According to Google's own research, people in North America are increasing their mobile sessions by up to 20 percent. While the length of the sessions is falling, it still represents a new opportunity.

When people use their smartphones to find information, they want it immediately. They are not very patient when it comes to finding what they are looking for.

The need for immediate information is something Google calls micro-moments. Here's some more information on each type of micro-moment, and how you can use them to your advantage in growing your website's visibility on search engines. 

"I Want to Know"

The "I want to know" moment occurs when someone sees something on TV (or anywhere else) that interests them. They then turn to the internet (usually Google) to find more information on their phone.

This is an important moment for marketers. You have to be ready by providing entertaining and educational content. Ideally, you want this content to cover information in your industry.

However, avoid rehashing the same information. Providing readers with a unique take on a known subject will keep them engaged and interested in what you are doing. Now is not the time to try for a hard sell--you should instead nurture your lead and get them further down your engagement funnel.

"I Want to Go"

Many people search for information while on the go. This could mean searching for a product or service, store, restaurant, or someone else. "Near me" searches have almost doubled in the past year, and 50 percent of smartphone searchers will visit a business they discover within 24 hours.

Knowing this, try to provide as much information as you can, like your hours, directions to the store, reviews, and more on both your website and your Google My Business page.

"I Want to Do"

Searches for "how-to" videos are growing at an annual rate of about 70 percent. You can capitalize on people who are searching this way by using search data to figure out what potential customers are looking for and then use that information to publish educational content on YouTube.

"I Want to Buy"

Today, consumers use their phone as a personal shopping assistant by researching reviews and products before they make a purchase. Up to 82 percent of smartphone users will explore something while in the store, and up to 93 percent of consumers will buy something after they research a product on their phone.

Your mobile advertising game will have to be up to par when trying to make these micro-moments profitable. Using geo-tracking to provide coupons to mobile users in your local area is a great way to increase sales and consumer engagement.

When it comes to micro-moments and using them to your advantage, you have four opportunities to reach consumers. Be sure to keep the information here in mind to know what to do and how these moments can shape your user's experience. By recognizing these important searches and opportunities, you can provide more valuable information and reach more people.