As mentioned, we are unveiling version of our organic search marketing maturity model. Of course this is a work in progress and we expect to enhance the model with modifications based on feedback and additional insight that we acquire. We will be making this organic search marketing maturity model available via a PDF shortly. We discussed the five stages of the organic search marketing maturity model in our previous post.
You will see that the criteria (column one) are broken up into three sections:
- Management/Strategic
- Performance / Measurement
- Tactical
With that Marketing Jive presents version one of the Organic Search Marketing Maturity Model.
Organic Search Marketing Maturity Model
| Level 1 Intermittent
| Level 2 Engaged
| Level 3 Structured
| Level 4 Managed
| Level 5 Optimized
|
Internal Champion
| · none
| · single person
| · dedicated team
| · multi-team
| · C-Suite champion; company-wide buy-in
|
Management Attention
| · Sparse, odd request
| · monthly to weekly
| · weekly to daily
| · daily
| · continuous
|
Dedicated Resources
| · none
| · 2-4 people
| · dedicated team
| · multiple teams
| · full integration
|
Budget
| · no official budget
| · discretionary funds
| · line item(s) in budget
| · significant budget
| · significant, dynamic
|
SEO Existence
| · none
| · limited
| · fundamentals optimized
| · optimized
| · dynamic optimization
|
Search Experience Level
| · none
| · beginner
| · intermediate
| · advanced
| · expert/specialists
|
Implementation Speed
| · non-reactive
| · very slow (months)
| · slow (weeks)
| · very fast (days)
| · immediate (days/hours)
|
Defined KPIs
| · none
| · organic traffic
| · traffic, conversions
| · CPA
| · ROI
|
Web Analytics
| · hits, page views
| · keywords, bounce rate
| · conversion funnel
| · segmented analytics
| · integrated analytics
|
Attribution Models
| · none
| · micro attribution
| · macro attribution
| · combined attribution
| · full cross-channel attribution
|
Conversion Rate
| · poor
| · below average
| · average
| · above average
| · industry leading
|
Site Architecture
| ·no awareness
| · single site
| · single site - organized
| · single site - optimized
| · Multi-site hierarchy w/ multiple web properties - optimized
|
Keyword Research
| · minimal
| · branded focus
| · established process
| · efficient process
| · dynamic, iterative process
|
Keyword Organization/Strategy
| · none
| · some groupings
| · category, product
| · segmented, sales cycle
| · Combined head, torso, long-tail
|
Content Development
| · none
| · one-offs
| · established process
| · efficient process
| · dynamic deployment
|
SEO Landing Page Optimization
| · none
| · limited testing
| · some usability testing
| · regular usability testing
| · segmented testing
|
Link Development
| · none
| · directory submissions
| · established link building process
| · efficient link building process
| · dynamic deployment - Viral content, widgets, regular “link bait” content
|
Blended Search Optimization
| · none
| · minimal
| · sporadic as required
| · blended search strategy
| · full digital asset management
|
Competitive Analysis
| · none
| · traditional competitor consideration only
| · combined focus on traditional (offline) & online competition
| · benchmarking
| · industry benchmarking of online & offline competition
|
Labels: organic search marketing maturity model |
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