We all agree that organic search is an extremely lucrative marketing channel responsible for close to 53% of trackable website traffic. That leaves many wondering why it is quite difficult for SEOs to justify the value of Search Engine Optimization?

Some companies feel like they less control over SEO compared to other marketing channels like paid search. In this regard, they may choose to invest in channels that they know they can control, even if they are more expensive and less profitable.

In this regard, you should take it upon yourself to measure and report on the ROI of SEO efforts when it comes to making the case for investment. Having said that, here is how you can calculate the ROI on your SEO investment.

Calculate SEO Investments

First things first, you should sum up all the total amount of money you have set aside for SEO. Among the typical costs associated with SEO include; SEO tools, staff-related costs, link building expenses, and website maintenance costs.

There may also be other costs to factor in depending on your industry and the type of campaign you want to run. In this regard, you need to figure out where you’re spending and the total amount you’ve spent.

Calculate the Value for Organic Traffic Conversions

Once done, you’ll want to calculate the total value of your organic traffic conversions. To find out about this, you’ll need the estimated monthly value, total monthly searches, CTR, and value per visit. Accompanying this is a handy formula for you to put these inputs together:

Estimated monthly value = Total monthly searches * CTR [Position] * Value per visit

This action goes a long way in telling you how much money your efforts are bringing in or losing each month and should offer you a better idea of where the weak links may lie.

Accounted for Assisted Conversions

As we conclude it is important to note that it takes an average of seven interactions with a company for someone to purchase one of its products or services. Assisted conversions show you which of your website’s traffic sources are serving as one of those seven interaction points and which sources are pushing them to conversion.

When you account for this assisted conversion, you will certainly understand your funnel; you’ll unravel deeper insights into where customers are going to0 convert the most and where to focus on future investment.