Free calculator
SEO calculator
The value of organic traffic in crowns, that is, what search engines bring you each month and how your SEO investment pays off.
Value of organic traffic
SEO costs are optional; filling them in adds the return on investment.
- Traffic value
- — $/month
- SEO return
- — %
How much search engines earn you
Organic traffic isn't free, you just don't pay per click. You can calculate its value from three numbers you'll find in your analytics:
value = visits × conversion rate / 100 × conversion value
A site with 3,000 organic visits a month, a 2 % conversion rate and an average conversion value of 1,500 Kč gets 3,000 × 0.02 × 1,500 = 90,000 Kč a month from search engines. With SEO costs of 20,000 Kč a month, the return is (90,000 − 20,000) / 20,000 × 100 = 350 %.
Where to get the inputs
- Organic visits: Search Console or analytics, the "organic search" channel; per month, so it matches the costs.
- Conversion rate: the share of visits that end in an order or an enquiry. For organic traffic it tends to differ from advertising; take the figure for the organic channel.
- Conversion value: the average order, for enquiries the average deal multiplied by your closing rate.
What to watch out for
- Value isn't profit. If you use conversion revenue, compare with revenue; it's more honest to use the conversion's gross profit.
- SEO has momentum. The costs run from the first month, the benefit builds up over months or years; calculate the return from the steady state, not the first quarter. For comparison, the same traffic bought via PPC would cost roughly the number of visits times the cost per click (PNO helps with judging how much advertising your revenue can bear).
Where to go next
You can do the maths. But what next? How to turn customers who bought once into customers who buy repeatedly is the subject of the book Opakovaný prodej.