Natural search results refer to the websites returned by a search engine based on the search criteria entered. Natural results are based on the search engine's internal algorythms that have been used to rank content.

Natural results are not (and should not be) influenced by commercial relationships between the websites returned and the search engine.

Paid results are normally highlighed to visitors as sponsored links. These results are sponsored by the websites shown and are not necessarily the best match for your search criteria. Paid results are a highly effective method of obtaining immediate web traffic, especially when you are sure that this traffic will translate to sales. This translation to sales is known as the CONVERSION RATE.