SEO ROI Search Engine Optimization ROI 2
SEO ROI part 2
Google pay per click model is extremely effective, driving highly relevant and motivated prospects to the advertisers.
In order to measure the approximate market value of search engine optimization we took pay per click advertising as a measurement. The calculation will give you an estimate of SEO investment value in comparison to market value of keywords. Since pay per click pricing is independent and market driven, we can take a price of each keyword and relate it to the clicks you will be getting with successful SEO campaign.
Google Traffic Estimator tool provides accurate figures for pay per click prices.
Prices reflect real dollar amount paid by advertisers per each click.
As an example we used the following keywords:
Local Search:
toronto car rental
calgary lawyer
Global Search:
get a mortgage
business accounting software
Keyword Market Value
PPC = Pay Per Click
Results for Canada and US using Google Traffic Estimator
| Keyword | Average Cost
Per Click |
Estimated Daily
Clicks |
Estimated Cost
Per Day |
CostPer Month
(PPC only) |
| Local Search | ||||
| toronto car rental | $3.21 | 77 | $247.17 | $7415.1 |
| calgary lawyer | $2.30 | 8 | $18.4 | $552 |
| Global Search | Â | |||
| get a mortgage | $8.42 | 14 | $117.88 | $3536.4 |
| business accounting software | $8.04 | 49 | $393.96 | $11.818 |
Total Searches Per Day
If you use Google Traffic Estimator tool, you will notice that Google does not provide data for “total clicks per dayâ€. Traffic Estimator only serves data for PPC clicks, excluding natural search results.
In order to estimate the approximate number of total clicks per day, including natural search results, we used 70% / 30% rule.
It has been found through numerous studies that around 20%-25% of all searches conducted on search engines go to pay per click advertisements. Rest of the clicks go to natural search results, which is around 75%-80%. Since this is an estimate, we will assume that 70% of all clicks go to natural search results and 30% go to pay per click advertisements.
Knowing that 70% of clicks go to regular search results we estimate total number of clicks from data provided by Google Traffic Estimator Tool.
For example:
“toronto car rental†will receive around 77 clicks per day going to PPC advertisements exclusively. Since PPC only constitutes approximately 30% of all clicks on search engines, it is safe to assume that 77 clicks represent 30% of total daily clicks for the keyword “toronto car rental “.
With that knowledge it is easy to estimate total number of clicks, both for PPC and natural search results.
30% of 256 = 77Â Â Â Â (clicks going to pay per click)
70% of 256 Â = 179Â (clicks going to natural search results)
From that number, we can estimate value of search engine optimization related to the market value of keywords.
70% of total clicks per day X average cost per click = market value of your SEO investment
Results for Canada and US
| Keyword | Average Cost
Per Click |
Total Clicks
Per Day |
Estimated SEO Clicks Per Day (70%) | Estimated SEO Investment Value per Day |
| Local Search | ||||
| toronto car rental | $3.21 | 256 | 179 | $574.59 |
| calgary lawyer | $2.30 | 26 | 18 | $331.2 |
| Global Search | Â | |||
| get a mortgage | $8.42 | 46 | 32 | $269.44 |
| business accounting software | $8.04 | 163 | 114 | $916.56 |
Estimated Annual SEO Investment Value
Results for Canada and US
| Keyword | Average Cost
Per Click |
Estimated SEO Clicks Per Day (70%) | SEO Investment Value Per Month | SEO Investment Value Per Year |
| Local Search | ||||
| toronto car rental | $3.21 | 179 | $17.237.70 | $206.852.40 |
| calgary lawyer | $2.30 | 18 | $9.936.00 | $119.232.00 |
| Global Search | Â | |||
| get a mortgage | $8.42 | 32 | $8.083.20 | $96.996.40 |
| business accounting software | $8.04 | 114 | $27.496.80 | $329.961.60 |
Note: each keyword given as an example represents separate market. “toronto car rental†targets car rental industry, while “get a mortgage†targets financial market. In a basic SEO campaign we target at least 5 keywords per industry, multiplying investment value ten fold.
SEO Expert Search Engine Optimization Services
SEO Expert is a Canadian search engine marketing company, located in Montreal, Quebec, targeting national and international markets. SEO Expert is one of the leading SEO companies in Canada, as we rank on top of search engines for terms such as:
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SEO Expert has over 5 years of dedicated search marketing experience and offers search engine optimization solutions to Canadian and American businesses. We offer both highly effective Pay Per Click management services and natural search engine optimization.
Please contact us to address questions about search engine optimization, your concerns, or to inquire about pricing for expert level search marketing solutions.
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