“Micro Moments”

How 70-Second Behavioral
“Micro Moments” Are Transforming
the Online-Business Landscape

According to Pew Research, 5 billion people around the world — from developing countries like Kenya and Indonesia, to established countries like the UK and South Korea — now own a mobile device.

This includes smartphones and other handheld devices — like tablets — that are constantly connected to the World Wide Web.

And, when most people were forced online as a result of the pandemic, it led to one of the largest behavior shifts we’ve ever seen.

And that is this:

Researchers have found that, on average, we check our mobile devices or smartphones 150 times per day!

But what these researchers have found goes even deeper…

It turns out every time we reach for that phone, we end up using it for an average of 70 seconds — just over a minute.

And, what happens during that time?

We’ll check email… respond to texts or other messages… listen to voicemails… scroll newsfeeds in apps like Facebook or Instagram… OR…

… we’ll go to Google and search for information.

This last part is known as a “micro moment.”

It’s that small window where a thought pops into your head — like wondering what the address is to that restaurant you love, where you can find a good vet for your fur baby, or to find the answer to a question you had…

… and then you immediately pull out your phone or go to your computer to google it and find what you need.

Now, you should know there are four categories of micro moments:

“I want to know” moments: Anytime you want to know how to do something, like “how to screenshot on a MacBook,” “how to dance salsa,” or “how to tie a tie”…

“I want to go” moments: This is when you want to know where something specific is nearby, such as “pet shops,” “car repair,” or even “Italian restaurants near me”…

“I want to do” moments: Anytime you want help to complete a task or are looking for something new to do, like “download Angry Birds,” “resume template,” or “lasagna recipes”…

“I want to buy” moments: Those times when you need help making a purchase decision. Things like “best running shoes,” “MacBook,” “cheap flights to Paris”…

I think we can all relate to these moments.

And, they’re becoming more and more commonplace around the world.

As Matt Lawson, Vice President of Ads Marketing at Google puts it:

Turning to our smartphones when we need something — a forgotten word, a better price, a movie time — has become a reflex. We want things right, and we want things right away.

He’s absolutely right.

Why Even Brand-New Writers Can Make GREAT Money Doing This

So what skills do you need to write for these micro moments?

What kind of writing is it, exactly?

Well, in the broadest sense, it’s writing content for the search engines.

This is formally known as Search Engine Optimization, or simply SEO.

And it’s been a long-misunderstood area of business (especially amongst writers).

Because the truth is, for most people, the term SEO conjures images of software code, complex calculations, and other technical gobbledygook.

It’s far from that.

The fact is, there are actually two “sides” to SEO.

The first is technical. But it’s nothing complicated and nothing you as a writer have to worry about learning “how” to do.

This has long been the domain of web developers, software engineers, and other “techies.”

The second “side” of SEO has everything to do with writing content.

Now in the past, for many companies, this meant creating content that was “stuffed” with keywords.

This is not what I’m talking about. And besides, that tactic doesn’t work.

Instead, this side to SEO is about writing good, in-depth, and engaging content that people actually WANT to read.

It’s not pushy or hype-y. It’s not “in your face.” Far from it.

Instead, it’s simply about writing “answers” to the questions people have.

It’s about providing them with EXACTLY what they’re looking for in their “I want to know,” “I want to go,” “I want to do,” and “I want to buy” moments.

Google has made it clear —

If you can provide relevant, useful content that meets a person’s needs during one of these four micro moments — you’ll land far above your competition in the search results.

Because these micro moments are now a real phenomenon. And it’s only going to keep growing.

Especially because of artificial intelligence (AI)…

Why AI Is Making SEO and Micro Moments Even MORE Important

With AI writing tools like ChatGPT bursting onto the scene in recent months, a lot of folks are wondering how it will affect SEO.

The answer: It’s only going to make SEO and micro moments even MORE important.

Here’s why:

Google values HIGH-QUALITY content… well-written content that both provides a lot of value AND answers one of the four micro moments (I want to know, I want to go, I want to buy, I want to do).

Tools like ChatGPT CAN’T write with empathy… give their personal experience using a product… leave a review for a restaurant it ate at… create an in-depth article on how someone overcame a health challenge and the specific steps taken to do so… and on and on and on.

Plus –

With more and more AI-generated content being published, there will be even more “noise” online… as websites try desperately to get Google to rank their content.

Only top-flight content that’s written by a HUMAN (even if that human is assisted by AI) and shares personal experiences, gives value, and is directly relevant to the reader’s micro moment will get ranked high.

So will AI make SEO obsolete? Not anytime soon.

If anything, it’s creating even MORE demand for highly-skilled writers who understand what Google and other search engines want.

This Is Important

I can’t stress enough what a high priority this is for AWAI.

So much so that I went on a quest to find who I thought was the world’s best expert at this stuff.

It took a while, but I found him.

He’s not cheap.

I hired him on the spot to train our ENTIRE IN-HOUSE MARKETING TEAM.

I made this significant investment because I want AWAI to be an “early adopter” of this revolutionized way of getting found by our ideal customers.

And I want to make sure we stay ahead. Especially as this trend ramps up and becomes as commonplace as email marketing is today.

I want YOU to stay ahead too..

So I figured — why not give you the same opportunity to get TRAINED by the same expert who trained our entire staff?

And that’s exactly what I want to do.

One of the Most Cutting-Edge
Copy Trainings We’ve Ever Created…

SEO has been around since the early days of the internet.

BUT —

Because of the micro moments battleground, things have changed significantly.

Instead of writing for the search engines like Google… it’s ALL about writing for the user.

The goal is to give a seamless and outstanding experience. And improve on that, day after day, week after week, month after month.

And frankly, I was floored with the strategies this expert we hired taught us.

So I asked him to develop a full-on training program (even more extensive than what he taught our in-house team) to train you in how to do this.

I want you to be able to go up to a client and let them know you can help them WIN the micro moments battle.

So he did just that.

I think this is by far one of the most cutting-edge and comprehensive training programs we’ve ever created.

But — before I tell you about it — I want to make sure you’re a good fit for it.

How to Know If This Is Right For YOU

This will be an intense, full-immersion experience.

For five weeks, you’re going to dive deep into how to write SEO copy that speaks directly to these micro moments.

You're going to learn the skills of writing content that provides an excellent user experience.

What’s more, you’ll learn how to present yourself and package your services to clients so you can quickly grow your income, while working less (more on this in a minute).

Bottom line: You’re getting everything you need to launch an exciting new writing career. One on the cutting-edge of what businesses want and NEED.

So I want you to be sure this is right for you.

First, if you’re brand-new to copywriting… or a newer writer with a little experience, this is a PERFECT fit.

Why?

Because you’re jumping right into what is one of the biggest writing opportunities we’ve seen — and is expected to keep growing.

This training will give you everything you need, soup to nuts.

If you’re already a working copywriter, I highly suggest this too.

That’s because your clients WILL want this. And more will simply be expecting you to understand this area of online marketing.

So if this is right for you — congratulations!

You’re about to join an elite group of writers who will be trained by this top expert.

He Literally “Wrote the Book”
on Digital Marketing

Meet Russ Henneberry.

He’s one of the sharpest, most experienced SEO and digital marketing experts around.

He’s the co-author of Digital Marketing for Dummies (of the now-famous “for Dummies” series). And he’s worked with major brands like DigitalMarketer, Crazy Egg, and Salesforce.com (a $10 billion+ a year company).

Also, Russ is THE GUY I hired to train our entire marketing team at AWAI.

He’s that good.

And though he’s modest and will never say it, he’s the smartest person I know when it comes to this stuff (and I know a LOT of the top experts in our industry!).

In fact, he’s so good, he’s created his own “proprietary” type of project that no one else offers. And the results it gives clients are off the charts!

He taught us how to do this… and now he’s going to teach you.

So when a client asks:

“Why aren’t we showing up in Google when I type in our products?”

You’ll confidently know why, and how to fix it.

So, let’s look at what you’ll learn in each of the comprehensive sessions…

 Week 1

SESSION ONE:
SEO Copywriting 101

You’ll kick things off by getting a comprehensive overview of SEO copywriting — where it’s been and where it is today.

You’ll discover who the big players are… why it’s such a HUGE, wide open opportunity… and much more.

Plus:

• Why SEO copywriting is one of the biggest opportunities for writers today…
• What Google is looking for in your content and why…
• What your clients want and expect of you…
• The surprising role ADVERTISERS play in all this and what it means for you…
• Why SEO is really about creating ASSETS your clients can use…
• How to think about SEO and set yourself and your clients up for long-term success…
• And much more.

By the time you’re done with this session, you’ll have a great overview of what SEO is… what it takes to get “found” during the four critical micro moments… and what your clients want and need from you (so you can charge premium fees).

SESSION TWO:
How Google Works

If you’re going to become an SEO Copywriting Specialist, it only makes sense that you fully understand how Google works and “thinks” when it comes to deciding whether or not to rank a website on the first page of results.

So in this session, you’re going to get into the “nitty-gritty” of how Google works, what it wants, and why.

You’ll discover:

• What the “ranking factors” Google looks at are… and what they mean for you as a writer…
• The “technical side” of SEO and why it’s actually very simple to understand…
• Why you must know about “on-page” vs. “off-page” SEO… and what to focus on for every single one of your clients…
• The best practices for working with “in-house” developers so they understand what you’re trying to accomplish…
• What “position zero” ranking is (and how to get it)…
• And much more.

 Week 2

SESSION THREE:
The Fundamental Building Block
of SEO Copywriting

This week you’re going to learn about the most fundamental “building block” of all SEO copywriting: keyword research and understanding the “customer.”

And in this session, you’re going to discover:

• How to find the right keywords and keyword phrases…
• What to do if a client says they “already” have a list of keywords…
• How to use AI tools like ChatGPT to do your keyword research in half the time…
• The #1 thing to keep in mind when doing your keyword research to ensure your client gets a return on their time and investment…
• How to have “X-ray” vision and KNOW what answers people are wanting to find…
• The one website that practically nobody knows about — yet can make you look like a keyword research genius in mere minutes…
• The MOST CRITICAL six-letter word in all of Search Engine Optimization…
• Russ’s “CVI” formula and how you can use it to show your knowledge and value to clients…
• The secret of “post-purchase” SEO and why practically no one is doing it — despite being a super-easy way to keep clients for life…
• And much more.

SESSION FOUR:
Writing Great Copy for Search Engines
(and Humans!)

In this session, you’ll dive into the “tactical” side of writing SEO copy.

You’ll discover why user experience is the thing you need to be optimizing for… how smart Google is now at figuring this out (with their “RankBrain” artificial intelligence)… and how to make sure your content is top-notch and exactly what people want.

You’ll also discover what your primary job is as an on-page SEO copywriter (hint: it’s not what you think)… along with the best practices that are working TODAY.

Not stuff that worked 10 years ago or even just two years ago.

You’ll Feel Confident, Empowered,
and Ready to Talk to Any Client
— Large or Small

After these first two weeks alone, you’ll have what it takes to do keyword research like a pro.

You’ll have a complete and thorough understanding of the SEO industry as a whole. And you’ll know what it really takes to get your clients “found” during the four critical micro moments.

And if that’s all you got out of this training, you’d be on track to become a well-paid SEO copywriter.

However, Russ is also going to show you in each of these sessions how to COMMUNICATE your value to your prospective clients.

“Russ and Heather: When I signed up for this training course, I had no idea how beneficial it would be for me. As a direct result of the training, I now have confidence in my SEO skills. The course has also given me a sense of confidence about my writing and about how to choose topics that are significant to readers. I can't even begin to tell you how much this training has meant to me.”

— Jean Greene

You’ll know how to talk to them in a way that “makes sense” to them.

You’ll show them how all this keyword research translates into real results, sales, and profits for them.

Can you imagine how knowing this makes it so much easier to land clients?

And how much easier it makes it for your client to say “yes” to higher, more premium fees?

I hope so.

And… Russ has lots more in store for you!

Take a look…

 Week 3

SESSION FIVE:
Optimizing Core Web Pages

Now that you have a solid foundation in place, it’s time to put everything into practice and see how it’s done.

In this session, you’ll discover the first kind of project you can offer your client — writing a website’s “core” web pages.

You’ll learn how to craft an excellent

• Homepage
• Product/Services Page
• About Page
• Contact Page

This is the “bare bones” kind of stuff EVERY company with a website absolutely NEEDS.

And Russ is going to show you how to offer this service in a “productized” manner, so you don’t have to reinvent the wheel each time you work with a new client.

You’ll discover how to have a proper system in place that lets you knock out this kind of project quickly and easily.

What’s more, this kind of project can command fees of up to $1,000 per page (sometimes more as you get more experienced).

Which means offering all four pages to a client equals a $4,000 payday.

Not bad for a few short “blurbs” of copy, right?

What’s more, in certain cases, some companies have a LOT of pages that need to be re-written and optimized to deliver a great user experience AND fulfill on the four different kinds of micro moments their visitors might experience.

So in certain cases, you can even get paid on a monthly retainer to write these kinds of pages.

Plus, Russ will cover how to approach prospective clients and explain to them why these core pages are so important to their long-term success.

SESSION SIX:
Show & Tell

Next, it’s time to see the practical application of what you learned SO FAR.

Here’s how it works:

At the end of Session FIVE, you’ll receive example web pages to review. These pages have a lot of areas they can improve in (they could use a LOT of “Google love”).

Your mission? Identify where these sites are missing opportunities to get “found” and rank highly in the search results.

Then, in this session (Session SIX), Russ will walk you through all the pages and show you exactly where each can be improved using the strategies he’s given you so far. He’ll explain why each answer is the correct one, and show you many more examples of core web pages… and the specific “step-by-step” on how to improve each one.

This is a powerful way to learn and really “install” good SEO copywriting habits in your system.

By the time you’re done, you’ll be able to just “glance” at a core web page and instantly know what’s missing to make it SEO AND user-friendly.

 Week 4

SESSION SEVEN:
"Now with More" and Serial Articles

In this session, Russ will show you how to write the next two kinds of projects you can offer clients.

You see, one of the things Google looks for is to see whether or not a page has been “abandoned.” These are pages that have stayed the exactly the same… sometimes for YEARS without a single update.

Russ calls these pages “dead timber” out there on the internet.

But here’s the thing…

While these pages may be “dead timber” to Google — for you they represent a HUGE opportunity. One where you can help a client “revive” these web pages and get them ranking again… and land some hefty fees for doing so!

He’ll show you how both these projects work… why they work… why they’re easy to “implement”…

PLUS —

He’ll show you exactly how to approach your clients and explain to them how close they are to getting massive amounts of free web traffic (aka potential customers) if they only made a few tweaks.

Russ will show you exactly what these “tweaks” are.

One of these “productized” projects is called “Now with More” and it’s a very simple way to revive a stagnant page.

The other method he calls “Serial Articles,” and it’s an ingenious way to rank in Google and get found during micro moments.

Using these two simple techniques, Russ has seen pages that were buried on page 2 of the search results jump to Rank #3 and even Rank #1!

And the best part is? This is yet ANOTHER kind of project that has the opportunity for retainer fees, because of the nature of each strategy.

SESSION EIGHT:
Show & Tell

Just like the last Show & Tell, you’ll receive examples of the “Now with More” project and “Serial Articles” project.

You’ll be tasked with seeing where companies got it wrong… where they got it right.

And then, in this training, Russ will walk you step-by-step through each one… show you what’s right… what’s wrong… and why.

You’ll also see why these are so simple and a PERFECT set of projects — especially for newer writers!

 Week 5

SESSION NINE:
The SEO Magnet

This is Russ’s “pièce de résistance.”

It’s the one project you can —

1. Get paid the MOST for (Russ has been paid $10,000 just to teach a company how to do it… without having to write it himself).
2. Get your client the biggest long-term results and greatest return on their investment of time and money.

Now, just so you know…

This isn’t a project you can read about somewhere online and figure out how to do.

This project is proprietary to Russ. He pioneered The SEO Magnet and has helped numerous companies achieve amazing results with it.

And now, in this session, you’ll learn what it is… how to write one… and how to present this project to clients (so you can get paid premium fees for it).

SEO Magnets are so effective… THIS is the project you’ll try your hand at. (And if I like what I see, we’ll send you a check for $5,000 on the spot. More details in a bit.)

SESSION TEN:
How to Land SEO Clients

In this powerful session, you’ll tie everything you’ve learned so far together.

You’ll discover how to land SEO clients, by presenting any one of the four projects to them.

You’ll know exactly how to approach prospective clients… how to explain each project (along with the massive value each offers)… and even how to present everything in a way that allows you to charge a premium fee.

And, Russ will cover what he’d do if HE were just starting out as a new writer — along with the project he’d pick as his offering to cash his first client check as quickly as possible.

Getting access to this kind of information is priceless. And once you see how really simple it is, I think you’ll be shocked.

BONUS Pre-Training Session:
How to Be the Architect of Your Business to Maximize Success and Revenue

I want you making money as quickly as possible…

Which means arming you with confidence and a game plan for the business-side (or money-making side) of your new skill set.

So before your Certification training even starts, you’ll have access to a powerful training session that was held by Russ and successful freelancer Heather Robson (who will also be your teaching assistant for this mentorship). During this training session, you can listen in as they candidly discussed exactly what you need to do to build a thriving, successful business as an SEO copywriter.

You’ll learn how they got started… how they got clients… what they do now that’s really working… how they grew their business… and much more.

Make sure to come with an open mind and prepared to take plenty of notes… This will set you up for reaching success faster once you’re certified.

Next, you’ll also get bonus access to a session that is a complete game changer for increasing the amount of money you can make…

BONUS Money-Making Session:
How to Productize Your Business

Russ has already gone to great lengths to help you productize your business, as I’ve described so far…

And he knows it works because this is what he does in his OWN business!

But he wants to make sure you really “get” this key piece of the puzzle. So as soon as you enroll in this Certification, you'll find an all-important bonus training session on your Member Page on exactly how to do that — how to productize your business.

This is the KEY piece that helps you build a “sellable” business from the very start.

Russ went down the path of being a “boutique” freelancer early on in his career, and he quickly realized how much better it is to productize everything you do (instead of starting from scratch with every new project you get!).

Because once you’ve productized your services, you can teach someone else the process for each service… so you can work less and make more.

It’s how you build a business that can run without you eventually… and that you can someday sell, if you want.

That’s why this bonus training is so critical, because it will give you everything you need so you don’t have to reinvent the wheel with every project. Just learn the skills. Then how they apply to each of the four projects. Then do what Russ says to land clients.

Rinse and repeat… and quickly see your income grow and experience the freedom and flexibility this business can give you!

You’ll Have a Direct “Lifeline”

Everything you get through this immersive, five-week SEO Copywriting Mastery & Certification program is designed to get you up and running as quickly as possible.

And to that end, you’ll also have DIRECT access to Russ, via the private, AWAI SEO Copywriting Mastery & Certification Facebook group.

This is your community where you can learn, ask questions, meet other writers on the same journey, and share your successes.

It’s also the place for you to come to when you need a “lifeline.”

Need help with a particular aspect of the process? Ask away, and Russ — along with other community members — will be there to give you the answers you need.

Leapfrog Your Way to the Top Ranks of Highly Paid SEO Copywriters

Through AWAI’s SEO Copywriting Mastery & Certification program, Russ is giving you everything you need to quickly graduate to the top ranks of the SEO copywriting world.

You’ll know how to write so companies get “found” during the four, all-important micro moments…

You’ll know how to package and present your skills in a way that makes sense to clients and showcases your value…

You’ll have an idea of how much to charge, and exactly how to complete each “productized” project…

You’ll know how and more importantly — WHERE — to find clients who would benefit MOST from your SEO copywriting skills…

And you’ll have the opportunity to get AWAI Verified™ in this lucrative and in-demand skill.

Best of all, it doesn’t matter if you’ve got experience under your belt as a freelance writer or you’re starting from scratch.

Russ is giving you everything you need to succeed as an SEO Copywriting Specialist.

With the knowledge, strategies, techniques, and skills you’ll learn throughout these five weeks, you’ll have the tools required for building a lucrative business for yourself.

Where you call your own shots. Where you work as much (or as little!) as you want.

And where clients have a deep respect for what you can do for them… along with the fulfillment that you’re helping ensure their long-term success.

In addition to all this, you also get a DIRECT lifeline to Russ via the online private members group.

This is your place to ask questions, move past any sticking points, and have a supportive community that will cheer you on to success.

In a minute, I’ll tell you how you can secure one of the few spots in this historic training experience.

But first, I want to tell you about one more perk you’ll have access to as soon as you decide to join Russ in this one-of-a-kind journey…

How to Land $5,000
at the End of Your Training

If you choose, you’ll have the opportunity to work on an SEO Magnet for your last assignment with Russ (Project #4).

Take up to 30 days from the end of your training to get it done and submitted.

Our review team will go over it, and if we like what we see, we’ll be sending you a check for $5,000.

And no matter what, we’ll give you feedback on what we liked and what we think could be improved. This way, you can “tweak” it and then use it as a professional, completed sample to show prospective clients.

"This class has been incredible! Thank you! There's been a tremendous amount of detail, actionable homework, and dedication to our questions. I know it's not quite over yet, but just wanted to say thank you!"

— Ralph McGinnis

To say that these five weeks will be worth a small fortune would be an understatement.

Just think — you’ll have the tools at your disposal to create a six-figure career for yourself.

How much is that worth in year one? Year two? How much is it worth over the next 10 years?

More importantly, what is it worth to you to have the ability to design your life exactly how you want it?

That’s what mastering the skill of SEO copywriting can do for you.

By helping companies win the micro moments battle, you’ll put yourself in a very financially advantageous position.

So it’s not unreasonable to say that an investment of $5,000 to be a part of this intense training with Russ would be more than fair.

Remember, you get

• Five weeks of training where you’ll meet twice a week with Russ on Mondays and Thursdays at 12 p.m. ET starting May 15 and learn this valuable and in-demand skill…
• DIRECT access to Russ via the private, members-only Facebook group…
• A chance to have AWAI send you a $5,000 check when you work on the SEO Magnet Assignment…
• The opportunity to be certified as an AWAI Verified™ SEO Copywriting Specialist as soon as you pass your certification test and assignment.

You get an insane amount of value here.

I had to pay tens of thousands of dollars to get Russ to train our in-house team.

In fact, investing $5,000 would be a fraction of what I paid.

But you won’t pay that much…

Remember, I want you to master the micro moments phenomenon.

I want you to be ready when a client asks if you can help them “show up” when someone types in their product name or brand.

I also believe that every writer — regardless of skill level — needs to learn how to do this. Period.

That’s why you won’t pay $5,000 for this…

If you secure your spot through this exclusive invitation…

Your investment is just $2,500.

Can’t Pay in Full?
$500 Today Secures Your Spot INSTANTLY…
With ZERO Risk to You!

Micro moments are the future. And I want you prepared for it!

Which is why if you can’t pay the full $2,500 to be a part of this mentorship with Russ…

… no worries.

You can pay over time and lock in your spot right now for just $500.

There’s no extra fees, no contracts, or anything like that.

We’ll simply split up your payment over four months, starting with your first payment today.

That secures your spot… makes sure you can be on hand for Session 1 with Russ… and “get up to speed” on micro moments, so you can start earning those premium fees.

Click here to secure your spot.

As soon as you secure your spot, you’ll ALSO get immediate access to a few more “extras” that will help you on your journey to becoming a successful SEO Copywriting Specialist.

Take a look…