The purpose of calculating actual or
potential ROI is to justify your business’s
exisiting or planned SEO efforts
The Ease of
By measuring ROI, you can compare the
success of SEO efforts against paid media
efforts on a single metric.
It can help you predict how your ROI might
increase if you funneled a greater portion of
your budget into your SEO efforts.
Measuring ROI allows you to set more
informed, realistic, effective goals for your
So what factors do
you take into
evaluating your ROI?
gained since SEO efforts were implemented
The increase in organic traffic from the start of the
campaign will allow you to forecast your potential ROI
based off of conversions made from a predicted
percentage of that new traffic.
of each visit from organic search
If your site is able to define conversions and add a
numerical value to the different types of conversions,
such as lead generation or ecommerce purchase, that
will scale the effectiveness of your SEO.
of investment in SEO efforts
This would be the salary of the person or people
working on SEO campaigns or the amount of money
given to an agency over a defined period of time.
When you take a look at these three factors, side by side, you
can begin to see the equation. If the traﬃc from your SEO
strategy is increasing conversions on your site that surpass the
cost put into it, you probably have a good thing going.
SEO is a measurable investment in
your business, just like paid
search! Calculating ROI of those
eﬀorts can illustrate to others
how valuable SEO is (or will be) to
the success of your business
The Bottom Line
For More Info
To learn more about SEO practices check out our
Marketer’s Guide to Managing and Maximizing
Be Found Online