The word “expert” can be tricky to define. After all, just about anyone can declare themselves an SEO expert, regardless of whether the term truly applies. Because of this, it’s important to know how to make sure that the person you’re considering hiring to provide legal testimony on behalf of your company’s SEO practices really is an expert in his or her field. But how can you separate the true experts from those who just claim to be? Here are some things to look for that define expertise in the SEO field.
Perhaps the simplest test to determine if someone is a true SEO expert is the level of experience he or she has had in the field. Since SEO is still a relatively new facet of business and marketing, an SEO expert isn’t going to have multiple decades of experience; however, he or she should definitely have several years of real-world experience, with a resume that backs up their claims of expertise. Look for someone who has held positions as an SEO manager or director at a company, or someone who has owned his or her own SEO consulting firm for a period of several years or longer.
A real SEO expert is going to come with recommendations that speak to his or her knowledge and expertise in the field. The person you are considering as an SEO expert witness should have a number of references from satisfied past colleagues or clients who can attest to his or her effectiveness and skill. If someone is trying to pass themselves off as an SEO expert but cannot provide any references to affirm their claims, this is a red flag.
In addition to real-world experience and a reputation for doing good work, it is a good idea to find an SEO expert with some academic credentials that further demonstrate his or her expertise. For instance, someone with an advanced degree in information systems, digital marketing or a similar discipline is likely going to be more credible as an expert witness than someone who didn’t finish high school. Additionally, having an expert with any SEO-related published books, white papers or articles to his or her name immediately boosts his or her credibility in the eyes of the court.
When choosing an SEO expert to provide legal testimony for your company, make sure you take these things into consideration, and you can’t go wrong!