Google SEO Certification: Why Doesn t It Exist? | Stone Temple

Google SEO Training Certification

Seo Advice / November 10, 2019

And you also get a professional status page hosted on Google which verifies your status which you can link to (can anyone say badge-bait?!)

Google Adwords Certified Company

A Google Adwords Certified Company is basically a company which contains a few certified individuals and has a much higher total spend in the MCC, here's the requirements from Google:
  • Employ at least two individuals who are qualified individuals (see above) - note that they need to be qualified with the same MCC.
The major hurdle to becoming a qualified company is the spend in the MCC which is a lot bigger than for qualified individuals. Not only must you have this spend but you need to keep that level of spend over any 90-day period which can be tricky as clients come and go, especially if you're running seasonal campaigns.

The benefits are very similar to above, you get an updated badge like this:

And a similar professional status page on Google as before.

Google Analytics Authorized Consultant (GAAC)

Unlike the Google Adwords authorized individuals and companies, Google Analytics authorized consultants are much rarer. You'll see why in a second when I detail all the hoops you need to jump through in order to become qualified!

Here's the Google page detailing the requirements, I've done my best to summarise below. The biggest change however to the above qualification is that it's not based on an exam or a form you fill out but it's much more like an interview. You need to submit a document detailing all the reasons why you should be an authorized consultant via email to THE GOOGLE. Your email should provide evidence of the following:

  • You offer a range of stand-alone Analytics services including implementation, configuration, training and consulting.
  • 3 verifiable, paid, expertly deployed Google Analytics projects with at least 3 different clients who Google will contact for references. These case studies should show all kinds of things including, interestingly enough, examples where you have customised the GA code for your clients.
  • A proven expertise in web analytics including blogging, speaking or white papers.
As well as these initial criteria there are also ongoing criteria which you must meet which are:
  • Sending at least one employee to the Google Analytics Authorized Consultant summit (held once a year in Mountain View, CA) at your own expense.
  • Providing a report at the end of each calendar quarter detailing all GA projects you have worked on during that quarter including client names and results achieved.
Depending where in the world you are, sending an employee to California could be quite pricey so it's quite a commitment. I wonder also how the second requirement influences the companies ability to sign NDAs. Anyone who works with a Google Authorized Analyitics Consultant should be aware that they may well have their details shared with Google.

That all said, the benefits are much more tangible for being authorized. There are less than 100 authorised companies world wide! In addition to being a member of this exclusive club you get the following benefits:

  • Possible client referrals from Google sales teams
  • Elevated technical support for Google Analytics
  • Invitation to attend annual GAAC summit at Google offices
  • Access to an exclusive GAAC web forum to share ideas and technical tips with Google and other GAACs
  • A fancy badge like this to display on your site:

Google Website Optimizer Authorized Consultant (WOAC)

And last on the list is the Google Website Optimizer Authorized Consultant badge. I think this might actually be slightly easier than the GAAC certification but since the list of authorized companies is smaller I've put this one last on the list.

To get authorized you need to follow a similar process to the GAAC - you need to email Google with a document detailing how you meet a load of criteria defined by Google. I've summarised here, your email should display evidence of:

  • Having designed and implemented at least 3 verifiable and successful Website Optimizer experiments with 3 different referenceable clients.Google specifically requests that you provide screenshots of the tests you're running so they're looking for quite in-depth references here.
  • Proven expertise including blogging/speaking/white papers etc
  • Providing a range of services dedicated to Google Website Optimizer including setup, training, and consultation.
  • Being willing to attend and pass Google Website Optimizer technical training sessions at a Google office. (Sessions usually last a few days and are held once per year in Mountain View, CA, USA). It's not explicitly stated but I presume this is out of your own pocket as with the GAAC.
  • Being able to commit to launching a minimum of 3 Website Optimizer experiments per quarter.
Like with the GAAC the benefits are worth having. The list of Authorized Website Optimizer Consultants is only 33 companies long! As well as being on that exclusive list you also get:

So now you know what it means to be "Google Authorized" - and you can safely debunk the myths of being "SEO Google Approved". Also - I'd love to hear from anyone who is an Analytics or Website Optimiser authorized consultant. Are there benefits that aren't listed on the site? Have you seen Google actually pass you any leads?!