How to Calculate SEO ROI (With Formulas)

SEO ROI is a measurement of the return on investment, considering time and money invested into marketing. The formula can be used to calculate an estimate if you do not have access to data or know exactly what your targets are.

The “seo roi calculator” is a tool that helps you calculate the return on investment (ROI) of your SEO strategy. It’s very useful to determine how much money you’ve made off of your campaign, and how much more you can make in the future.

You must show the ROI (return on investment) from your SEO efforts, just like you do with any other marketing channel. Any marketing plan that is being funded, whether domestically or via an outsourced team, should be able to show its worth. However, all too frequently, SEO monitoring is limited to measuring key performance indicators (KPIs) like as traffic and ranking positions. 

It is, nevertheless, feasible to calculate the ROI of your SEO effort. We’ll walk you through how to accomplish it in this tutorial, as well as explain why it’s important and how to deal with the issues that come with it.

We’ll look at the following in particular:

Organic search accounts for 53% of all traffic for the typical company. 

For this reason, it’s critical that you have a thorough understanding of the channel’s true financial worth to your company.

While typical SEO KPIs (as well as sales and conversions) are important to track (in fact, they’re required to indicate progress), providing a great ROI is the ultimate metric of success.

It’s hard to evaluate which channels in your marketing plan are working best and which should be scaled up if you don’t know precisely how much money is returned for every dollar you put in your approach. These are the figures that your board will be looking at. After all, individuals at the top want to know how much money their investment in your plan is yielding in terms of bank deposits. When you can show a good ROI, you’re demonstrating success and gaining buy-in for the channel from all levels of the organization.

Many people have struggled for years to effectively assess the ROI of SEO. This is mostly due to the fact that, unlike PPC, SEO does not often have set expenditures.

PPC is related with click charges in such a way that you can simply credit the expenditure over time. This is often the cost per click for running advertisements plus agency costs (or the cost of your internal staff if you’re handling campaigns in-house). Simply said, calculating an exact investment value is simple.

On the other hand, since SEO is all about gaining organic exposure rather than purchasing it, it’s a bit more difficult to quantify. There is no set price for each organic click. However, we’re here to assist you in calculating your SEO ROI and provide recommendations on how to do it correctly. 

You should now see why it’s critical to be able to measure your SEO ROI. So, how do you go about doing the math?

To begin, figure out how much your SEO investment will cost. How do you calculate ROI with precision? You must add together all of the expenses related with the channel to arrive at an investment value. These expenses often include:

  • SEO resources in-house If you have staff who work on SEO 100 percent of the time, assigning the cost of in-house personnel is straightforward. If not (for example, professions like engineers and copywriters who are likely to work across many teams), you’ll have to convert their cost to an hourly or daily fee depending on their monitored time. This shouldn’t be too difficult to compute if your team is measuring their time spent on SEO chores. 
  • Resources available to the agency This is made simpler if you work with an SEO firm (or if you are an agency wanting to show the ROI of your actions to a customer). The bulk of agency contracts are on a retainer basis, with a monthly cost that is generally predetermined. Any SEO-related agency costs should be included into your investment estimate. 
  • Invest in Equipment Tools are often overlooked when it comes to SEO investments. While some organizations consider the cost of tools and software to be a technological expense, you need to make sure you’re measuring the worth of your investment by integrating tools to fully grasp the ROI of your SEO activity. If your team utilizes SEMrush, for example, include the tool’s monthly cost, as well as any other paid-for software, in your calculations. If there are expenses associated with software that is utilized by several departments, consider allocating a proportion based on how much your team utilizes it in comparison to others. 

When you add these expenditures together, you should have a number that you can use to calculate the ‘investment’ portion of your ROI. Just keep in mind that these fees may fluctuate on a monthly basis, which is OK. Just remember to take these adjustments into account when measuring this success statistic on a monthly basis. 

As long as you know the data to submit, calculating your SEO ROI does not need complicated formulae. You need to monitor and assess the value of your conversions now that you’ve estimated the cost of your investment. 

This isn’t the case on all websites. For eCommerce and lead generating sites, however, various methodologies and computations are required. That said, Google Analytics is your greatest friend in this situation; it can help you gather organic search income swiftly and effectively. 

You’ll have access to the analytics you need if you have eCommerce monitoring set up correctly in Google Analytics. It’s really straightforward to set up if you don’t already have one. Go to your Analytics account and find the following:

eCommerce Settings > Admin > View


You can tell whether something is switched on or not with a simple toggle. If it isn’t already turned on, do so now and follow this tutorial to add the appropriate code to your site to gather and submit your eCommerce data to Analytics.

Depending on your level of access and expertise, you may need to collaborate with your developer on this. Enabling this report offers you access to a collection of eCommerce reports in your Analytics view’s Conversions tab.


You may then split them by channel to obtain particular statistics, such as organic traffic, in this case (SEO).


The most important measure to consider here is revenue.


It’s a bit more difficult to measure your conversion value when you’re dealing with a company where the main form of conversion is leads. Because the real conversion generally takes place offline, and not every lead created will convert into a paying client, unlike eCommerce transactions, a lead normally does not have an associated value. 

At least, not until you give one to someone. This is also something you can accomplish with Google Analytics. Go to the following website:

Goals > Admin > View

You have the option of using a template, a smart goal, or a custom goal when creating a new goal.


Here, choose ‘custom’. Choose your goal type, then on the Objective Destination page, you’ll find a ‘Value’ option where you may attach a monetary value to each goal.


Based on the average value of a produced lead to your firm, you can use this to assess the ROI of your SEO. 

This will allocate the supplied monetary amount every time a target accomplishment is monitored. But how can you figure out what value to put in this box? Using a computation of: is the simplest (and typically most successful) method to achieve this.

Lead Conversion Rate x Customer Lifetime Value

The lead conversion rate is the proportion of leads you create that result into sales, while the customer LTV is the average expenditure a customer makes with a firm over time.

If a customer’s average lifetime value is $20,000 and you have a 15% closure rate, your objective value should be set at $3,000. 

Of course, this is based on a number of assumptions. It is, nevertheless, a tried and true method of calculating the return for a company when leads are the primary source of conversions. The value of organic leads created may then be obtained by going to:

Goals > Overview > Conversions

Then, using organic traffic as a filter, calculate the ‘Goal Value.’

You should know the cost of your SEO investment as well as the income (or value) produced at this point. You’re now ready to determine the ROI of your SEO strategy.

Calculating your SEO ROI is really rather simple if you have the data you want.

You may accomplish so by using the following formula:

Cost of Investment / (Value of Conversions – Cost of Investment)

Let’s have a look at an example. Assume that your SEO strategy earned $200,000 in a month and that the related expenditures were $40,000. 

When we plug these numbers into the formula above, we get:

$40,000 / ($200,000 – $40,000) = $4

In this case, every dollar spent on SEO resulted in a $4 return. 

In other words, your return on investment is 400%. (4 x 100 to get a percentage). It’s as simple as that. 

This method may be used to determine the ROI of your SEO strategy over any time period as long as you know the expenses and returns. 

When it comes to evaluating the ROI of your SEO efforts, there’s one thing to keep in mind: various attribution methodologies.

Google Analytics defaults to Last Non-Direct Click conversions, which means that until a direct hit, conversions are ascribed to the last channel that brought a visitor to your site. We must keep in mind that the majority of clients will need many contacts with your company before converting. According to Ruler Analytics, this number might be as high as 20.

Maybe they came to your site through organic search, then came back again via a PPC ad (therefore having their sale attributed to the PPC channel, not organic, even though this is what first drove the user to discover your business).

Take a look at the Assisted Conversions Report in Google Analytics to help you grasp the actual worth of each channel.

Assisted Conversions > Multi-Channel Funnels > Conversions

Both the ‘aided conversion value’ and the ‘last click value’ may be seen here. 


Organic search has a last-click conversion value of $8,137.47, while aided search has a value of $14,061.72.

However, it’s critical to ensure that all channels are reporting in the same manner; otherwise, some conversions will be doubled. You’ll run into reporting inconsistencies if you’re reporting on SEO ROI using the aided conversion value and your PPC team is using last-click (or even first-click). 

Understanding aided conversions (regardless of how your company wants you to report them) is another approach to illustrate the total effect of SEO on sales and profits. 

Knowing the return on investment (ROI) of your SEO efforts is valuable information that can be utilized to get greater investment buy-in and demonstrate the financial success of your plan.

Calculate it on a regular basis and report on it! After all, most stakeholders aren’t interested in learning that you doubled organic traffic. Most people, on the other hand, would be all ears if you told them that every dollar they put in SEO returns $4.

SEO is a complicated topic. It’s not easy to measure the ROI of SEO efforts in an automated way. Fortunately, there are tools that can help you with this. One such tool is “seo calculator“.

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