Abstract: A method and apparatus for using a key link to execute a reverse search, which relates to the technical field of Internet search engines. The method comprises: according to a received search request, triggering a search engine to perform a search, acquiring a search result, and establishing a reverse search entrance corresponding to the search result; generating a reverse search request aiming at a key link; obtaining a pre-set associated user corresponding to the key link; performing a reverse search again and obtaining an associated link of the associated user; and the user selects a required associated link to access, or performs the reverse search again.