• by Lynn Russo Whylly , August 2, 2007

In today’s market, finding an experienced search marketer to fill a vacant position is a daunting proposition. The pool of available and appropriate candidates is minuscule, and the competition is fierce. One result: More direct marketers are being asked to oversee search without the proper knowledge or expertise.

Now, the Direct Marketing Association has launched a solution to help take away the search management blues: a Search Engine Certification program. Level I of the online, self-paced course has 10 modules focusing on basics such as the fundamentals of keyword search and SEO, creating powerful content, link building and measuring success. Level II consists of five core modules, including integrating search into the marketing mix, usability and site architecture. Students choose an additional five modules in either the paid or organic categories but can take both for an additional fee.

“We are constantly confronted with managerial people, particularly direct marketers, who have no idea how or what they’re managing when it comes to search,” says Amanda Watlington, former chair of the DMA Search Engine Marketing Council and founder of the consultancy Searching for Profit, who was instrumental in building the program. “They’re very skilled marketers, but they’re confronting a new business area.”