Smart SEO Formulas



1. Keyword CTR (Click through Rate) = No. of times your ad/search engine listing is clicked/ No. of times your keyword is searched.

For e.g. Let say your search listing on Google was clicked 2 times when the keyword ‘event management courses’ was searched 48 times. So CTR of the keyword ‘Event Management Courses’ =2/48= 4.17%

Note: A keyword’s CTR is a strong indicator of its relevance to the user and the overall success of the keyword.


2. Ad CTR= No. of times an ad is clicked/No. of ad impressions.

For e.g. if your ad is clicked 20 times and is displayed 100 times, then your Ad CTR= 20/100=20 %


3. Goal Value= Total revenue generated by a website in a given month/total no. of goals (conversions) achieved by the website in the month.

For e.g. Goal value

= £2,138.46/129 orders = £16.58
= £2,138.46/129 leads = £16.58
= £2,138.46/129 signups = £16.58
= £2,138.46/129 downloads= £16.58
= £2,138.46/129 page-views = £16.58


4. Conversion Rate of a website= No. of goals (conversions) achieved in a given month/ Total no. of visitors in that month.

For e.g. Conversion Rate

= 129 orders/8773 visitors= 1.4%
=129 leads/8773 visitors= 1.4%
=129 signups/8773 visitors= 1.4%
=129 downloads/8773 visitors= 1.4%
=129 page-views/8773 visitors= 1.4%

Note: You can also determine the goal conversion rate through Google Analytics.


5. Traffic required to achieve desired goals = No. of goals required to be achieved/conversion rate of the website

For e.g. Traffic Required
=500 orders/1.4% = 35714 visits/month
=500 leads/1.4% = 35714 visits/month
=500 sign-ups/1.4% = 35714 visits/month
=500 downloads/1.4% = 35714 visits/month
=500 page-views/1.4% = 35714 visits/month

6. Anticipated Revenue through SEO efforts = No. of goals required to be achieved by SEO * Value of each goal

For e.g. Revenue generated= 12000 orders * £16.58 =£198960


7. Immediate ROI (Return on Investment) = Anticipated Revenue through SEO efforts – Proposed cost of the SEO project

For e.g.

ROI = [500 orders*24 months *Value of each goal (£16.58)]- £36000 = £198960- £36000 = £162960


8. Actual ROI =  Immediate ROI*12= £1,872,000
{client will continue to get seo benefits at least for the next one year even without any seo}


9. How much client is expecting in return = total anticipated revenue from seo efforts / proposed cost of the whole seo project

For e.g. £198960- £36000 = 5.53


10. No. of goals required to break even = Total Marketing Cost of the website/ Goal Value

Note: Break even is the point at which their is no profit, no loss.


11. Traffic required to break even = No. of goals required to break even /conversion rate of the website.


12. Cost per Conversion = Total Marketing cost / No. Of conversions.


13. Revenue generated through Social Media = No. Of goals achieved through social media efforts * value of each goal

For e.g. Revenue generated through facebook = No. Of goals achieved through facebook * value of each goal


14. Social Media ROI= Revenue generated through Social Media – (time you spent on social media * your salary per hour)

For e.g. Facebook ROI = Revenue generated through facebook – (time you spent on facebook * your salary per hour)

=50 * £16.58 – (34.12 hrs * £20/hr)
= 829 – 682.4 =


15. Social Cost Per Conversion =  Total Marketing cost through social media / No. Of conversions achieved through social media

For e.g. Social Cost Per Conversion = (time spent on twitter * your salary per hour)/ no. of conversions through twitter.


16, Bounce Rate of a web page = Number of bounces / Number of entrances

Bounces => Number of times visitors left the website from the landing page without browsing any further.

Entrances => Number of times visitors arrived on the website via the web page.



17. Bounce Rate of a website = Total number of bounces on all the web pages/ Total number of entrances on all the web pages


This post is very much a work in progress. If you have more cool ideas then please share in the comments below.

Do you know the difference between Web Analytics and Google Analytics?

99.99% of course creators themselves don’t know the difference between Web analytics, Google Analytics (GA) and Google Tag Manager (GTM).

So they are teaching GA and GTM in the name of teaching Web analytics.

They just copy each other. Monkey see, monkey do.

But Web analytics is not about GA, GTM.

It is about analyzing and interpreting data, setting up goals, strategies and KPIs.

It’s about creating strategic roadmap for your business.

Web Analytics is the core skill. Google Analytics is just a tool used to implement ‘Web Analytics’.

You can also implement ‘Web analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without the good understanding of ‘Web analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.

You are either likely to end up somewhere other than your destination or you get involved in an accident.

You learn data analysis and interpretation from Web analytics and not from Google Analytics.

The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Web analytics’ and not from ‘Google Analytics’.

You learn to set up KPIs, strategies and measurement framework for your business from ‘Web analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Web analytics’. You are not learning the ‘Web analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.

You need to know lot more than GA in order to work in Web analytics and marketing field.

So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage web/digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.

Here what You'll Learn On This FREE Web Class!

1) Why digital analytics is the key to online business success

2) The number 1 reason why most marketers are not able to scale their advertising and maximize sales.

3) Why Google and Facebook ads don’t work for most businesses & how to make them work.

4) Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.

5) The number 1 reason why conversion optimization is not working for your business.

6) How to advertise on any marketing platform for FREE with an unlimited budget.

7) How to learn and master digital analytics and conversion optimization in record time.


My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

Himanshu Sharma

Digital Marketing Consultant and Founder of

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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