Google describes micro-moments as “critical touch points within today’s consumer journey, and when added together, they ultimately determine how that journey ends.” To translate this into English, a micro-moment is an in-the-moment occasion where a search is made because of another action taking place simultaneously. If you have even been in a store, looking at an item on the shelf, and done a search to see how it compares to prices at another location, that’s a micro-moment. If you’ve just found that your measuring cup broke in the wash and you look up where to find another, that’s a micro-moment.
From the perspective of SEO techniques for local businesses, micro-moments represent what are known as “intent-focused searches”. These are a type of search query that has an active consumer intent behind them, which means you are going to have stronger conversions if you can attract attention. Fortunately, there are a few different ways that small businesses can optimize themselves to attract intent-focused searches.
Think about the kinds of micro-moments that your consumers might go through that could lead them to you and map out the journey that this entails. Micro-moments, for the purposes of SEO, fall into one of four categories where the customer expresses a desire to buy, know, go, or do. By keeping these four in mind, you can more effectively make your map.
For instance, if you are a hardware store, you might map out a customer’s do-it-yourself journey to tile a floor. Possible micro-moments along this path could include wondering what the differences are between types of tile (“I want to know”), needing a tutorial on how to remove or lay down tile (“I want to do”), or buying tile in a certain shape or size (“I want to buy”).
Find the Keywords for Your Map
Once you have mapped out the micro-moments, it’s important to determine the intent-focused keywords that go along with them. If we continue to use the tiling example, possible key phrases might be “tile removal”, “grout removal”, “laying tile”, “how to install a tile floor”, or “differences between ceramic and vinyl tile”, and so on. From these keywords and phrases, you can then decide which ones you want to focus on most in your SEO efforts.
Study the Google SERPs
If you look at Google’s SERPs for a given intent-focused keyword, you can see examples of how the intent is demonstrated and targeted in the above-the-fold information. With a search for “tiling ideas”, the results lean more towards the “know” category, and this is reflected in how the topmost results are heavily image-based. If you change the search to “how to tile a floor”, this shifts into the “do” category leads to tutorial snippets and how-to videos being on display. Experiment with different expressions of intent and learn about the variations in what page features Google prioritizes under each condition.
Use Smart Content in Your Local SEO Techniques
Smart content is a situation where a page’s display changes depending on information it detects in the visitor. This can be things like giving a personalized message if the visitor’s name has been previously entered, customizing recommended article listings based on their viewing history, or targeting calls to action based on noticed interests. For the purposes of intent-focused searches, your smart content needs to prioritize speed and efficiency. Micro-moments are fleeting and represent a desire for immediate action, not loading bars and scrolling through pages. This means that your content needs to be able to detect when it is being read on a mobile device (which most intent-focused searchers are) and adjust itself accordingly.
Take Advantage of “Near Me” Searches
The rate of “near me” or “nearby” searches (like “movie theatres near me” or “nearby tiling suppliers”) have doubled in the past year, according to Google. About 80% of these searches are on mobile devices. Capitalizing on these, and other types of intent-focused searches, requires merging your SEO and PPC practices. SEO techniques can help you find the micro-moments and keywords to focus on, while PPC can help you design the above-the-fold appeal that will help attract clicks and conversions.
Make the Most of Micro-Moments with Numero Uno
Numero Uno Web Solutions is a premiere provider of search engine optimization services for businesses of all shapes, sizes, and industries. Our strategies take into account both the latest developments in SEO and web marketing research along with tried-and-true approaches. Our precise, studied methods have benefited Toronto businesses along with industries across Richmond Hill, Vaughan, and more. Our success has even allowed us to extend our reach and offer SEO services to Texas, Massachusetts and Florida. For any business looking to improve their online profile, we are just a call away at 1-855-SEO-XPRT.