Social Media Marketing
Content Management
Introducing Google’s Micro Moments
… and how content marketers can benefit from them
- What’s the name of the latest album of my favourite band?
- How do I remove a red-wine stain from my shirt?
- Why are cats afraid of cucumbers? (Incidentally, that’s one of the most-asked questions on Google in 2016)
- Which food processor is right for me?
Every day, we ask Google millions of questions in hopes of finding the desired information. Mostly, we do this on our smartphones.
Google calls these moments in which we are looking for information, making decisions or eager to discover something new “Micro Moments – the moments of decision-making”. And there are lots of them every single day!
And that’s exactly where content comes into play. Thought-out content gives you the chance to pick up your personas at this exact moment and guide them to the right path. The path to you!
Relevant content is king!
Don’t forget the fact that despite getting their information on the internet, your persona is more likely to realise the actual purchase offline. This makes it all the more important to convince your target audience online with relevant content and point them towards your shop.
- Relevant content should always have a semantic similarity to the respective search term.
- Offer content that describes the actual product. After all, your customer might look for search terms like “family car” or “sports car” before googling a certain car make. Makes sense, doesn’t it?
Help me find a certain place, Google!
According to Google, most searches are related to local restaurants, bars or the like. About one third of search queries are about looking for a certain place in the users’ immediate surroundings. They simply use the Google Maps app and hit “explore” and – hey presto – are presented with all nearby restaurants.
Since Google launched this kind of search, search queries of this kind have increased by 200 per cent. Recently, Google announced that user behaviour has changed even further, with search queries without the “Explore” option overtaking the ones made using this feature. The search volume for this kind of search has increased by an incredible 150 per cent in the past two years. 150 per cent!!
Since Google launched this kind of search, search queries of this kind have increased by 200 per cent. Recently, Google announced that user behaviour has changed even further, with search queries without the “Explore” option overtaking the ones made using this feature. The search volume for this kind of search has increased by an incredible 150 per cent in the past two years. 150 per cent!!
Micro Moments update of August 31, 2017
That was quick – there’s already an update on Google’s Micro Moments! In the last days of August 2017, Google announced another change in user behaviour. The most recent Micro Moments study painted an even clearer picture of consumers, revealing one increasing demand: the immediate satisfaction of their needs. This is also reflected in their search behaviour:
- Mobile search queries related to “same-day shipping” have increased by a whopping 120 per cent over the past two years …
- … and travel-related searches done via smartphone have increased by 150 per cent.