Where to get the numbers
Take organic clicks per page or per query from Google Search Console (Performance report, last 28 days or last 3 months divided by three). For cost per click, use Google Ads Keyword Planner or the cost-per-click column in your keyword tool for the main query each page ranks for.
What traffic value tells you, and what it does not
- It is a replacement cost. It answers "what would we pay to get these visits from ads?", which is a useful way to explain SEO to a finance team.
- It is not revenue. Plenty of high-value clicks never convert. For revenue, use the SEO ROI calculator with your own conversion and close rates.
- Brand clicks inflate it. Searches for your own name are cheap to buy and you would win them anyway. Leave them out for a fair figure.
Pages with high value and weak rankings are usually where SEO pays back fastest. Finding them is the first job in keyword research: I map each valuable query to the page that should own it.