SEO is necessary for any company with a website; it’s critical to driving traffic, leads, and revenue. The top challenge for marketers managing SEO is understanding return from their investment. We present a model for capturing ROI that cuts through the complexity of SEO investments. It breaks down the benefits and costs while factoring in risks and flexibility. The model is an interactive workbook that marketers can change to fit specific technology costs, website components, and objectives. This report helps B2C marketing professionals make the case for investment in a holistic SEO program; it provides an ROI model for SEO program expenditures using Forrester’s Total Economic Impact™ (TEI) framework.