Search engine optimisation is often referred to as a marathon and not a sprint; encompassing on-page, technical, off-page and much more. SEO can be a vital and pivotal catalyst for data-driven growth, propelling your businesses return of investment (ROI) for your marketing efforts. In 2025 measuring the ROI of SEO is essential, especially since many businesses struggle to connect the value Of SEO to measurable outcomes leaving shareholders, managers and CEOs questioning its value. In today’s competitive landscape, knowing how to prove and measure and prove the ROI of SEO can be a make or break for any marketing department and its strategy. That’s why this blog aims to walk you through actionable steps and tips to track performance, calculate ROI and showcase the true impact of SEO.
Start by establishing your goals
How do you know you are meeting your key performance indicators, before establishing your goals? A common and useful way to do this is using SMART goals when you have specific, measurable, achievable, realistic and time-bound goals. Each of which helping you identify your goals:
- Specific: Clearly define what you want to achieve. A vague goal like “I want to improve my skills” is not specific. Instead, “I want to improve my video editing skills using Premiere Pro” is precise and well-defined.
- Measurable: Determine how you’ll measure progress. Ask yourself, “How will I know I’ve achieved this goal?” For instance, you could measure improvement by completing three video editing projects or earning a certification.
- Achievable: Ensure the goal is within your capabilities and resources. If you’re a beginner at video editing, aiming to create a feature-length film within a week might not be achievable. Instead, completing a 2-minute video project is more realistic.
- Realistic: Align the goal with your current circumstances and priorities. For example, if you have limited time due to other responsibilities, it might be realistic to dedicate 2 hours a week to learning and practising video editing.
- Time-bound: Set a deadline to stay focused and motivated. For example, “I will complete a 2-minute video editing project within one month.”
Here is an example: Our company will increase organic website traffic by 25% within 6 months by optimising content and improving rankings for 10 high-value keywords, ensuring at least 5 keywords reach the top 5 search results on Google.
Some KPIs to track for your SEO efforts would be, organic traffic, click-through rate (CTR), Conversion rates and Revenue from organic conversions, all measured within Google Analytics and Google Search Console.
Track costs associated with SEO efforts
Agency or Consultant Fees: One of the most significant costs in SEO is hiring an agency or consultant to manage your campaigns. These professionals bring expertise in keyword research, technical optimisation, content strategy, and analytics, but their services can vary greatly in price depending on the scope of work and their level of experience. Tracking these fees ensures that you can measure their contribution to your overall SEO success.
Content Creation (Blogs, Infographics, Videos): High-quality content is the backbone of any SEO strategy, but creating it comes at a cost. Whether you’re hiring freelance writers, graphic designers, or videographers, it’s essential to document all expenses related to blogs, infographics, videos, and other forms of content. Since this content drives traffic and conversions, these costs play a direct role in your ROI calculation.
SEO Tools (e.g., SEMrush, Ahrefs, Moz): The tools you use to optimise your campaigns and track progress often require monthly or annual subscriptions. Platforms like SEMrush, Ahrefs, and Moz provide valuable data on keyword rankings, backlinks, and competitor analysis, but they represent a recurring investment. Adding these tool costs to your expense sheet ensures a full picture of your SEO expenditure.
Paid Promotions Linked to Organic Growth: Although SEO focuses on organic traffic, paid promotions can complement your strategy, such as boosting new blog posts or targeting specific keywords. Whether through Google Ads, social media promotions, or sponsored content, these costs must also be accounted for, as they contribute to increasing your organic reach.
In-House Salaries for SEO Team Members: If you have an in-house team handling SEO, their salaries should be included in your calculations. This includes not just the wages of dedicated SEO specialists but also a portion of the salaries of team members involved in SEO-related tasks, such as content creation, web development, or analytics. Factoring in these costs ensures an accurate assessment of your total investment.
By calculating and categorising these expenses, you’ll have a solid foundation for evaluating the profitability of your SEO efforts.
Attribute Revenue to SEO Efforts
Once you’ve tracked your expenses, the next step is to determine how much revenue can be directly attributed to your SEO efforts. Start by using tools like Google Analytics or GA4 to monitor organic traffic and conversions. By setting up goals and tracking eCommerce data, you can identify which sales, leads, or signups originated from organic search. Additionally, utilise multi-channel attribution models to account for SEO’s role in influencing conversions that may occur later in the buyer’s journey. For instance, a customer might discover your site through a blog post, and then return via direct traffic to make a purchase. To quantify the revenue, calculate the percentage of total traffic driven by organic search and apply that percentage to your overall revenue. This provides a clear link between SEO and your bottom line, giving you tangible proof of its value.
Measure ROI
With your expenses and revenue from SEO efforts clearly defined, you can calculate ROI to determine the profitability of your campaigns. Use the following formula:  For example, if your organic traffic generates £15,000 in revenue, and your SEO costs total £5,000, your ROI would be:  This means you’re earning £2 for every £1 spent on SEO. Regularly tracking ROI helps identify which strategies are working and where improvements are needed, enabling you to optimise your efforts over time.
Evaluate Long-Term Value
SEO isn’t just about immediate results; its impact compounds over time. Consider the lifetime value (LTV) of customers acquired through organic traffic. For example, if SEO efforts bring in repeat customers or long-term clients, their future purchases contribute to the overall ROI. Additionally, SEO can reduce reliance on paid advertising as your organic visibility improves, providing ongoing cost savings. These factors demonstrate the enduring value of SEO, even if its benefits take months to fully materialise.
Leverage the Right Tools
Tracking and proving SEO ROI requires reliable tools to collect and analyse data. Use Google Analytics to monitor organic traffic and set up conversion tracking. Google Search Console helps you assess performance in search results, such as click-through rates and keyword rankings. Tools like Ahrefs and SEMrush provide deeper insights into backlinks, keyword opportunities, and competitive analysis. By leveraging these tools, you can gain a comprehensive view of your SEO performance and effectively attribute results to your efforts.
Communicate Results to Stakeholders
To prove the value of SEO, it’s essential to communicate results clearly and consistently to stakeholders. Create regular reports that highlight key metrics like traffic growth, improved rankings, and revenue generated from organic channels. Use visual aids such as charts and graphs to make data easier to understand. Include case studies or specific examples of successful campaigns to illustrate the real-world impact of your SEO efforts. Clear, data-driven communication builds trust and reinforces the importance of SEO in your overall marketing strategy.
Overcoming Challenges in Proving SEO ROI
Proving ROI can be challenging due to the delayed nature of SEO results and the complexity of attribution. Explain to stakeholders that SEO takes time to show significant results and that its impact often extends beyond direct revenue. Address attribution issues by using tools that track multi-channel conversions and customer journeys, providing a clearer picture of SEO’s role in the buying process. Highlight intangible benefits such as improved brand authority, customer trust, and user experience, which contribute to long-term business success even if they’re harder to measure directly.
Conclusion
Measuring and proving the ROI of SEO efforts is critical for justifying your investment and optimising your strategy. By tracking all associated costs, attributing revenue accurately, and leveraging the right tools, you can demonstrate the tangible value of SEO. Moreover, focusing on long-term gains and communicating results to stakeholders ensures SEO remains a priority in your marketing efforts. Remember, SEO is not just an expense—it’s an investment in sustainable growth that pays dividends over time.
If you need help with your SEO efforts, contact us today to reach new ranks.