How is the SEO conversion rate calculated?

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To calculate SEO conversion rate, you can follow this simple formula, where SEO CR is the ratio of the number of conversions from SEO traffic to the total number of visitors acquired through SEO efforts.

SEO Conversion Rate = (Number of conversions from SEO traffic / Total number of visitors from SEO) x 100

What is the average conversion rate measured this way? It depends on the industry and the type of page. For example, according to HigherVisibility (A. Heitzman, 30+ SEO and Website chinese singapore phone number list Conversion Stats: Why SEO Leads to More Sales on Your Site, 2023), the average CR for e-commerce sites is around 2.5-3%. FirstPageSage provides more detailed data on SEO CRs for different types of pages:

Page type

Medium CR SEO

Prepared with data provided by Evan Bailyn (Average SEO Conversion Rate By Page Type, 2023).

Here's how to calculate conversion rate in SEO step by step:

Identify conversions: First, define what constitutes a conversion for your website. It could be a sale, a signup, a download, or any other action you consider valuable.
Track SEO traffic: Use analytics tools like Google Analytics to track the number of visitors to your website from organic searches. This is your SEO traffic.
Count conversions from SEO traffic: Determine the number of these visitors who completed the defined conversion action. This can also be tracked using Google Analytics, where you can segment conversions by traffic source.
Calculate your conversion rate: Divide the number of conversions from SEO traffic by the total number of SEO visitors, then multiply by 100 to convert it to a percentage.
For example, if your website received 5,000 visitors from organic searches in a month and 100 of them made a purchase (converted), your SEO conversion rate would be:

SEO CR = (100 / 5000) x 100 = 2%.

This calculation gives you the percentage of your organic search visitors who convert, providing a clear metric to measure the effectiveness of your SEO strategy in driving not only traffic but also valuable actions on your website.

Note: If you're only interested in visibility and traffic to your site, you can define conversions as your page's impressions in search results or your SERP listings. In this case, the SEO CR formula should be modified accordingly. For example, you can compare the number of impressions and listings over different periods (week over week, month over month, etc.).