Lots of companies claim to have a certification in Search Engine Optimization (SEO), but Google doesn’t endorse any SEO certifications. In fact, Matt Cutts (Google’s own SEO expert), says that it’s essentially impossible to make a certification that would be a reliable test of an SEO company’s knowledge and ethics. Here are two important reasons why:
- SEO is a changing science, and the strategies that are effective and acceptable today might well be neither effective nor acceptable tomorrow.
- Most SEO companies employ strategies that can be effective, but that are not acceptable under Google’s guidelines. While these strategies might work, you run the risk of some very grave consequences if Google catches you. And trust me, it isn’t worth it! Owning a certification doesn’t prove that the company will behave ethically – or even in the best interest of their client.
It’s a fairly well-accepted estimate that 80% of all SEO “experts” are scams, who either don’t know how to improve a website’s rankings within the Google Guidelines, or they just don’t care. But if Google rankings are important (And they are, or you wouldn’t be paying these guys for their services), you can’t afford to risk sanctions – or even a ban – by Google. So marketers are hungry for a nice gold seal that would prove a company’s knowledge, expertise, and (most importantly) their ethics. Unfortunately, that’s just not possible, and according to Matt Cutts, “It’s going to be tough to get to that point anytime in the near future.”
If you see that a company has a certification in SEO, it doesn’t mean they are scammers (although most are). They may have worked very hard to earn that certificate (or not). My point is that even the companies that know the rules and the Google-approved strategies often don’t work within them. So, when looking for a company to do your SEO work, it’s wise to check references, talk to past clients, and make sure you’re dealing with an ethical, honest company.
Please note: Google does offer certifications in Google AdWords, and at Emcie Media, we have a Certified AdWords Professional on staff. That certification, sanctioned and regulated by Google itself, verifies that our AdWords expert understands how Google rankings work and how the AdWords systems work, so she can assure you get the biggest bang for your Search Marketing budget. As for SEO, we do that too, and we vow to work within the guidelines so you stay out of Google’s hot water. We offer a huge array of SEO services, designed to work for you and your budget. And we’re honest. Just ask our clients.
