SEO Tools, Training and Certification
for Digital Marketers

The Story behind SEOToolSet

In January 1996, Bruce Clay began helping websites rank in search engines. With his background in math and engineering, it wasn’t long before Bruce figured out a more efficient way to analyze a web page. He programmed the first-ever software tool for keyword analysis. That simple program led to others, and soon the tools produced by Bruce Clay, Inc. were in high demand as the fledgling SEO industry grew. Even today, the tradition continues — you’ll find many free SEO tools on this site.

By 1999, search engine optimization as a field was exploding. As during the Gold Rush, enterprising opportunity seekers sought a stake in top search engine rankings. And in those Wild West days, rules and best practices were hard to come by. People trying to rank in search results tried all kinds of tactics that went against the best interests of web users. Manipulative techniques, known as spam, abounded.

That’s when Bruce had an idea. The industry needed solid training in effective and ethical SEO.

Bruce started sharing his SEO know-how along with his tools. The first SEOToolSet Training was held in 2000, and the following year Bruce penned the SEO Code of Ethics that has since been translated into 18 languages. Offering a way to become an SEOToolSet Certified Analyst soon followed, which is a certification for marketing professionals committed to following ethical SEO standards to “do no harm” to their clients.

Since then, thousands of attendees have learned SEO methodology and best practices in Bruce Clay’s SEO Training courses around the world.