Value of SEO Associations & SEO Certification?
Aaron Wall of Threadwatch points to a Jim Hedger article on SEO Certification programs like the Society of Internet Professionals and SEOPros and asks “What do you think of the idea of SEO qualifying bodies? Are they necessary? Will they be far more respected than something like SEMPO?” Mr. Wall’s question has led to a vibrant thread of responses on Threadwatch, which are definately worth reviewing and contributing to.
I personally see little benefit of SEO Certification for myself after 8 on and off years in the business, and feel that my certification comes via trial by fire, experience, living through Florida with client site rankings intact and years of established search rankings.
SEO is an ever-evolving field however, and with so many people entering the industry now from public relations, development and advertising agency backgrounds, the schools of thought seem to be a bit more decentralized than ever before as SEO itself is expanding since the reach of search engines have moved beyond establishing top 10 rankings to buzz tracking, reputation management, blog pulsing, and post search usability & findability.
The argument over the need for SEO Certification, which one Threadwatch member feels is nothing more than “some self appointed SEO “experts” justify charging people a few thousand dollars to make up a 3 page website because they are certified,”reminds me of a post made by John Scott of V7N a while back entitled SEMPO, SEM-NA & SOB SEO’s where John looks at SEMPO and SEM-NA’s business models and lends his opinon on what a SEO/SEM Association should bring to the Search Marketing Industry:
A truly useful SEO advancement organization will actively promote search engine marketing. For example, provide free literature to small business association membership outlining the benefits and possibilities of SEM. There are hundreds of professional business organizations – real estate professionals, Christian Small Business, Black Business Owners, Women Business Owners, ETC, ETC.
As it stands right now, the larger part of the world doesn’t even know what “SEO” stands for, much less are they aware of the dubious benefits to be had from engaging the services of an SEO. Provide useful and legitimately valuable information to these organizations and their membership, and the SEO gospel will spread.
Secondly, an organization of SEO professionals ought to pool the resources of members to fund legitimate useful research into search engine usage. Oddly enough, the one person who provides us with the best research into consumer behavior on web pages is not an SEO, but a usability expert.
Thirdly, a professional organization should not be party to SEO politics. SEMPO is one organization that is strongly “political”. And “political” is a euphemism for cliquey. If your only purpose is to promote a few select friends, don’t play like you intend to promote the industry.
Fourth, don’t go setting standards for SEO conduct. Some guidelines are restrictive to the point of silliness. It’s isn’t about policing members – it’s about promoting search engine marketing.
Fifth, make it full time. The biggest mistake I see is in having an organization run part time by folks who really don’t have time to commit to the organization. This industry is big enough to support an organization with a full time staff.
Again, here are the links : Threadwatch’s SEO Certification – Is There Any Value to It? and John’s SEMPO, SEM-NA & SOB SEO’s. Enjoy!
I agree that one’s certification should come via trial by fire, experience, keeping client site rankings intact and years of established search rankings, but I can see the benefit, specifically for smaller companies, who have not had the chance to prove themselves.
For them it will be something to boast with – I am a certified SEO by so an so…
However, I am just wondering how it will work though, simply because SEO is ever-evolving.
I’m kind of divided.
It could be a step in the right direction, a “proof of quality”. It also gives the certificate holder a marketing advantage :)
On the other hand, that kind of certificate does not tell much. Like Lotus Domino or Microsoft development certifications, people can take them and still not be a good software developer.
Then again, if the certification cost sufficient, that alone will do some sorting in the SEO community. Not neccesarily a healthy sorting, but never the less excluding most 3. rank SEO practisioners.
Personally I think there will never be anything of worth as the seo world we live in constantly changes and whatever vertification would be out of date a day or two later.
I’m a member of SEMPO and would like to see them to do something
David
Pros: It will give a better idea to clients when picking up people to provide services, not just depend on sales talk. Assuming a reputable organization will be in place to supervise “certified” providers.
Cons: SEO is an ever evolving field that’s more art than science. Therefore, unless a certification board constantly changes the qualifications, seo certification will never serve its purpose.
To become a successful SEO Freelancer, I think SEO Certifications are a must.
I believe the industry needs to have an association, not at all necessarily for any industry certification. That may be desirable by some but I think those who are successful at SEO can certainly provide good references and good examples of their work. The ones that can’t won’t and they will have to suffer the consequences of that.
However, we are increasingly involved in an industry that is dominated by one major player, Google. The recent completion of the DoubleClick acquisition requires careful monitoring as it has sent a chill down the spines of many SEO folks that are fearful that Google will be competing in our industry with unfair, anti-competitive advantages. It is feared that Google will provide “access” to the SEO side of their business within DoubleClick. Google has already said they were going to sell off the SEO company but the fear and growing mistrust of Google exists.
This is precisely where an association is well suited. Google needs to be watched closely for all kinds of reasons important to our businesses. Through a well-funded association we can effectively keep a careful eye on Google’s activities and to take action where necessary to defend the principles of fair competition.
I have a great deal of experience in this sort of thing as I continue to have a presence in the telecommunications industry. The battles involving AT&T, Verizon, etc are well documented.
My point: It was industry associations that brought much more fairness and free competition. With recent developments leading to a great deal of angst and concern from SEO professionals, we should consider an association as a valid and important consideration moving forward.