The purpose of a Search Moment Framework is to identify opportunities to engage and serve customers in moments of need through search marketing. This Framework is based on the Micro-Moments concept developed by Google. This concept identified four moments of need when a customer turns to search – and more specifically, mobile search – to address. The opportunity for marketers is to explore how these moments relate to your own customers and businesses as the basis for new search initiatives. These search initiatives can include both executing paid search advertising (SEM) and creating search engine optimized content (SEO) to target relevant search queries. The goal is to increase the share of search that your brand captures.