Two planning tools in one: project what an SEO campaign returns month by month — and sanity-check click-through rates, positions and impression targets. Everything runs in your browser; the defaults below are the worked example, so the results are already live.
The model: projected visits in month m = current visits × (1 + growth)m−1. Incremental visits = projected − current. Incremental revenue in month m = incremental visits × conversion rate × value per conversion. Totals sum over the whole campaign; ROI = (total revenue − total investment) ÷ total investment × 100. Break-even is the first month where cumulative revenue catches up with cumulative spend.
Planning estimate, not a forecast: real SEO growth is uneven, rarely compounds at one fixed rate, and revenue depends on the conversion rate and values you entered. Use it to compare budgets and timelines, not to promise a result.
| Month | Projected visits | Incremental revenue | Cumulative net |
|---|
CTR = clicks ÷ impressions × 100 — the same definition Google Search Console reports.
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CTR-by-position curve (% per position) — editableThis curve is an editable planning estimate based on commonly published CTR studies — it is not Google data. Your real curve depends on your brand, query intent, SERP features and device mix; replace the numbers with your own Search Console averages whenever you can.
Impressions needed = target clicks ÷ CTR. Handy for sizing a content or digital-PR push against a traffic goal.
Project SEO ROI month by month with a break-even point, and work CTR, position and impression maths in the same place.
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Project what an SEO campaign could return month by month — incremental visits, revenue, net profit, ROI and the break-even month — then use the CTR mode to sanity-check click-through rates, positions and impression targets.
A local services firm spends $1,000 a month for 12 months. It has 5,000 organic visits a month, expects 10% monthly growth, converts 2% of visits and values a conversion at $80. The calculator projects 106,921 total visits — 46,921 of them incremental — worth about $75,074, a net profit of about $63,074 and an ROI of roughly 526%. Cumulative revenue passes cumulative spend in month 4, so the campaign pays for itself early and compounds from there — exactly the story the month-by-month table shows.
The ROI model is deliberately simple and shown on the panel: projected visits in month m = current visits × (1 + growth)^(m−1); incremental visits = projected − current; each month’s incremental revenue = incremental visits × conversion rate × value per conversion; totals sum across the campaign and ROI = (revenue − investment) ÷ investment × 100. Break-even is found by walking the months until cumulative revenue first reaches cumulative spend. Mode B uses the standard definitions: CTR = clicks ÷ impressions × 100, expected clicks = impressions × the curve’s CTR for that position, and impressions needed = target clicks ÷ CTR.
For sales, use average order value (ideally gross margin, not revenue). For leads, use the value of a won customer × your close rate: a $2,000 job you win one time in five makes each lead worth about $400. If you cannot value a conversion at all, the visit and revenue maths cannot start — estimate conservatively rather than skipping it.
It depends on the starting point. A small site publishing steadily can grow 5–15% a month for a while; a large, mature site growing 1–3% a month is doing well. New campaigns also usually take 2–4 months to show anything — if you want to model that, lower the growth rate rather than trusting a curve that pays out from month 1.
Because the model grows visits from the current baseline: in month 1, projected visits equal current visits, so nothing is incremental yet. Growth starts compounding from month 2. That is a deliberate, conservative choice — many calculators quietly credit the campaign with growth in month 1.
The first month where everything the campaign has earned catches up with everything it has cost. A break-even in month 4 of 12 means the remaining 8 months are projected profit. If a scenario never breaks even inside the campaign, the panel says so — lengthen the campaign, raise growth or conversion value, or cut the monthly spend and compare.
It is a reasonable planning average, clearly labelled as an estimate, and every value is editable. Your own data will differ: position 1 for your brand name may take 60%+ of clicks, while a position under ads, a map pack and an AI overview may take almost none. Paste your Search Console CTRs per position into the curve for a curve that is actually yours.
Only if you put a price on it: add the monthly cost of your own hours (or your team’s) to the monthly investment figure. SEO “done in-house” is not free, and including the time is what makes the comparison with paid channels honest.
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