Your return on investment (ROI) is a critical measure of the success of any of your marketing or sales strategies, including SEO. But, the exact impact of SEO on your ROI will vary by business. Ranking may be more difficult and costly for those that operate a business in a large city or highly competitive market. Your goal ROI is going to be fluid at first, and you should expect to make changes throughout your ranking process. We recommend setting realistic ROIs in the beginning, especially as you begin your SEO journey. As your SEO strategy matures, you can start to get granular with your ROI as you target hyper-specific local keywords and chase local pack results in your area.