How to Turn Unasked Questions into Structured Content That Survives Synthesis and Drives Citations.

AI Overviews, silent citations, zero-click SERPs, new models, Agentic AI — search has changed, and most brands aren’t ready. In this fast-moving session, Citation Labs Founder & CEO Garrett French introduces a new framework for content creation and visibility engineering in an AI-dominated landscape.

You’ll learn how to identify Friction-inducing Latent Unasked Questions (FLUQs) — the critical but invisible questions your audience doesn’t even know to ask — and how to structure your answers so they’re reused and cited by AI systems like ChatGPT, Perplexity, and Google’s AI Overviews.

We’ll walk through seven actionable steps that turn hidden friction into high-leverage visibility, from scanning for unseen blockers to formatting insights as “EchoBlocks” built to survive synthesis.

You’ll leave with a DIY protocol to test these methods immediately on your own content.

If you’re wondering how to stay visible, cited, and trusted when no one ever clicks — this talk is your roadmap.

In today’s AI-powered search ecosystem, people don’t just search for brands — they search around them.

Visibility is no longer driven by backlinks and technical SEO alone. It’s shaped by trust signals: brand mentions, expert citations, relevance, sentiment, and engagement.
In this session, Beth Nunnington, Global VP of Digital PR at Journey Further, will share proprietary research into how brand entities influence discoverability in 2025, unpacking the real-world impact of expert-led PR, digital reputation, and earned validation.

She’ll also reveal how leading brands are shifting from performance marketing to performance storytelling — winning both hearts and headlines.
Whether you’re a PR pro, SEO strategist, or brand marketer, this session will help you rethink what it really takes to be found, and trusted, in the new era of AI search