How to Calculate True SEO ROI — Formulas and Templates

This guide shows you how to calculate exact SEO ROI to close more sales. The included template handles all the math automatically — you only need to provide a handful of inputs.

The Right Approach to ROI

The approach focuses on calculating change in organic revenue rather than total organic revenue. The focus on change ensures you're looking at the potential impact of your services, rather than claiming all revenue from organic search.

Getting Your Inputs

Growth rate can be obtained from the organic traffic projection tool. Growth rate #2 (Improve Existing Keywords) is recommended to keep projections reasonable and believable. Remaining inputs can be obtained from the Conversion reports in Google Analytics.

The ROI Template

The template handles all the math automatically. It also includes a breakeven analysis that shows the exact amount of sales/leads and traffic needed to "break even" on the cost of a retainer. This makes it easy to demonstrate value to prospects.

Using ROI in Sales

The organic traffic projection tool provides a method to demonstrate to prospects the potential increase in traffic and sales. This allows you to "anchor" pricing against expected future revenues, which often results in higher retainer values and smoother deal closures.

Key Components