Google is taking strides towards the betterment of location
& mobile marketing.
Be it the upcoming Mobile first index or the launch of features that are focused on mobile users, Google is encouraging the “Near Me” searches to the maximum. People who search for “Service+ near me” tend to make decisions faster as they are not only looking for the information but they are about to make a decision as well. For instance: When people search “Restaurants near me” it is most likely that they will go there and grab something to satisfy their hunger. This micro-moment can be your moment to rise & shine.
The intent-rich moments when decisions are made and preferences shape are defined as “Micro-Moments” by Google. When people are actively looking to learn something, buy something or watch something, their expectations are higher than ever & they are willing to make a decision in a fraction of the second.
So in these moments, people expect from businesses to deliver exactly what they are looking for, instantly! For example, if someone is willing to watch a movie in next 1 hour, they will require information as soon as possible. And the site that will succeed in providing instant result will reap mammoth benefits.
Google has published a guidebook that sheds light on this new consumer behavior and how brands can boost their sales by focusing on the shift to mobile & “near me” searches.
They recently conducted a research & below were the findings:
- 69% people searched for travel ideas during spare moments like while traveling through a bus or standing in line. But when it came to bookings, they opted for an entirely separate channel.
- A whopping 91% people look up for information using their phones while in the middle of a task.
- 82 % users decide what to buy using their phones while standing in a shop.
I want to go moments, I want to know moments, I want to do moments, and I want to buy moments happen all the time and these micro-moments can change a consumer’s decision. So if you provide relevant results on those micro-moments, you can boost your sales.
Autocompleting “Near me”
Google is not only encouraging but also creating Micro-moments. We recently tested non-branded keywords such as lawyers, dental clinics, restaurants & more on both mobile & PC. We noticed that almost 90% of times Google autocompleted it with “near me”.
Although, it makes a lot of sense since when people are looking for banks, service centers or Chinese food, they are willing to find nearest possible options. So encouraging the “Near me” searches is good from every aspect as it’s a win-win for all the three parties, Google, businesses & consumers.
Google has made it clear that they will continue the Mobile-first approach and those who will adopt it can expect fruitful results. But adhering to the mobile first approach is not enough and you must keep an eye on the latest trends as well.
Brands that will understand consumers needs in micro-moments & will deliver exactly as per their expectation will win the game. There are many ways using which you can utilize the location-based marketing.
Edward Kundahl, Ph.D., M.B.A.
Ed can be reached at (or visit his websites)