{"id":137933,"date":"2019-10-01T15:26:35","date_gmt":"2019-10-01T15:26:35","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=137933"},"modified":"2020-02-17T13:15:06","modified_gmt":"2020-02-17T13:15:06","slug":"youtube-optimization-and-intent-qa-with-goops-courtney-messerli","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2019\/10\/01\/youtube-optimization-and-intent-qa-with-goops-courtney-messerli\/","title":{"rendered":"YouTube optimization and intent: Q&A with goop’s Courtney Messerli"},"content":{"rendered":"

At The Transformation of Search Summit<\/a> next month, we’re very excited to hear from Courtney Messerli<\/a>, Director of Ecommerce<\/a> and Search at goop, the brand founded by Gwyneth Paltrow.<\/strong> <\/span><\/p>\n

She’ll be giving a session called, <\/span>\u201cOptimizing for the world’s second largest search engine: YouTube<\/a>.\u201d<\/span><\/p>\n

\"courtney<\/a><\/p>\n

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.<\/p>\n

YouTube and video<\/a> 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<\/a> 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.<\/p>\n

Tell us about your role at goop?<\/strong><\/h2>\n

I manage ecommerce<\/a> and SEO at goop. I match user intent to quality products and services via search (both on and off site), YouTube, and our website\u2019s marketing and merchandising placements on the homepage and category pages.<\/span><\/p>\n

What are your key priorities over the next twelve months?<\/strong><\/h2>\n

Goop is in the process of launching a new contextual commerce experience to better meet the needs of users who are reading<\/span> and<\/span><\/i> shopping on our website. <\/span><\/p>\n

We first want to meet users\u2019 informational intent by delivering educational content<\/a> 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.<\/span><\/p>\n

Another priority is improving site speed. With Google\u2019s mobile first index, site speed has become increasingly important.<\/span><\/p>\n

What\u2019s an interesting trend you\u2019re seeing in the market right now?<\/strong><\/h2>\n

The rise of zero-click searches on Google. Targeting featured snippets<\/a> has become increasingly important.<\/span><\/p>\n

How do you expect it will change in the next 6-12 months?<\/strong><\/h2>\n

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.<\/span><\/p>\n

Tell us a bit about your session at the Search Summit?<\/strong><\/h2>\n

I’ll be providing an overview on how YouTube search intent<\/a> differs from Google search intent and how to develop a YouTube strategy accordingly. <\/span><\/p>\n

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.\u00a0<\/span><\/p>\n

What are you looking forward to most at the Summit?<\/strong><\/h2>\n

As much as I\u2019m looking forward to the sessions, I am most excited for the networking aspect! I\u2019m constantly driving my (non-search industry) friends crazy discussing SEO trends and strategy \ud83d\ude42\u00a0\u00a0<\/span><\/p>\n

What\u2019s one of your favorite search technologies and why?<\/strong><\/h2>\n

GTMetrix for site speed tracking. This tool provides actionable recommendations for enhancing site speed and performance.\u00a0<\/span><\/p>\n

What\u2019s something you do every day that helps you be more successful or productive?<\/strong><\/h2>\n

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\u2019ve never been one to roll out of bed and head straight to work — I need to linger in my personal life a bit first.\u00a0<\/span><\/p>\n

\n

Ps — You can check out goop’s YouTube channel here<\/a>.<\/p>\n

Hope to see you at the event!<\/p>\n","protected":false},"excerpt":{"rendered":"

Courtney Messerli, Director of Ecommerce and Search at goop, discusses her upcoming session at the Search Summit on YouTube optimization and video intent.<\/p>\n","protected":false},"author":8,"featured_media":137934,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,6,5,15],"tags":[1747,22,330,186],"content_type":[],"class_list":["post-137933","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","category-events","category-seo","category-video","tag-intent","tag-seo","tag-video","tag-youtube"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"Kimberly Collins","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/09\/shutterstock_1072105205-2-120x90.jpg","category":"Content","timeago":"6y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/137933","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=137933"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/137933\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/137934"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=137933"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=137933"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=137933"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=137933"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}