90% of it lies within the META tags and the actual content of the page.
If you have keywords in your META tags matching the searched query and your page content also matches the query your page has a great chance of showing up in the top 10 results.
Money, as far as Google goes, can only reserve the two first spots (has a blue-ish background above #1 result) and the side spots (right of results) that are basically like ads, and you pay per clicks.