SEO Certifications: Are They Really Worth It?

 

We live in an age of validation. From influencers seeking validation online to companies seeking validation for business bureaus and agencies, validation is key. So it should be no surprise that when it comes to our careers in SEO, we often seek professional certification to validate our expertise. But are these certifications worth the money and effort? Let’s take a look at some of the most popular SEO certifications and find out.

 

Academy for Ads: The first and most obvious certification is Google’s own, offered by the Academy for Ads. To become certified, you must pass the Google Analytics Individual Qualification (IQ) exam and the Google AdWords Fundamentals exam. The GAIQ covers topics such as data collection and analysis, while the AdWords Fundamentals covers the basics of using AdWords.

Of course, passing these exams does not mean you are an expert in either analytics or paid search – far from it. But it does show that you have a basic understanding of how each platform works. And since Google Analytics and AdWords are essential tools for any SEO professional, this certification can help validate your skills to potential clients or employers.

 

Hubspot: Another popular certification is HubSpot’s Inbound Certification. This one is geared more towards content marketing and covers topics such as attracting visitors to your website and converting them into leads. Like the GAIQ, it’s a fairly basic exam that tests your knowledge of inbound marketing concepts rather than your ability to execute them.

 

Moz: If you’re looking for something a little more comprehensive, Moz offers its own beginners’ course on SEO. The course is self-paced and consists of video lessons, quizzes, and assignments. It doesn’t provide official certification, but it will give you a good foundation in SEO principles and practices.

 

Why SEO certifications probably aren’t worth it?

Let’s face it, most SEO certifications are fairly basic and don’t prove that you know what you’re doing. They might be helpful in getting your foot in the door, but once you’re working in the field, your clients or employer will quickly see how much (or how little) you know.

And even if you have extensive SEO knowledge and experience, potential employers or clients are unlikely to care about your certification. What they’ll care about is whether you can deliver results. So instead of spending money on certification, focus on building up your portfolio and ensuring you’re always learning and keeping up with the latest changes in the SEO landscape.

 

SEO certifications don’t guarantee a good SEO education: Many of the most popular SEO certifications are offered by companies that also sell SEO services. So while they want you to become certified, their ultimate goal is to sell you their services. This means that the information in their certification courses may be biased or outdated.

 

SEO certifications only teach you theory, not practical skills: The vast majority of SEO certifications only teach you the theory behind SEO. They might give you a basic understanding of how search engines work or optimize a website, but they won’t teach you how to do those things. To learn SEO, you must get your hands dirty and start experimenting. There’s no substitute for experience.

 

SEO certifications take a lot of time: Most SEO certifications require you to pass an exam, and many also have a time limit. You might have to spend hours studying for the exam instead of working on SEO projects.

 

SEO certifications are expensive: Some certification courses can cost upwards of $1,000. And while some employers may reimburse you for the course cost, they’re not obligated to do so. So unless you’re confident that the certification will help you get a job or earn more clients, it’s probably not worth the investment.

 

SEO certifications are often just marketing ploys: Many SEO “certifications” are nothing more than glorified marketing campaigns. The company offers a course, you pay them a bunch of money, and then they give you a certificate that doesn’t prove anything. So before shelling out any cash, do your research and only sign up for courses that reputable companies offer.

 

SEO certifications usually focus on the basics: If you’re already working in the SEO industry, chances are you already know the basics. Most SEO certifications review information that you probably already know. So unless you’re a beginner, you’ll likely find the courses quite tedious.

 

Bottom line:

So, are these SEO certifications worth your time? That depends on your goals. If you’re looking to validate your skills to potential employers or clients, any of these certifications can be helpful. But if you’re looking to learn SEO, you’re better off taking a comprehensive course or reading one of the many excellent SEO books. Either way, good luck on your journey to becoming an SEO expert.