Local Search & “I-Want-to-Go” Micro-Moments

Your shoes are talking. It’s high time to get a fresh pair.

So, you whip out your phone, and search for “shoe stores near me”. You see a results page with a map showing 3 shoe stores just down the street.

Out the door you go.


That’s a micro-moment, according to Google; and a micro-moment involving “near me” or “nearby” or “closest” is what Google calls an “I-want-to-go” micro-moment. These micro-moments are episodes wherein we want to get information (and get it quickly), so that we can take action.

From Searcher to Customer

Search queries involving “near me” show a lot of intent.

According to a study conducted by Google and Ipsos,

50% of consumers who conduct a local search on their smartphone visit a store within a day, and 18% of those searches lead to a purchase within a day.

That data shows the serious intent behind a “near me” search. When someone searches for “shoe store near me”, “laundromat near me”, or “pizza near me”, they mean business.

And that’s precisely why your local search game needs to be in tip-top condition.

local search

Size Doesn’t Matter

In reference to “I-want-to-go” micro-moments, Google argues that “[w]hether you’re a small business or global brand, you need to deliver on needs in these moments.

You can build upon these moments using beacons, too; but, we’ll leave that topic on the table for now. And to whet your beacon appetite, a lost puppy gets found with a beacon and a phone!