SEO ROI calculator

From organic clicks to gross profit, less what SEO costs — and the clicks it takes to break even.

Runs entirely in your browser — nothing is uploaded, nothing is stored. Updated 2026-09-30.

SEO ROI = (organic clicks × conversion rate × order value × gross margin − SEO cost) ÷ SEO cost. 12,000 organic clicks a month at a 1.8% conversion rate, an $85 order and a 45% margin make $8,262 of gross profit; against a $4,000 monthly SEO cost that is an ROI of about 107%.

Most SEO ROI calculators stop at revenue. This one works on gross profit, because that is what pays the SEO bill, and it returns the number of organic clicks the programme has to reach to pay for itself — about 5,810 a month in the example. Start from non-brand clicks: people who searched your brand name would largely have found you anyway, and counting them flatters the result.

Count non-brand clicks, not all organic clicks

Someone who searches your company's name was going to find you; SEO did not create that visit. Including brand queries in the clicks input can double the ROI of a programme that did nothing for them. Exclude every spelling of the brand, and be aware that Search Console withholds rare queries for privacy, so a filtered, query-level count is a floor on non-brand clicks rather than an exact figure.

The conversion rate that belongs here

Use the conversion rate of organic landing sessions from your analytics tool, for the same period, not the site-wide rate. Search Console clicks and analytics sessions are counted differently — a click is not a session — so expect the two sources to disagree by a margin and pick one rate consistently. Where organic visitors convert later through another channel, a last-click conversion rate understates SEO; say which attribution you used next to the number.

SEO ROI is a trend, not a month

SEO costs are front-loaded and its returns arrive months later and then persist, so a single month's ROI is misleading in both directions: early months look like losses, later months look free. Compute it over a rolling quarter, and watch the break-even line: a programme whose non-brand clicks are climbing towards the break-even figure is on track even while the monthly ROI is negative.

Computing this from your own accounts

Every calculator on this page takes numbers you typed. The first input — organic clicks without your brand — is the one people get wrong, and it is the one Search Console holds. TableBI syncs Search Console into tables you can query from your terminal, so the non-brand figure is one statement rather than an export and a filter:

# connect Search Console once
tablebi connect gsc --site sc-domain:example.com

# non-brand clicks over the latest 28 synced days (replace the brand spellings)
tablebi ask "SELECT SUM(clicks) AS non_brand_clicks
   FROM search_console_raw
   WHERE query NOT ILIKE '%example%'
     AND date > (SELECT MAX(date) FROM search_console_raw) - 28"

# the site total, anonymized queries included, for comparison
tablebi ask "SELECT SUM(clicks) AS all_clicks
   FROM search_console_totals_raw
   WHERE search_type = 'web'
     AND date > (SELECT MAX(date) FROM search_console_totals_raw) - 28"

The two numbers will not match, and the gap is worth knowing: search_console_raw holds only the queries Google names, while the site total includes the clicks from anonymized queries Google never lists — part of which is non-brand traffic the first query cannot see. Treat the non-brand figure as a floor.

Questions people ask about seo roi calculators

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