Is Visibility in Google searches grounded in payment?

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My brother's startup -

Will their page show up in regular Google searches without payment?
What is that predicated upon?
What helps in regular Google searches?

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Most Valuable Expert 2014
The first thing to get listed in Google is submitting a site map so that Google knows about your pages.  Sign up for Google Webmaster Tools although I think they have changed the name of that service recently.  It's free.  Probably the biggest thing that helps is uniqueness.  If your web site is the only one then you'll show up on the first page.  If it is one of 1000, then it depends on your content and location (what city you're in and people are searching for).  Back links from other sites still help but a new site isn't going to have any.
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