One of the hardest challenges you may face as a SEO Professional is getting your customers to understand the importance of your work.

Search engine optimization goes beyond just making a Web site search engine friendly. Understanding how the search engines work and how all the different relevancy factors can affect your optimization efforts. As well as how you can communicate your skills as a search engine optimizer to your potential clients. This is really what your Certification is all about.

As an Academy Instructor I am often asked by my students; “How can I take what I’ve learned in your workshop and apply it to my business, plus find a real value in offering search engine optimization to my clients?”

My answer to this question is always the same:

• First you need to be confident in your SEO skills.
• Second you need to be able to show your customers examples of your ranking results.
• Third you need to be honest and not play up on any industry hype to sell your client on search engine optimization.

If you follow those 3 simple step rules you will not need to prove anything to your clients you will earn their respect instantly and they will want to use your professional services.

Let’s take a closer look into how you can find value in your Certification.

1. Education – Laying the foundation to a career as a Professional SEO is the same as any other job skill you want to acquire. Finding an institution or training facility that offers what you’re looking for is half the battle. There are many different organizations that offer training in search engine optimization and your job in the research phase is to find a program that is backed by a good solid reputation of industry standards.

a. Is the program backed by any education institutions?
b. Are the instructors Experts themselves?
c. Is the material updated consistently with industry changes?

2. Job Opportunities – At the time of this article there where over 12 pages of companies looking to hire SEO Consultants and Internet Marketers on CareerBuilder.com. Most of these companies where looking for individuals who understood search engine optimization and marketing and could implement the latest techniques and strategies into an existing web site. Search Engine Optimizer Professionals are now being taken seriously. Companies are seeing a real need for certified employees.

3. Spreading the Word – A large part of the world still does not even know what engine optimization is all about or how it applies to them. One of the first things you can do as a new firm is to provide valuable information, on your site about optimization and the benefits it can hold for your customers. Become the industry expert to your customers.

4. Industry Recognition – Businesses are becoming more aware of the top training facilities across the country. Firms that advertise they are SEO Certified and can back those certifications by proven results are sought after daily. Post your credentials where they can be found, they do hold value.

5. Understand the Art & Science of SEO – There is definitely a difference between the art and science of SEO. Are you using both factors? Can you explain both to your customers? Everyone can logically perform the science (title tags, body text, link text etc.) but very few SEO’s know and understand the art. Be creative with each Website you work on. All sites are different and there are different factors on each site that can and should be explored. Show your customers that you can think more laterally (outside the box) when it comes to their online presence. One small thing like setting up a blog and showing them how to use it (a factor in the art) can set your company apart from the rest.

6. Choosing the Right Clients – Research, research and research some more. I can not stress enough just how important this is in choosing the right clients. You want customers you can make a true difference with. Those clients that give you limited access, or are set on using the keyword list they think will work may not be the customers you really have the option to make a difference with. You need to find customers that allow you to research and implement their customers search behaviors. Are you only optimizing for the keyword phrases your customer provided you or are you looking more closely and trying to determine search behaviors? If you take into account behaviors of the searchers you will find a true value in your skills.

7. Long Term Business Relationships – Word of mouth and return customers are the best way you as a business owner can validate your profession. Resist from making promises you can not back up and remember the best plan of attack is to under promise and over deliver. Set your goals realistic. For example: You know with your research you should easily be able to achieve a first page ranking in less than 6 weeks. Tell your customer you anticipate seeing results in 3 months and that you are hoping for a page 2 or 3 result. (If their current results are no where to be found this will be a huge result for them.) When the results happen quicker and a much higher ranking your customer will be ecstatic and will be anxious to share the news with all of their friends. Viral marketing has just been put in place and you are long on the way to keeping that valuable customer.

8. Results over Certification – Even though the Certification that hangs on your wall will give you the knowledge and confidence you need to perform your internet marketing services it is in no comparison to the actual result you can share with someone. Customers like to see proof. They want to see that you have been able to make a top ranking with another company. Show them ranking results. Record all of your efforts. Run before and after ranking reports. These reports are valuable when meeting with a new client.

9. Re-Certification – The Internet world changes on a daily bases. What may have worked this year may not be the same techniques that will work next year. There are strategies that some SEO’s may have put in place that are now considered spam so it is vital that your certificate be kept current. Check with your training provider and be certain that they keep you advised on any changes that may take place during the year. Ask if they offer re-certification or additional training modules to keep your skills up to date. Nothing looks worse and is detrimental to your image then advertising an out of date certificate. Let your customers know that you are dedicated to keeping their Web site ranking in the search engines by continuing your search engine optimization and marketing education.

10. Setting Standards – As a SEO Specialist you are setting a personal standard for yourself. Your certified credentials prove that you have the skills necessary to achieve results. You are showing that you have been trained in the latest techniques and strategies used today. Keep your entire methods completely white hat. Never result to black hat techniques and continue to build your skills in the utmost professional manner.

In conclusion only you can find the true value in your certification. It all depends on how much time and energy you want to put into building a solid SEO business? Take time to gain confidence in your skills as an optimizer, spend energy in providing outstanding customer support and leave all the industry hype to the others.

One last tip… The most important tip I can give you is to build your ranking examples and remember to combine the Art & Science of SEO. Concentrate on these two elements and you will find a great deal of value in your SEO Certification and so will your customers.

For more information on how you can earn SEO Certification please click here.

Author – Tracy Fredrychowski – SEO Instructor
Search Engine Academy of SC
Looking for local Search Engine Marketing and Optimization training in South Carolina? The Search Engine Academy of SC holds workshops in Greenville, Columbia and Charleston. Check and see when we will be bringing our 5 Day SEO Hands on Workshop to your area.

This work is licensed under a Creative Commons Attribution-No Derivative Works 3.0 United States License.

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