A “know” query is an informational query, where the user is wanting
to learn about a particular subject.Know queries are closely linked to micro-moments.In September 2015, Google released a guide to micro-moments,
which are happening due to increased smartphone penetration and
internet accessibility.Micro-moments occur when a user needs to satisfy a specific
query there and then, and these often carry a time factor, such as
checking train times or stock prices.Because users can now access the internet wherever, whenever,
there is the expectation that brands and real-time information are
also accessible, wherever, whenever.Micro-moments are also evolving.Know queries can vary between simple questions [how old is tom
cruise] too much broader and complex queries that don’t always
have a simple answer.Know queries are almost always informational in intent.Know/Informational queries are neither commercial or transaction-
al in nature. While there may be an aspect of product research, the
user is not yet at the transactional stage.Know (Informational Queries)
HOW PEOPLE SEARCH: UNDERSTANDING USER INTENT