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