The organic search results are those appearing due to their relevance to a keyword not because of other factors such as paid advertising. The ranking of these sites is the order in which they appear with the number one spot on search engines extremely valuable. In fact many studies indicate that the vast majority of traffic is captured by the first five slots in the organic search rankings. As a result any site looking to garner a significant amount of traffic in certain keyword areas will need to build a site of sufficient quality and authority to appear in the rankings accordingly.