What does it cost NOT to be visible on Google? (How to calculate the loss)
Most businesses know SEO is important, but few can put a number on what they're losing by not ranking. Here's the formula that gives you the answer.
It's easy to say 'we should be more visible on Google' — but harder to justify the investment when the numbers are abstract. In this post we give you a concrete formula for working out exactly how much your site is losing every month by not ranking. Once you see the number, it suddenly becomes crystal clear.
The base formula
Lost revenue per month = S × C × K × V
Where:
S = monthly searches on your main keyword
C = average click-through rate (CTR) for the position you SHOULD be at
K = your conversion rate (visitor → customer)
V = average customer value
Step 1: Find your search volumes
Use Google Trends or a free tool like Keyword Tool to see how often your main service + location is searched. Examples:
- 'tradesperson Göteborg' = 1,900 searches/month
- 'painter Malmö' = 720 searches/month
- 'hairdresser Uppsala' = 1,400 searches/month
- 'dentist Linköping' = 880 searches/month
Step 2: CTR per position
Click-through rate (CTR) differs dramatically between positions on Google. Averages from 2024 data:
- Position 1: 39% CTR
- Position 2: 19%
- Position 3: 11%
- Position 4: 7%
- Position 5: 5%
- Positions 6–10: 3% combined
- Page 2 onwards: <1%
If you're on page 2 you get less than 1% of clicks. If you're at position 3 you get 11%.
Step 3: Your conversion rate
How many of your site's visitors become customers? Typical numbers:
- Tradespeople/service businesses: 2–5%
- E-commerce: 1–3%
- B2B lead generation: 3–8%
- Local services with strong credibility: up to 10%
If you don't have Google Analytics installed — use 2% as a conservative estimate.
Step 4: Customer value
This is the easiest one. Take average order value multiplied by the number of repeat visits per customer. Examples:
- Tradesperson: €1,500 per job, often one-off
- Hairdresser: €80 × 8 visits/year = €640/year
- Dentist: €250 × 2 visits/year × 5 years = €2,500 lifetime value
Example calculation: Tradesperson in Göteborg
- S = 1,900 searches/month
- C = 11% (if we ranked at position 3)
- K = 3% (service business)
- V = €1,500
Lost revenue/month: 1,900 × 0.11 × 0.03 × 1,500 = €9,405
Over a year: €112,860.
If the business currently ranks on page 2 (1% CTR), they get:
1,900 × 0.01 × 0.03 × 1,500 = €855/month.
The difference — €8,550/month — is what it costs not to be visible.
What do you do about it?
Technical SEO, local landing pages, content that matches search intent, and a consistent Google Business Profile. It takes 3–6 months before rankings move significantly, but when they do the effect is powerful.
Get your specific number
We can calculate exactly how many searches happen on your main keywords, where you rank today, and what you lose compared with ranking in the top 3. Order a free SEO analysis and we'll send the report within 48 hours.
