The purpose of a Search Moment Framework is to identify opportunities to engage and serve customers in moments of need through search marketing. This Framework is based on the Micro-Moments concept developed by Google. This concept identified four moments of need when a customer turns to search – and more specifically, mobile search – to address. The opportunity for marketers is to explore how these moments relate to your own customers and businesses as the basis for new search initiatives. These search initiatives can include both executing paid search advertising (SEM) and creating search engine optimized content (SEO) to target relevant search queries. The goal is to increase the share of search that your brand captures.
What types of search queries should we consider targeting?
- To start, make sure that you are clear on the customers that you want to engage and how you want to engage them. This will form the basis for your exploration.
- Explore Know moments by considering any informational barriers that may prevent a customer from choosing you. What are they unclear about? What topics might they want to research or dig deeper on?
- Explore Go moments by considering location-based way finding questions that your customer may have on their journey. Do you have a location near me? What are your hours of operation?
- Explore Do moments by considering relevant and common tasks that your customer may be trying to complete. What might they need help with? What ‘how-to’ content might our customer find valuable?
- Explore Buy moments by considering the steps that a customer might take along their path to purchase-online and offline. Where can I buy this online or near me? Who is selling this at the best price?
- Once completed, research the relative volume of each search query to determine the size of audience.
- Research the relative level of competition for each search query to determine the cost for paid search.
- Conduct this exercise when there are significant changes in your marketplace that may impact search behaviour.
Think with Google: Micro-Moments