Disclosed are a service providing apparatus and a service providing method for providing a search path in order to support a related search word having a related search word having the highest relevancy to be easily selected and used for marketing up to reaching a requested search word of a user by providing a search path which enables relationships between other search words related to a search word requested by a user, and the search word to be determined as a distance. According to the present disclosure, there is an effect of supporting a related search word having the highest relevancy with the request search word of the user and having high advertising efficiency among search words positioned on a path for reaching the request search word of the user to be easily selected and used for marketing.