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  1. GONE
  2. BOTCHECK
  3. GSC
  4. PAYBACK

Tools HQ / PAYBACK

PAYBACK: an SEO ROI calculator for technical fixes

What a technical fix is worth per month in a worst, base and best case, what it costs to fix, and how long until it pays for itself.

The fix

How the gain comes in

Or leave pages blank and put total monthly clicks in the second box.

Assumptions - edit these, they are not measured

Funnel wording

click -> lead or sign-up -> paying customer. Value per click = Click to lead or sign-up % x Lead to paying customer % x value per customer. Changing this changes the wording only.

Worst
Base
Best
Click uplift %
Click to lead or sign-up %
Lead to paying customer %
Value per customer
Months to full effect
Value per click

£0 per 100 clicks

£0 per 100 clicks

£0 per 100 clicks

Deal type

Revenue share lands later than a one-off CPA payment and can vary from month to month, so payback on revenue share deals is slower and less certain. Treat the delay below as your own assumption.

How good is the evidence (own data, tested fix type), not a probability.

Forecasts are most reliable over about 3 to 12 months.

Verdict - 12 month decision window

Pays back in under 1 months (base case)

Monthly value at full effect

Worst

£0

payback no cost entered

0 extra clicks
0.0 customers
with ramp: no cost entered
12-month net £0

Base

£0

payback no cost entered

0 extra clicks
0.0 customers
with ramp: no cost entered
12-month net £0

Best

£0

payback no cost entered

0 extra clicks
0.0 customers
with ramp: no cost entered
12-month net £0

Payback = cost to fix / monthly value at full effect. Cost to fix: £0 (0 days x £0). The "with ramp" line counts the months to full effect. Evidence confidence -%.

Cumulative value vs cost, first 12 months

£0£0£1£1£1m0m3m6m9m12cost £0

- worst - base - best - - cost. Includes the ramp.

Ranked fixes

Sorted by base monthly value, highest first. The bar is the base case; the whisker runs from worst to best. Score = base monthly value x evidence confidence / cost to fix - a way to compare fixes on one scale, not a forecast.

#FixBase value (worst - best)Worst / base / best per monthCostPayback (base)VerdictEvidenceScore
Add a fix to start the list.

Feeds into PAYBACK

  • GONE ->

    Hands over the count of removed URLs that still answer like live pages.

  • BOTCHECK ->

    Hands over the pages where crawlers are blocked or served errors.

  • Site CTR curve ->

    Your own CTR by position for the base case in CTR change mode.

  • GSC companion ->

    Hands over the URLs that FAIL a live sitemap or redirect check.

Every number comes from what you type or a cited study. Nothing is sent anywhere.