While Silicon Valley chases AI unicorns, a quiet standards body in Vancouver, Washington, has built a $18.9M empire on the unglamorous business of cleaning carpets and remediating mold. IICRC isn't just certifying technicians—it's the invisible hand shaping a $100B+ global industry.

"IICRC doesn't just set standards—they own the market's attention."

The traffic split is telling: 49% direct, 44% organic. This isn't a company people stumble upon—they're actively sought out. The top keywords reveal a sophisticated search strategy: 'iicrc login' (1,000 searches), 'iicrc certification' (1,080), and even specific standards like 'ANSI/IICRC S700' (180). This is a community that knows exactly what it wants.

• Standards as a business model: IICRC owns the ANSI-approved standards that define the industry
• B2B2C hybrid: They serve both professionals (certification) and consumers (finding certified technicians)
• Global reach, local impact: 88.1% traffic from 'undefined' countries suggests international expansion is already happening
• Social-first presence: Active on 5+ platforms including emerging channels like TikTok