This deck gives you detailed equations and data inputs to calculate the return on investment (ROI) of a Search Engine Optimization (SEO) campaign.

1. 1
Predicting ROI From an SEO Campaign

2. Basics of Return on Investment (ROI)
ROI =
(Revenue - Cost)
(Cost)
ROI of SEO =
(Organic Revenue - Cost of SEO)
(Cost of SEO)

3. Finding ROI Inputs - COST
Cost of SEO =
● The retainer fee / costs to an agency our vendor
● Cost of doing business in-house (freelancers, staff, etc)
Cost of SEO = $5,000/month or $60,000/yearly

4. Finding ROI Inputs - REVENUE
Organic Revenue =
● Revenue generated from organic search marketing
● Can grab this from Google Analytics (or use lead data to calculate)
Organic Revenue = Sales from Organic Search Channels

5. We need to find PROJECTED ROI...
ROI based on the amount of organic traffic we can
drive, relative to the investment made in our services.
ROI of SEO =
(Projected Δ Organic Revenue - Cost of SEO)
(Cost of SEO)

6. We’ll do this for 2 types of sites...
Ecommerce
Lead Generation
1
2

8. ROI
(Projected Δ Organic Revenue - $60,000)
($60,000)
Projected
Δ Organic
Revenue
=
((Projected Organic Traffic x Conversion Rate)
Projected
Organic
Traffic
=
(Current Organic Traffic x Growth Rate)
(Current Organic Traffic)+
X (Average Order Value)) - Current Organic
Revenue
=
1

9. Projected
Organic
Traffic
=
(Current Organic Traffic x Growth Rate)
(Current Organic Traffic)+
1

10. 1 Behavior > Site Content > Landing Pages

11. 1

12. Projected
Organic
Traffic
=
(Current Organic Traffic x Growth Rate)
(Current Organic Traffic)+
Projected
Organic
Traffic
= (1,408,436 x .44) + (1,408,436)
Projected
Organic
Traffic
= 2,028,148

13. Projected
Δ Organic
Revenue
=
((Projected Organic Traffic x Conversion Rate)
2,028,148
X (Average Order Value)) - Current Organic
Revenue
1

14. Projected
Δ Organic
Revenue
=
((2,028,148 x Conversion Rate) X (AOV))
2,028,148
- Current Organic Revenue
1

15. 1 Behavior > Site Content > Landing Pages

16. Projected
Δ Organic
Revenue
=
((2,028,148 x 1.75%) X ($78.98))
- Current Organic Revenue
1
Projected
Δ Organic
Revenue
= ($2,797,525.72) - ($1,944,167)
Projected
Δ Organic
Revenue
= $853,359.04

17. ROI
(Projected Δ Organic Revenue - $60,000)
($60,000)
Projected
Δ Organic
Revenue
=
=
1
$853,359.04

18. ROI
($853,359.04 - $60,000)
($60,000)
=
1
ROI = 966.70%

19. ROI
(Projected Δ Organic Revenue - Cost of SEO)
(Cost of SEO)
Projected
Δ Organic
Revenue
=
((Projected Organic Traffic x Conversion Rate)
X (Lead Value)) x Avg Sale Value
=
2

20. Projected
Organic
Traffic
=
(Current Organic Traffic x Growth Rate)
(Current Organic Traffic)+
1
Lead
Value
(Average Sale Value x Conversion Rate)=
Current
Organic
Revenue
=
((Current Organic Traffic x Conversion
Rate) x Leads to Customers %) x Avg Sale
Value

21. 1 Behavior > Site Content > Landing Pages

22. 1

23. Projected
Organic
Traffic
=
(Current Organic Traffic x Growth Rate)
(Current Organic Traffic)+
Projected
Organic
Traffic
= (160,265 x .44) + (160,265)
Projected
Organic
Traffic
= 230,782

24. Projected
Δ Organic
Revenue
= ((230,782 x .02%) X (Lead Value)) x
Current Organic Revenue
2

25. 2
Lead
Value
(Average Sale Value x Conversion Rate)=
Lead
Value
($60,000 x .0002)=
Lead
Value
= $12

26. Projected
Δ Organic
Revenue
= ((230,782 x .02%) X ($12)) x Current
Organic Revenue
2

27. 2
Current
Organic
Revenue
=
((Current Organic Traffic x Conversion
Rate) x Leads to Customers %) x Avg Sale
Value
Current
Organic
Revenue
= ((160,265 x .02%) x 20 %) x $60,000
Current
Organic
Revenue
= $384,636

28. Projected
Δ Organic
Revenue
= ((230,782 x .02%) X ($12)) - $384,636
2
Projected
Organic
Revenue
= $553,876
Projected
Δ Organic
Revenue
= $169,239.84

29. ROI
($169,239.84 - $60,000)
($60,000)
=
1
ROI = 111.55%
ROI
(Projected Δ Organic Revenue - Cost of SEO)
=
(Cost of SEO)