Free SEO tool
SEO Traffic Value Calculator.
Work out what your organic search traffic is actually worth in pounds — and how much more it could be worth if your rankings moved up the page. The calculator itself runs entirely in your browser; nothing is sent anywhere until you choose to request an audit below.
Your current traffic.
Monthly organic clicks — from Google Search Console or Analytics.
● Example figures — edit to use your own
Your current visibility.
Monthly impressions and average position — from Google Search Console.
● Example figures — edit to use your own
How we calculate this
No black box — this is the whole method:
- Click-through rate by position. We use blended industry-average CTR curves for Google organic results (position 1 ≈ 28%, position 3 ≈ 11%, position 10 ≈ 2.5%, tailing off further down page 2). Your own CTR will vary by query intent and SERP features, but this gives a fair like-for-like estimate.
- Back-calculating impressions. If you entered clicks, we divide by the CTR at your current position to estimate the impressions behind them (impressions = clicks ÷ CTR at current position).
- Projecting the target. We apply the CTR at your target position to those same impressions to estimate the clicks you’d get if you ranked there instead.
- Putting a price on it. Each estimated click is valued at your chosen “value per click” — what that same visit would cost via paid search.
Monthly value = clicks × value per click. - The gap.
Gap = potential monthly value − current monthly value, andAnnual gap = gap × 12. This is what page-1 rankings are plausibly leaving on the table.
This is a modelling exercise, not a guarantee — real SERPs have featured snippets, ads and intent differences that shift CTR. It’s built to be directionally right and fully transparent, not to sell you a fake precision figure.
CTR curve used (organic, blended average):
1.0× today’s traffic value
Impressions used in this model
—
Next step
Want the full picture — free?
This calculator gives you the headline number. A free audit from Figment shows you exactly which pages and keywords are behind it, and the fastest route to closing the gap of £0 a year.
No obligation, no jargon — just a clear plan built by SEO Director Emma Grant’s team.
One more step — send that email.
Your email app should have opened with a message pre-filled for Figment, ready to send. If nothing opened (some browsers block this), copy the summary below and email it to sunny@figmentagency.com.
What your organic traffic is actually worth.
Organic traffic only becomes a business case once you put a number on it, and this calculator does that the way a paid-search team would. It takes your impressions and average position, applies standard organic click-through-rate benchmarks for each position, and prices the resulting clicks at what the same visits would cost you through Google Ads. The output is two figures: the value of the traffic you already earn, and the value sitting just out of reach in positions four to twenty. The second number is usually the persuasive one. In the CTR model this calculator uses, a page averaging position 11 takes around 2% of the available clicks, while the same page at position 3 takes around 11%. Multiplied across a keyword set, that gap is the SEO traffic value you are currently handing to competitors.
How to use this calculator.
Pull impressions and average position for the pages or queries you care about from Google Search Console; three months of data gives a steadier picture than 28 days, but divide the totals by three so you enter a monthly average. Enter a cost-per-click you would genuinely pay in your market rather than an industry average. Then model a realistic improvement rather than a best case — two or three positions is a normal outcome from a quarter of focused work. Treat the result as a directional business case for prioritising one cluster of pages over another, not as a forecast: it runs on published CTR benchmarks, not on your actual click data.
One mistake worth avoiding: averaging position across a whole site. The site-wide average position in Search Console is a blend of thousands of long-tail queries, so it usually settles somewhere in the twenties and makes every page look equally hopeless. Run the numbers per page, or per keyword cluster, instead. It is also worth checking whether the impressions you are pricing are branded, because traffic for your own company name is not incremental value you can win — strip it out before you put the figure in front of anyone.
Related tools.
Two questions usually follow a traffic value figure: what it would cost to close the gap, and why the pages are sitting where they are. There is a tool for each.
- SEO Agency Cost Calculator — once you know what the gap is worth, this prices the work needed to close it by competition, site size and scope, so you can set the value against the investment rather than guessing at a budget.
- Schema Markup Grader — if pages are stuck several positions below where they ought to be, technical gaps are often part of the reason. Grade the structured data on the pages you just valued and see whether machines can read them properly.
