As Google continues to refine its search results to better serve users in their moments of need, columnist Adam Dorfman looks at how recent developments in contextual search may impact brick-and-mortar businesses.
Micro-moments are becoming more contextual
We know that micro-moments at the local level are getting bigger. According to Google, mobile “near me” searches have increased by 146 percent year over year. These kinds of searches are intent-based moments of immediacy. For instance, Google (citing data from Hotels.com) indicates that 74 percent of mobile hotel bookings are for same-day check-in.
These “near me” micro-moments are becoming more contextual, too. As Google notes, consumers are not just looking for “hotels near me.” They’re also seeking “pet friendly hotels near me.” They’re not simply looking for “auto dealers near me,” but also “Chevy Silverado for sale near me.”
I believe those contextual searches are often based on three elements: your specific needs as a consumer, where you and the business are located and the time of day or season. Google understands this reality and is taking steps to help businesses and consumers respond to context. For example…