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Measuring the value of SEO work holisticly can be a challenge. As well as reporting on search rankings on search engines, reporting using Google Analytics (or similar tools) your sales / leads (including phone calls and emails / form submissions via the site) from the source of organic search is important.
Equivalent Advertising Value (EAV – a.k.a. Advertising Value Equivalency / AVE) is a metric of public relations success obtained by calculating what “earned media” coverage would cost if bought as paid display ad space / airtime. A similar metric is Semrush .com's "Traffic Cost" which can be a useful (approximate) metric to measure SEO success .
For example, according to Semrush's "Traffic Cost" data the (estimated) cost that my client Viewber would have to spend on Google PPC Ads to buy the same amount of monthly search traffic they currently get through their Google organic search rankings is £15,000 (approx) as of July 2026. This is up over £6K since December 2025 (the last time I checked this data). Tracking this metric over time can show progress as well.