ANSWER QUESTIONS YOUR CUSTOMERS DIDN’T KNOW THEY HAD

We create net-new data and content based on real buyer needs, giving publishers and LLMs reasons to cite your brand. Increase your visibility across hyper-compeitive buying journeys in search and AI tools.

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University Case Study Sample Survey Question - recent college experience
Icon for years in link building and SEO
20+
years link-building + SEO experience
Icon for the number of links Citation Labs has built over the years
195,468
links built
Icon for the revenue increase Citation Labs earns for our clients through our link building campaigns
35%
average revenue increase

WHAT AREN’T YOUR CUSTOMERS TELLING YOU?

Frequently unasked questions (FUQs) are the questions your customers don’t know to ask until after the purchase–the unknown unknowns. 

Left ignored, FUQs turn into complaints, bad reviews, frustration, and churn.

By addressing FUQs, your business:

  • Identifies overlooked areas in the purchasing journey
  • Learns more about your customers
  • Creates more relevant, focused content
  • Improves LLM visibility
  • Reduces churn and dissatisfaction 
  • Increases organic backlinks to key pages

Using customer interviews, social listening, review mining, and surveys, we uncover customer insights for citation-worthy elements that improve key sales pages and inspire new content.

Learn More about FUQs

FAQs vs FUQs

ONE OR TWO LINKS? PASS. TRY HUNDREDS OF AWESOME LINKS. EVERY MONTH.

University Increases Backlink Budget 5x After Clear ROI

National university results

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Content from First-Party Data Fuels Wave of Conversions

National online business results

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Unicorn Startup Earns 587 Backlinks in Two Weeks

Global subscription service results

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PEOPLE THINK WE’RE AWESOME!

“Most link builders give you a list of sites and their authority. Best case, you get a monthly report with a list of all the links. Citation Labs goes…beyond the extra mile…they go an extra hundred miles. They partner with you to understand your business, goals, and competitive landscape. Then, get you links that get results.

James provides a 20-page report showing the impact link building has on our traffic: improved rankings, authority, and conversions. While there’s an element of correlation, we can connect the data points to prove the ROI of our campaigns.”

Scott Eggenberger

Scott Eggenberger Director of Search University of Phoenix

“Trying to find 500 links to a page is difficult. For the scale we had, Citation Labs provided significant links. And it felt like they did their due diligence to find higher quality links than other agencies. We set up guardrails for the links we wanted (and trusted). They delivered.”

Lorrin Nahinu

Lorrin NahinuSenior SEO Analyst Angi

“I knew they could deliver relevant links at scale for our organization. Even better, they could deliver reporting on the results that met the needs of an enterprise company like ours.”

Charles Taylor

Charles TaylorDirector of SEO Fox Corp

“I brought on Citation Labs after seeing their results at a former company. We got a huge win in an emerging vertical within a few months of working with them. I got a company-wide shout-out. After that, the CEO knew my name. It helped build buy-in to our SEO program and expand our budget down the line.”

Lee Elliot

Lee Elliot Spoonflower SEO Manager

“Working with Citation Labs has been an absolute pleasure. Their strategic advice has been invaluable, offering insights that have truly elevated our outreach approach. What stands out even more is their unwavering reliability and punctual delivery.”

Claudia Cruz

Claudia Cruz Senior Outreach Manager Adobe

“Choosing the right agency is a people thing. Citation Labs has a lot of great energy. You feel like you’re part of the group. They’d check in on a personal level, always looking for ways to offer support and strategy. They’re my agency besties.”

Ruth Santiago

Ruth SantiagoSenior SEO Manager Adobe

LET’S TAKE LINK BUILDING OFF YOUR PLATE

FREQUENTLY UNASKED QUESTIONS (FUQs)

What makes content “citation-worthy”?

Citation-worthy content is not just another blog post—it’s content that is highly valuable, unique, and structured in a way that naturally earns links.

This can include:

  • Data-backed insights and research reports
  • First-party surveys and expert interviews
  • Frequently Unasked Questions (FUQs) that address knowledge gaps
  • Interactive tools or calculators that provide immediate value

This content can go directly into your blog or be used to make your sales pages more link-worthy.

And with 68% of SEOs targeting blog posts and articles for links (compared to only 42% targeting product pages), there’s a lot of opportunity to outrank competitors on key pages.

How does citation-worthy content impact SEO and sales?

Unlike traditional link-building, which often focuses on guest posts and outreach, citation-worthy content attracts organic, editorial links from high-authority sources. These links improve your rankings, organic traffic, and share of voice.

They can also make your key sales pages more authoritative and engaging. This makes it easier for publishers to link to these pages, increasing their visibility in search engines and LLMs, and driving more conversions.

Why is this different from traditional content marketing?

Most content marketing focuses on publishing for traffic and engagement. Citation-worthy content is designed to help the buyer. This connection provides uniquely valuable assets to your customers, strengthening their relationship with your business.

How do you build your content strategy?

Citation Labs evaluates your business, competitors, and customers to identify key concepts worth exploring. Content topics often center around:

  • What topics are underrepresented online but highly relevant to your industry
  • Which competitors are earning citations and why
  • How existing content can be restructured to become more link-worthy
  • Where unique tools can be created to aid your buyers
  • What experts do your buyers want to hear from
  • Which data is dated or confusing that can be updated and more easily explained

From there, we ideate with our team and map out potential ways of exploring these and other areas in a way that has not been done within your industry.

How does this content integrate with our existing website and sales strategy?

Citation-worthy content can be published as standalone assets (e.g., research reports, guides, studies) or integrated into sales pages to improve credibility, rankings, and conversions. A strong internal linking strategy ensures that the authority gained from citations benefits key commercial pages.

Can citation-worthy content be added to sales pages without disrupting conversions?

Yes. In many cases, elements like cost breakdowns, original data, or expert insights can be subtly integrated into sales pages to increase trust without disrupting the buyer journey.

For enterprises with strict approval processes, the initial focus can be on creating content assets first before transitioning into optimizing sales pages.

How do we convince internal stakeholders to invest in citation-worthy content?

Many executives view content as a cost center rather than an SEO and sales driver. SEOs and senior marketers should emphasize that citation-worthy content:

What if we don’t have access to customer data or subject matter experts?

While customer data enhances content quality, Citation Labs can work around internal limitations by:

How do we measure the success of citation-worthy content?

We measure success in two buckets: SEO metrics (new links generated, engagement, share of voice, visibility, keyword rankings) and business metrics (conversion rates, ROI, and AOV).

Will citation-worthy content still matter as AI-driven search (LLMs) evolve?

Yes. LLMs prioritize high-quality, authoritative content when generating responses. Businesses that invest in original research, first-party data, and expert-backed insights are more likely to be cited in AI-generated search results, ensuring long-term visibility beyond traditional Google rankings.

What happens if a content asset doesn’t gain traction?

Every piece of citation-worthy content is designed for long-term value, not just short-term engagement. If a piece underperforms, Citation Labs:

  • Identifies distribution gaps and adjusts outreach strategies
  • Refines the content based on link-building and engagement data
  • Leverages internal linking to ensure SEO benefits are still captured

How do we align PR, content, and SEO teams to maximize impact?

Citation-worthy content bridges the gap between PR and SEO. PR teams can use it to secure media placements, while SEO teams benefit from high-quality links and authority growth.

However, citation-worthy content is not a replacement for PR. Instead, it’s better to think of it as buyer community building—not getting link placement in mainstream publications.

Businesses should ensure cross-team collaboration to maximize impact.

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