Organic Search Maturity Model - For Moz Readers, Love Heather Physioc
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STAGE1 - INITIAL/AD HOC2 - REPEATABLE3 - DEFINED
4 - MANAGED/CAPABLE
5 - EFFICIENT/OPTIMIZING
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1 - PROCESS, POLICY OR PROCEDURE
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DOES A DOCUMENTED, REPEATABLE PROCESS FOR INCLUSION OF ORGANIC SEARCH EXIST AND IS IT CONTINUOUSLY IMPROVING?
Process of including organic search in marketing initiatives is defined as a clear series of actions or steps taken, including both developing organic search strategy and implementing SEO tactics.
1A - UNDOCUMENTED, NO SEARCH PROCESSES EXIST1B - SEARCH PROCESSES EXIST, NOT DOCUMENTED, NOT ENFORCED1C - SEARCH PROCESSES DOCUMENTED, ENFORCED, REACTIVE INCLUSION1D - SEARCH PROCESSES DOCUMENTED, ENFORCED, PROACTIVE INCLUSION1E - SEARCH PROCESSES DOCUMENTED AND EFFICIENT, PROACTIVE INCLUSION, CONTINUAL PROCESS OPTIMIZATION
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X
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2 - PERSONNEL RESOURCES & INTEGRATION
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DOES THE NECESSARY TALENT EXIST AT THE ORGANIZATION OR WITHIN THE SCOPED PERSONNEL?
Personnel resources may include SEO professionals, as well as support staff such as developers, data analysts and copywriters necessary to implement organic search successfully. Active resources may work independently in a disjointed manner or collaboratively in an integrated manner.
2A - STAFF DOES NOT EXIST, NO SEARCH WORK BEING DONE2B - STAFF EXISTS, MINIMAL SEARCH WORK BEING DONE2C - STAFF WORKS ACTIVELY ON SEARCH, BUT OFTEN INDEPENDENTLY IN SILOS2D - STAFF WORKS ACTIVELY AND COLLABORATIVELY ON SEARCH, PARTIALLY INTEGRATED2E - STAFF IS FULLY INTEGRATED AND COLLABORATES ACROSS DISCIPLINES TO EXECUTE ORGANIC SEARCH WORK
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X
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3 - KNOWLEDGE & LEARNING
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IS THE ORGANIZATION KNOWLEDGEABLE ABOUT SEARCH & CONTINUOUSLY LEARNING?
Information can include existing knowledge, past experience, and/or training in organic search strategy and tactics. It can also include a commitment to learning more, possibly through willingness to undertake trainings, attendance of conferences, regular consumption of learning materials, or staying current in industry news and trends.
3A - NO KNOWLEDGE OF SEARCH, NO TRAINING, NO COMMITMENT TO LEARN MORE3B - SOME KNOWLEDGE OF SEARCH, BUT MAY BE OUTDATED. SOME BASIC TRAINING, NO COMMITMENT TO LEARN MORE.3C - MODERATE KNOWLEDGE/TRAINING IN SEARCH, BASIC EXPERIENCE, COMMITMENT TO LEARNING3D - ADVANCED KNOWLEDGE/TRAINING IN SEARCH, COMMITMENT TO LEARNING3E - EXPERT LEVEL KNOWLEDGE/TRAINING IN SEARCH, HIGH COMMITMENT TO LEARNING & STAYING CURRENT
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X
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4 - MEANS, CAPACITY & CAPABILITIES
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DOES THE ORGANIZATION BUDGET FOR AND PRIORITIZE ORGANIC SEARCH?
Means, capacity and capabilities can include being scoped into a client contract, adequate budget being allocated to the work, adequate human resources being allocated to the work, the capacity to complete the work when measured against competing demands, and the prioritization of search work alongside competing demands.
4A - NO MEANS & CAPACITY - NEVER BUILT IN4B - LOW MEANS, AD HOC INCLUSION AS AVAILABLE4C - MODERATE MEANS, FREQUENT INCLUSION4D - HIGH MEANS, CONSISTENT INCLUSION4E - ALWAYS BUILT IN & PRIORITIZED
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X
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5 - PLANNING & PREPARATION
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IS ORGANIC SEARCH ALIGNED TO BRAND GOALS AND PROACTIVELY PLANNED?
Is organic search aligned to business goals, brand goals, and/or campaign goals? Is organic search proactively planned, reactive, or not included at all? This measure evaluates how frequently organic search efforts are included in marketing efforts for a brand. It also measures how frequently the work is included proactively and pre-planned, as opposed to reactively as an afterthought. Work may be aligned to or disconnected from the "big picture."
5A - NEVER INCLUDED / NEVER PLANNED / DISCONNECTED FROM BRAND GOALS5B - RARELY PLANNED / OCCASIONALLY INCLUDED / DISCONNECTED FROM BRAND GOALS5C - OCCASIONALLY PLANNED / USUALLY INCLUDED / LOOSELY CONNECTED TO BRAND OR CAMPAIGN GOALS5D - USUALLY PLANNED / ALWAYS INCLUDED / CONNECTED TO BRAND OR CAMPAIGN GOALS5E - ALWAYS PLANNED / ALWAYS INCLUDED / HELP INFORM BRAND AND CAMPAIGN GOALS
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X
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I AM...
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Please indicate your role.AN EMPLOYEE OF THE BRAND/CLIENTAN EMPLOYEE OF THE MARKETING AGENCY
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X
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HOW TO EXECUTE THIS MATURITY ASSESSMENT
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Distribute surveys to relevant stakeholders on the client's internal team. Ideally, these individuals serve at a variety of levels at the company and occupy a mix of roles relevant to the organic search practice. These could include CEO, CMO, Marketing VPs and directors, digital marketing coordinators, and in-house SEOs.
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Distribute surveys to relevant stakeholders on the agency team. Ideally, these individuals serve at a variety of levels at the agency and occupy a mix of roles relevant to the organic search practice. These could include digital marketing coordinators, client engagement specialists, analysts, digital copywriters, or SEO practitioners.
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Each survey participant should mark one "X" per category/row in the column that is most accurate to their perception of the brand organization as it pertains to organic search.
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Assign a point value of 1, 2, 3, 4 or 5 for each response in columns B, C, D, E and F respectively.
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# Client Participants
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# Agency Participants
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Total Participants
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SCORINGAverage Client ScoreAverage Agency ScoreAverage Total Score
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1 - PROCESS
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2 - HUMAN RESOURCES & INTEGRATION
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3 - KNOWLEDGE & LEARNING
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4 - MEANS, CAPACITY & CAPABILITIES
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5 - PLANNING & PREPARATION
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TOTALS
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