Search engine has become one of the indispensable Internet tools in people's life and work, and has deeply influenced people's life style and concept in various ways. As an important part of online marketing, search engine marketing has been widely used in recent years. This paper reviews the development history of search engine marketing, points out the current situation and problems of search engine marketing, and puts forward some countermeasures, finally, on the basis of the existing research, the future development trend of search engine marketing is predicted.