Company X that wants to rank high for a keyword pays Company Y with a highly trusted website (in the above example, Apache) to place a link to their website wit

Company X that wants to rank high for a keyword pays Company Y with a highly trusted website (in the above example, Apache) to place a link to their website with a variation of the keyword as the anchor text. They pay for the link, Google's algorithm boosts their position in the search results for the targeted keyword.