Free Tool
Organic Traffic Value Calculator
What would you pay in Google Ads to generate the same visitors your site gets organically? Enter your monthly sessions and industry to find out the true monetary value of your SEO rankings.
Your Traffic
How many sessions does your site receive from Google each month? (Find this in Google Search Console under Performance.)
Sets the average cost-per-click benchmark for your sector
Use your Google Ads or Ahrefs data for a more accurate figure
Active rate: £5.53/click — Professional services average
Monthly Traffic Value
£11,060
what you'd spend in Google Ads to buy this traffic
Annual traffic value
£132,720
equivalent Google Ads spend
Value per visitor
£5.53
average CPC for your sector
Monthly visits
2,000
organic sessions
Monthly Ads equiv.
£11,060
to buy the same traffic
How this works: Traffic value = organic sessions × average CPC for your industry. Industry CPC benchmarks are UK averages sourced from Ahrefs and Google Ads data. Enter your actual CPC above for a precise figure.
What is traffic value?
Traffic value (also called organic traffic cost) is the estimated amount you'd need to spend on Google Ads to generate the same number of visitors your site receives organically. It's calculated as: monthly visits × average cost-per-click for your industry. Ahrefs, Semrush, and Moz all use this metric.
Why does CPC vary by industry?
Advertisers bid more for clicks in high-value sectors. A legal services firm may pay £8–12 per click in Google Ads because converting one visitor into a client is worth thousands. A retail business might pay £1–2. Your organic traffic is worth proportionally more when your industry's CPC is high.
How to use this for SEO decisions
If your 2,000 monthly organic visits are worth £11,000/mo in equivalent ad spend, that's your annual traffic saving of £132,000. Compared to a £10,000/year SEO investment, the ROI becomes obvious. Traffic value is the most compelling metric for justifying SEO to finance teams and business owners.
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