Searching for particular information is a vital aspect of the Internet and is carried out daily by millions of users. More than half of all visitors to a website arrive there from a search engine, rather than actually typing the site's URL (Introna and Nissenbaum 2000; Teland et al. 2004). As search increases, so does the importance of effective search engines. It is essential that search engines serve as critical links between companies using the Internet to create awareness, brand perception, positive images, and to reach their customers (Wu et al. 2005). Because so much importance is placed on the effectiveness of search engines, much importance is also placed on the number of clicks generated, a performance measurement tool (Kitts and LeBlanc 2004). There are many unanswered questions about how and why search engine results contribute to companies' online promotions in the context of e-commerce (O'Connell 2007). Two types of marketing activities can be conducted via search engines. In search engine advertising, companies must pay to have their links displayed on websites in the “sponsored section” of the search engine results page. Furthermore, in search engine optimization, companies strive to push the ranking of their websites higher in organic search results through numerous techniques or by hiring outside consultants to develop unique techniques that will cause search engines to index the their sites in higher positions (Delaney 2006). . Search engine results offer Internet users a natural way to gather information about brands, allowing web designers to recognize that search results may have brand implications (Wasserman 2006). It is believed that even if Internet users who search the Web via a search in ...... middle of paper ......s. Analytics are tools that analyze and compare customer activity to make business decisions and increase sales. Analytics tools can report the number of conversions, the keywords that drove conversions, the sites that sent converting traffic, or numerous other explanations for the conversions (Ramos and Cota 2009). The analytics allow researchers to determine how visitors arrived at the site, where they went within the site, and other useful information. Analytics uses data to make actionable business decisions. By seeing what visitors do on their website, companies can manage visitor experience and create brand awareness for their products and/or services (Ramos and Cota 2009). Using KPIs and analytics, companies that use online websites to promote their business can increase brand awareness and develop brand positioning for their products and/or services.