What is organic traffic value?

SEO tools often show an estimated traffic value for a domain, but those figures rely on estimated rankings and clicks. You can calculate a more reliable version from your own data:

1. Export queries with their clicks from Google Search Console for a period, such as the last three months.
2. Find a cost per click for each query, or group of queries, from Google's Keyword Planner or your own Google Ads data.
3. Multiply clicks by cost per click for each query and add up the results.
4. Report branded and non-branded queries separately, because brand demand comes mostly from your reputation rather than from SEO work.

Use it carefully. It shows what equivalent paid traffic would cost, not what the traffic earns. Many informational queries have low costs per click because they rarely convert, and some expensive terms might never be worth buying. For profit, look at conversions and revenue from organic traffic instead.

It's most useful for comparing channels, showing the replacement cost if organic visibility were lost and tracking SEO's contribution over time. The Organic Traffic Value Calculator does the arithmetic and explains its assumptions.