You probably Googled a question out of the blue today. For example:
- “What does it mean to make good content?”
- “Why is my reach on Instagram going down?”
- “How does Google rank blog posts?”
These aren’t searches for things to buy. You would rather not buy anything right now. You just want to know what to do.
This is what Google calls an “I-Want-to-Know” moment.
People expect quick, accurate, and useful information at their fingertips. These little moments happen dozens of times a day and can change how a person thinks about a brand before they even think about becoming a customer or visiting your website again.
Marketers can’t ignore these moments anymore; they need to know what they are. If your brand can be helpful, show up, and earn trust in these early moments of curiosity, you’re laying the groundwork for loyalty and future sales.
In this beginner’s guide, we’ll explain what the “Know” moment is, why it’s important in the customer journey, and how you can make sure your content is seen at the right time.
What Is The “I-Want-to-Know” Moment?
When someone wants to know something, they turn to their device, usually their phone, to search for information. They don’t have to buy anything. It can happen at any time and in any place, like during a coffee break, on the train, or while watching TV.
People are searching for information, and they want answers that are quick, relevant, and trustworthy. They may not be ready to buy yet, but they are making plans for the future.
The brand that gives the best answer first is often the one that sticks in the user’s mind, and they may go back to it when they’re ready to act.
Common “I-Want-to-Know” Searches
Here are some more examples of searches:
- “What is influencer marketing?”
- “How does automated email work?”
- “Why are fewer people visiting my website?”
- “Most popular social media marketing trends in 2025”
Did you see something? These are not “buy now” questions. But they give businesses a wonderful chance to:
- Show off your skills and build trust.
- Get people’s attention early on.
What Makes It Different From Other Micro-Moments
To better understand its unique place in the journey, let’s quickly compare it to the other three main micro-moments:
| Micro-Moment | User Intent | Example |
| I-Want-to-Know | Curious / Learning | “What is programmatic advertising?” |
| I-Want-to-Go | Location-based search | “Dentist near me” |
| I-Want-to-Do | How-to / Action-based | “How to create a newsletter in Mailchimp” |
| I-Want-to-Buy | Ready to purchase | “Best CRM software for small business” |
The “I-Want-to-Know” moment is when you can start the conversation, not when you can close the deal. But don’t get it wrong: it’s the first and probably most important touchpoint in the journey of a modern digital buyer.
Why The “I-Want-to-Know” Moment Is Important In Your Funnel
At first, “I-Want-to-Know” moments may not seem like the best ones to make money from. The user isn’t ready to buy, so why spend time and money showing up here?
This is where trust starts.
People switch between platforms, tabs, and types of content. Google says that more than 90% of smartphone users don’t know for sure what brand they want to buy from when they start looking. This means that the first brand to give them a useful answer is often the first one they trust.
Top-of-Funnel, Long-Term Value
The “I-Want-to-Know” moment is like the top of your marketing funnel, where you get people to trust you and learn more about you. It doesn’t always lead to an immediate conversion, but it is essential for:
- Making your brand look like a helpful authority
- Using long-tail keywords to get organic traffic
- Encouraging users to move deeper into the funnel
Real Effect: An Example
Let’s say someone types in “how to boost local SEO for restaurants.” on Google.
At the top of the search result is a helpful article from a digital agency that goes into excellent detail about the question. That same user will remember the agency when they search for “best local SEO agency for restaurants” days or weeks later.
Being there early gives your brand a chance to win, even before your competitors do.
How To Win The “I Want to Know” Moment
To make your brand stand out during a “I-Want-to-Know” moment, you need to do more than just answer the question. You need to be the best answer. This means making content that is not only useful, but also well-organized, reliable, and in line with how people search.
It’s not about making a sale; it’s about adding value to this moment.
Here are some tips on how to win this moment, both in the eyes of your audience and Google’s algorithm:
1. Target Long-Tail Informational Keywords
These times are all about intent, and that intent is almost always to get information.
Instead of using general keywords like “email marketing,” try using more specific, question-based phrases like:
- “How does email marketing work for small businesses?”
- “What’s the difference between email automation and drip campaigns?” and
- “Is email marketing still effective in 2025?”
Google’s People Also Ask, AnswerThePublic, and Semrush’s Keyword Magic Tool are some of the tools you can use to find these chances.
2. Organize Your Content So People Can Find Answers Quickly
Use the following to help both users and search engines:
- H2 and H3 subheadings that are easy to read
- Lists with numbers and bullet points
- A short summary or answer box at the top of the page
- Pictures, infographics, or videos that help you see things
This not only makes the user experience better, but it also makes it more likely that your site will show up in Google’s featured snippets.
3. Show EEAT (Expertise, Experience, Authoritativeness, Trustworthiness)
Google wants to show content from people who know what they’re talking about. Tell them why you’re that person. Build trust by:
- Writing with clear expertise. Don’t just copy and paste what other people have written; add new ideas or examples.
- Adding author bios that include credentials.
- Using reliable sources and statistics.
- Using websites that are safe, load quickly, and work well on mobile devices.
- Keeping your content up-to-date, especially in niches that change quickly.
4. Use a Mix of Content Types
People learn things in different ways. Changing one good article into different formats can get more people to read it, share it, and spend more time on it. Think about offering:
- Blog posts with easy-to-read content.
- Short videos that explain things.
- Visuals of data or infographics.
- Guides or templates that you can download
5. Match Content with Intent, Not Just Keywords
Don’t try to sell something in a post that is meant to be informational. Instead:
- Make sure you fully answer the main question.
- Give a logical next step, like “Download our free checklist” or “Read our guide on…”
- Use subtle CTAs that lead instead of push.
Examples from Brands Doing It Right
Let’s look at how some brands get the “I-Want-to-Know” moment right by giving people great information. These businesses always show up when people are looking for helpful answers, and they do it in a way that builds trust, authority, and long-term brand value.
1. HubSpot is the Best Place to Go for Marketing Questions
If you’ve ever searched for something about digital marketing on Google, a HubSpot blog post probably came up on the first page. Why?
- They go after specific, high-intent searches like “what is inbound marketing” or “how to write a buyer persona.”
- There are clear headings, bulleted takeaways, internal links, and pictures in the posts.
- Each piece is written by an expert in the field and is optimized for featured snippets.
Takeaway: HubSpot wins by being very helpful and very good at SEO.
2. Ahrefs: SEO Education That Works
Ahrefs doesn’t just sell SEO tools; they also teach it with detailed guides and examples from real life that show how to get to the top of search results.
- Articles like “What is SEO?” and “How to Do Keyword Research” are for people who are new to the topic but are written by experts.
- Their blog and YouTube channel help people learn at every stage of the process.
- They support everything with facts, experience, and pictures.
Takeaway: They don’t just answer questions; they explain why and how, which gives them a lot of authority.
3. Canva: Making Design Easy to Use
Canva is known for its easy-to-use design tools, but it also has a content hub full of design tutorials for beginners.
- Articles like “What is visual hierarchy?” and “How to choose a color palette” can be found in their Design School.
- The content is visual, clear, and not salesy, which is great for the awareness stage.
- When you watch tutorials, you often end up using Canva’s tools on your own.
Takeaway: Canva gets “I-Want-to-Know” traffic by making design ideas easier to understand and giving people useful next steps.
Mistakes to Avoid in the “I-Want-to-Know” Moment
Not all content that aims for the “I-Want-to-Know” moment works, and in many cases, it’s because brands don’t understand what the searcher is looking for.
If you avoid these mistakes, your brand won’t just show up in “Know” searches; it will also get attention and trust when it does.
If you want to really capture this early-stage curiosity, stay away from these common mistakes:
1. Selling Too Soon
This is the most common mistake: making an informational post into a thinly veiled sales pitch.
What to do instead:
Put information first. Give users the information they need, and then only if it’s appropriate, gently push them toward more in-depth content or tools.
2. Writing Thin or Generic Content
You probably won’t rank or gain trust if your article is only 400 words long and doesn’t explain things clearly.
What to do instead:
Look beyond the surface. Use examples, pictures, data, and new ideas to add real value. Always ask yourself, “Did I really answer the question better than anyone else?”
3. Ignoring Search Intent
Targeting a keyword without knowing why someone is looking for it can backfire. People who want definitions don’t want a page about a product. People who ask “how” don’t want extra information.
What you should do instead:
Make sure the type and structure of your content match what the user really wants. Give them a clear, organized explanation if they want to learn. No switching of bait.
4. Fail to Build Credibility
Anyone can write an article. But users (and search engines) won’t trust it if there aren’t any reliable signals to back it up.
What to do instead:
Include author bios that list their credentials or experience.
- Include sources that are relevant.
- Put new information in place of old ones.
- Don’t be too pushy; keep the tone helpful.
How To Make The Most Of “I-Want-to-Know” Moments: A Checklist
Want to make sure your content appears and stands out when people are looking for information? Every time you make top-of-funnel, informational content, use this list as your guide:
🔍 Keyword & Intent
- ✅ Target long-tail informational keywords
- ✅ Confirm the search intent is truly educational
- ✅ Use tools like Google’s “People Also Ask” to uncover common questions
🏗️ Content Structure
- ✅ Use clear H2s/H3s for easy scanning
- ✅ Include a summary answer near the top (great for snippets)
- ✅ Break down content into short paragraphs, bullets, and visuals
🧠 EEAT Signals
- ✅ Article written or reviewed by someone with demonstrable expertise
- ✅ Add an author bio and update date
- ✅ Cite reputable sources (data, studies, industry leaders)
📱 User Experience
- ✅ Ensure content is mobile-friendly
- ✅ Include visual aids (images, screenshots, or infographics)
- ✅ Avoid intrusive pop-ups or sales pitches
🎯 Value & Action
- ✅ Fully answer the user’s question
- ✅ Link to related articles or deeper guides
- ✅ Include a soft CTA (e.g., “Download our full guide”)
This checklist not only helps your SEO, but it also makes you more trustworthy with every visit. As time goes on, people trust your brand and come back to it, even when they are ready to buy.
Be There When Someone Is Curious
The “I-Want-to-Know” moment may not lead to a sale right away, but it’s where trust, authority, and future intent start.
When your brand shows up when people are just looking for answers, it gets something much more valuable than a click: trust. And in the end, credibility pays off.
Brands that win these moments don’t just make content; they also build trust. They know what their audience wants and give it to them clearly, honestly, and with real value.
Don’t just wait for buyers; be there for learners.
In the next article in this series, we’ll talk about the “I-Want-to-Go” micro-moment, which is all about local search and taking action right away. You’ll learn how to make your business more visible in your area and be there when people are ready to move on.
