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Section 1: Components of a Good Source
Section 1: Components of a Good Source
Experience, Expertise, Authoritativeness, and Trustworthiness.
Experience, Expertise, Authoritativeness, and Trustworthiness.
The E-E-A-T acronym is a Google framework for evaluating the quality of online content. Content writers should aim to provide genuinely helpful content that answers readers' questions with solid, reliable information. (For more on what Google's hungry for, check out our Good E-A-A-T-S resource here.)
You can bet that if your sources wouldn't pass Google's sniff test, then your article won't either — so don't let bad sourcing get in your way! Use the same scrutiny when researching that Google will eventually hold you accountable for.
Evaluate any source you find with the 3 R’s.
Evaluate any source you find with the 3 R’s.
Recent. Was this published recently?
Many clients define “recent” as within the last 2 - 3 years.
Some topics may not have recent research, in which case you will need to identify the most up-to-date sources.
Relevant. Does this source actually relate to and support the topic at hand?
Reputable. Does the author or publisher have credibility and credentials in their industry?
You’ve heard of The New York Times and can generally assume the editors did their due diligence. On the other hand, user-testing-news.com isn’t an accrediting body or a known authority on the subject. That would not be the best option.
Primary sources
Primary sources
The best source is a primary source: the exact study, survey, trade publication, or peer-reviewed article that revealed this information for the first time.
Examples:
Examples:
Primary Source: Brakenridge, C.J., Koster, A., de Galan, B.E. et al. Associations of 24 h time-use compositions of sitting, standing, physical activity and sleeping with optimal cardiometabolic risk and glycaemic control: The Maastricht Study. Diabetologia 67, 1356–1367 (2024). https://doi.org/10.1007/s00125-024-06145-0
NOT the Primary Source: BBC News article about the study, "Why you are probably sitting down for too long"
The primary source is NOT the following:
The primary source is NOT the following:
A news article reporting on the contents of a primary source (even if it's a reputable news outlet)
A listicle of "Statistics About Marketing in 2024"
An article that mentions the study or research, with or without a citation
Tips for finding the primary source:
Tips for finding the primary source:
Check your source's sources. Look for footnotes or linked citations to original sources
Google. Try searching for the facts and see what results you get.
Add "Statista" or "PubMed" to the end of your search term, depending on where you expect to find the primary source.
Run a Google Scholar search ( See our Medical, Health, and Wellness section for more tips on how to use this site).
Sources Not Published by a Business Competitor
Sources Not Published by a Business Competitor
Links to competitors boost the competition's SEO without helping our clients.
Unless the client specifically requests a competitor link, avoid pointing readers to the competition. The catch is that clients are rarely able to list every single competitor in their industry. You'll need to employ your Savvy-Writer Goggles and make a call about each source you cite.
Follow these steps to verify you’re not linking to a smaller or cloaked competitor:
Follow these steps to verify you’re not linking to a smaller or cloaked competitor:
Check the “About Us” on both websites. If the general summary of what they do sounds familiar, it’s probably a competitor.
Check the Products and see if they’re similar. (Example: If your client offers UX testing and that’s also an offering on your source, this would be considered a competitor.)
Consider the content. Does it sound a lot like what you’re trying to write? If the outlines are similar, they may be competing for the same keyword (see below). What is the goal of the content? Are they selling something? Is it similar to your client’s offering?
Sources Not Competing for the Same Keyword
Sources Not Competing for the Same Keyword
Articles you cite should have a different overall angle from your piece so that the piece you're contributing on the topic is additive for a reader looking to learn more, not repetitive of all the things they've already read elsewhere.
Section 2: How To Find Good Sources
Section 2: How To Find Good Sources
You know 'em when you see 'em, but where in the World Wide Web do you find good sources?
Learn how to find good sources, whether you're working on general articles or something more specific like a health and wellness piece or a legal article.
General Research Tips
General Research Tips
Questions to ask when considering a source:
Questions to ask when considering a source:
Does the source include citations or reveal its sources?
Does it name an author with expertise or authority in the field?
Does the source come from a real and respected publisher, media company, or organization (including governmental organizations)?
Does the source try to show evidence for each major claim that it makes?
Does the source present a professional appearance or design?
(Adapted from this source.)
Suggested Sources
Suggested Sources
.gov Resources
The .gov means it's official.
Federal government websites often end in .gov or .mil. Before sharing sensitive information, make sure you're on a federal government site. The https:// ensures that you are connecting to the official website and that any information you provide is encrypted and transmitted securely.
Research Tips
Research Tips
Try a different search engine. If you usually Google, try Bing or DuckDuckGo.
Look at sources from other articles. If you’re using reputable sources, they should provide citations. Peruse those for additional options.
For more directed guidance on legal and health/medical projects, check out our industry-specific resources:
Section 3: Citing Your Sources
Section 3: Citing Your Sources
You did the work: You found a solid source and confirmed it's legit. Now, let your research work for you.
Generally speaking, citing your sources builds credibility. It makes you more credible as a writer, it makes the client’s brand look like an authority in their industry, and it tells the reader these are words they can trust.
What To Cite
What To Cite
Provide a source any time you think your reader might want to know more, or they might want to know where you found your information. This includes specific numbers or statistics and any pertinent claims that you did not come up with on your own.
Examples:
Examples:
Specific Claim:
This analytic technique looks for connections between an independent variable and a dependent variable. You might use regression analysis to find relationships between different product prices and the number of products sold.
Statistic:
Moreover, Salesforce reports the use of artificial intelligence sales automation has increased by 76% since 2018.
Best practice is to mention your source in writing, especially when you’re citing statistics or study results, as demonstrated in the example above.
How to treat “common knowledge”
How to treat “common knowledge”
Some clients want you to cite it even if it’s obvious, so when in doubt, go ahead and add a source to back yourself up.
How To Cite
How To Cite
Project guidelines will direct you to cite sources in one of two main ways:
Below are examples of the preferred styling for each. Note that some individual clients provide additional preferences for source formatting, so always look for a style sheet to double-check.
Anchor Text Example:
Anchor Text Example:
Time series analysis: Time series analysis lets you model and explain how something changes over time. For example, you can use a time series analysis of past sales data for the holidays to predict upcoming holiday demand.
End of Article Example:
End of Article Example:
While the majority of clients ask us to use anchor text only for sources, some will select the “end of article” option, indicating they’d like a full list of sources to be included at the end of the article. Sources cited at the end of the article are typically provided in addition to anchor text so the client or reader can see at a glance where the hyperlinked text points.
Unless the client’s style sheet instructs otherwise, style hyperlinked text as above, and also include a list of sources at the end.
Clearly label your source list as “SOURCES:” (normal text, all caps, not bold). Format exactly as follows: Article Title Hyperlinked and Capitalized Exactly Like the Original. (Month Year of Publication). Title of the Publication Also Following Original Capitalization Exactly (italics if appropriate: a magazine, book, journal, etc.). Example:
SOURCES:
BCBA Fieldwork Requirements. (May 2020). Behavioral Analyst Certification Board.
Registered Behavior Technician Handbook. (September 2021). Behavior Analyst Certification Board.
Other Special Citation Methods:
Other Special Citation Methods:
Some clients provide additional instructions for how to treat sources. Always look for a brand-specific style sheet to double-check an individual client’s preferred source formatting.
Anchor Text Best Practices
Anchor Text Best Practices
Try to limit hyperlinks to the fewest words possible that still cover the main idea — but also avoid linking to single words. Usually, two or three words are best (like the first three examples below), but a longer phrase may be needed, as in the final example, where just “predict” or “holiday demand” doesn’t entirely communicate the full idea. Avoid splitting phrases with anchor text (like if the writer linked the words “analytic technique looks for” in the below example).
SEO-friendly anchor text is:
Brief
Covering a main noun or verb phrase that’s directly connected to what you imagine to be a keyword/main topic within the source, not something like “is important.”
Relevant to the page you’re linking to
Not stuffed with keywords
Not sure what we’re talking about? Check out this helpful article with extra examples of how to use anchor text. (See how I gave you a bonus anchor text example in the process? *jazz hands*)
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