How much is SEO worth?

There are two basic ways to judge this and see how your business model stacks up at the same time. 🤑 i) For any specific keyphrase, you can get PPC data for what the market rate is for that visitor. This is a great way to answer 'how much would it cost us to buy this quantity and quality of traffic?' ii) The second is how valuable that traffic is to you. This means, if you get X quantity of visitors for Y keyphrase, what percentage of them do you convert into your desired commercial action and what is that action worth? If you find that the number in (ii) is way lower than the number in (i) it means that other types of business or the same type of business with another revenue model or revenue efficiency can derive more value from the traffic. This means they will be able to outbid you on PPC and out-invest you on SEO. It's a great bit of analysis to start with.