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Google offers various certifications. How good are they and how much should that matter?
(This question was asked on our Focus Interactive Summit: Smarter Search Engine Marketing.)
Google offers various certifications. How good are they and how much should that matter?
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6 Answers
It makes customers of Paid Search service providers (especially on the local and SMB level) feel safer, but the process for getting certification isn't exactly strenuous.
On the spectrum of credibility, it's a lot closer to one of those Internet programs that will let you marry your friends as an ordained minister than it is a degree from Wharton.
Much like the BBB (Better Business Bureau) Seal it's a good thing if they are "Google Ceritified" however, Google really doesn't have a database profile of these people like the BBB does.. it's mostly for Pay Per Click Advertising.. there isn't one for Organic Search Optimization.. if you do pick a PPC company, they should have this, or don't use them, but don't base your decision solely on these certifications.
P.s. i don't do a ton of PPC.. so i have no need for Google Certification.. but i know more about Google that 98% of the rest of the population. So take it with a grain of salt.
I certified two agencies as GAAC's in Montreal in the past 3 years. Now I opened my own agency. I am not yet certified, but I that doesn't mean I forgot my knowledge :P. I agree with Steve, all these certifications are to be taken with a grain of salt.
There are a few points about them, I mean working with a GAAC or AdWords Reseller does allow you a little more confidence in at least their staff's knowledge of what they are doing but its not always a silver bullet to stop bad things from happening.
As Augustin said just because you are no longer or not part of a Google Certified company doesn't mean you lose your knowledge or skills. Remember its often easy for staff to hide behind a Google certification.
I've discovered that there are plenty of companies that get AdWords certification with sheer volume of adspend and not any measure of skills or professionalism. The upside is that typically the more closely aligned with Google the companies are more closely watch by Google if they slip up but doesn't stop poorly run campaigns or a lazy account manager not focusing on your campaign.
I did a bit of a blog post about it when they released their new certification badges
http://thelostagency.wordpress.com/2010/04/26/google-certified-partners-adwords/
Remember there are no SEO approved agencies by Google!
Not sure if it matters but there is a look up mechanism for determining which level of Certification has been achieved by any said individual as there are several anyone can qualify for.
As Brian said it is hardly a degree measured by peers rather completion certification. On a positive note, it is important to have some level of certification visible as there are well over 250 Google Certified partners who offer SEO by way of adwords.
Here is Google's Matt Cutts answer to SEO certification.
http://www.youtube.com/watch?v=fW6ZA4MMHZg
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