Messy middle: be part of the entire search journey
Posted: Tue Jan 21, 2025 4:36 am
The consumer journey has a different view for Google. Learn from it and stand out from the competition!
The messy middle is a concept that Google itself has developed in an extensive study on the user's search journey. Check out its origins and learn how to make your brand stand out among the results at all stages!
Google's concept of micro-moments
In 2016, Google first unveiled its concept of micro-moments:
“moments when a person uses a medium (e.g., search engine) with the intention of knowing how to get to a website or obtain information or know how to do something or buy something”.
For a company to be able to be part of these moments ukraine whatsapp data for the user/potential client, the search engine recommendation was something already well known in the digital marketing world: production of relevant content.
However, the application of this strategy was based on the classic consumer journey that takes into account the discovery, consideration and decision phases. However, in 2020, Google came up with a new concept based on a study of almost 100 pages, which according to it would be the most correct way to interpret user behavior. Learn more about it!
The Messy Middle
The study carried out by the world's largest search engine focused on the process a person goes through to find something they want digitally.
The graph above represents a journey where the beginning starts with the triggers found in the middle of the results display (in this case, found through a search tool). It is after interacting with the triggers that the loop begins, taking the user to a stage of exploration and evaluation, not necessarily proceeding immediately afterwards to conversion.
The search intentions of the messy middle
Just like the purchase funnel, each of the two stages of the messy middle has a different search intent. Check out which content format best fits each stage!
The exploration phase
The exploration phase is very informational, so the content that attracts users at this stage is covered by:
theoretical: articles, simpler e-books, infographics, etc.;
practical: videos and infographics with tutorials, flowcharts, etc.;
simple: short answers to simple questions, such as frequently asked questions and curiosities.
The evaluation phase
The evaluation phase already involves content that talks about a product or service, however, it is not simply a landing page; some examples of formats are:
commercial or “I want to buy, but I need help”: these are pages that have evaluations, comparisons or reviews;
navigational or “I want to go”: digital (category and listing pages) and offline (local search, with addresses, etc.);
transactional: now yes, product pages.
SEO optimizations targeting the search intent of the messy middle
Now that you know the concept of messy middle and the different types of content formats that are sought after in each phase, it's time to learn how to use this to your brand's advantage! Check out some master tips!
Product pages with linked content
When users perform a search, they can meet both phases of the messy middle. For example, when someone searches for vinyl flooring, they may be looking for a price quote or more information about that product.
The messy middle is a concept that Google itself has developed in an extensive study on the user's search journey. Check out its origins and learn how to make your brand stand out among the results at all stages!
Google's concept of micro-moments
In 2016, Google first unveiled its concept of micro-moments:
“moments when a person uses a medium (e.g., search engine) with the intention of knowing how to get to a website or obtain information or know how to do something or buy something”.
For a company to be able to be part of these moments ukraine whatsapp data for the user/potential client, the search engine recommendation was something already well known in the digital marketing world: production of relevant content.
However, the application of this strategy was based on the classic consumer journey that takes into account the discovery, consideration and decision phases. However, in 2020, Google came up with a new concept based on a study of almost 100 pages, which according to it would be the most correct way to interpret user behavior. Learn more about it!
The Messy Middle
The study carried out by the world's largest search engine focused on the process a person goes through to find something they want digitally.
The graph above represents a journey where the beginning starts with the triggers found in the middle of the results display (in this case, found through a search tool). It is after interacting with the triggers that the loop begins, taking the user to a stage of exploration and evaluation, not necessarily proceeding immediately afterwards to conversion.
The search intentions of the messy middle
Just like the purchase funnel, each of the two stages of the messy middle has a different search intent. Check out which content format best fits each stage!
The exploration phase
The exploration phase is very informational, so the content that attracts users at this stage is covered by:
theoretical: articles, simpler e-books, infographics, etc.;
practical: videos and infographics with tutorials, flowcharts, etc.;
simple: short answers to simple questions, such as frequently asked questions and curiosities.
The evaluation phase
The evaluation phase already involves content that talks about a product or service, however, it is not simply a landing page; some examples of formats are:
commercial or “I want to buy, but I need help”: these are pages that have evaluations, comparisons or reviews;
navigational or “I want to go”: digital (category and listing pages) and offline (local search, with addresses, etc.);
transactional: now yes, product pages.
SEO optimizations targeting the search intent of the messy middle
Now that you know the concept of messy middle and the different types of content formats that are sought after in each phase, it's time to learn how to use this to your brand's advantage! Check out some master tips!
Product pages with linked content
When users perform a search, they can meet both phases of the messy middle. For example, when someone searches for vinyl flooring, they may be looking for a price quote or more information about that product.