Citation Labs Podcast

Garrett French
  • 0.0 (0)
  • MARKETING

Hosted by the team at Citation Labs, the Citation Labs Podcast (formerly known as The Link Builder's Podcast) dissects the intersection of traditional SEO and the future of AI through the lens of links and citation worthy content. The Citation Labs Podcast will dig into the strategies that turn brand concepts into thought leadership, helping you build an ecosystem of "good vibes" and better rankings. We discuss how to: • Pivot from keyword stuffing to LLM optimization, ensuring your brand appears in AI-generated answers. • Develop Citation-Worthy Content that earns organic, editorial links from high-authority sources. • Identify and fix the "knowledge gaps" in your customer's journey through FLUQs (Friction-Inducing Latent Unasked Questions). Join the Citation Labs Podcast as we interview experts, share results from our latest experiments, and help you "future-proof" your search visibility against algorithm updates and the rise of AI assistants.

Episodes

  1. What are the link-building KPIs my CFO will want to see?

    1D AGO

    What are the link-building KPIs my CFO will want to see?

    QUESTION: What are link-building KPIs my CFO will want to see? ANSWER: CFOs are concerned with financial impact rather than SEO performance metrics. Instead of discussing domain authority, an SEO strategy should be evaluated based on: Cost efficiency: the return on investment for link-building effortsRevenue impact: how links drive qualified traffic and conversionsOrganic growth trends: improvements in rankings for high-value search termsCompetitive positioning: whether the company is outperforming competitors in searchBy presenting link-building as a revenue-generating initiative rather than a marketing expense, it is easier to secure long-term investment in SEO. Find and listen to more Citation Labs Podcast episodes.

    1 min
  2. Architecture of the Unknown: Predicting, Testing and Answering Frequently Unasked Questions

    4D AGO

    Architecture of the Unknown: Predicting, Testing and Answering Frequently Unasked Questions

    Garrett French - Founder of Citation Labs and co-author of the Ultimate Guide to Link Building - at World IA Day (https://www.worldiaday.org/people/garrett-french) for a deep dive into “frequently unasked questions” (FUQs) and how AI/LLMs are transforming the way we architect information. In this talk, you’ll learn to: Define and label FUQs Harness AI-driven insights to surface hidden queries Design more findable, useful content for both humans and machines Apply these principles to real-world scenarios, including mid-career education decisions Whether you’re an information architect, content strategist, or SEO professional, discover a framework for anticipating your audience’s unspoken needs—and stay ahead in an AI-powered landscape. 1. Introduction and Overview Garrett opens by thanking his family, Citation Labs, and World IA Day for the opportunity to tackle a deceptively simple question: what are the “frequently unasked questions” that everyone overlooks? He defines FUQs as the latent queries that live beneath the surface of standard FAQs—questions that, if left unexplored, can undermine both user experience and SEO performance. By framing FUQs up front, he sets the stage for a 45-minute journey through labeling, findability, and application. 2. The Impact of LLMs on Website Traffic and Data Collection Next, Garrett reveals how AI agents—ChatGPT among them—are crawling live sites hundreds of times per day, effectively turning the web into a dynamic cache of data. He illustrates this with a client whose product pages see daily visits from LLMs, demonstrating that AI isn’t just a front-end chatbot but an ongoing data-collector. This paradigm shift demands a new approach: if machines are your audience, you must architect content for both human and algorithmic consumption. 3. Unasked Questions and the Iceberg Analogy Garrett likens traditional FAQs to the visible tip of an iceberg—what everyone already knows to ask. Beneath the waterline lie unseen questions that carry the real risk of friction or drop-off. The Iceberg Analogy crystallizes the difference between “avoiding what you see” and “navigating what you don’t yet know,” challenging information architects to map and surface those submerged queries. 4. Identifying Information Gaps and Unasked Questions Using a vivid “hidden dinosaurs in a room” story, Garrett shows how providers can miss critical data simply because they don’t know what to look for. He calls for a systematic study—surveys, interviews, data analysis—to uncover the questions nobody’s asking. By applying this lens, you transform blind spots into opportunities for content that anticipates needs instead of reacts to them. 5. Frequently Asked Questions Regarding Mid-Career Education As a running example, Garrett examines prospective mid-career students: they ask about cost, curriculum, and career outcomes—but rarely about caregiving burdens, baseline competencies, or renegotiating work-life support. By comparing these common FAQs with the hidden FUQs, he highlights how educational sites can better serve—and convert—their audiences by addressing both the seen and the unseen. Watch now to learn how to design “transition-proximal” experiences that guide users—and LLMs—through every phase of their journey.

    38 min
  3. How do I pitch Citation Labs link-building campaigns to my CMO?

    FEB 5

    How do I pitch Citation Labs link-building campaigns to my CMO?

    QUESTION: How do I pitch Citation Labs link-building campaigns to my CMO? ANSWER: A CMO focuses on revenue and growth rather than SEO-specific terminology. When pitching a Citation Labs link-building campaign, the conversation should center on: Competitive advantage: “Competitors outrank us because they have stronger backlinks.” Revenue impact: “More links to high-intent pages lead to higher rankings and more sales.” Risk mitigation: “Google prioritizes authoritative backlinks—if we don’t invest, we fall behind.” Citation Labs provides reporting that translates SEO metrics into business outcomes, making it easier to secure buy-in from executive leadership. Listen to more Citation Labs Podcast episodes.

    1 min
  4. What should I do if my leadership doesn’t believe in link-building?

    JAN 13

    What should I do if my leadership doesn’t believe in link-building?

    QUESTION: What should I do if my leadership doesn’t believe in link-building? ANSWER: Some executives may not see link-building as a priority or may have had poor experiences in the past. After nearly 20 years in the space, we get it. SEO can feel like a black box and backlinking even more so. This is why Citation Labs has built custom tools and reports to connect our efforts to key sales metrics, using controls in our reporting to provide additional clarity. Citation Labs will also work very closely with our internal champions, providing them with the data, case studies, and arguments needed to justify backlink campaigns to key decision makers. Listen to more Citation Labs Podcast episodes.

    1 min
  5. How does Citation Labs track and measure the impact of link-building?

    JAN 12

    How does Citation Labs track and measure the impact of link-building?

    QUESTION: How does Citation Labs track and measure the impact of link-building? ANSWER: There are two buckets for measuring the impact of link building: The metrics that align with SEOs: keyword rankings, traffic, share of voice, and number of links.The metrics that align with leadership teams: revenue, conversion rates, and AOV.Using Citation Labs impact reporting, we provide a very detailed analysis on how the links we get to your key sales pages impact both. This makes it easy for you to see the impact directly and share with your SEO. It also makes it easy for you to share the most relevant data with your leadership team. The clarity of Citation Labs reporting is why our enterprise clients expand budgets, test new approaches, and work with us for the long-term. Listen to more Citation Labs Podcast episodes.

    1 min
  6. How will Citation Labs link-building efforts align with our business goals?

    JAN 11

    How will Citation Labs link-building efforts align with our business goals?

    QUESTION: How will Citation Labs link-building efforts align with our business goals? ANSWER: Link building must support revenue-driving pages, sales initiatives, and brand credibility to justify your role as an SEO and investment by your team. This is why Citation Labs spends the first meetings exploring your business goals to build out a strategy that focuses on increasing the visibility of your core sales pages. Once Citation Labs starts building links, we connect our efforts to ROI using established sales metrics from your organization. Listen to more Citation Labs Podcast episodes.

    1 min
  7. How will Citation Labs help me ace my annual review?

    JAN 10

    How will Citation Labs help me ace my annual review?

    QUESTION: How will Citation Labs help me ace my annual review? ANSWER: SEO leaders are often measured on organic growth, revenue impact, and alignment with business goals. Citation Labs structures its link-building strategy to ensure that: Organic search performance improves in measurable waysThe impact of SEO efforts can be clearly communicated to leadershipReporting ties directly to revenue, making it easier to demonstrate valueInstead of reporting solely on the number of links built and those page metrics, Citation Labs helps clients show how new backlinks contributed to business outcomes. This makes it easier to gain recognition and career advancement from your link-building and your overall SEO efforts. Listen to more Citation Labs Podcast episodes.

    1 min
  8. How do I expand my SEO budget and improve company-wide buy-in?

    JAN 9

    How do I expand my SEO budget and improve company-wide buy-in?

    QUESTION: How does Citation Labs help us expand our SEO budget and improve company-wide buy-in? ANSWER: Many SEO leaders struggle to get leadership support because SEO results take longer than paid media and are more difficult to explain. Executives want to see financial impact, not traditional SEO metrics. Without the right story on how SEO impacts sales metrics, leadership teams see SEO as a cost rather than a growth driver. Citation Labs fixes this by: Aligning link-building efforts with core business objectivesProviding clear reporting that connects links to revenue impactPositioning SEO as a competitive advantage within the organizationBy shifting the conversation from “we need links” to “we need to increase organic-driven revenue,” it becomes easier to justify and grow the SEO budget. Listen to more Citation Labs Podcast episodes.

    1 min
  9. Why are high-traffic pages and DR/DA not a guaranteed indicator of success?

    JAN 8

    Why are high-traffic pages and DR/DA not a guaranteed indicator of success?

    QUESTION: Why are high-traffic pages and DR/DA not a guaranteed indicator of success? ANSWER: Relevance, not DR/DA or traffic, indicates success. Citation Labs believes that you need content that’s relevant to your buyer, written for a publisher with a contextually relevant link. This sends numerous positive signals of a valuable link, helping increase sales page ranking.  Most link building agencies use DR/DA and traffic to charge a premium for these types of links even though there is no data to back up the claim that these links are better. Additionally, metrics can be gamed. There are plenty of irrelevant sites that are part of private blog networks and/or offer the path of least resistance for agencies and link sellers. But they are not the best option for businesses looking for relevant, sticky backlinks to their sales pages. Citation Labs goal for clients is to find them the best websites to bring visibility to their key sales offerings. This usually means getting placement from other relevant business websites that align with their ideal buyer - not high DR/DA and traffic websites. Listen to more Citation Labs Podcast episodes.

    1 min
  10. What Are FUQs?

    JAN 6

    What Are FUQs?

    In this clip, Garrett French, founder of Citation Labs, dives into one of the most overlooked but impactful ideas in content strategy: FUQs  - Frequently Unasked Questions. While FAQs cover the obvious, FUQs (Frequently Unasked Questions) uncover the hidden truths your audience doesn’t even know to ask. These are the silent gaps in knowledge that can make or break success and Garrett breaks down exactly why identifying and answering FUQs (Frequently Unasked Questions) positions your brand as a trusted guide, not just another information source. Learn how Frequently Unasked Questions (FUQs) help you: 👉 Surface blind spots that competitors ignore 👉 Create content that LLMs and humans love 👉 Build deeper trust with your audience Don’t just answer the obvious, harness the power of AI and go deeper! Subscribe to the Citation Labs podcast for more digital marketing insights from Garrett French and the team at Citation Labs. +++++++++++++++++++++++++++++++++++++++++++++++++++ This is an excerpt from "Architecture of the Unknown: Predicting, Testing and Answering Frequently Unasked Questions" Garrett French - Founder of Citation Labs and co-author of the Ultimate Guide to Link Building - at World IA Day (https://www.worldiaday.org/people/garrett-french) for a deep dive into “frequently unasked questions” (FUQs) and how AI/LLMs are transforming the way we architect information. Topics Covered: What are FUQs, Frequently Unasked Questions, Garrett French, Citation Labs #FUQs #ContentStrategy #GarrettFrench #CitationLabs #SEO #DigitalMarketing #UnaskedQuestions #storybrand

    7 min
  11. How Many Links Does My Page Need? Link Gap Analysis Tool Link Launch by Citation Labs

    12/13/2025

    How Many Links Does My Page Need? Link Gap Analysis Tool Link Launch by Citation Labs

    How many links does my page need?  The Link Gap Analysis Tool Link Launch (https://LinkLaunch.com by Citation Labs) answers that question.  How Many Links Does My Page Need?Link Gap Analysis ToolFetch Your Site's PagesThe Core of the Link Gap AnalysisLink Building Scenarios & BudgetsLink Launch by Citation LabsDo you ever wonder why the competition outranks you? It’s not just about content—it’s also about backlinks. If there’s a mis-match in the quality or quantity of your links, you’ve got a link gap… and that’s costing you organic search rankings, LLM visibility, and the traffic, conversions and revenue that’s currently going to your competitors! But you are likely wondering “How many links does my page need?”  Link Launch is our Link Gap Analysis tool that helps you identify high-value areas to improve your backlink profile and exactly what to prioritize by analyzing your top competitors. After entering your pages and target keywords, our tool analyzes the competitive landscape and shows you exactly where you’re missing out – this is the core of the Link Gap Analysis. You can analyze not just how many links your page needs but also the general relevance, authority and quality of your backlink profile compared to your competition’s - plus a whole lot more. Present multiple link-budget scenarios, each showing both the cost and more importantly the potential revenue and projected ROI your page can achieve based on a more robust, relevant and best-in-class backlink profile.  This kind of link gap analysis data is exactly what finance and management teams are looking for when budgets are assigned. Don’t let the competition outrank you simply because they have more or better backlinks! To run a Link Gap Analysis in Link Launch today for free, head over to https://LinkLaunch.com and sign up for the free beta program - but hurry because it won’t be free forever! Or if you’d like us to build the links for you, check out https://CitationLabs.com for more info on link building services at every scale. Whether you’re looking to DIY or DIFY your way to a best-in-class backlink profile, take control of your SEO success today and stop asking yourself How Many Links Does My Page Need? Listen to more Citation Labs podcast episodes.

    2 min
  • 11 Episodes

About

Hosted by the team at Citation Labs, the Citation Labs Podcast (formerly known as The Link Builder's Podcast) dissects the intersection of traditional SEO and the future of AI through the lens of links and citation worthy content. The Citation Labs Podcast will dig into the strategies that turn brand concepts into thought leadership, helping you build an ecosystem of "good vibes" and better rankings. We discuss how to: • Pivot from keyword stuffing to LLM optimization, ensuring your brand appears in AI-generated answers. • Develop Citation-Worthy Content that earns organic, editorial links from high-authority sources. • Identify and fix the "knowledge gaps" in your customer's journey through FLUQs (Friction-Inducing Latent Unasked Questions). Join the Citation Labs Podcast as we interview experts, share results from our latest experiments, and help you "future-proof" your search visibility against algorithm updates and the rise of AI assistants.

Information

  • Creator
    Garrett French
  • Years Active
    2025 - 2026
  • Episodes
    11
  • Rating
    Explicit
  • Copyright
    © 2026 Citation Labs
  • Show Website
    Citation Labs Podcast