Micro-Moments – How to Win the Latest Marketing Battle
Greg Miles | 3 August 2015
Search engine optimisation is an ever-changing industry. As Google and other search engines become smarter, the different factors that determine a web page’s ranking will either gain or lose importance. This is all part of Google’s mission to continuously improve the user experience.
In 2015 the focus was on creating the most relevant, helpful and high quality content. There are still hundreds of factors involved, but in simple terms; if a web page provides the best solution to the user’s search query, it will be rewarded with a high ranking.
This trend will continue. But the shift towards smartphones and our heightened expectations of finding an immediate solution to our needs has built a new battleground for brands. According to Google the battle is now won in ‘micro-moments’ – real-time, intent-driven moments that shape the consumer journey.
Micro moments occur when we instinctively reach for our smartphones to learn, discover, do, or buy something. 82% of us do it to help us make a product decision, and Google say this happens billions of times every single day. The brands who do the best job of meeting our needs in these moments will come out on top.
How to Win Micro-Moments
Google groups micro-moments into four categories:
To win these moments you will need to understand the consumer’s intent, and then provide the most relevant, useful, and high quality information that addresses their need.
The first step is to identify the key micro-moments that will help you generate new business. Map out the moments where your brand can provide value to the consumer journey. This might be when they are looking to solve an unexpected problem, learn about a new product, justify a purchase, or anything in-between.
To be relevant and useful you need to understand what the consumer wants in each moment. Why, where and how are they searching? Put yourself in the shoes of the consumer and ask yourself what would be the most useful information at this moment.
You can also use contextual signals such as their location to deliver a more relevant experience. Search interest in “near me” has increased 34X since 2011, and nearly doubled since last year. Make life easy for the consumers searching for your services nearby.
Your goal should be to make the consumer journey as effortless as possible. There should be several ways that a consumer can find your business, and measuring the most effective paths will help you maximise conversions. Use Google Analytics to identify the channels that are referring the most traffic, and analyse user behaviour on your site to optimise the user experience.
The idea behind micro-moments is nothing new, but as consumers habitually turn to their mobile devices to buy, learn, do and discover, it’s essential that brands be there to address their needs.