Thomas Stern says, “Google introduced the concept of micro-moments over a year ago, and since then, the company has consistently published supporting information as it relates to specific industries and user behavior across content platforms.

If you’re unfamiliar with micro-moments, they’re essentially a way of framing a user’s path to purchase or to conversion, with specific focus on mobile and the needs or questions users search on Google along with way. The concept of micro-moments is easily digestible and provides a great way of conducting and organizing keyword research, something search marketing practitioners and decision-makers alike can certainly appreciate.

At our agency, ZOG Digital, we’ve been developing ways to comprehensively identify micro-moment opportunities for clients while mapping and optimizing to the consumer’s conversion path. The following is a high-level look at our approach and a few of the resources we use.

1. Identifying micro-moments: The consumer journey

Before you can identify micro-moment opportunities, you must understand the structure or user path and adapt it to your particular business or vertical. For instance, we categorize micro-moments for hospitality clients into Dreaming, Exploring, Planning and Booking; these buckets support each step in the consumer journey to bookings, and keyword opportunities can logically be categorized within them”.

Micro-moments and beyond: Understanding and optimizing for consumer intent

Search Engine Land

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