SEO ROI measures the revenue generated from organic search compared to the cost invested. The average UK B2B company sees a 748% return on SEO investment over three years — equivalent to £8.50 back for every £1 spent. Use our free calculator below to estimate your projected return based on real UK industry benchmarks.
Proving the return on investment from SEO is the single biggest challenge for UK marketing directors and business owners. Unlike pay-per-click advertising — where results are immediate but stop the moment you stop paying — search engine optimisation compounds over time, making it harder to forecast but ultimately far more valuable.
This calculator uses UK-specific conversion rates from Ruler Analytics (based on 100 million+ data points) and realistic growth modelling to project your organic traffic, leads, revenue, and break-even timeline across three scenarios. Enter your numbers below to see what SEO could be worth to your business.
Tell Us About Your Business
We'll use UK industry benchmarks to pre-fill realistic defaults. You can adjust any value.
Selects UK-specific conversion rates and benchmarks for your sector.
Monthly visitors from organic search. Check Google Analytics or Search Console.
UK benchmark for Professional Services: 4.0–7.4%
Percentage of leads that become paying customers. SEO leads close at ~14.6% on average.
Your Investment Details
Enter your deal economics and planned SEO investment. All values in GBP (£).
Revenue from a single closed deal or first-year contract value.
Total revenue per customer over their lifetime. UK Professional Services avg: £10,000–£150,000.
Total: agency fees + tools + internal time. UK B2B avg: £1,500–£5,000/mo.
Conservative: positions 5–10. Moderate: positions 3–5. Aggressive: positions 1–3.
Projected ROI
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Break-Even Month
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Projected Revenue
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PPC Equivalent Spend
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Your results will appear here.
Cumulative Revenue vs Investment
Month-by-Month Projections
| Month | Traffic | Leads | Revenue | Cumulative ROI |
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SEO vs PPC: Cost Comparison
SEO (Your Plan)
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Total investment over period
PPC Equivalent
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To buy the same traffic via Google Ads
Your Saving
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SEO vs PPC cost difference
How This SEO ROI Calculator Works
Our calculator models the full B2B pipeline: organic visitors, leads, customers, and revenue — then compares your projected SEO costs against the revenue generated to calculate your return on investment.
What You Enter
Your industry, current organic traffic, conversion rate, deal value, and monthly SEO investment. Industry defaults are pre-filled from UK benchmarks — adjust them to match your actual data.
What You Get
Projected ROI percentage, break-even month, cumulative revenue, month-by-month projections, a visual growth chart, and a direct SEO-versus-PPC cost comparison.
The growth model uses an asymptotic curve rather than linear projections. This reflects how SEO actually works: months 1–3 show minimal traffic growth while foundations are built, months 4–12 show accelerating returns, and months 13+ deliver steady compounding gains that gradually plateau. Choose Conservative (ranking positions 5–10), Moderate (positions 3–5), or Aggressive (positions 1–3) to see how different outcomes affect your return.
The SEO ROI Formula Explained
The core formula for calculating SEO return on investment is straightforward:
SEO ROI (%) = ((Revenue from SEO − Cost of SEO) ÷ Cost of SEO) × 100
For B2B lead-generation businesses, the revenue calculation expands into a pipeline model:
SEO Revenue = Organic Visitors × Conversion Rate × Close Rate × Deal Value
Worked Example — UK Professional Services Firm
A professional services firm invests £3,000/month in SEO (£36,000/year). After 12 months, their organic traffic grows from 2,000 to 3,200 visitors/month. With a 4% conversion rate, 15% close rate, and £10,000 average deal value:
Monthly revenue: 3,200 × 0.04 × 0.15 × £10,000 = £19,200
Annual revenue generated: ~£172,800 (cumulative across 12 months as traffic grows)
SEO ROI: ((£172,800 − £36,000) ÷ £36,000) × 100 = 380%
For an even more accurate picture, replace the single deal value with Customer Lifetime Value (CLV) — the total revenue a customer generates over their entire relationship. For UK professional services, CLV typically ranges from £10,000 to £150,000, which dramatically increases the true ROI of acquiring each customer through organic search. Our calculator includes an optional CLV field for this reason.
What Is a Good SEO ROI?
The median SEO ROI across all industries is 748% over a three-year period, according to FirstPageSage data spanning Q1 2021 to Q3 2025. That equates to roughly £8.50 returned for every £1 invested. BrightEdge's widely cited benchmark is even higher: £22 revenue per £1 spent on SEO.
However, returns vary significantly by industry. Here are the average three-year SEO ROI figures by sector:
| Industry | 3-Year Avg ROI | Return Multiple |
|---|---|---|
| Medical Device | 1,183% | 12.8× |
| Financial Services | 1,031% | 11.1× |
| Industrial IoT | 866% | 9.9× |
| Manufacturing | 813% | 9.1× |
| B2B SaaS | 702% | 8.8× |
| Construction | 681% | 7.4× |
| eCommerce | 317% | 3.7× |
Source: FirstPageSage (Q1 2021–Q3 2025 client data). ROI figures represent 3-year returns including compounding traffic growth.
As a benchmark, any SEO ROI above 500% is considered excellent. Returns between 200% and 500% indicate a strong programme with room for optimisation. If your projected ROI falls below 100%, it may indicate the need for a revised strategy, better conversion rate optimisation, or a longer time horizon — SEO returns compound significantly in years two and three.
How to Calculate SEO ROI Step by Step
Whether you use our calculator above or work through the numbers manually, the process follows four steps. This approach works for both lead-generation and ecommerce B2B businesses.
Calculate your total SEO investment
Add together all SEO-related costs: agency or consultant fees, SEO tools (Ahrefs, Semrush, HubSpot), internal team time valued at their hourly rate, content creation costs, and link building or digital PR spend. Express as a monthly figure. UK B2B companies typically invest £1,500 to £5,000 per month on SEO.
Measure the organic revenue generated
For lead-generation businesses, multiply monthly organic visitors by your visitor-to-lead conversion rate, then by your lead-to-customer close rate, then by your average deal value (or CLV). Use Google Analytics 4 and your CRM's attribution reporting to isolate revenue from organic search.
Apply the SEO ROI formula
Subtract your total SEO costs from the organic revenue, divide by the costs, and multiply by 100 to get your ROI percentage. A positive figure means profitable. For a more complete picture, use Customer Lifetime Value rather than single-deal revenue — this better reflects the true long-term value of each organic acquisition.
Project forward and compare channels
Use your current growth trajectory to forecast 12, 24, and 36 months ahead. Compare your SEO cost per acquisition against PPC and other channels. SEO leads close at 14.6% on average versus 1.7% for outbound, making organic search the highest-quality lead source for most B2B companies. View our SEO investment options to see what different budget levels achieve.
Why SEO Delivers the Highest Marketing ROI
The fundamental difference between SEO and paid channels is compounding returns. When you invest in PPC, you get traffic for exactly as long as you're paying — stop the budget and the traffic stops instantly. SEO works differently: every piece of optimised content, every technical improvement, and every quality backlink builds on what came before.
The numbers make the case clearly. Organic search accounts for 53% of all website traffic. B2B companies generate twice as much revenue from organic search as any other channel. And SEO leads close at 14.6% — more than eight times higher than outbound leads at 1.7%.
748%
SEO Median ROI
~200%
PPC Average ROI
14.6%
SEO Lead Close Rate
This is why UK B2B companies increasingly view SEO not as a marketing cost but as a strategic asset. A well-executed SEO programme builds compounding value month after month — value that continues generating returns long after the initial investment. With the rise of AI-powered search, answer engine optimisation is extending that compounding effect into Google AI Overviews, ChatGPT, and Perplexity citations.
How Long Does SEO Take to Show ROI?
Most UK B2B companies see positive SEO ROI within 6 to 12 months. The average break-even point is approximately 9 months. Here is a realistic timeline of what to expect:
Months 1–3: Foundation
Technical audit and fixes, keyword research, content strategy development, on-page optimisation. Traffic improvements are minimal at this stage — you are building the infrastructure for future growth.
Months 4–6: Early Indicators
Rankings begin climbing. Organic impressions and clicks increase. New content starts gaining traction. You may see initial leads, but cumulative revenue has not yet exceeded cumulative investment.
Months 7–12: Break-Even
This is where most B2B campaigns cross into positive ROI territory. Traffic growth accelerates, conversion optimisation compounds the effect, and the revenue generated surpasses the total investment to date.
Months 13+: Compound Profit
This is where SEO truly outperforms every other channel. Historic content continues ranking. Domain authority supports faster rankings for new content. Customer lifetime value multiplies the return from each organic acquisition. Peak ROI typically arrives in years two and three.
| Industry | Typical Break-Even |
|---|---|
| Construction | 5 months |
| B2B SaaS | 7 months |
| Manufacturing | 8 months |
| Financial Services | 9 months |
| eCommerce | 9 months |
Source: FirstPageSage break-even analysis. Timelines assume a competent SEO programme with appropriate investment levels for the sector.
Frequently Asked Questions About SEO ROI
What is a good ROI for SEO?
Average SEO ROI ranges from 275% to 1,220% depending on industry. UK B2B businesses report an average return of £22 for every £1 invested, with a median 3-year ROI of 748%. Financial services and medical device companies see the highest returns, often exceeding 1,000%.
How do you calculate SEO ROI?
Use the formula: SEO ROI (%) = ((Revenue from SEO − Cost of SEO) ÷ Cost of SEO) × 100. For B2B lead-generation businesses, revenue equals organic visitors multiplied by conversion rate, lead-to-customer rate, and average deal value. Include all costs: agency fees, tools, content creation, and internal time.
How long does SEO take to deliver ROI?
Most UK B2B companies see positive SEO ROI within 6 to 12 months. The average break-even point is approximately 9 months. Peak returns typically arrive in years 2 and 3 as organic traffic compounds. Industries with shorter sales cycles like construction can break even as early as 5 months.
How does SEO ROI compare to PPC?
SEO delivers a median 748% ROI versus approximately 200% for PPC. SEO leads close at 14.6% compared to 1.7% for outbound leads, and organic traffic compounds over time while paid traffic stops immediately when the budget stops. SEO requires patience but delivers superior long-term returns.
Is SEO worth it for UK B2B businesses?
Yes. B2B companies generate twice as much revenue from organic search as any other channel. With 53% of all website traffic coming from organic search and an average ROI of 748%, SEO remains the highest-return marketing channel for UK B2B companies willing to invest for 6 to 12 months.
What should I include in SEO costs when calculating ROI?
Include all direct and indirect costs: agency or consultant fees, SEO tools (Ahrefs, Semrush, or HubSpot subscriptions), internal team time at their hourly employment cost, content creation and copywriting, link building or digital PR, and any technical development work. UK B2B companies typically invest £1,500 to £5,000 per month.
Can you forecast SEO ROI before investing?
Yes, using the formula: target keyword volume × expected click-through rate × conversion rate × customer value. Our calculator above uses this approach with UK industry benchmarks to project traffic, leads, and revenue across conservative, moderate, and aggressive scenarios over 12, 24, or 36 months.
What happens to my SEO results if I stop investing?
Rankings and traffic persist initially but gradually decline without ongoing investment. Content becomes outdated, competitors continue publishing, and technical issues accumulate. Most businesses see significant ranking drops within 6 to 12 months of stopping entirely. A maintenance budget of 30–50% can preserve most gains.
Ready to See Real ROI From SEO?
The numbers above are projections. Our clients see real results — because we build SEO programmes around measurable ROI, not vanity metrics. Start with a free audit to see where your opportunities are.
Methodology: This calculator and supporting data use benchmarks from Ruler Analytics (organic conversion rates, 100M+ UK data points), FirstPageSage (3-year ROI and break-even data, Q1 2021–Q3 2025), and BrightEdge (channel revenue attribution). Growth projections use an asymptotic curve model reflecting realistic SEO timelines. Industry-specific conversion rates, close rates, and CLV ranges are pre-populated from UK B2B benchmarks. All monetary values are in GBP. This calculator provides estimates for planning purposes — actual results depend on competition, content quality, technical implementation, and market conditions. Contact us for a personalised SEO ROI assessment based on your specific business data.