Listings of website pages that rank on the search engines naturally. Determined by a search engine's algorithm, these are the pages that populate after a keyword or phrase is entered into the search query. The goal is to have your website pages populate on the first page and at the highest position possible.   

Paid advertisements found on search engine results, social media platforms, and websites. Depending on the platform used, a company can target specific keywords or demographics so that their ad can be displayed to a targeted audience.  With a proper bidding strategy in place, an ad can populate at the highest positions.