Build an evidence inventory
Start with the places where the business already solves problems: sales calls, support tickets, proposals, training notes, job photos, audit findings, product questions, and post-project reviews. Mark what can be published, what requires permission, and what must remain private.
- Collect recurring questions in the customer's own language.
- Identify documents that show process or decision criteria.
- Ask which mistakes cost customers the most.
- Create an explicit permission and redaction status for every example.
Interview for decisions and exceptions
Generic interview questions produce generic articles. Ask the expert to walk through a recent decision, the alternatives considered, warning signs, inputs, outcome, and what would have changed the recommendation.
- Ask for a concrete recent example.
- Ask when the standard advice does not apply.
- Ask what evidence creates confidence.
- Ask which details a novice usually overlooks.
Shape one useful primary purpose
A single interview may contain material for a service page, guide, FAQ, comparison, and internal training document. Separate these by reader task rather than forcing the entire conversation into one long article.
- Define one central question per page.
- Put the direct answer before supporting history.
- Use related links for adjacent tasks.
- Keep sensitive commercial details out of public drafts.
Return the draft to the expert
The expert should confirm that the page reflects the real process, includes necessary caveats, and does not imply impossible guarantees. Capture meaningful revisions and use them to improve future interview questions.
- Ask what feels oversimplified or unlike the business.
- Confirm technical and commercial terminology.
- Verify all examples after anonymization.
- Record the reviewer and next review date.
Official references
- Google: Optimizing for generative AI features: Google explains RAG, query fan-out, measurement, agentic experiences, and why ordinary SEO fundamentals still apply.
- Google: Creating helpful, reliable, people-first content: Google provides questions for evaluating experience, expertise, sourcing, authorship, and audience value.
FAQ
How long should an expert interview be?
A focused 30 to 60 minute interview can support a strong article when the questions are specific and the source material is prepared.
Can client examples be anonymized?
Yes, when contracts and consent allow it. Remove direct identifiers and details that could permit reasonable re-identification.
Who owns interview-derived content?
Ownership should be defined in the agency agreement, including rights to notes, drafts, recordings, published content, and later reuse.
Keep the Next Step Small
Use the related guides to confirm what the page needs. Ask for support only when the change reaches code, templates, or server settings you do not want to guess at.
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