What improves online credibility? These four proven traits create trust.

Barbara J. Mayfield, MS, RDN, LD, FAND
3 hours ago
3 min read

What percentage of your communication occurs online versus in person? Whether more is online than in person may depend on your age and occupation, but regardless, the percentage is likely increasing over time.

For communication to be effective, whether online or in person, it is critical to be perceived as credible. An effective strategy for building online credibility was shared during the FNCE session I described in last week’s post.

This session was titled “Strategic Nutrition Messaging: How Data and Analytics Can Amplify Your Impact” and was presented by Stephanie Ferrari, MS, RDN, and Stefani Sassos, MS, RDN, CDN, NASM-CPT.

I am highlighting two useful acronyms they shared: In last week’s post, I shared the R.A.I.S.E. Framework, and in this week’s post, I will share how to leverage E.E.A.T. to build your online credibility.

What does E.E.A.T. stand for?

E.E.A.T. stands for four essential traits to strive for and clearly demonstrate in your communication: experience, expertise, authoritativeness, and trustworthiness. They are closely related, with important nuances. Let’s take a closer look.

Experience enhances online credibility

Does your message demonstrate a high level of experience with the topic? Do you share information that illustrates and confirms a high degree of knowledge and skill that goes beyond just knowing about something? Your message is one you put into practice.

Let’s say your message is a food demo of tasty and healthy after-school snacks. Which of the following communicators is perceived as more experienced – a mom who fixes after-school snacks daily or a clinical dietitian? If both titles apply to you, make sure the audience knows the first one as well as the second.

Communicate your experience to your audience.

Expertise enhances online credibility

This trait can elevate the fact that a dietitian is giving the food demo. As the session presenters said, “Media is flooded with noise, stand out by leaning into your training.” Let the audience know that you are qualified to communicate the message.

Expertise is magnified when you communicate about topics that you are truly an expert in. Narrow your communication focus and become known for your expertise in those areas. Refer to others when needed.

Communicate your expertise to your audience.

Authoritativeness enhances online credibility

When a message is authoritative, it is accurate and well-researched. Share the evidence with the audience in mind, using language and examples they understand and find relevant.

The better you know both the topic and your audience, the more authoritative you will be.

Communicate authoritativeness to your audience.

Trustworthiness enhances online credibility

All of the above enhance the credibility of your message and, in turn, your trustworthiness. With the plague of misinformation and disinformation online, providing content that can be trusted is paramount. Become a trusted source.

Demonstrate honesty, transparency, and a motivation to help and support your audience rather than for personal gain.

Communicate your trustworthiness to your audience.

Credibility not only increases your impact with an audience but is also critical for ensuring that your content shows up in searches. Why? Because Google assesses these 4 traits to rank your content. Scoring high in E.E.A.T. puts your message in front of a larger audience.

Check out these previous posts about effective messaging:

“Don’t confuse visibility with credibility.” ~ Harvey Mackay

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