Why Google Rankings Matter So Much for Your Webshop's or Website's Price

Two webshops with exactly the same revenue can be worth very different amounts to a buyer. One of the most important — and most overlooked — explanations is how well the site ranks in Google.

Why does organic ranking matter so much?

If a webshop ranks on page 1 of Google for relevant search terms, it gets a steady stream of free traffic — with no ongoing ad spend. That makes earnings more stable and less dependent on the new owner continuing to pay for advertising. If you're mainly selling via paid ads, on the other hand, that traffic — and the revenue with it — disappears the moment the ad budget stops. For a buyer, organic traffic is therefore worth significantly more than paid traffic at the same revenue level.

What's the practical difference between page 1 and page 2?

Click behavior studies consistently show that the vast majority of clicks on a Google search go to page-1 results — and that the click-through rate drops sharply for every position further down. Moving from page 2 to the top 3 on a key search term can, in practice, multiply the free traffic to a site several times over. That's exactly why buyers actively ask about rankings when assessing a webshop.

How do you document your ranking to a buyer?

• Make a list of the most important keywords and show where the site currently ranks (e.g. via a free rank tracker or Google Search Console).
• Show the trend in organic traffic over the past 12–24 months from Google Analytics.
• Highlight any "featured snippets" or other prominent placements the site already has.
• Be honest if a large share of traffic comes from just a few, vulnerable keywords — that's relevant information for a buyer.

Can a poor ranking also be an opportunity for a buyer?

Yes — some buyers specifically look for sites with a good foundation (domain age, content, some authority) but a ranking that isn't fully optimized yet. Here, the price can be lower, but with clear growth potential if the SEO work continues after the handover. Be clear in your listing about where the site actually stands today — and let the numbers speak for themselves.

Selling your webshop or website? Also read our guide on selling a webshop, or create your listing directly.

Frequently asked questions

Why is organic Google ranking so important for a webshop's price?

Because organic traffic delivers a steady stream of free visitors with no ongoing ad spend. If you're mainly selling via paid ads, that traffic disappears the moment the ad budget stops — which is why organic traffic is worth significantly more to a buyer.

How do I document my Google ranking to a buyer?

Make a list of the most important keywords and show the current ranking, show the trend in organic traffic over the past 12–24 months, and be honest if a large share of traffic comes from just a few, vulnerable keywords.

Can a poor Google ranking also be an advantage for a buyer?

Yes, some buyers specifically look for sites with a good foundation but a ranking that isn't fully optimized yet. Here, the price can be lower, but with clear growth potential if the SEO work continues after the handover.