Content ROI calculator: what is one page worth?
Before you brief an article, check whether it can earn back its cost. Enter the keyword's search volume, the position you expect, and what a conversion is worth. You get visits, revenue, ROI and the payback month.
What the page returns
Each month, once the page holds its position
- Visits
- 240
- Conversions
- 4.8
- Revenue
- $720
Over 24 months, including the ramp
- Revenue
- $16,200
- Total cost
- $2,160
- Net return
- $14,040
- ROI
- 650%
- Payback
- Month 4
- Conversions
- 108
On these inputs the page pays back its cost in month 4 and returns $14,040 net over 24 months.
How it works
The model follows one page from search demand to money. Each step uses one of your inputs.
visits = search volume × CTRconversions = visits × conversion raterevenue = conversions × value per conversioncost = production + upkeep × monthsROI = (revenue − cost) ÷ cost
During the ramp, visits grow evenly from month 1 until the page reaches its position. Payback is the first month where revenue to date covers cost to date. With the defaults, 2,400 searches × 10% CTR gives 240 visits a month at full strength.
How to read the result
Payback month matters more than ROI for most content plans. A page that pays back in month 6 frees budget for the next one. A page with a high ROI that only pays back in month 20 ties up cash for a long time.
If the result is weak, change one input at a time. Often the fix is a keyword with clearer buying intent, not more words on the page.
Assumptions and limits
- It is a model. Rankings are never certain, and the position you pick may not be reached.
- One keyword stands in for all the queries the page might rank for. Pages often earn traffic from many related terms.
- Search volume is treated as flat. Seasonal topics will swing above and below it.
- It counts last-click value only. Content that helps people decide but does not close the sale is undervalued here.
Common questions
Where do the CTR figures come from?
They are rough assumptions for a plain results page, rounded for easy use. Real click-through rates change with ads, featured snippets, brand strength and intent. If you have Search Console data for similar pages, type your own CTR instead.
What value per conversion should I use?
For a shop, use average order value, or gross profit per order if you want a margin view. For leads, multiply average deal value by the share of leads that close.
Why does the page take months to pay back?
New pages rarely rank on day one. The model grows traffic evenly until the page reaches the position you picked. Set the ramp to 0 if you are refreshing a page that already ranks.
Can I use this to compare several article ideas?
Yes. Run each idea with the same cost and conversion inputs, then compare payback month and ROI. It quickly shows which topics carry buying intent and which only bring visits.
Plan content that pays back
We score topic ideas by revenue potential and payback, using your own conversion data. Then we build the content plan around the ones that earn.
Get a Free SEO ROI ConsultationAlso useful: all free tools, SEO ROI forecasting and pricing.