format. This enhances its value as a resource for both professionals and the public.
Trustworthiness
- Author Transparency: The article includes the author’s full name, academic background, and professional role, which builds trust through transparency.
- Supportive Tone and Practical Guidance: The language is empathetic and non-alarmist, offering actionable advice and encouraging readers to seek qualified help. This fosters a sense of safety and reliability.
Expertise
1) The content of "How Cognitive Behavioral Therapy Can Help Overcome Anxiety Disorders" breaks down the different problems of psychology treatment.
2) The organization of this topic shows a detail what CBT can do.
Authority
1) In this topic, it only has one authority person.
2) It gives other resources by the same author.
Trust
1) In this topic I only see Ayesha Tariq Ali, MS as the only authority in this topic.
2) It does not show me how I can trust this topic for there is only one person.
@loveagape
Excellent job!
Article: How Cognitive Behavioral Therapy Can Help Overcome Anxiety
Expertise: a) This article is written by a licensed clinical psychologist and Head of Content at 7 Cups
b) The article explains CBT using well-established psychological principles and techniques, although it would be helpful to cite sources such as the American Psychological Association (APA)
Authority: a) 7 Cups is a known platform for mental health support
b) It is important to include citations from reputable sources such as the American Psychological Association (APA) or the National Institute of Mental Health (NIMH).
Trust: a) The article includes a clear author biography
b) Including a “Reviewed by” section that names qualified professionals who have evaluated the content can significantly enhance this article credibility.
@rebeccastgo
Excellent!
@SoulfullyAButterfly
The article I have decided to review is https://www.7cups.com/experts/article/how-to-stop-negative-thinking-2
Expertise: the article includes well researched keywords and simple to understand words. The thing which is very interesting is how the author mentions his earlier work related to this article.
Authority: the author mentions about the empathetic community support which builds good rapport to the article. A person who reads this would want to share it with someone whom they think needs to read this and will be helpful to them.
Trust: the author's biography mentions he has expertise in this field for more than 10 years which builds trust among the readers. Moreover it is published in a platform like 7 cups which give more credibility to the article.
@Tuliphealing
The article “How to Stop Negative Thinking” is a trustworthy and practical resource that combines the author’s expertise with 7 Cups’ credibility to offer clear, compassionate strategies for overcoming negative thoughts.
Excellent work!
@ScorpiaD Thank you 😊
@SoulfullyAButterfly
I'm Lonely, What do I Do? Coping With and Conquering Loneliness
1. Expertise
- The article referenced John T. Cacioppo, an expert at social neuroscience, which strengthens its claims in well recognized research.
- The author is an aspiring counselling psychologist with years of experience in the mental health field. showing commitment and developing expertise.
2. Authority
- Contains citations and references from recognized mental health sources helping to legitimize the content.
- The article is published on 7 Cups, a trusted platform for mental health support.
3. Trust
- Addresses the emotional topic in a way that is accessible and using empathetic language which is important for mental health content.
- Gives the readers practical suggestions or coping strategies, showing that the author is not just stating problems but also offering solutions.
@ipoopcats
“I’m Lonely, What Do I Do? Coping With and Conquering Loneliness” is a well-researched and compassionate article that combines expertise, authority, and trust. By referencing John T. Cacioppo and other credible sources, the author grounds the content in respected research while drawing on their own counseling psychology background. Published on the trusted 7 Cups platform, the piece uses empathetic language to make the topic accessible. It offers a wealth of practical strategies for coping, making it both informative and genuinely supportive for readers.