Needs Met Rating
- Do: This searcher has a specific action in mind, such as purchasing a product or booking a service.
- Know: A “know” query wants information. This can be product related but can also be when a person has something come up in conversation and wants a quick answer. This is the “Google it” query. Most importantly, however, it is the micro-moment query. This is where the rubber often hits the pavement, and a customer wants a quick answer before they make a purchase. More about this below!
- Go: These queries are brand or known searches based on a specific website. For example, instead of searching for athletic wear generally, they ask for Nike, so they aren’t shown Adidas.
Micro-Moments and ZMOT
In the customer journey, there are a few different moments of truth, including:
- First Moment of Truth (FMOT): This is the first touchpoint when a prospect comes across your brand. In the best-case scenario, this person becomes a customer with an impulse purchase.
- Second Moment of Truth (SMOT): In this case, you have an existing customer who’s familiar with your brand or product. You want them to see that you delivered on your promise so that you can create a repeat customer.
- Third Moment of Truth (TMOT): Here, the satisfied customer is yours. They are a fan and can become an influencer by sharing and recommending your product. This can significantly improve your SEO ranking.
- The Zero Moment of Truth (ZMOT): Google defines this as the moment that stands between your ad and the FMOT. Today, that ad will be something the prospect encounters online via search engines or social platforms. This process occurs before you even know the prospect exists. It is the moment you need to capture them.
According to Google, in the span of a single month, the search engine answers over 100 billion queries. Each search is an opportunity for businesses to reach consumers at the moment they’re engaged and looking for answers. ZMOT allows you to use an online search to your advantage. By identifying the questions that matter to consumers, you can incorporate the right content in your business’s marketing plan.
When you understand what consumers are searching for, you can show them the information, reviews, pricing, and so on to meet their needs during micro-moments. Since this is how people are shopping today, it is the best way to get in front of them.
If you leverage your website and other online assets to provide the best information that serves their needs, you’ll be better positioned to convert prospects into customers. That is why search engine marketing can be so powerful!
Who Is the Leader of the Pack for Search Engines?
Trends that are affecting competition include:
- Privacy concerns: With people getting a little miffed over privacy concerns, search engines like DuckDuckGo and Startpage are gaining some steam. They don’t collect, share, or store personal info, which is attractive to many users. However, the leader in this category, DuckDuckGo only has 0.37% of the market.
- Green searches: Another concern surrounding search engines is the amount of CO2 produced by Google. Numerous reports were made about Google’s contributions to greenhouse gas, but the simplest reference is from Statista. They reported that Google emitted just under 3.29 million tons of carbon dioxide equivalents in 2017. Although Google neutralizes emissions by carbon offset projects, search engines such as Ecosia are leveraging the bad press by advertising that they plant trees for every search made on their engine.