There are many people that don't know how to calculate the ROI of SEO. In particular, they don't understand a key principle of SEO's ROI: it gets better as time passes. Why? Because unlike paid channels where you need to spend more for every extra click you get, in SEO you start accumulating or stacking pages ranking at the top of Google search results, while your spend doesn't increase.  So as you do SEO for longer, you get more traffic and more leads for the same monthly cost, yielding you better and better ROI. In this podcast, we discuss this in depth, using examples and graphs (if you'd like to see them, find our video on Youtube). We aren't making the argument that SEO is better than other channels, just that you need to think about it differently. With other channels, you may see a fast ROI, but leads get more expensive overtime and you need to continue to invest more into it, and with SEO, it takes longer to get an ROI but costs come down dramatically overtime. SEO works well when you have an existing channel that is driving leads already and you can build this simultaneously over the long term.