Micro-moments and beyond: Understanding and optimizing for consumer intent
Want to reach search engine users in their moments of need? Columnist Thomas Stern explains his process for mapping keywords and content to the customer's path to purchase.
Google introduced the concept of micro-moments over a year ago, and since then, the company has consistently published supporting information as it relates to specific industries and user behavior across content platforms.
If you’re unfamiliar with micro-moments, they’re essentially a way of framing a user’s path to purchase or to conversion, with specific focus on mobile and the needs or questions users search on Google along with way. The concept of micro-moments is easily digestible and provides a great way of conducting and organizing keyword research, something search marketing practitioners and decision-makers alike can certainly appreciate.
At our agency, ZOG Digital, we’ve been developing ways to comprehensively identify micro-moment opportunities for clients while mapping and optimizing to the consumer’s conversion path. The following is a high-level look at our approach and a few of the resources we use.