How to calculate a return on investment in SEO

2. 50% of brands said ROI (return
on investment) stopped their
projects moving forward

3. This was across the two streams
of technical SEO

5. NEW CHANGE

6. Can you quantify it?

8. Categorise
landing pages
Revenue or
Leads by
landing page

9. How do we quantify a
technical fix?

10. Build a
report
and get
ahead of
your data

11. Now to calculate
revenue risk

12. Weekly
revenue
÷ 7 = Daily
revenue
Understand what your average
weekly revenue is for the page
type (category, PDP, homepage
for example)
Using this daily average over
actual daily revenue as it can be
volatile if you are using key
trading days vs flat performance
days

13. Daily
revenue
= £10,000
Est days
to fix = 14 X £10,000

14. Revenue at risk
£140,000

15. But it’s an estimation,
yes exactly by definition
it is a projection

16. When working on a new
technical change the
opportunity needs to be
forecasted

17. Existing
Data Estimations

18. Now to calculate the
revenue opportunity

19. CTR * Volume = Click
est.
Industry
benchmark or
your own CTR
(Total search
volume of
keywords)
Estimated
opportunity size in
clicks

20. Search console generic
keyword CTR can be
used over click curve

21. Search volume total
should be defined by
what can be actioned in
your forecasting
timeline

22. Traffic / Clicks = Ratio
Use existing
monthly traffic
Use existing
monthly clicks
This calculation
will show what
one click equates
to

23. Ratio * Clicks
est
= Traffic
est
Use the traffic
ratio
The click
estimation
Estimated
opportunity size in
traffic

24. Traffic
est
* Conversion
Rate
= Transactions
Use the traffic
estimation
Existing
conversion rate
Projected
transactions

25. Transactions * AOV = £££
Use the
transaction
estimation
Existing average
order value
Projected revenue

26. Great thing about
forecasts is they are
objective so can be
challenged with
numbers

27. CALCULATIONS
CTR X Search Volume = Click estimation
Traffic / Clicks = Traffic to click ratio
Traffic to
click ratio
X Clicks estimation = Traffic estimation
Traffic est X Conversion Rate
(existing)
= Transactions
Transactions X AOV (existing) = Revenue

28. Metrics Source
Monthly traffic 1,702,064 Analytics
Monthly clicks 3,910,000 Search Console
Traffic to click ratio 0.4353104859
CTR 4.30% Search Console
Total Search Volume
(annual) 12,500,000 Keyword Tool
Conversion Rate
(annual) 1.40% Analytics
AOV (annual) $74.00 Analytics
Annual Return
Click estimation 537,500
Traffic estimation 233,979
Transactions 3276
Revenue $242,403
Forecasted revenue $242,403

29. YOU ARE LIVE!