SEO SEM Training & Certification

October 21, 2006

SEM SEO Certification Close Up – Search Engine College – Part I

Filed under: SEM SEO Certification,SEM SEO Training — David Temple @ 3:41 pm

I blogged about a few search engine marketing certification programs earlier and grabbed some info from their respective web pages. I thought it would be a good idea to get a closer look at of some of those and ask a few questions that might not be answered on the website and okay, some that were answered. SEM SEO certification and training closeup willl be a regular feature on this blog and I  decided to start with Search Engine College. I sent a few questions to Kalena Jordan , Director of Studies at Search Engine College and Web Rank CEO and here’s what she said. (I broke it up into two parts).

Q: When did you start Search Engine College?
In May 2004. You can read our press release about the launch.

Q:Why did you start Search Engine College?
We recognized a gap in the market for an online training facility where persons could learn search engine optimization techniques and other search engine marketing subjects from experts in the industry. The concept of SEC was initially thought of by my husband, (now SEC’s Director of IT and Course Development), who noticed how often I was receiving and answering the same questions from confused webmasters about how to make their sites search engine friendly. My husband suggested that I make my replies available to everyone by creating an online course for newbies about search engine marketing. He introduced me to Moodle Open Source course management software as a way of delivering the material ( the years, I had also been asked regularly if I knew of any online institutions that offered courses in search engine optimization. I didn’t, so I got together with some industry colleagues and Search Engine College was born. Now anyone with a PC and an Internet connection can go and learn this stuff for themselves, no matter where they are in the world.

Q: Why did you choose to offer a certification?
There has been debate within the search industry for nearly 10 years about the lack of industry-regcognized certification for search engine optimization and related skills. We have watched with concern as hundreds of inexperienced or dodgy SEM companies start up each year and dupe unsuspecting clients out of thousands of dollars and devalue the reputation of the search industry due to their unethical and unprofessional tactics. There are many unscrupulous SEO firms in operation that rely on the ignorance of webmasters and simply spam the search engines for short-term results, take the money and run before the spammy tactics catch up to the client. Associations like SEMPO ( offer an industry and trade organization for professionals in the search industry, but not accreditation for SEM firms. Although they do display a code of conduct for members, as they state on their home page, membership in SEMPO is not a guarantee of a particular firm’s capabilities, nor does it signify industry approval or disapproval of their practices. Apart from the recent efforts made by there is still no widely recognized industry Certification for search engine experts!

I would say a large percentage of SEM start-ups or in-house SEO/SEMs make genuine mistakes, have a lack of experience and use out-dated retro spam techniques to optimize web sites, not realizing the penalties they could attract for their employers/clients. THEY are a major target market for Search Engine College. We feel it is the rampant lack of education in the industry that is the most damaging and the most preventable, not the SEOs using black-hat methods or the unethical SEM firms. Those type of companies will always exist. But ignorance can be curbed via education. That’s why we started SEC. No risky search engine optimization techniques or “spamdexing” methods are taught in our online classes. Only ethical and acceptable methodologies are taught, based on the webmaster guidelines published by the search engines themselves. Although it is still early days, we would love to see Search Engine College certification recognized industry-wide in the near future.



  1. That’s very useful information. Thanks for sharing it.

    Comment by Google Success — October 23, 2006 @ 1:44 am | Reply

  2. Thanks for dropping by Google Success. I’ll have future closer looks in a week or so.

    Comment by semcertification — October 23, 2006 @ 3:14 am | Reply

  3. […] An earlier interview with Kalena Jordan about Search Engine College can be found in a two parts series, part I and part II here.  Kalena spoke eloquently and passionately about Search Engine College and what they offer students and the sem seo community in general. […]

    Pingback by Search Engine College innovations reviewd by Cre8pc’s Kim Krause Berg « SEM SEO Training — November 14, 2006 @ 7:49 pm | Reply

  4. […] I’ve blogged several times about Search Engine College and interviewed Kalena Jordan in order to take a closer look at SEC in part I and part II. They’ve just released their new SEC Certification Pathways. The three “tracks” they offer; Certified Search Engine Optimizer, Certified Pay Per Click Marketer and Certified Search Engine Marketer. You can learn more about the sem seo certification training they offer here. Here’s what graduates receive. 12 months access to our online classroom area. […]

    Pingback by Search Engine College offers career jump starting sem seo certification training « SEM SEO Certification & Training — November 23, 2006 @ 5:58 am | Reply

  5. […] October 2006 – SEM SEO Certification Close Up – Search Engine College Part 1 (SEM Certification […]

    Pingback by Search Engine College Press | Search Engine College — January 9, 2011 @ 8:30 am | Reply

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