Getting to good information
with the EEAT criteria
What do the E-A-T criteria for evaluating
information quality really mean?
Authoritativeness
Expertise
Transparency/verification that
information is accurate and
complete and has been
analyzed/interpreted/applied
appropriately
Creator has credentials
or reputation in
topic area
Trustworthiness
information and opinions
are impartial, objective
Borromean rings created by Jim.belk 2010
E-E-A-T criteria: Easy to use (UX) +
Authoritativeness
Expertise
Transparency/verification that
information is accurate and
complete and has been
analyzed/interpreted/applied
appropriately
Creator has credentials
or reputation in
topic area
Trustworthiness
information and opinions
are impartial, objective
Borromean rings created by Jim.belk 2010
What do the E-A-T criteria for evaluating
information quality really mean?
Authority
Expertise
 Right info, used properly
(trust writer’s info and claims)
credentials or reputation
(trust writer knows what
they are talking about)
Trustworthiness
impartial, objective
(trust writer is not biased or trying to deceive us)
Borromean rings created by Jim.belk 2010
Warning! Evaluate carefully – misinformation
and disinformation can be hard to spot
Expertise
Authoritativeness
Experts can make mistakes,
be wrong, or be biased.
Fake experts may be used.
It can be hard for non-experts
to assess this. We may rely on
simplistic signals such as links
to other sources.
Trustworthiness
Easy to miss bias driven by values, beliefs or goals, especially if we agree with them!
Critical questions to evaluate sources
Examine sources critically, as if you were a detective at a potential crime
scene, and use the ‘5W’ questions:
• Who? Is the info created by a person/organization that is respected for
their expertise on this topic?
• What? Is it relevant? Is the info/opinion just personal opinion, or is it
based on good data/evidence and arguments?
• Where? Is it published in a reputable place known for impartiality and
quality information?
• Why? Why is this information here? Is it balanced and comprehensive
or is it promoting mis/disinformation or intending to sell something?
• When? Is the information current? (If this is important for your topic)