Free tool
SEO ROI Calculator
Estimate what extra organic traffic is worth against your SEO investment, using your own traffic, conversion rate and values.
The numbers below are only an example: replace them with your own.
Extra conversions
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Extra gross profit
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Return on investment
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Pays back in
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An estimate from your own inputs, not a forecast or a promise of results. Rankings depend on competition, your site and Google.
How the SEO ROI calculator works
The calculator only uses the numbers you enter. It has no built-in “typical” results, because those vary too much between sites to be useful.
- Extra visits grow in a straight line from today’s organic visits to your target over the months you expect to need, then stay at the target: extra visits in month m = (target − today) × min(1, m ÷ months to reach the target)
- Extra gross profit = extra visits × conversion rate × value per conversion × gross margin
- ROI = (total extra gross profit − total SEO investment) ÷ total SEO investment
- Pays back in is the first month in which cumulative extra profit covers cumulative investment.
Set the gross margin to 100% if your value per conversion is already a profit figure or a lead value.
Where to get your numbers
Take today’s organic visits and your organic conversion rate from Google Analytics and Search Console. A realistic target comes from the keywords you can win: the search volume of those terms, the positions you can reach and the clicks those positions get.
The result is an estimate, not a forecast: no one can guarantee rankings, and a calculator can’t know your competition. If you’d like a realistic target for your own site, ask us for a free consultation.
Frequently asked questions
How do you calculate SEO ROI?
SEO ROI = (extra gross profit from organic search − SEO cost) ÷ SEO cost. Extra gross profit is the extra organic visits × conversion rate × value per conversion × gross margin.
How long does SEO take to pay back?
It depends on how fast traffic grows, which depends on competition, your site and the work done. That is why the calculator asks how many months you expect to need to reach the target, and shows the month in which cumulative profit first covers cumulative cost.
What conversion rate should I use?
Use your own organic conversion rate from Google Analytics (conversions or key events from organic search divided by organic sessions). Averages from other sites can be far from yours.
What value per conversion should I use for leads?
Multiply your average deal value by the share of leads that become customers. For example, if 20% of leads buy and an average sale is worth 750, each lead is worth 150.