It remains a critical,puzzling issue in e-commerce research that whether and how brand’s display order in search engine results pages (SERPs) influences consumers’ evaluation from competitors in cyberspace.By referencing relevant literature from internet marketing,e-commerce and cognitive psychology,this study researches the positive effects of key contextual factors which is beneficial for creating brand evaluation online via SERPs.The authors establish two experiments to prove predictions about how search engine result rankings might affect Internet users’ evaluation of an unknown brand by considering three key variables: (1) Internet users’ contextual priming effect resulting from search engine result rankings,(2) Internet search skills of users,and (3) brand’s product involvement.This research has theoretical and practical meanings to understand the effects of search engine optimization techniques.