A new trend has been emerging over the last few years: the micro-moment.
Google defines a micro-moment as “a moment 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”.
Who hasn’t pulled out their phone to settle a debate, see if a restaurant is still open, or buy a movie ticket?
Micro-moments have injected themselves into our everyday life, supported by the convenience of having a smartphone within reach 24/7.
What does this mean for your e-commerce store?
The way people search is changing. Every industry is different, but catering to instant gratification usually wins. With micro-moments, people want to search online, but then buy at the closest in-store location.
For e-commerce stores which also have a storefront, this is great news. Be sure to update your search data to include neighbourhood keywords. And if you haven’t already, register your business with Google to improve local search visibility.
For e-commerce stores without a storefront, there is no need to worry. E-commerce is still growing and is expected to continue to see double-digit growth through 2020. Try creating PPC campaigns targeting near-me searches. Be sure to add a competitive advantage within your ad though, such as free shipping or the guarantee of having their size in-stock!
One thing is for sure, how people search is changing. By staying on top of search trends and algorithm updates you can safeguard your business. The potential negative impact on your SEO and revenue alone should encourage any business to stay in touch with customer demands.