SEO Certification: What It Is and How It Is Beneficial

Search engine optimization (SEO) is the practice of using keywords and other strategies to make your website more visible to users on Google and other search engines. Earning an SEO certification shows future clients or prospective employers that you have mastered SEO skills, which can be particularly valuable if you’re just entering the field or looking for a new opportunity. By using relevant keywords on a website, you’ll make it more likely for a search engine to display your website on that all-important first page of results. More visibility means more traffic, which can translate to more customers. Learn more about the details of SEO, why it needs to be a key part of your digital marketing plan, and the role SEO certification may play in developing your skills.

What is SEO?

SEO is the method of using relevant keywords and content to increase your website’s chances of being displayed in the top results. When someone searches for a particular product, service, or topic, a search engine scans hundreds of thousands of sites in less than a second and then displays them to the searcher in order of relevance. 

However, SEO is more than just sprinkling keywords into a website’s copy. It’s about creating a well-balanced strategy that includes high-quality content, researched phrases, and keywords that your audience is actively searching for. If you understand what your audience wants, you’ll be able to use effective SEO methods to increase engagement to meet your business’s goals.

Companies use paid advertising to appear on the first page of search results, but most traffic still comes from organic or unpaid, searches. Using SEO the right way means your company’s website will rank highly without the need to spend money.

Types of SEO

Several categories of SEO exist. The three main types of SEO include: 

• Technical SEO: A website’s structure, mobile optimization, coding, and user interface

• On-page SEO: Keywords, content quality, architecture, and HTML tags

• Off-page SEO: Internal linking, backlinks, and overall reputation

Additionally, SEO has subtypes that focus on specific components to optimize a website, including the following:

• Image SEO: Uses metadata and other strategies to make website images appear in search results

• Video SEO: Uses metadata and other strategies to make videos rank on YouTube and search engines

• Local SEO: Reviews, listings, and Google Maps results focusing on your region.

Each type and subtype has its own strengths. Therefore, successful SEO strategies often use a combination of these types of SEO based on the content.

Read more: E-commerce SEO: How to Drive More Traffic to Your Online Store

How does SEO work?

SEO strategies, such as keywords and backlinks, work by helping search engines find your website and rank it highly. Search engines like Google are constantly scanning the internet for websites and then using an algorithm to rank those websites by relevance in an index. Search engines use those algorithms to crawl the internet and find the most relevant results based on keywords and links. Then, when a person searches for a topic, product, or service using a particular phrase, the search engine displays results based on that index. 

SEO differs from paid search engine advertising because you optimize your website so that it shows up organically when a user is searching for something. Focusing on user experience and using non-manipulative tactics will likely help your website appear in top results since indexing and crawling constantly evolve. As a result, it is more important than ever to use SEO strategies wisely to make your website visible to your intended audience.

How search engines work

Search engines' algorithms constantly change, so it’s important to keep up with the latest algorithms. However, the process tends to look like this:

1. Crawling

First, a search engine like Google sends out robots called crawlers to search the internet for new pieces of linkable content. This content can include websites, videos, documents, and images. The crawlers then “read” the content through its hyperlinks and sitemaps.

2. Indexing

If the crawlers find new and unique content that’s easy to read or access, they add the link to the search engine’s massive database.

3. Ranking

Once the crawlers add the content to the database, the search engine ranks it based on how relevant it is.

The key to an effective SEO strategy is to ensure your website contains engaging and valuable content for your users and that the content is easily searchable. A few strategies will help show search engines that your website is relevant, including a robust link structure, pertinent metadata on every image and video, and relevant keywords within the text. Keeping your content fresh and routinely updating websites can also provide valuable benefits. After all, search engines want to display quality content to their audience. Avoiding poor SEO practices ensures you establish an effective digital marketing strategy for your website. 

Some red flags that could result in reduced rankings include:

• Keywords stuffed into text

• Low-quality content

• Automatically generated content

Benefits of implementing SEO

The primary benefit of developing a strong SEO strategy is higher website visibility to a larger audience, which has a positive ripple effect. Effective SEO strategies also deliver other benefits:

Increased web traffic

Positive rankings mean more people will see your website, which means more traffic to your website. That traffic is more likely to convert to action, including completing forms, purchasing products, and signing up for newsletters or email lists. 

More customers

Traffic more likely to convert can increase sales. If you have a brick-and-mortar store, more web traffic can even increase in-person visits from potential customers. 

Improved reputation

Many people look to search engines for credibility. People often view higher-ranking websites as more trustworthy and legitimate. As a bonus, many of the SEO strategies you employ can improve the user’s experience. People who enjoy interacting with your website will be more likely to return to it.

Higher ROI

With SEO, you’ll see a much higher return on investment (ROI) than with other strategies, such as paid advertising, mainly because the majority of traffic you get from organic search is higher quality and results in more sales.

What is SEO certification?

SEO certification offers you credentials that demonstrate you've mastered particular skills within the realm of SEO and digital marketing. Because the discipline is vast, you won't find a single SEO certification that you must have. Rather, the industry offers numerous options, many directly from leading companies like Google. A few options to consider include:

• Google’s Fundamentals of Digital Marketing Certification

• Moz SEO Essentials Certification 

• HubSpot SEO Certification

Benefits of SEO certification

If you’re looking for a way to boost your resume, SEO certification is a smart choice. With businesses looking for SEO experts to bring onto their team, certification can set you apart from other candidates and help you become successful in a digital marketing career. Some additional benefits may include the following: 

Credibility

With SEO certification, you will increase your credibility with potential employers. A certificate shows you have experience and expertise in a certain area.

Employability

Certification increases your chances of getting hired because it shows potential employers you’re serious about your work. You’ll have an edge over other candidates.

Read more: SEO Jobs: Types, Salary, and How to Get Started

Salary

Employees who have earned a certification typically earn more than those who haven’t. 

Additionally, the average salary for an entry-level SEO specialist is $52,382 [1]. Higher-level positions in the field, such as senior content manager, make an average of $89,619 [2]. Earning a certification can help SEO experts grow within the industry.

Foundational knowledge

SEO is highly technical, and certification gives you the foundational knowledge to feel confident and successful in your role.

Improve your SEO skills with Coursera.

Understanding effective SEO practices can boost website traffic, help you connect with potential customers, and build your brand. Earning an SEO certification can help develop your skills and put you on a path toward a rewarding career in digital marketing.

You can also improve your SEO knowledge by taking courses that will help you learn the basics. On Coursera, you’ll find UC Davis’s Search Engine Optimization Specialization and Google’s Digital Marketing & E-commerce Professional Certificate, which can sharpen your SEO skills to help you craft effective content.