Date: 06 May 2016
How to develop a mobile strategy using micro-moments
People are using their mobile phones and tablets more and more, and their expectations of what websites and online shops should deliver are growing.
Ofcom’s report on the UK states that 66% of people own a smartphone and they use it for nearly 2 hours a day, making it more vital than ever for businesses to have a mobile strategy.
In this article, we will give you the starting points for creating a mobile strategy. We go into the shift to mobile and changing customer journey and how this has influenced mobile search. Google’s research study talks about how this mobile search on the go is influenced by ‘micro-moments’. These micro-moments happen with searches on Google and are perfect opportunities for small businesses to engage with potential customers.
Starting points for your mobile strategy
In order to have a good mobile strategy, you need to check whether the different online journeys a (potential) customer could take on your site are as straightforward, fast and engaging as possible. You can find out more about this by asking yourself the following questions:
- Does your website load fast on mobile, and is it mobile-friendly? Fixing this should be the first step in your mobile strategy.
- How many clicks does it take to find information or to buy a product? Does this feel like too many? You potentially need to change your site structure to make it easier to find information.
- What questions will a customer have when they land on your site? Can you navigate through the menu options and find the answers easily? Your site menu and content might need to be updated to do for this better.
- What search terms would a local customer use to find your website? Take your mobile and try them out. Is your website found and is it ranked high enough? Your keywords and metadata might need some expert SEO to be found better on Google.
After you have the basics in order, you should focus on Search Engine Optimisation, as it is an excellent way to get more visitors to your website. Google’s recent study focuses on mobile search micro-moments, which you can utilise in your SEO.
iStock.com/Manuel Faba Ortega
The four mobile search micro-moments
The smartphone has integrated into our daily lives and we use the search function to find facts, to look up information and to find inspiration. Google has done some research to find out how this mobile lifestyle has changed the way consumers search. What type of searches are mostly performed on mobile rather than on a computer? Mobile searches happen when customers need information on the go, and Google has identified four micro-moments that you can jump in on to create your mobile strategy.
The “I want to know” search
What they want: Think of queries like “What is the best e-reader?” or “How can I lose weight without exercise?” These are search queries where customers want to find out more information about something, but aren’t ready to buy yet. They want useful information and inspiration.
What you can give: Give short and useful answers to questions like these, either in blog-form or in a Q&A. Google’s study states that with 69% of smartphone users are more likely to buy from companies whose site or app helps them to easily find answers to their questions.
The “I want to go” search
What they want: This is a search like “[service] near me”, performed by customers who are on the go who need a product or service in their vicinity. Mobile makes up 88% of all ‘near me’ searches.
What you can give: Make sure your website is optimised for local searches, by having a good spread of keywords describing your service and location, and by using keywords throughout your metadata. Doing this you can rank higher in search results and benefit from the traffic.
The “I want to do” search
What they want: This is a query like “how to do [task]”. Perhaps you think this isn’t relevant to your business, as it’s not directly related to making a sale. Even though this customer isn’t looking for to buy something right now, they will think of you and your useful content the next time they do need to buy, or if someone they know is asking for a recommendation.
What you can give: If you own a garage, you could make a great video on how to change a car tire. If you are a plumber, you could think of adding a ‘do it yourself’ section on your website. Google’s study states that 48% of smartphone users are more likely to buy from companies whose mobile site provides instructional video content.
The “I want to buy” search
What they want: This is a search like “[service] review” or “[product] price”. When a customer looks up a restaurant review they want to find out if the restaurant is any good. When they look up a product price when in a shop, they’ll be trying to find out if it’s being sold at a fair price.
What you can give: You have to be ready with solid information and a seamless process that will convert interest into a sale. Make sure your website and online shop work quickly and seamless, and that you are providing clear information on your products or services.
That’s all for now!
Creating a mobile strategy isn’t as daunting as it sounds and it’s something every business should do. If you want help with optimising your site for mobile or want expert SEO advice, contact us by calling 0800 047 6777.
Think with Google, Micro-Moments: Your Guide to Winning the Shift to Mobile
Ofcom, The Communications Market Report: United Kingdom