No one can argue the value of ranking in Google. However, the issue is whether or not SEO is worth paying for. Do the costs of SEO outweigh the business benefits? With such a saturated Internet environment these days, is SEO worth it?
On a practical level, we can judge whether SEO is worth it by two different methods.
1. Compare it to PPC costs
Look at what the cost per click is for your target search term. Then work out your estimated search volumes per month for that search term are. Base this on a top 3 position on Google (as any good SEO agency will be able to achieve this.) Multiply the two together and you have an estimated cost based on how much it would cost you to buy the traffic from Google. Now compare this value to the costs for SEO and you will see whether its worth it or not.
2. Work out how valuable the traffic is to you
With this method we work out how many visitors for your target keyphrase would you need to convert into paying customers based on your current conversion rates. You can then work out how much it would cost you to buy that traffic.
Using either of these methods will help you determine whether SEO is worth it for your business.