What Makes You Mention-Worthy? Winning Search Visibility in an AI-First World
AI-driven search is changing the rules of SEO. With large language models (LLMs) reshaping how people discover brands, showing up in AI-generated answers is the new visibility game. 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, to unpack how brands can earn mentions, shape influence, and stay competitive in an AI-first world.
Timestamps
| Time | Topic |
|---|---|
| 00:00 | Introduction to Performance SEO Unpacked |
| 00:45 | Meet Derek Woo, SEO & ASO Director at Albertsons |
| 01:20 | How AI is transforming search visibility |
| 02:00 | Early experiments with ChatGPT and AI search |
| 03:30 | Building weekly AI workshops at Albertsons |
| 05:47 | Case study: Albertsons in AI results for bleach alternatives |
| 06:27 | Why unique content wins and syndicated pages fail |
| 09:44 | Always ask “What’s the next question? |
| 15:16 | Natural Search Optimization vs traditional SEO |
| 17:18 | Why FAQs and long-form content still matter |
| 19:18 | Mentions and impressions as new success metrics |
| 23:23 | SEO isn’t dead, it’s evolving with AI |
| 25:00 | The future of ads and SEO in an AI-first world |
| 31:34 | Using AI focus groups for consumer insights |
| 41:14 | Ignoring backlinks and focusing on content quality |
| 44:59 | Final takeaway: Optimization always matters |
| 46:34 | Closing thoughts and wrap-up |
“Winning in an AI-first world isn’t about chasing backlinks—it’s about being mention-worthy. If you’re not part of the answer, you’re invisible.” — Derek Woo, Director of SEO & ASO, Albertsons Companies
What You’ll Learn
Get an inside look at how one of the largest retail brands is adapting to AI-first search:
- Why anticipating “the next question” is key to showing up in LLM-generated answers
- How brand affinity is shaped by appearing in AI responses for high-volume, non-branded queries
- Why syndicated content falls flat in AI search and how unique, detailed content can make brands stand out
- The new metrics that matter: impressions and mentions over clicks
- How to leverage AI-powered virtual focus groups to gain instant consumer insights
- Why Derek’s team is ignoring backlinks and still winning visibility
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