Back in 2015, Think With Google published four new moments that every marketer should know.
They were mainly concerned with mobile use and listed these moments as follows:
- I-want-to-know moments. This includes searches for news, general knowledge, how to return an item you bought online, etc.
- I-want-to-go moments. These are searches that are location-specific when a user wants to find something nearby.
- I-want-to-do moments. These include searches for how to fix your dishwasher, how to grow tomatoes, a new recipe for tonight, etc.
- I-want-to-buy moments. This can be anything related to reading reviews or searching for information on buying something large or small.
They also identified six need states which Search Engine Journal’s Roger Monti wrote about in a much more intensive manner last year: Google: 6 Need States Influence Search Behavior.
Those states are meant to describe the ways that consumer needs influence search behavior and are as follows:
- Surprise Me.Help Me.Reassure Me.Educate Me.Impress Me.Thrill Me.
Avinash Kaushik also published what he defined as the See-Think-Do framework.
This was designed to help marketers do a better job of giving customers what they want and need, and examples of these segments are listed in the image below:
Chris Hart’s SEJ article, See, Think, Do, Care: A New Way to Communicate Your SEO Strategy, covers this framework in detail.
These three ways of looking at how humans interact with the internet really condense our reasons as both creators and consumers.
So Why Exactly Do People Visit Websites Today?
1. We Want to Learn
Recently, plenty of schoolchildren in the U.S. have had to learn online as their schools were shut down because of COVID-19. Many were already homeschooling online.
Colleges took their classes out of the classrooms and onto Zoom.