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 Bio

Derek 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 Cover

• Derek’s early SEO experiences pre-dating Google and official SEO terminology
• Weekly AI-focused workshops growing from a small SEO team to 227 participants across Albertsons
• The importance of anticipating “the next question” in content strategy to better serve AI-generated search results
• How 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 queries
• Why syndicated content is being ignored by AI search, and how unique, detailed content can set brands apart
• The ongoing relevance of FAQ sections as AI training data sources
• The shift from clicks to impressions and mentions as valuable metrics in an AI-driven search ecosystem
• Selling visibility and influence through collaborative content networks to impact AI answers
• How Derek’s team uses AI virtual focus groups to simulate customer personas and gather fast, sentiment-based insights
• Creating AI SEO consultant personas to challenge and refine internal SEO strategies
• Derek’s unconventional move to ignore backlinks and focus on quality, recent content that ranks well even without links
• The enduring core of SEO: providing better, more relevant answers for end users in a constantly evolving search landscape

🔗 Resources Mentioned

• Albertsons Companies
• Derek Woo on LinkedIn
• ResultFirst: Visit for more SEO tips and strategies. (