Google EEAT in the Digital Age: How Fact Checking News Improves Your Expertise

In a world increasingly shaped by photo manipulation and deepfake technology, discerning truth from fiction can feel like an impossible task. Everything you read online could be entirely made up if it weren’t for attributions or other sources of credibility. 

For anyone creating or consuming content online, from marketing agencies to businesses, the consequences of missteps are severe. Beyond damaging reputation, inaccurate information can spark panic among your customers or even lead to legal battles.

Despite the worry, there are tools at your disposal to improve your fact checking and ensure you fit within Google’s EEAT parameters. Upholding the principles of EEAT – Experience, Expertise, Authoritativeness, and Trustworthiness – is essential for your business’ visibility and credibility. There are a few steps you can take to ensure you fit within the guidelines. 

1. Has This Story Already Been Fact-Checked? 

Before you use a source online, see if the legwork has already been done. Many large media organizations like the BBC, Washington Post, and Associated Press employ dedicated fact-checking specialists for their content to ensure it’s verified. Beyond these, independent bodies such as Snopes offer rigorous fact-checking services. If the story isn't breaking news, these established sources often provide in-depth investigations that can serve as a vital first check, leaning on their proven expertise and authoritativeness. If you are using content from a media organization, check their sources to ensure everything aligns and you can use their information in your copy. 

2. Can You Attribute the Quote? 

There are two sides of the attribution coin for businesses. There are attributions for quotes from customers, such as testimonials, and there are attributions for sources when you make claims in your copy about big changes, such as statistical proof that certain products are performing better than others.

When you create testimonials, it’s important to provide a full name, title, and business name they are connected with. If any of these aren’t possible to provide, it’s harder to prove that they provided the associated quote. The vaguer the attribution, the less credible it appears. Alternatively, when providing industry news or statistics that are outside your direct ability to prove, you should attribute professional sources and provide quotes when possible. If you’re able to prove that an expert said something verbatim and provide a backlink, you get a double EEAT boost; once for a solid attribution, and another for a credible backlink. 

3. What Does the Data Really Say? 

Figures can be easily fabricated, especially if they lack credible attribution. Never trust a number unless you can identify its source and, if possible, double-check the data yourself. For instance, major scientific papers are usually available online (even if some are behind paywalls); go directly to the research rather than taking someone's word for it. The same applies to government statistics and reliable data from bodies like the United Nations. Even with correct figures, consult an independent expert to interpret the data. Your ability to dissect and verify data directly showcases your expertise, especially when used in the body copy of your website or marketing content.

4. Is the Image What It Claims to Be? 

Photo manipulation has a long history, from Stalin's edited photos to manipulate WWII footage. Modern examples abound, like video game footage passed off as real combat or deepfake videos of public figures. Verifying images is crucial for maintaining trustworthiness.

In the context of businesses, verifying your location and images of your building through Google Maps will give you the credibility boost necessary to be elevated through Google. Your diligence in authenticating visuals speaks volumes about your commitment to EEAT.

5. Is This a Forgery or Plagiarized Content? 

Finally, cultivate a keen eye for forgeries, particularly on social media. If a screenshot claims to be from a recognized news outlet like the BBC or CNN, always go directly to that news outlet's official site to verify. Look for tell-tale signs of manipulation: spelling errors, outdated logos, or low-resolution images. Most importantly, always ask: Who is sharing this information, and what is their motive? If the source isn't a rigorous, independent news organization or professional source such as a government entity or business study, it's likely trying to mislead you. Your skeptical approach is key to protecting your audience and upholding your trustworthiness.

Rigorous Fact Checking with GROW

When it comes to content for your business, GROW goes to great lengths to ensure everything stated is as credible and verified as possible. When using outside sources, we triple check to ensure that every word is not only something you would say, but is something that can easily be traced back to a verifiable source. From blog copy to social media posts, we ensure that any information in your name is said with your credibility in mind. For accurate, fact-checked marketing, GROW Marketing Agency has you covered.