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This is the third in our series of posts about micro- and macro-moments. In parts one and two we talked about how to think about these moments of intent and find out what they are for your audience. Today let's talk about what to do about it. 1) A good place to start is with a moments map . This is where you identify the set of moments you absolutely want to win or can't afford to lose. Examine all phases of the consumer journey for your business, and look for the moments when people want to find inspiration, learn about something you’re reporting, make a social statement, or anything in between. Breaking news stories are an example of moments you can’t afford to lose Suppose you have a news site and a user visits your review of a restaurant as they walk through town. They may just want to know if you gave it two or four stars… or they may want to know your reviewer's in-depth thoughts and recommendations for each course. How you deliver this information will make a big ...

In the last post we talked about the rise of micro-moments . But what about macro-moments? According to this great response to micro-moments and our own interpretations, the three most important types of macro-moments are: Affinity Moments , when fans act in unison in support of their favorite team or musician.  Buddy Moments , when friends connect and bond everything they see, hear or read -- whether that's a live concert or a funny cat video on YouTube. Deep Knowledge Moments , when someone wants to learn deeply about a topic (maybe political issues or financial news) so they can share that knowledge later. In essence, micro-moments happen on the go and with intent, while macro-moments are more tribal or community-based. They're deep-dive media experiences that impact individuals in ways micro-moments can’t. Publishers should remember that preferences and loyalty are shaped by both micro and macro moments. The brands that do the best job of addressing our needs in each mome...

For a long time, we've all heard that we're perched on the edge of a new golden age of digital, like divers on a cliff. By now it seems clear that we have well and truly jumped off that edge and are swimming, frolicking (and sometimes drowning) in that futuristic sea of digital, connectivity, cams, drones, the Internet of Things… and especially mobile. Today, we'd like to kick off a three-part blog series that will look at how publishers can do more frolicking and less failing in this digital sea. In particular, we'll look at what we call digital moments that matter, and the best ways for publishers to think about those moments. Part one today is Micro-Moments for Publishers, to be followed by From Micro to Macro and then part 3, Acting On Your Moments. Where to start? In an age where people create and consume their very own newsrooms on a daily basis, expectations for content are growing higher and higher. Just a few examples: People over 35 tend to print out recipes, ...

Last year we launched Matched content to help increase user engagement on your site by promoting relevant content from your site to your visitors, which may help grow your ad business as well. Starting today, you can use Matched content units to directly generate revenue by allowing ads to appear alongside your recommended content. Matched content with content recommendations and ads With the new “Allow ads” feature, relevant ads will appear within your Matched content units, and will be styled to complement the look and feel of your content recommendations. We'll gradually roll this feature out to all Matched content eligible publishers across the globe over the coming weeks. To enable ads, visit your My ads tab and choose “Allow ads” for your Matched content units. Matched content is available for sites with multiple pages with unique images and high volumes of traffic. Have a look at the site management settings in your account to see if your sites are eligible and to get st...

Editor's note: This post was cross posted from the Google Webmaster Central Blog . As a form of online marketing, some companies today will send bloggers free products to review or give away in return for a mention in a blogpost. Whether you’re the company supplying the product or the blogger writing the post, below are a few best practices to ensure that this content is both useful to users and compliant with Google Webmaster Guidelines . 1. Use the nofollow tag where appropriate Links that pass PageRank in exchange for goods or services are against Google guidelines on link schemes . Companies sometimes urge bloggers to link back to:     a. the company’s site     b. the company’s social media accounts     c. an online merchant’s page that sells the product     d. a review service’s page featuring reviews of the product     e. the company’s mobile app on an app store Bloggers should use the nofollow tag on all such links because these ...

Our latest infographic puts a spotlight on viewability by sharing a dozen technical best practices for improving viewability based on insights from Active View , Google's MRC-accredited viewable impression measurement technology. On this blog, we're breaking down the best practices into small, approachable chunks. Already, we've focused on 2 tips for enabling viewability measurement , 3 speedy ways to improve viewability , and 4 ways to improve ad layouts for better viewability . In this post you'll learn 3 content and ad loading methods that can optimize your viewability rates. Here is today's recommendation: We hope these recommendations are improving your site or apps ad viewability. Feel free to share your viewability success story in the comments section below. Posted by Anish Kattukaran 

Our latest infographic puts a spotlight on viewability by sharing a dozen technical best practices for improving viewability based on insights from Active View , Google's MRC-accredited viewable impression measurement technology. On this blog, we're breaking down the best practices into small, approachable chunks. Already, we've focused on 2 tips for enabling viewability measurement , and 3 speedy ways to improve viewability . In this post you'll learn tips for laying out ads on a webpage or scrollable page in an app in order to improve viewability rates. Here is today's recommendation: We hope these recommendations are improving your site or apps ad viewability. Feel free to share your viewability success story in the comments section below. In the next part of our Spotlight on Viewability, we'll share 3 content and ad loading methods that can improve viewability. Posted by Anish Kattukaran