Mobile devices, and especially smartphones, have revolutionized the way we use the internet. Online searches are now faster and more focused than ever before, often taking only a minute or two. Being able to provide what users are looking for in a quick, digestible manner is the core of online marketing today.
The brief moments people spend online are referred to as “micro-moments.” Google has divided these into four categories, one of which is “I-want-to-do” moments.
‘I-Want-To-Do’ Moments Defined
One of the reasons why people go online is to learn how to do something. The time they spend online researching how to perform various tasks is concentrated and brief, so to fulfill their needs (and increase the odds that they’ll come to your brand), you need to make sure the content you publish online is designed to quickly provide what people are looking for.
To break down “I-want-to-do” moments, let’s look at a common scenario. Suppose Penelope has spotted a bit of mold in the sink that grew over the past week while her roommate’s dishes were sitting there unwashed. She knows that mold is difficult to remove, but she’s not sure what to do about it.
So she pulls out her smartphone and does a quick search for “how to remove mold.” She doesn’t have much time to spend researching this, so she’s likely to go with the first promising-looking result that comes up.
Making the Most of the Moment
Most of us know that mold is pretty difficult to remove, generally requiring certain chemicals. But who’s going to let Penelope know what she needs? If your content is well designed, it will be you. To satisfy her need in this moment, your content should:
1. Be optimized for search engines so it comes up high on the list.
2. Provide answers quickly in a digestible, easy to navigate format.
3. Give complete, reliable information.