Searchmetrics Black Belt

Black Belt SEOI’ve never really been one for qualifications. But this is one I am proud to have

Here’s why:

Pinpointing the right actions at the right time in the right context for a large site in the SEO space is a difficult task that only a few thousand in the world can claim to be capable of. Doing that for a global brand such as Apple or eBay and keeping it relevant to their overall marketing strategy is an infinitely harder task. Only a few hundred can stake a claim here.

Why would you want a Black belt certification if you are one of those few hundred ?

1) Making data talk

Finding what the weaknesses are and identifying the easy wins requires data and analysis. Searchmetrics provides lots and lots and lots of data. And they provide lots and lots and lots of ways to sort, filter, analyse and present that data (and make it dance). And, because Searchmetrics is very open about the methodologies behind the collection and analysis of that data, they provide a solid basis to work from.

A black belt knows how to make that data TALK.

2) Solutions that make sense on the bottom line

Searchmetrics integrates SEO into the wider marketing picture and the overall business setup.

They integrate SEO into the context of…

  • KPIs
  • market
  • brand
  • website
  • stakeholders

So, context is king (ha ha). Ideally, we marry multiple perspectives of multiple questions within multiple contexts…

A black belt does all this, and then has the experience and nous to make intelligent judgement calls

3) Dressing it up

In 15 minutes, a black belt can demonstrate

  • the what,
  • the how,
  • the who,
  • the why,
  • the when…

…in a manner that keeps all the stakeholders on board and gets the right decisions made.

It turns out that this was my achilles heel… I sometimes do disaster recovery and site migrations (firefighting?) for agencies.
They always tell me that I cannot tell anyone about my intervention.
Of course – they look bad if they call in outside help.
Oops. Not atall. I was missing the last part of the black belt – the dressing. They are simply worried that I will say the wrong thing in the wrong way to the wrong person at the wrong time.
2 days with black belts means that will change.


To be right at the top of our profession today, it is not enough to simply be a great SEO. A black belt will bring their experience to a complex scenario, apply that to business goals, and then present the what, how, who, why, when… to the right people in the right way.
Truly holistic.


Lilou Black Belt

PS my daughter wanted one too. hopefully no one will notice the tweak we made to the certificate

Black Belt Certificate