Dig deeper: How long SEO takes to workYou don't measure the performance of SEO through ROI – you justify its investmentWhen I consult, I always ask what businesses spend on paid search. Measure SEO effectiveness, not ROIWhen it comes to SEO, there is a lot of noise. This is why ROI is such a dangerous thing to measure SEO performance around. Measuring the performance of SEO through ROI is a little like measuring the success of your children while they're at school. If you spend $100,000 a year on paid search, you'll spend half a million in the next five years.