Determining a source’s reliability and authority: E-E-A-T-friendly content.

Among the criteria now formalized by Google through E-E-A-T are expertise and authority. When creating content, we must be extremely selective about the sources we use. Are they reputable? Have they been validated by professionals in the field? Is the information relevant? What is the difference between experience, expertise, and authority?

To answer these questions, Euphonie Studio has produced a podcast episode dedicated to the issue of the reliability and authority of sources. This podcast is audio content created by Euphonie Studio, an ASSONANCE brand dedicated to the agency’s editorial projects.

In this discussion, you'll hear:

• Syphaïwong BAY, (🐦‍⬛ @ecribouille), founder of ASSONANCE, specializing in content marketing;

• Eva Belgherbi, (🐦‍⬛ @berthe_chorizot), researcher and Ph.D. candidate in art history (Hypotheses.org blog) for the scientific perspective;
  Portrait: ©Ennio Grazioli

• Julie Guesdon (🐦‍⬛ @guesdon), a journalist currently working for *Paris-Normandie* and the Normandy Communication and Press Club, providing a journalistic perspective.

Selected excerpts:

Is it easier today to establish yourself as an authority through a publication?

We note that these days, it is easier to access expertise and knowledge directly online, which can be advantageous because it shortens the path to relevant information. However, we also raise concerns about the validity and reliability of this data available on the web. For example, in the field of cooking, many people publish books without necessarily having validated expertise, which can lead to the spread of misinformation. The same phenomenon is observed in the field of art history, where topics such as gender studies have become popular, but where some publications lack a scientific basis and are produced by inexperienced individuals. This stands in contrast to researchers and experts who have undergone academic training and gained significant experience in their field. This proliferation of unverified content online poses challenges for us, as we must sift through and distinguish credible sources from less reliable ones.

How do we choose a source when we're pressed for time?

The process of producing articles depends on the urgency and the time available. Broadcast media, for example, sometimes requires very tight deadlines, which can lead to reaching out to available sources, even if they are not necessarily experts in the subject matter. This raises issues of reliability. When there is more time, the approach involves seeking out reliable academic sources and contacting experts for interviews. However, even academic sources may lack objectivity, as researchers have their own interests to defend. Thus, cross-checking information with different people becomes essential to obtain a more balanced perspective and get closer to the truth. It is essential to avoid relying on a single source.

Even a reliable and authoritative source may have a biased point of view.

Biases in interviews and information gathering do exist. It often happens that interviewees respond based on what they think we want to hear. This creates a confirmation bias. However, the most important thing is undoubtedly to obtain authentic responses by encouraging interviewees to recount what actually happened. Bias also exists in academic research, where researchers are influenced by what they read and the sources they consult, which can lead to biased hypotheses. No one is immune to bias, because we are all human, and even in research methodology, choices are made. These choices can create distortions!

The ways in which people search for and consume information change over time

There has been a shift in how people access information with the rise of social media and mobile apps. More and more people do not know how to conduct in-depth research and get their information primarily through platforms like TikTok or Instagram. However, questions arise regarding the reliability and neutrality of these platforms, which are managed by private companies that may censor certain content. This reliance on digital platforms can affect how information is perceived and access to sources and experts, as personal experience may take precedence over more rigorous studies and analyses. The funding of studies and the potential influence of lobbyists on the results presented to the public make things difficult for the general public. It is becoming increasingly difficult to distinguish reliable sources. Raising public awareness of these issues is a challenge.