Search engines will reward websites that contain relevant content related to a keyword search by ranking those websites higher in search results. A website will also want to use those targeted keywords in a way that will raise the page's visibility with various search engines.
Each search engine has its own network of search-related websites and partner sites where a company's ads can appear. For example, Google has its own network, and ads can be targeted to people performing active searches (search ads) or passive ones (display ads). Check out our latest infographic for ten SEM best practices.