In our previous post, we discussed the challenges of the AI Overview revolution. But the question remains: How can your business create content that becomes a source for AI-overviews, while also being genuinely impossible for competitors and AI to replicate?
The answer is under your proverbial nose: look inward to your internal team of experts. The most valuable, defensible, and authoritative content you could ever publish is already being created every day inside your organization. It’s hidden in the real-world experience of your team and buried in the transcripts of your everyday conversations.
At Somebody Digital, we call this the E-E-A-T Mining Process, a practical methodology for systematically unearthing this internal gold. It’s a cornerstone of the “Building Digital Authority” pillar within the comprehensive Authority Engine framework that our Director of Digital Operations, Cristiano Winckler, will be detailing the upcoming Brighton SEO talk in San Diego.
A Step-by-Step Guide to E-E-A-T Mining
This process turns your organization into a content-generating machine by transforming raw expertise into polished, authoritative assets.
Step 1: Identify Your “Experience” Sources
First, map out where genuine expertise is shared. This isn’t in a content brief; it’s in the messy, unscripted moments of your business.
Look for:
- Technical support or customer success conversations
- Internal R&D brainstorms
- Product development meetings
- Sales engineering walkthroughs
- Quarterly strategic planning sessions
These conversations are packed with the nuanced insights, powerful analogies, and hard-won lessons that can’t be found through keyword research.
Step 2: Systematize Capture & Transcription
You need to create a searchable archive of this internal knowledge. The technology for this is simple and accessible. Use tools like Fathom for your Zoom calls or Otter.ai to automatically record and transcribe your meetings. The goal is to move this valuable dialogue from ephemeral conversations into a structured, retrievable database of text.
Step 3: AI-Powered Insight Extraction (The Secret Sauce)
This is where the magic happens. Manually sifting through hours of transcripts is impractical. Instead, we use AI as an expert assistant. Feed a transcript into a model like Gemini or ChatGPT with a specific prompt designed to find the gold.
Copy and use this prompt:
“You are an expert content strategist. Analyze the following transcript from a client strategy session. Extract the 5 most unique ‘pearls of wisdom,’ non-obvious insights, or powerful analogies shared by our expert. Focus on points that represent deep, first-hand experience and would be difficult for a competitor to replicate. Ignore generic business talk and pleasantries.”
The AI will act as a filter, pulling the signal from the noise and delivering the unique nuggets of wisdom that will form the foundation of your content.
Step 4: Transform Insights into a Master Content Blueprint
The output from your AI prompt is now your raw material. A single “pearl of wisdom” can become the core thesis for an entire piece of content. That messy, unstructured insight from a call, “the way our engineer explained how our widget handles thermal expansion”, becomes the blueprint for:
- A detailed blog post titled “The Hidden Physics of Thermal Expansion in [Your Industry]”
- A short video demonstrating the concept
- A section in a whitepaper on product durability
You’re now assembling content from proven, authentic expertise.
Why Expert Content Wins in the Age of AI
This is more than just a clever workflow; it’s a profound strategic advantage.
- It’s Genuinely Unique: This content is rooted in your company’s proprietary experience. It’s based on your data, your client stories, and your expert’s brain. It cannot be scraped or easily replicated.
- It Builds Verifiable Expertise: When you publish this content and attribute it to the specific expert from the call (using author schema and a detailed author bio), you are creating a direct, machine-readable signal of E-E-A-T that search engines can follow and trust.
- It Kills Writer’s Block: This process transforms content creation from a daunting act of invention into a manageable process of assembly. It provides an endless pipeline of the most authentic, authoritative content imaginable.
Moving From Mining to Mastery
Stop trying to invent authority. Start mining, codifying, and amplifying the expertise you already have.
The E-E-A-T Mining Process is just one piece of the puzzle. To build a true competitive moat, you must learn how to integrate this content strategy with an AI-optimized technical foundation, a new measurement model, and an AI-Native PR strategy. You need the complete Authority Engine framework.
We invite you to join Cristiano Winckler, at Brighton SEO San Diego to get the full blueprint in his talk, “Mastering AI-Native SEO: Frameworks for Organic Success.”
Ready to turn your team’s conversations into your greatest marketing asset? Contact Somebody Digital today.
