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How can I measure the ROI of SEO? Step by step instructions

How can I measure the ROI of SEO? Step by step instructions

The profitability of investments is critical for keeping afloat in any area of a company. After all, any business with a low return on investment (ROI) will eventually go bankrupt since costs will outweigh profits. It’s simply a matter of simple math.


Similarly, SEO agencies and marketers must give “evidence” of their work, which is a fancy way of saying SEO ROI. Periodic reporting is useful since it can demonstrate how effective SEO methods are. As a result, most agencies conduct quarterly or annual analyses.


What is SEO ROI?

The return on investment of search engine optimization (SEO ROI) is calculated using a formula. Search engine rankings, organic website traffic, and goal completions can all be used to calculate SEO’s return on investment, which can be done using the ROI SEO formula: (Return on Investment – Investment Cost) / Investment Cost.


In the SEO field, ROI is frequently used as a low-end estimate of anticipated outcomes. However, the influence often outperforms predictions in the long run. Regardless, keeping track of your accomplishments is critical, and here’s how to do it.


  • Set up conversion tracking

Setting up conversion tracking in Google Analytics is the first step in establishing your SEO ROI. This allows you to keep track of all revenue-generating conversions on your site. Whether or not you make sales directly on your website determines the setup you use.


Conversion objectives, such as lead form submissions, can be set up by lead-based businesses, such as service providers, and dollar amounts can be assigned to those goals based on customer data.


How to set up conversion tracking for measuring SEO’s ROI


It’s a little more difficult to gather precise data on how much revenue you create if you don’t make sales directly on your website. The most precise estimate is obtained by allocating monetary amounts to each of your on-site conversions based on previous sales data.


Create objectives for each of your on-site conversions by going to Admin > View > Goals in Analytics. These goals could include things like contact form submissions, free quote requests, and even phone calls if your website allows for call tracking. Add an estimated value for each of these conversions in the Goal Details section.

  • Sort your conversions by channel

After a month of tracking conversions, you should have enough information to begin calculating your SEO ROI. To do so, go to Conversions > Multi-Channel Funnels > Assisted Conversions and look at the Conversions report. Select “Conversions” at the top of the report to see all of the conversions that occurred on your site within the time period you specified, grouped by the channels that drove them.


  • Calculate your SEO ROI

Once you’ve identified how much money your SEO strategy earned over a given time period (usually a month or a quarter), you can calculate your ROI by comparing that amount to the amount you spent on SEO during that time.


If your business already has a formula for calculating the ROI of other marketing channels, you may apply the same approach to SEO. Some businesses, for example, measure ROI based on the net profit from each sale rather than total revenue. If you don’t use the same numbers for your SEO approach, your results will be distorted.


If you don’t have a way of determining your marketing ROI, you can use the (Gain from Investment – Cost of Investment) / Cost of Investment calculation from Investopedia. Then multiply the result by 100 to get a % return on investment.



In general, you’ll track SEO’s return on investment on a monthly, quarterly, and annual basis. You won’t see a positive ROI in the first three to six months because SEO is a long-term plan that takes time to produce benefits. After this initial phase, SEO can begin to generate a profit and continue to do so.


Use the following method to calculate SEO’s return on investment: (Gain from Investment – Cost of Investment) / Cost of Investment. Calculate your SEO investment costs to determine your “Cost of Investment,” and then compare that to your Google Analytics data to determine your “Gain from Investment.” Substitute your numbers into the calculation to calculate your SEO ROI.


The success of SEO is determined by the nature of your business. Consider conceptualizing an ideal ROI for your business before you start optimizing your site for SEO. This figure can be used as a benchmark for your team or SEO services providing agency to compare itself to. Start with a small percentage and work your way up to a greater one as you gain experience.



While choosing the SEO agency make sure to run a background check and do check what SEO services they are providing at which rate. After analysing every aspect only then choose the firm.