This week’s #SEOForLunch sponsors are Airops and Jolly Search.
Quick Note: I’ll be at BrightonSEO in San Diego this week. If you are also attending, I’ll be the guy in the SEOJobs.com T-shirt. Wave me down and let’s chat!
Want to be an SEO expert? Congratulations, you are one!
The barrier to entry has always been incredibly low for our industry. There’s no required experience. No competency test. No professional standard exists that you have to meet before convincing a business guaranteed rankings to hand over its money.
The bar, unfortunately, is so low that you can literally decide you’re an SEO expert today and start charging for that “expertise” tomorrow.
That’s how we still end up with companies selling “guaranteed #1 rankings” and $499/month SEO packages to business owners who have no realistic way to know whether they’re getting screwed. (Hint: 99% of the time they are)
And now we’ve added AI search to the mix.
Suddenly we have AI, GEO, and AEO “experts” everywhere, even as platforms, tactics, reporting, and acronyms change by the week.
SEO has always had a trust problem. AI has now 100xed the issue.
Thank you to AirOps for sponsoring this week’s #SEOForLunch
A new conversation on how high-growth marketing teams operate
Marketing leaders are under increasing pressure to deliver more: higher pipeline targets, changing buyer behavior, and limited resources. But the teams growing fastest right now are operating under a very different set of conditions.
That’s why we’re sharing an upcoming conversation for marketing leaders: The New Rules of Growth.
Krithika S. was the first marketing hire at Stripe and at OpenAI, building both marketing functions from the ground up. She now leads marketing at Thrive Capital, working with founders across the portfolio on growth. She’s joined by Christy Roach, CMO at AirOps, who has held marketing leadership roles at AssemblyAI, Airtable, Asana, and Gusto. Together, they’re veterans of high-growth culture, having been early employees at companies like Stripe, OpenAI, Asana, Gusto, and Airtable.
On September 17 at 10am PT / 1pm ET, they’ll break down results from the Marketing Leaders Reality Index and discuss how high-growth teams are changing the way they:
Hire and design their teams
Allocate budget and resources
Prioritize initiatives
Measure success and report performance
Make the case for additional budget and headcount
Operate with greater leverage as growth demands increase
Go deeper into the operating principles that set high-growth teams apart, and what you can apply to your own team to accelerate growth and secure more resourcing.
The webinar is free
Reserve your spot today!
AI Didn’t Create Fake Experts. It Made Them Look Better.
Trust me, these bad SEOs aren’t new. AI just made it a hell of a lot easier to look like a good one.
Today, anyone can use AI to generate an SEO audit (please don’t), keyword research, technical recommendations, content briefs, schema, competitive analysis, and roadmaps full of tasks to keep teams busy for months.
That doesn’t make the work bad. I use AI every day.
The problem is that you no longer need to understand the work to produce something that looks like you do, and this is how “expertise” skyrockets and actual performance drops harder than the stock market in the 1930’s.
We’re watching the same thing happen with AI search. Read a few LinkedIn posts about LLM visibility, update your headline to “GEO Expert,” establish your opinion on GEO vs SEO vs AEO, and you’re open for business.
AI didn’t eliminate expertise; it’s making it that much more important, and it eliminated many of the clues we used to identify who actually has it.
The People Most Vulnerable Have the Least Protection
Large companies aren’t immune to bad SEOs, but they at least have some protection: procurement teams, legal reviews, references, RFPs (I loathe these, but that’s another post for later), and experienced marketers in-house asking questions before signing a contract.
99% of the time, small businesses don’t have these security blankets.
They’re hiring an SEO specifically because they don’t understand SEO. Yet somehow we expect them to understand enough SEO to determine whether the person they’re hiring actually knows what the hell they’re doing.
That’s how a business owner ends up paying $500–$2,000 every month for reports, ranking reports, and a bunch of activity that produces little to no business value.
At $1,500/month, that’s $18,000 a year.
For a small business, this isn’t coming from an established marketing budget. It's likely coming from the owner’s personal savings.
And No, I Don’t Want Another Bullshit SEO Certificate
I can already see the collective industry eye roll. Great, another certification. I’m rolling my eyes with you.
Pay for a course. Watch a few hours of videos. Take a test based on the material they just taught you. Download your badge. Update LinkedIn.
Congratulations, you’re now a “Certified SEO Expert!”
That proves you completed a course. It doesn’t prove you can actually do SEO.
I don’t want another certification you can buy, memorize, or blast through for a passing grade. Don’t certify education. Certify the competency.
And here’s the kicker: make the materials actually hard enough that passing it actually means something.
If everyone is a credentialed expert, then I’d argue nobody is.
Here’s the SEO Credential I’d Actually Respect
So what would a certification I actually look like that isn’t the laughing stock of the industry?
Let’s call it the Certified Search Optimization Professional (CSOP)… Or whatever someone else smarter than me comes up with.
First, you don’t get to take the test just because you paid the fee. Hear me out; it would require at least two years of verifiable SEO work. That doesn’t prove you’re good at SEO. It earns you the opportunity to prove it.
If you do this successfully, you'll be in a position to take the actual exam. This is a hypothetical breakdown of what I would like to see.
40%: Proctored knowledge exam. Crawling, indexing, architecture, technical SEO, content, structured data, measurement, migrations, search systems, and AI search fundamentals. No Google. No ChatGPT. Just your nerdiness on full display!
60%: Live sandbox. Here’s a broken website with 20+ legitimate SEO problems. You have three hours and limited resources. Diagnose it, prioritize what actually matters, and explain to an executive what you would fix, why, and what you expect it to accomplish.
Finding 37 things wrong with a website doesn’t make you a great SEO. Knowing which three are costing the business money might.
OH, and the credential expires! Require annual updates and full recertification every three years.
Search changes too quickly for a test you passed ten years ago to mean anything today.
SEO Is Art AND Science
Which one of ya’ll want to say it first? “But Nick, SEO doesn’t have one right answer.”
Exactly.
SEO has always been part art and part science. Two great SEOs can look at the same website, recommend completely different strategies, and both be right.
So don’t try to certify the art. Test the fundamentals.
Can you diagnose crawling and indexing issues? Interpret the data? Understand canonicalization? Identify risk? Prioritize what matters? Explain why you’re recommending something?
The credential doesn’t need you to recite every Google update over the past twenty years. It simply needs to prove you have the foundational competency of a productive search professional.
A Credential Nobody Requires Is Just Another Badge
Of course, none of this matters if nobody cares whether you have it.
The credential becomes valuable when enterprise RFPs start preferring it, insurance companies recognize it, marketplaces verify it, and small businesses know to look for it before signing a contract.
Not having the credential wouldn’t mean you’re incompetent. Having it would mean your competency was independently verified.
Would I take it? Absolutely!
I’d submit my work. I’d prove my experience. I’d sit for the exam. I’d take the sandbox. Pain in the ass, sure, but one less company screwed by an overeager Instagram SEO/AI Bro? Sign me up!
And if I couldn’t demonstrate the SEO competency I’m asking companies to pay me thousands of dollars for every month?
I shouldn’t get the credential. Neither should anyone else.
That’s the entire point.
If proving you know SEO threatens your SEO career (or business), the test isn’t the problem.
~Nick
Thank you to Jolly for sponsoring this week’s #SEOForLunch
You’re Already Referring Clients. You’re Just Not Invoicing for It.
Brought to you by Jolly, the linkbuilding and Reddit team your peers already refer clients to.
Every SEO knows the moment: a client needs links, Reddit brand mentions, or AI search visibility that you don’t deliver in-house. So you say “I know a team” and hand it off. For free.
Jolly Referral Partners make the same intro - with commission:
You earn 10–15% of every payment that client makes in their first year.
Zero sales work: you intro, we run the calls, proposals, and delivery.
Active partners clear $1,000+/month on autopilot.
Same intro you were going to make anyway. Now it compounds.
P.S. Prefer a warm, personalized introduction over a signup form? Introduce new Jolly clients directly to greg@jollyseo.com and we’ll take it from there.