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.

4

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!