At The Transformation of Search Summit next month, we’re very excited to hear from Courtney Messerli, Director of Ecommerce and Search at goop, the brand founded by Gwyneth Paltrow. She’ll be giving a session called, “Optimizing for the world’s second largest search engine: YouTube.”
Courtney has built her career in search engine optimization, including previous roles as Global SEO Specialist at Anthropologie and SEM & SEO Specialist at Nasty Gal.
YouTube and video optimization are topics a lot of us are keen to learn a lot more about. There are more than 1.9 billion people who use YouTube every month, and people are spending over a billion hours watching videos every day on the platform. Video traffic as a whole is predicted to account for 75% of all mobile traffic by 2020. There is a big opportunity for brands, publishers and video creators to expand their reach.
I manage ecommerce and SEO at goop. I match user intent to quality products and services via search (both on and off site), YouTube, and our website’s marketing and merchandising placements on the homepage and category pages.
Goop is in the process of launching a new contextual commerce experience to better meet the needs of users who are reading and shopping on our website.
We first want to meet users’ informational intent by delivering educational content across their topics of interest. Once informational intent has been met, we also want to deliver on their transactional intent by featuring compelling products in the appropriate site placements.
Another priority is improving site speed. With Google’s mobile first index, site speed has become increasingly important.
The rise of zero-click searches on Google. Targeting featured snippets has become increasingly important.
I anticipate that the percentage of zero-click searches will continue to rise in the next 6-12 months. With this, I anticipate heightened awareness of this trend driven by Sparktoro and other sources. Advertisers and SEOs will become more focused on On-SERP SEO and featured snippet targeting.
I’ll be providing an overview on how YouTube search intent differs from Google search intent and how to develop a YouTube strategy accordingly.
Along with this, I’ll give actionable advice on goal setting, KPIs to optimize for, key ranking factors, ways to drive visibility to your channel, and recommended tools to use.
As much as I’m looking forward to the sessions, I am most excited for the networking aspect! I’m constantly driving my (non-search industry) friends crazy discussing SEO trends and strategy
GTMetrix for site speed tracking. This tool provides actionable recommendations for enhancing site speed and performance.
My morning routine is everything. I wake up early, work out, listen to a podcast or new music, drink cold brew and do my skincare routine. I’ve never been one to roll out of bed and head straight to work — I need to linger in my personal life a bit first.
Ps — You can check out goop’s YouTube channel here.
Hope to see you at the event!
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