Fundamentals

CPC (cost per click)

CPC is the price an advertiser pays for one click in a search auction. In SEO it is used as a proxy for the commercial value of a query.

A high CPC means competitors, each measuring their own conversions, have concluded the query is worth paying for. That is a far better signal of commercial intent than search volume, which counts curiosity and buying appetite identically. A keyword with 200 searches at a 45 CPC will usually outproduce one with 20,000 searches at 0.15.

Do not treat it as equivalence. Paid clicks sit above the fold and attract the impatient; organic clicks attract the researcher, and the two convert differently. Use CPC to prioritise and to express organic value in a language finance already understands, not to claim that ranking saves you exactly that amount.

Related terms

Guides on this subject

  • How much does SEO cost? Pricing guide

    Realistic 2026 price ranges for agencies, freelancers and tools, the four pricing models explained, what each budget level actually buys, and how to judge ROI before you sign.