The Maturity Problem
When we assess SEO at organisations, we find a consistent pattern: most are stuck at Level 1 maturity.
They know SEO matters. They've hired agencies or consultants. They've received audits. But the work is reactive, inconsistent, and unmeasured.
This isn't a people problem. It's a maturity problem. And understanding where you are is the first step to getting where you need to be.
The Five Levels of SEO Maturity
Based on work with hundreds of organisations, we've developed a maturity model that describes the progression from no SEO capability to optimised, continuous improvement.
Level 0: Absent
Characteristics:
No awareness of SEO as a channel
No resources, tools, or tracking
Organic traffic happens by accidentSymptoms:
"What's SEO?"
No Search Console access
No analytics on organic traffic
No one owns organic outcomesFound in: Early-stage startups, traditional businesses going digital
Level 1: Ad Hoc
Characteristics:
Awareness that SEO matters
Occasional activity (audits, fixes, content)
Reactive to problems, not proactive
No consistent measurementSymptoms:
"We did an SEO project last year"
Traffic drops trigger activity
Different people handle SEO sporadically
No documented strategy
Tools exist but aren't used consistentlyFound in: Most mid-market companies, many enterprises
Level 2: Developing
Characteristics:
Dedicated SEO resource (even if part-time)
Regular reporting and review
Basic best practices implemented
Starting to integrate with other teamsSymptoms:
Monthly SEO reporting
Someone "owns" SEO
Basic technical foundations in place
Some cross-functional collaboration
Improvement is inconsistentFound in: Companies investing in digital marketing
Level 3: Defined
Characteristics:
Documented SEO strategy aligned with business goals
Clear ownership and responsibilities
Integration with development and content workflows
Consistent measurement and reporting
Regular review and planning cyclesSymptoms:
Annual SEO roadmap exists
SEO in sprint planning
Content calendar includes SEO
Executive visibility into performance
Consistent quarter-over-quarter improvementFound in: Digital-native companies, mature marketing organisations
Level 4: Optimising
Characteristics:
Continuous improvement culture
Testing and experimentation
Advanced measurement and attribution
SEO embedded in all digital decisions
Industry-leading performanceSymptoms:
A/B testing SEO changes
Predictive modelling for SEO
SEO voice in product decisions
Automation of routine tasks
Thought leadership in SEOFound in: Leading digital companies, SEO-dependent businesses
Assessing Your Level
Answer these questions honestly:
Ownership
Is there a named person responsible for SEO outcomes? (L2+)
Is there a documented role with SEO in the title? (L3+)
Is there a team with clear responsibilities? (L3+)Strategy
Is there a written SEO strategy? (L3+)
Does the strategy align with business objectives? (L3+)
Is the strategy reviewed and updated regularly? (L4)Measurement
Is organic traffic tracked? (L1+)
Are SEO KPIs defined and reported? (L2+)
Is there attribution modelling for organic? (L3+)
Is there forecasting and goal-setting? (L4)Process
Is SEO considered in website changes? (L2+)
Is SEO in the development workflow? (L3+)
Is there a consistent content process including SEO? (L3+)
Is there testing of SEO changes? (L4)
Is Search Console set up and monitored? (L1+)
Are SEO tools in regular use? (L2+)
Is there a tech stack strategy for SEO? (L3+)
Is there automation of SEO workflows? (L4)Moving Up the Ladder
The path from Level 1 to Level 3 follows a predictable pattern:
From Level 1 to Level 2
Focus: Establish foundation
Assign ownership — One person must own SEO outcomes
Set up measurement — Monthly reporting, basic KPIs
Implement basics — Technical SEO foundations
Start reporting — Regular visibility to stakeholdersTimeline: 3-6 months
Investment: 0.5-1 FTE equivalent
From Level 2 to Level 3
Focus: Build systems
Document strategy — Written, aligned with business goals
Define processes — How SEO integrates with other teams
Establish governance — Regular reviews, escalation paths
Build capabilities — Training, tools, resourcesTimeline: 6-12 months
Investment: 1-2 FTE equivalent
From Level 3 to Level 4
Focus: Optimise and lead
Build testing culture — Experiment, measure, iterate
Advance measurement — Attribution, forecasting, modelling
Automate routine — Free humans for strategic work
Lead externally — Contribute to industry knowledgeTimeline: 12-24 months
Investment: Team with specialised roles
The Maturity Trap
Many organisations try to skip levels. They hire a senior SEO leader (Level 3/4 expectation) into a Level 1 organisation.
This fails. The leader can't execute without foundation. They spend time fighting for basic resources. Eventually they leave, frustrated.
Or they buy enterprise tools (Level 3/4 tools) for a Level 1 team. The tools sit unused. The investment is wasted.
The rule: You can only advance one level at a time. Build the foundation before adding complexity.
Maturity and Results
There's a direct correlation between SEO maturity and organic traffic performance:
| Level | Typical Organic Performance |
|-------|----------------------------|
| 0-1 | Stagnant or declining |
| 2 | Inconsistent, some growth |
| 3 | Consistent growth, competitive |
| 4 | Market-leading, predictable |
If you're wondering why competitors are growing faster, check their maturity level. It's rarely about tactics — it's about capability.
Where to Start
Assess honestly — Use the questions above to determine your current level
Accept your level — Don't pretend you're higher than you are
Focus on next level — Not two levels up, just one
Invest appropriately — Resources must match ambition
Measure progress — Track maturity improvement, not just traffic---
*Want to assess your SEO maturity? Take our 5-minute assessment or get a full ParadoxSEO audit that includes governance evaluation.*