I'm sat waiting for my train.
There is a queen song blasting through my headphones from Spotify radio.
Man Freddie Mercury was awesome. I wanna get a tshirt with him on it. I pull out my phone "Where can I buy a Freddie Mercury tshirt?" Come on Google, deliver the goods.
That right there, is a micro-moment. In this digital age the mobile phone is now the most important internet device. Last year in 2015 more internet searches were carried out on mobile formats than on desktop.
So what do you need to do to prepare for this transient mobile hungry customer base?
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What the Heck is a Micro-Moment - The Beginners Guide
So what actually defines a micro-moment and why should it matter. Micro-moments are the sweet spot between a persons intent, context and immediacy.
What that means is that in that precise moment a person knows what they want, that they intend to do it/buy it and they need it now. Who wouldn't want to tap into that?
It's the web equivalent of a guy with gastro running into your shop and asking for the key to the toilet! They want it, they need it and they seriously intend to use it.
We are not just talking about products, this is in relation to information, knowledge, locations. The web these days is becoming instant, in the moment.
Seriously I once bought a purple watch in my sleep, true story, at the time I was a strange sleeper and I do think it was a combination of sleep walking and shopping. But for what ever reason in that very moment I wanted a purple watch, I wanted it then and I intended to buy it. I still have it, I hate it, it lives in a draw and mocks me constantly.
The types of Micro-moment
Google are characterising the micro-moment into 4 distinct groups:
- I want to know moment aka How the fuck do I get rid of this hangover moment.
- i want to go moment aka I want to go to get a coffee near me to try and fight off this hangover.
- i want to do moment aka I want to do some retail therapy.
- I want to buy moment aka i want to buy a t-shirt to make me feel better.
If you hadn't guessed i am hungover. Too many tequilas.
But what i have shown above is a potential 4 micro-moments that may lead to a sale or a visit to your website.
So How should this Impact what You Do
The old days of SEO still apply however they are given less impetus in googles new algorithm. Google are trying to put users first which means fresh, relevant content is bumped up the list.
Think about your service, post or product and how is it relevant?
Identify what micro-moment a potential customer may have in order to search for your product and try to position your content accordingly. identify appropriate key words and use these organically and naturally.
Word of warning, don't try and cheat. Just like your SEO, you may be penalised by Google if you are seen to be keyword ramming in your post. It should still be relevant to your content and still be useful for your readers.
For example, the micro-moment of one customer may be, coming out of a Broadway play, let's say Arthur Millars "The Crucible", it's currently running on Broadway and getting rave reviews. Ben Wishaw is playing John Proctor. The person might Google "I want to know what Ben Wishaw is going to be in". Ben Whishaw is the actor that is going to play Freddie Mercury in the upcoming biopic. If you sell Freddie Mercury tshirts in NewYork right now and make that link for your customers, you may just capatilose on the micro-moment.
Obviously that would be a very niche way to spend your already very tight marketing budget. But as an example to get your mind-cogs turning.
So What to Do Next
In your future content you need to think about your strategy. Think about your users intent and how that will reflect on their search criteria.
The things you need to do right now:
- Make sure your website is optimised for mobile content. If it doesnt look good on a phone you have lost that potential user to a competitor;
- Make images small so that the speed of the website is not compromised;
- If you are a product based company, you need a blog in order to capitalize of the micro-moments. We may see with Instagram's impending algorithm update that they may be utilising some sort of Micro-moment functionality but who knows.
- Watch this google video as a bit of an intro into Micro-Moments.
The web is constantly changing. The search engines learn tricks that people use to try and get a better SEO score. Put your time into good content, forget about the tricks. Know your customer, know what they are looking for and you might just survive in this noisy crowded digital environment.
Love N Stuff
Andy @ Designuntapped