It's difficult to tell SEM and SEO amateurs from professionals, but one clue for George Michie has been those who talk about their "life experiences" and take little action. The more they talk up the
topic without outlining a solid strategy, the less he suspects they know. "A good PPC analyst will instead talk about their approach to the complex problems presented by search, how they strike
balances between competing objectives, and what problems they're still working on because they're really hard," Michie writes.
Google and Yahoo both offer SEM certifications, but
Michie tells us there are several other programs either available now or on the way. He provides a synopsis of two, along with links. The programs solicited input from industry leaders and will
provide "rigorous" certification exams, according to Michie.
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