Micro-Moments are intent rich moments when someone turns to a search engine to satisfy a need. There are 4 Micro-Moments into which all search queries fall:

  1. I want to know | Informational
  2. I want to go | Navigational
  3. I want to do | Transactional
  4. I want to buy | Transactional/Informational

Micro-Moments are usually identified during the Keyword Research process when queries are segmented into their corresponding Micro-Moment. When optimizing a website, you want to optimize specific pages for groups of Keywords that belong to the same Micro-Moment. Doing so can dramatically increase click-through and conversion.