SEO ROI calculator
Is SEO worth paying for? Put in how many people search for what you sell, where you rank now and what a customer is worth, and see what moving up Google could earn you.
- No cost
- No sign-up
- No email
- No Google sign-in
- No subscription
- Unlimited – runs in your browser
How the calculation works
- Visits = monthly searches × the typical share of people who click a result in that position (about 28% for first place, 11% for third and 2% for tenth, falling to around 1% on page two).
- Extra visits = visits at your target position minus what you get today.
- Enquiries = extra visits × the share of visitors who call, book or send an enquiry.
- Sales = enquiries × the share you win × your average sale.
- Return = a year's extra sales compared with a year's SEO cost.
Click rates are rounded averages from published studies of Google results. Real rates vary a lot: map results, adverts and AI Overviews take clicks on many searches, and branded searches get far more. Treat the answer as a ballpark, not a promise.
Where do I find my numbers?
- Monthly searches – Google Keyword Planner gives ranges for free; add up your main service phrases with your town. If you already appear, Search Console's impressions are the real figure for you.
- Your position now – the average position in Google Search Console, or check live with the local search checker.
- Enquiry rate – enquiries ÷ website visits from your analytics. 2–5% is typical for service businesses.
- Win rate and average sale – from your own records.
Is SEO worth it for a small business?
Usually, if people search for what you sell and a customer is worth more than a few pounds. Unlike adverts, rankings keep bringing visitors after you stop paying, so the return grows over time. It's slower to start – see how long SEO takes – and costs vary widely (how much SEO costs). Compare it with adverts in SEO vs Google Ads.
Do the cheap things first
Before paying anyone, fix the free wins: run the free SEO check, sort out your Google Business Profile and ask for reviews. Those alone move many local businesses up the map results.
Frequently asked questions
What's a good ROI for SEO?
Anything above 100% a year means SEO pays for itself and more. Because rankings keep working after the spend, returns often grow in the second and third years.
Why does position matter so much?
Most clicks go to the first few results. Moving from 11th (page two) to 3rd can multiply your visits tenfold for the same search.
Does this include the map pack?
No – it uses typical clicks on the ordinary results. For local searches the map results take many clicks, so your Google Business Profile matters just as much.
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Run a free SEO check now
About 50 checks covering Google, AI search, speed, security and local SEO. No sign-up.
Want the fixes done for you? XKey is made by IceWork, a web studio in Blackpool. IceWork builds fast, search-ready websites – a 3-page site including domain and a year's hosting is £350 all in.