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Organic Search Marketing Maturity Model
Monday, November 02, 2009
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:
  1. Management/Strategic
  2. Performance / Measurement 
  3. 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
· 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
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


posted by Jody @ Monday, November 02, 2009  
  • At 5:41 AM, Anonymous Anders Online Marketing said…

    I am working with marketing in Denmark and is searching for inspiration in the digital world. Thanks for inspiration

  • At 10:03 AM, Anonymous William H. said…

    we have similar model - we call in SEO Sophistication Model - We built it with a very Maslow-vian approach. I think we are going to go back and re-work it into a spreadsheet like the one you presneted.
    Well Done!

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