The Internet Advertising Bureau in the UK and the Direct Marketing Association are launching the first search marketing charter to establish best practices throughout the industry. Each search marketing company must meet four requirements to allow them to promote themselves on their websites and company literature.
The Internet Advertising Bureau – the trade association for internet marketing – and the Direct Marketing Association are launching the first search marketing charter to establish best practice throughout the industry. The charter includes four key requirements for search marketing companies in the UK.
This charter represents an important first step in the establishment of search marketing best practice in the UK. – Guy Phillipson, chief executive of the Internet Advertising Bureau.
This is the first time industry bodies have collaborated on search standards in the UK. The charter is a product of the IAB search council and the DMA’s continued efforts to educate marketers about search marketing – currently worth 58% of all online advertising expenditure in the UK – and to reinforce advertiser and agency confidence in the medium. Source: Internet Advertising Bureau launches first search marketing best practice charter
The most interesting part of this announcement is the last paragraph that says,
“David White, chair of the IAB Search Council and Managing Director of search marketing company Weboptimser said: “We created the charter to help clients identify reliable suppliers who know, understand and demonstrate best practice within this fast moving industry. We have further plans for the charter that will include affiliate marketers and detail advanced search engine marketing techniques.”
So, they will be including affiliate marketers in future versions, should be interesting, too bad they are just recommended best practices and not required. Here are the four criteria, with more to be added before the end of the year.
- They must have at least two employees dedicated to search marketing
- They must have search engine accreditation (from Google or Microsoft with more to follow) and have received official search engine optimization (SEO) training as relevant
- The company must have been trading for 6 months
- The company must be a member of either IAB UK, IAB Europe, DMA or Search Engine Marketing Professionals Organization (SEMPO) or the Association of Business to Business Agencies (ABBA).
Download the document here.