Learning about SEO and PPC and How They Work in Tandem

google seo and ppc

Search engine optimisation (SEO) and pay-per-click (PPC) advertising are two of the most popular digital marketing techniques used by businesses to increase their online presence and visibility. SEO and PPC are often used in tandem to gain maximum benefit. By understanding how these two techniques work together, businesses can take advantage of their complementary strengths to maximise their online marketing efforts.

What Is SEO?

If you’re not familiar with search engine optimisation, or SEO, here’s a quick primer. Search engine optimisation (SEO) refers to the process of enhancing a website to achieve a higher organic search ranking for specific keywords and phrases.

If a business wants to rank higher in search results for the term “gardening tools,” it could, among other things, improve the quality of its product descriptions, modify its page titles and meta descriptions to include the term, make its site faster so that it loads more quickly, and build relationships with other websites that are also focused on gardening. Of course, you can boost your website’s search engine optimisation in many different ways besides those mentioned above.

What Is PPC?

Pay-per-click (PPC) advertising describes the sponsored results and sidebars on search engines like Yahoo!, Bing, and Google. It gets its name from the fact that the companies placing the adverts only fork over cash when one of their customers clicks on them.

Cost-per-click (CPC) advertising is a low-cost method of expanding a business’s client base. Bidding on particular words or phrases may be more or less expensive. Depending on how much competition there is for a certain keyword, the cost per click could range from pennies to hundreds.

How Do the Combined Efforts of SEO and PPC Improve Your Website?

  • SEO and PPC Increases Search Engine Presence

You may already be aware that increasing your website’s SEO improves your chances of appearing on the top page of search results for the keyword or keywords you’ve chosen. More so, if you buy PPC advertisements for that term and bid high enough, your ad will show up near the top of the page whenever someone searches for that phrase.

If you optimise your website and use pay-per-click (PPC) advertising to target people searching for that term, you will increase the likelihood that people will click on your ad.

  • PPC May Help You Recover Missed Search Engine Clicks

If your business is currently dominating the organic results page of a search engine for a given phrase, you might think it’s unnecessary to invest in a pay-per-click (PPC) ad for that keyword. What’s the point, after all, of having duplicate content?

One study conducted by Google’s internal research team discovered that when search ads for a term were paused, the organic ranks failed to restore around 89% of the traffic provided by these ads. It implies that even if your site is naturally ranked #1, suspending your PPC ads may have a negative effect on visitors.

Pay-per-click advertising allows you to recoup lost clicks and attention from search engine users. PPC can help you attract visitors from people looking for your products or services, even if you aren’t ranked #1 organically and for very little out-of-pocket investment.


SEO and PPC are two important digital marketing strategies which, when used in tandem, can provide a business with a powerful online presence. SEO works to improve the organic ranking of a website in search engine results pages, while PPC works to get instant results through paid advertisements. Both are important for a business to reach more customers, increase brand awareness and visibility, and generate leads and sales. When used together, they can maximise the reach of a business and help it to achieve its goals.

If you are looking for a reliable company that provides SEO services in Glasgow, look no further than our expertise here at Digital Marketing Scotland. We offer World Class SEO, PPC & Digital Marketing Consultancy To Grow Your Business. Call us today and let us help establish a great SEO and PPC strategy for your company’s online presence.

Why choose Digital Marketing Scotland?

Connect with us today to schedule your free consultation. Let Digital Marketing Scotland guide you to digital marketing success, leveraging our expertise to enhance your online presence and drive meaningful engagement.

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Wendy Harris
Creating a website is way more than making it pretty. My business is centred around conversations yet the language is hugely different when it comes to digital web design. DMS, particularly Sammie, was able to guide me through the process of combining two historic websites and combining them so the narrative is (the feedback is resounding) 'crystal clear'. Not only that but my website looks amazing and navigates well for any user. One lady told me she got so distracted she went down lots of rabbit holes she wasn't expecting. When you get attention like that, it's priceless. If you're reading this and have been unsure what to do with your website, get in touch with Sammie. You won't regret it. Above and beyond is definitely better than smoke and mirrors.
James McCormack
Neil and the team were fantastic from first introduction through to planning and building our new website. we were that impressed we have new tasked digital marketing scotland with our site management, SEO and have asked them to run our next online marketing campaign. Thanks a lot guys!!! very, very impressed James Ayrshire Trade Frames
Natalie's Decor & Design
We have been working with Colin and the team at Digital Marketing Scotland on a branding project for my business. Their knowledge and expertise is out of this world! I would not have been able to do what we are doing without them. Highly recommend Colin and the team for all your marketing needs!
Michelle Yamamoto
Colin is a true pro with a wealth of knowledge to share with his clients. In addition to SEO consulting, he also gave great advice on marketing my company as a business consultant would and I am so grateful for that. Highly recommended.
Alison Banks
Colin was really responsive and helpful and we are looking forward to working with him in the future to help us grow our business.
Elspeth Goldie
A website upgrade was completed very professionally! Our input was the starting point and along side the expertise of the team we were able to create the perfect finish. Samantha's videos really helped to explain how to view the changes and add comments. First class service - would highly recommend!
Gavin Brown
We approached Digital Marketing Scotland to assist us with a rebrand project. We had a reasonably good idea of what we needed and briefed Neil accordingly. What impressed me about their work was that it didn’t result in endless meetings and design tweaks. He immediately understood what we needed and delivered a compelling identity for our sister company that is strong enough to stand independently and consistent with our overall brand identity. We will use Digital Marketing Scotland again without question.
Jennifer Drummond
Colin delivered SEO training to myself and colleagues in June 2023. He pitched the training perfectly for the room who had a mix of knowledge and experience, and gave us some really practical tips to improve our performance. Would definitely recommend Colin and Digital Marketing Scotland and would be happy to commission for training again.
Stuart Murray
We've worked with Colin a few times now re our online furniture business, Retrovintage. Colin has provided consultancy and link building services. He's approachable, available, communicative and supportive and we've seen real concrete results from our link building project, in terms of considerably improved Google rankings and website visitors.
Langside Bed & Breakfast
Digital Marketing Scotland built us a new website as our previous one wasn't working as well as it should. Samantha and Colin were amazing to deal with and very patient all the way throughout the build. They helped us set up hosting and also set up a business email for us too. They have always been on hand to carry out changes and updates to the site. Highly recommend them to anyone looking to build or redevelop their website.