Understanding the value of trustworthy online content

Understanding the value of trustworthy online content

Understanding the value of trustworthy online content

In a world dominated by social media, many elect not to publish news, views and dynamic information in their own website.

Instead, the main driver for operating a website is ‘necessity’ – we have to have one so people can find us.

However, as AI is inexorably shifting the online landscape towards quick access to knowledge, and away from website SEO and Google ‘page rank’, where does this leave websites, when the social media landscape is increasingly seen as unreliable, or even toxic?

The answer, in part, is to recognise the importance of trustworthy content and the role that websites play.

The perceived trustworthiness of content on websites versus social media often comes down to context, control, and credibility. Here's a breakdown of why website content generally earns more trust:

1. Structural integrity and editorial control

• Websites are curated environments: Content is typically created, reviewed, and published by individuals or organisations with editorial oversight.
• Accountability is clearer: Websites often include author bios, contact information, and institutional affiliations, which signal responsibility and traceability.
• Less ephemeral: Website content is usually designed to be evergreen or part of a structured archive, not fleeting or reactive like social media posts.

2. Perceived expertise and intent

• Purpose-built content: Websites often exist to inform, educate, or provide services—whereas social media is optimised for popularity, not accuracy.
• Expertise signaling: Domains like .edu, .gov, or even branded company sites carry implicit authority. Social media profiles, by contrast, are harder to vet.
• Less incentive for virality: Website content is less likely to be shaped by algorithms that reward outrage, sensationalism, or emotional manipulation.

3. Transparency and verification

• Citations and sourcing: Websites often include references, footnotes, or links to supporting material – tools that help readers verify claims.
• Stable URLs: Content can be revisited, cited, and scrutinised over time. Social media posts can be edited (or deleted), making them harder to track or trust.
• Clearer metadata: Websites can include structured data (like schema.org) that helps search engines and users understand the content’s context and credibility.

4. Social media’s trust gap

• Anonymity and impersonation: It's easier to create fake accounts or impersonate others on social platforms.
• Algorithmic distortion: Content is often surfaced based on engagement, not accuracy – leading to echo chambers and misinformation bubbles.
• Rapid spread of misinformation: False or misleading content can go viral before fact-checkers catch up.

Trust signals: A quick comparison

This resource was partially assisted by Microsoft Copilot.