Micro-Moments in Search Marketing

If you are trying to reach consumers with your website, the best time to do so is when those users have a strong intent to buy.
Google recently introduced the concept of micro-moments. The idea is that there are times when a user wants to know, buy, or do something or to go somewhere. If you can fulfil that need as quickly as possible when they reach for their phones, then you will be in a good position to acquire that user.

These moments form a part of a non-linear path to conversion. Traditionally, people would search at the beginning of their purchase journey, but in some cases, particularly for purchases where decision-making is a longer and more complex thing – such as for high-value purchases – there may be several searches performed along the way.

Search Versus Other Influences

Those last-minute searches are starting to assume increasing importance in the average customer’s journey, even to the extent of overriding brand reputation or the recommendations of friends and family. Buyers are reaching for their phones to get information at the last minute instead of relying on other external influences.
This means that the brand which is the most present and the most convenient during those moments is the brand that will secure the customer’s loyalty.

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Local SEO and Micro-Moments

Micro-moments tend to be (but are not always), mobile moments, so it makes sense to focus on local SEO if you are aiming for a narrow demographic. Working with a local company that is situated within proximity to you such as Ryco Marketing an ecommerce web design Dublin agency that can assist if you want an SEO strategy, it makes a lot of sense from an SEO point of view, because that company will offer you the best targeting and the best local knowledge. This makes keyword research, paid search and other targeting a much easier task for all concerned.

One good example of this involves homebuilders. While purchasing a property is a long and involved process, homebuilders must understand that buyers still want access to information on demand. Offering low-friction virtual tours will make users more willing to take the time to get an in-person tour. If a user must wait until they get home and load up their desktop and then install a plug-in so that they can go on a “virtual tour”, then they may decide not to bother. However, if the tour is very convenient for them, they are more likely to look on their mobile or tablet on the train journey home from work and then fire off a message on the content form to book a real visit.

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Online marketing is about reducing friction and providing users with the things they want at the best time for them. Google’s “moments” are a great way of framing the questions that users are most likely to ask and when they are likely to be searching so that you can make the best possible provisions for the visitors to your website.