my lot and making money

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Something I was wondering if anyone knows, one thing I have come across in my search to earn money online is how sites will pay you to write articles if they will bring in customers to their sites. In order to do this you have to write an article that includes certain key words that will be pick up when spyders search the internet. Is this another way in which my lot makes money in order to pay us? I know having members click on google ads brings them money but having the option to submit key words brings me to think this is another way in which they make money and if so how do they get paid for such? Does anyone know more about this? I have signed up for several sites in which to write articles and get paid which is what brought me to realize this is mostly likely what my lot is doing also.