A method and an apparatus for pushing specific content for a predetermined webpage, and a website server. The method for pushing specific content for text content on a predetermined webpage comprises: subjecting text content on a predetermined webpage to emotional analysis; determining a matching degree between a result of the emotional analysis and an emotion expressed by specific content to be pushed; and responding to that the matching degree determined above satisfies a predetermined condition, combining a part of the text content with the specific content to be pushed, thereby forming content to be pushed specific for users. By using the technology of the present invention, user can be avoided from feeling disgust for content to be pushed and accuracy of push can be enhanced.