Calculate SEO potential with your own assumptions

Create comprehensible scenarios from search impressions

The computer keeps the monthly impressions constant and varies the assumed click-through rate. With 100,000 impressions, 2 percent CTR initially corresponds to 2,000 clicks. With an assumed CTR of 4 percent, it would be 4,000 clicks and thus 2,000 additional clicks. Whether this CTR is achievable must be assessed separately on the basis of search intention, presentation of results and competition.

Calculate additional conversions and contributions

Additional clicks × conversion rate result in the additional mathematical conversions. Multiplied by the contribution margin per conversion, the additional contribution before implementation costs arises. For leads, use a comprehensibly derived expected value that takes into account, for example, the closing rate and actual contribution. Turnover and contribution margin must not be confused.

Treat costs and ROI transparently

The monthly comparison costs consist of running additional costs plus one-off costs divided by the selected period. ROI is calculated as an additional net contribution divided by these costs. At zero cost, the ROI remains undefined. The payback period of the one-off costs is only indicated if the additional monthly contribution is positive after running costs.

What the bill does not predict

The tool does not predict rankings, future impressions or conversion rates. Season, brand share and search result features can change the observed CTR. Lower target values can also give negative results. Use the three scenarios as a conversation and prioritization basis, and later check assumptions with actual data.

Frequent questions