This is SEO 101.
There are two types of results that appear on a search page--PAID search results and organic search results.
Do any random search of a popular keyword (like "Music") on a popular search engine.
Paid search results are the ones at the top and the side of the screen. The companies that appear there are paying a lot of money to the search engine to be there.
Adjacent to and beneath those results are the organic search results. Those pages arrived there due to search engine optimization, or SEO on behalf of the owners of those sites.
Internet users are more likely to click on organic search results than paid search results, thus making organic search results the most effective customer acquisition tool online.
Who you do SEO on a website, the goal is to get on the first page (or better yet, the top) of those organic search rankings.
Do a search for "search-engine-optimization-starter-guide" in G0ogle for an e-book that will tell you more about this.