Why All 4 of Google’s Micro-Moments Are Actually Local
Posted by MiriamEllis
When America’s first star TV chef, Julia Child, demonstrated the use of a wire whisk on her 1960’s cooking show, the city of Pittsburgh sold out of them. Pennsylvanians may well have owned a few of these implements prior to the show’s air date, but probably didn’t spend a lot of time thinking about them. After the show, however, wire whisks were on everyone’s mind and they simply had to have one. Call it a retro micro-moment, and imagine consumers jamming the lines of rotary phones or hoofing it around town in quest of this gleaming gadget … then zoom up to the present and see us all on our mobile devices.
I like this anecdote from the pages of culinary history because it encapsulates all four of Google’s stated core micro-moments:
I want to know – Consumers were watching a local broadcast of this show in Pittsburgh because they wanted to know how to make an omelet.
I want to go – Consumers then scoured the city in search of the proper whisk.
I want to buy – Consumers then purchased the implement at a chosen retailer.
I want to do – And finally, consumers either referred to the notes they had taken during the show (no DVRs back then) or might have turned to Julia Child’s cookbook to actually beat up their first-ever omelet.
Not only does the wire whisk story foreshadow the modern micro-moment, it also provides a roadmap for tying each of the 4 stages to local SEO via current technology. I’ve seen other bloggers pointing to the ‘I want to go’ phase as inherently local, but in this post, I want to demonstrate how your local business can decisively claim all four of these micro-moments as your own, and claim the desirable transactions resulting thereby!
Understanding Google’s definition of micro-moments
Google whisked up some excitement of their own with the publication of Micro-Moments: Your Guide to Winning the Shift to Mobile. Some of the statistics in the piece are stunning:
- 65% of smartphone users look for the most relevant information on their devices regardless of what company provides that information,
- 90% of them aren’t certain what brand they want to purchase when they begin their Internet search,
- 82% consult their smartphones even after they are inside a chosen store,
- and ‘how-to’ searches on YouTube are growing 70% year-over-year.
Google defines micro-moments as “critical touch points within today’s consumer journey, and when added together, they ultimately determine how that journey ends,” and goes on to identify mobile as the great facilitator of all this activity. It’s simple to think of micro-moments as a series of points in time that culminate in a consumer arriving at a transactional decision. For local business owners and their marketers, the goal is to ‘be there’ for the consumer at each of these critical points with the resources you have developed on the web.
Let’s reverse-engineer the famous tale of the wire whisk and put it into a modern technological context, demonstrating how a …read more
Source:: Moz Blog