The SMA (Search Marketing Association) has substantiated its existence with the first draft of practice and quality guidelines for its members to follow when dealing with customers.

The SMA hopes that its Standards Guidelines will define what is and is not acceptable behaviour of a member ie. a search marketing agency. It demands:

Experience: members will have a minimum level of proven experience in the search marketing field. In the draft this has been set at one year and potential members may be asked to provide client references.

Accurate marketing: members will be truthful when marketing services to potential clients.

Full disclosure to clients: members will be totally transparent in the methods they use and their repercussions.

Business standards: members will be encouraged to adhere to certain ISO standards in how they conduct business.

The British Standards Institute will underline this with an accreditation scheme for search marketing firms so that they can obtain ISO certification.

Self discipline: disciplinary measures will be in place if a member breaches Association standards including, if necessary, expulsion.

SMA president Andy Atkins-Kruger comments, “Our primary concern is to protect and promote the industry in which we all work and that means ensuring that buyers of search services know what they are getting. We wish to maintain transparency between agency and client.”

He adds: “It's likely that search marketers will have to meet certain thresholds before they can become members of the association. We are currently consulting members on the best ways to do this.”

The draft is based on the work of its standards committee chaired by Barry Lloyd, founder of Make Me Top and is due for final publication at the end of September.

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