Download - Win the Micro-Moment // Webinar
Win the Micro-Moment:Analyze Search Intent, Competitors, and Multi-Channel Marketing
About the Experts
Mitul oversees day-to-day operations, and provides strategic direction to all departments at seoClarity. A
data-driven serial entrepreneur, information architect, and SEO veteran, his variety of experiences affords him the ability to efficiently assess how to use
software tools to meet challenges and drive ROI.
Laura leads the Earned Media team to evolve Content Marketing, Organic Search (SEO), Social Media and Market Insights offerings and innovations. She is a storyteller, connector and innovator that brings over 13 years of digital marketing experience to IMI.
Agenda
• Micro-Moments
• Why They Matter
• Understanding Searcher Intent
• Leveraging Intent
”
Micro-moments occur when people reflexively turn to a
device—increasingly a smartphone—to act on a need to
learn something, do something, discover something,
watch something, or buy something.
They are intent-rich moments when decisions are
made and preferences shaped.
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Why Micro-Moments Matter?
The customer buying
journey has evolvedAwareness
Consideration
Purchase
Loyalty
Awareness
Consideration
Purchase
Loyalty
Awareness
Consideration
Purchase
Loyalty
Awareness
Consideration
Purchase
Loyalty
Awareness
Consideration
Purchase
Loyalty
Awareness
Consideration
Purchase
Loyalty
82%consult their phones on purchases
they’re about to make in a store
91%turn to their phones for ideas
in the middle of a task
”
1 in 3Purchased from a company or brand
other than the one they intended
to because of information provided
in the moment they needed it.
It’s important to be there
Mapping Moments to Intent
KNOW
Research & “How-to”- Person, Place,
Things, Definitions, Public Data Sets
(Weather)
Local - Physical world and getting
to locations
Purchase - Ready to purchase or
conduct a transaction
DO GO BUY
Beyond the 10 blue
links
SERPs and Searcher Intent
KNOWResearch
DO“How-to”
GOLocal
BUYPurchase
Winning the Moment
Targeting Content to Win the “Know” and “Do” Moments
Segment Efforts by Search Intent
Content Augmentation - Universal Search
• Incorporate as many content types as
you can into your landing pages!
• Understand how universal search
types vary by device
• Stack content hierarchy accordingly.
• Code for mobile when clear
advantages are proven.
• Understand when markup provides a
strategic advantage.
• Uncover potential partners to help
improve visibility and digital shelf
space.
• Directories
• Influencers
• News Outlets
How Do You Identify Micro-Moments?
• Explore Your Data
• Identify datasets that are currently
available at different touch points
throughout the journey.
• Group Topics to The Consumer Journey
• Identify disambiguation issues, intent,
CTAs, and cross linking opportunities.
• Understand User Context
• Where and when are they most likely to
execute this query?
• Develop and Distribute Content
• Make sure that content meets consumer
needs.
• Distribute it to the appropriate channels
and stakeholders to overcome common
obstacles.
Identify the Answer Box
Opportunity
Combing Through the Data
Query Related Keywords
• Who, what, where, when, why, how?
• Is?
• Vs, Compare, Whose, Which?
• Should, Could, Would?
• Can, Do, Does?
• Tutorial
• Guide
• InstructionsRegex:
who|what|where|when|why|how|should|could|would|do|does|can|does|compare|vs|whose|which|is|do
|guide|instructions|tutorial
#1 - Discover Answer Box Insights
#2 - Answer Box Panel
#3 - Identify What People Ask
Tracking Your Performance
Leverage Competitor
Insights
Competitor Analysis - Narrow Your Focus
Taking on the big guys can be
difficult.
➡ Narrow down your focus
➡ Create subsections
➡ Work your modifiers plus
subsection
➡ Find your gems
Find Your Gems• 💡Uncut gems
• No current offering for this keyword
• Good feedback for product team
• Cut gems
• Ready to shine, just need some content
behind them.
• Polished Gems
• Ready to introduce to current content.
Explore your own data
sets
Search Console
Keywords that rank beyond the 2nd page and still drive impressions show an unmet needs!
Consider getting aggressive with these keywords by expansion (content augmentation) or addition (depth of content expertise).
Internal Search Data
Don’t hope social, customer service or
internal search will answer.
See people seeking for “how to” in your
internal?
• How many are going back to
Google?
• How does that behavior affect your
performance with click behavior
algorithms?
Answer the right question (keyword
research), the right way (content
strategy), for the right experiences
(search landscape analysis). Consideration, purchase and loyalty terms
Customer Service and Social Insights
Customer Service and social can be
your best friends to help drive
content.
• Improve your ability to answer
questions proactively
• Drive visitors to the site for
information to capture user data
• Improve consistency and clarity of
message across channels
• Huge opportunity to reduce
operating costs Consideration, purchase and loyalty terms
Takeaways
• Leverage data to
• Segment your audiences
• Discover the opportunities
• Create content that matches searcher intent
• Leverage technologies such as
• AMP Pages
• Schema Markup
Connect with us!
@seoclarity
@iMarketingInc
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Thank You!