You are in a part of town you don’t know, your stomach is growling, and you pull out your phone to look up “best ramen near me.”
In just a few minutes, you’ll be sitting down with a steaming bowl in front of you.
That’s an “I-Want-to-Go” moment, which is a strong, purposeful moment when someone is really trying to go somewhere close by.
These things happen millions of times a day in today’s mobile-first world. And for businesses, especially local ones, they are excellent chances. Google says that more than 76% of people who look for something nearby go to a related business within 24 hours, and 28% of those searches lead to a purchase.
If you own a coffee shop, a dental office, or a chain of hardware stores, knowing how to handle “Go” moments can mean the difference between being found and being completely missed. This article will explain what “Go” moments are, why they are important, and how to make sure your business is easy to find when people are looking for it.
What Is The “I-Want-to-Go” Moment
People use their devices, usually smartphones, with location-based intent during “I-Want-to-Go” moments. They’re not just looking around; they’re searching for a nearby place to visit. These moments show immediate needs with a clear geographical focus, like “pharmacy open now,” “vegan cafe near me,” or “closest ATM.”
What sets them apart?
- Real-time urgency: People are ready to act right away.
- Geolocation-based: They’re searching for specific places, not general information.
- Mobile-first: Mobile is helping “go local” Google searches with ‘near me’ have tripled YoY
- High commercial intent: These people aren’t just watching. They could be people who want to buy or eat something, see a doctor, or do business with you.
Here is a simple example:
Sarah is out running errands when her phone buzzes to let her know the battery is low. She quickly looks up “phone repair shop near me” and clicks on the first link that has favorable reviews and clear directions. The phone repair shop just gained a new customer because it was found at the right moment.
“Go” moments are when people do something online that leads to something they do in real life. If your business isn’t showing up in those searches, you’re probably losing traffic to competitors who are.
Why “I-Want-to-Go” Moments Are Critical For Brands
“I-Want-to-Go” moment isn’t just short interaction; they’re strong signals that can lead to real-world results quickly. People who look for a nearby service or store are usually on the go, ready to act, and looking for quick answers. This is where brands either show up or don’t.
That means that every time your business doesn’t show up in these searches, you’re giving your competitors money.
The Buying Intent Is Off the Charts
“Go” moments are full of opportunities for immediate action, unlike “Know” moments, when users are still doing research. People aren’t just curious; they’re saying, “Where can I go now?”
Someone who types “walk-in dentist open Saturday” into a search engine isn’t thinking about dental hygiene in general; they’re looking for a dentist they can see today. If you meet that need with the right presence and experience, you win.
Visibility = Foot Traffic = Sales
Your visibility during these “Go” moments has a direct effect on in-store visits, appointments, and sales, whether you own a single store or manage several branches. Brands that are easy to find, especially those with good reviews, accurate information, and sites that work well on mobile devices, often win over customers before anyone else does.
How To Win “I-Want-to-Go” Moments
Getting the “I-Want-to-Go” moment isn’t just about luck; it’s also about being ready and being there. To get your business to show up when people search for it with a local intent, you need to be easy to find, relevant, and accessible.
Putting these strategies together not only helps your SEO, but it also makes your business the clear choice when someone nearby is ready to buy.
Let’s look at it in terms of three main strategies:
A. Optimize For Local SEO
Local SEO is essential for enhancing “Go” moment visibility. This is how to do it right:
- Claim your profile on Google Business Profile and verify it
Check that your profile is claimed, correct, and full. Include your address, phone number, website, business hours, categories, and high-quality photos. - Use Location-Based Keywords
Add phrases that people might search for, like “plumber in New York,” “best yoga studio in Los Angeles,” or “emergency vet near Atlanta,” to the meta titles, headings, and content of your site. - NAP Consistency
Make sure that your Name, Address, and Phone number (NAP) are the same on your website, social media, and directories, like Yelp, Bing Places, and Apple Maps. Inconsistencies can make it harder for people to find you in search engines.
B. Make Sure Your Site Is Mobile-Optimized
Most “Go” moment searches happen on smartphones, so your mobile experience needs to be quick, easy to understand, and smooth.
- Fast Load Speed
You could lose conversions if you wait even one second. Test and improve with tools like PageSpeed Insights. - Click-to-Call and Tap-to-Directions
Make it easy for people on their phones to call or find you. Make phone numbers clickable and add a Google Maps link with directions. - Simple and Clean Navigation
Stay away from clutter. When people are on the go, they would rather not read long blog posts. They want quick answers, like hours, services, and location.
C. Use Reviews And Local Content
People have trust in other people. Social proof can help you win the “Go” moment.
- Get Happy Customers to Write Reviews
Politely ask for reviews by email, at the register, or with QR codes in your store. Answer them, whether they are good or bad, to show you care.
- Create Content That Is Relevant to Your Area.
Write blog posts or guides like “Top Things to Do Near [Your Location]” or “How to Find the Best Coffee in [City]” and include your business in the story in a subtle way. - Use Schema Markup
Add local business schema to your site so that search engines can better understand where you are, what you do, and how well you do it. This can help you show up more in rich results, like maps.
Real-World Example
This simple but focused local strategy helped a small business take over “I-Want-to-Go” moments in their area without spending a lot on ads or hiring a big marketing team.
Let’s look at a real-life example to see how a small business can do well during “Go” moments.
The Issue:
“FastFix,” a small phone repair shop in Miami, was having trouble keeping up with their store. They never knew how many people would walk in, and most of their customers came from word of mouth. Even though they offered fast service and fair prices, they didn’t show up in local searches like “iPhone screen repair near me.“
The Fix:
They chose to work on local SEO and making their site more visible on mobile devices.
- Claimed and improved their Google Business Profile.
- They put keywords like “Miami phone repair” on their site pages.
- They made sure that their website worked well on mobile devices and had a big “Call Now” button.
- Asked every satisfied customer to write a review on Google.
- To build trust, they posted pictures of repairs before and after.
- Made a blog post called “5 Signs Your Phone Needs Repair And Where to Go in Miami.”
The Outcome:
In just three months, FastFix went from being difficult to find in local results to being in the top three for searches for “phone repair Miami” and “near me.” They had 45% more foot traffic, and most of their new customers said they found them on Google.
Checklist: Are You Ready for “Go” Moments?
This quick self-test will help you figure out how ready your business is to show up when people search for it nearby.
SEO for Local
- Claimed and checked the profile of a Google Business
- Correct NAP (name, address, and phone number) on all platforms
- We use area-specific keywords in the site titles and content.
- The business is listed in local directories like Yelp and Bing Places.
Mobile Optimization
- The website loads quickly on mobile.
- The tap-to-call and tap-for-directions features are both working.
- It’s simple to use and understand mobile navigation.
- It’s simple to find the hours and contact information for the business.
Trust Signals and Content
- Good reviews on Google and other review sites
- Respond to customer reviews right away.
- Add pictures to the business profile, including images of the interior, exterior, staff, and other relevant aspects.
- Create blog posts or content focused on locations that nearby people are searching for.
Tip: Checking off 70–80% of these can make a big difference in how visible you are and help turn searchers into customers.
Turn Nearby Searches Into Real Sales
“I-Want-to-Go” moments are the times when digital intent and physical action come together. These things constantly happen, like when someone is hungry, lost, in a hurry, or just looking for the quickest answer.
You’re not just invisible if your business doesn’t show up when people search nearby. You’re also missing out on customers who are ready to buy and will convert.
The good news is you don’t need a lot of money to win “Go” moments. It’s about being seen, quick, and useful:
- Make sure your site is good for local SEO.
- Make sure your mobile experience is smooth.
- Get people to trust you by posting real reviews and useful information.
These actions cumulatively contribute to enhancing your business’s visibility during critical moments.
Next in our series, “I-Want-to-Do” micro moments, we’ll talk about how to be there for people when they need help getting things done.
