Organic results appear on search engines for free. Where the results appear on the search results page is based on an algorithm that determines how relevant the results are to the terms being searched. You can increase your organic search ranking through a number of on and off-page SEO efforts. Paid results are results that a company or advertiser has paid to appear on the search engine results page. Paid results use a keyword bidding method to appear on the page and then pay for each click their ad receives. Paid results appear before organic results on the search engine results page.