I hope we can get some serious replies to this to share with others in the induswtry
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The Aleyda's calculator is very good and also simple to use, and can be of help for you.
In general, the principle is to associate the organic traffic to revenues in case of ecommerce and any other website selling goods/services, and goals values or leads in case, for instance, email subscription is the objective.
That value, then should be pondered with the cost assumed for SEO.
Doing so it is also easier to compare the ROI of SEO vs. other channels in the same analyzed period.
Similar is the calculation for link building and Digital PR campaigns. However, in that case the formula is more complex because you must consider:
The value of the traffic generated thanks to the increased rankings you can attribute to link building/PR Campaign.
The value of every mention of the campaign in every channel (social but also, if very successful, offline as print news, radio and TV).
A very basic but somehow effective method is: take the CPC data from Search Ads queries and count the organic clicks on the same keywords accordingly.
That's the direct "value" of your SEO efforts, directly priced in.
This of course assumes that you have granular CPC data to make your calculations on.
Hi Frank, depending on the business model of the site (what it considers a conversion) and the goals of the SEO process (is it to increase or recover conversions/sales? or marketshare?, etc.), it can be from organic search traffic (if the site is ads-oriented) to its organic search traffic assisted conversions/sales, to then using these metrics to calculate the ROI using the costs of the SEO process (for which I created this simple calculator).