In this episode of Performance SEO Unpacked, host Ruchi Pardal sits down with Derek Woo, Director of Search Engine Optimization and App Store Optimization at Albertsons Companies. Derek’s deep SEO experience dates back to the early days of the internet, even before the term SEO was coined, giving him a unique perspective on the evolution of search.Together, they explore how AI and large language models (LLMs) are reshaping SEO strategies, visibility, and brand influence—especially in retail. Derek shares how his team anticipates user intent by mapping out “the next question” a searcher might ask, turning that insight into richer, more suggestive content that surfaces in AI-generated answers. From leveraging natural search optimization to de-emphasizing backlinks and embracing content recency and quality, Derek offers actionable insights for brands navigating this new AI-first search landscape.Listeners will also learn about Derek’s innovative use of AI-powered virtual focus groups to quickly gain consumer insights, and why traditional SEO practices aren’t dead—they’re evolving in exciting ways.👤 Guest BioDerek Woo is the Director of Search Engine Optimization (SEO) and App Store Optimization (ASO) at Albertsons Companies. With roots in the early internet era, Derek has tracked and adapted to the evolution of search engines beyond Google, including the impact of AI-driven search. He leads a large cross-functional team focused on testing, ideating, and adapting SEO strategies in an AI-first world.📌 What We CoverDerek’s early SEO experiences pre-dating Google and official SEO terminologyWeekly AI-focused workshops growing from a small SEO team to 227 participants across AlbertsonsThe importance of anticipating “the next question” in content strategy to better serve AI-generated search resultsHow brand affinity can be shaped by appearing in AI answers for high-volume, non-branded queries (e.g., bleach alternatives)Differences in content visibility depending on intent: informational queries vs transactional queriesWhy syndicated content is being ignored by AI search, and how unique, detailed content can set brands apartThe ongoing relevance of FAQ sections as AI training data sourcesThe shift from clicks to impressions and mentions as valuable metrics in an AI-driven search ecosystemSelling visibility and influence through collaborative content networks to impact AI answersHow Derek’s team uses AI virtual focus groups to simulate customer personas and gather fast, sentiment-based insightsCreating AI SEO consultant personas to challenge and refine internal SEO strategiesDerek’s unconventional move to ignore backlinks and focus on quality, recent content that ranks well even without linksThe enduring core of SEO: providing better, more relevant answers for end users in a constantly evolving search landscape🔗 Resources MentionedAlbertsons CompaniesDerek Woo on LinkedInResultFirst: Visit for more SEO tips and strategies. (

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