Clearview National August 2017 - Issue 189 | Page 101
BUSINESSNEWS
So, what are considered the best
top tips for White Hat SEO in
2017 so far? Here are 5 top tips:
1. Cloudflare – this is a combination
of a content distribution network
and DNS caching. This technical
combination helps render your web
site quickly in the browsers of your
visitors. Page loading times are
absolutely imperative and if you’re
serious about getting ahead of your
competitors then this is definitely
for you!
Digital Marketing a
Fenestration Business
The glazing and fenestration sector is, without a doubt, a
competitive industry. Companies are constantly trying to
one up each other through pricing and flexibility, working
hard to win customers. BUT, just like any business,
marketing plays a huge role in the growth of a business
and to stay ahead you will need a unique strategy.
» » OUR FOCUS IN THIS ARTICLE IS
what you can do to give your glazing and
fenestration business a boost through digital
marketing which will produce enquiries in the
short and long term.
We’ll start with the pros and cons of pay per
click – Google AdWords & BING Ads. The
biggest attraction to this form of advertising
is the instant results that you can achieve. A
well-structured campaign, given the right level
of attention and optimisation can produce
an instant hit, but as many companies also
discover, this form of advertising can be
extremely competitive. To some, pay per click
can be an unsustainable advertising platform
due to the highly competitive nature of other
advertisers. Click fraud can also be an issue,
this is where competitors click on each other’s
ads to inflate their spend – Click Guardian Pro
is an imperative digital tool for anyone trying
to get the best from Google AdWords as it
protects against this budget busting activity.
SEO (Search Engine Optimisation) is a
much more in-depth subject than pay per
click but arguably offers a more sustainable
approach to being found online over the
medium to long term. SEO is all about
getting everything right in a bid to influence
the way in which Google ranks your web
site in their organic results. Over the years
many web site owners have suffered from
Google’s algorithm updates which have
completely reshuffled the positions they had,
often in a very sudden way. This has led to
business owners having to revaluate the way in
which they try to optimise in an effort to do
everything by the book. Those who perform
what’s known as ‘Black Hat SEO’ may get a
short term gain but as soon as Google identify
their techniques will often ban them from
ranking well indefinitely. Black Hat SEO is
where a web site owner tries underhand tactics
to boost their site’s popularity, effectively they
try to cheat Google’s algorithm. The reverse
term is White Hat SEO – this is the only
‘right’ way to get your web site ranked highly
and also considered the only way you’ll be able
to sustain a high position.
2. Applying an SSL certificate may be
technical to initially install but it’s
become apparent over the last 12
months that this is a small ranking
signal which is set to become
stronger at Google. Whether the
website collects personal information
or not, Google will reward sites
with SSL Certificates with a boost in
search ranking.
3. Having a mobile friendly web site
is now an absolute must. Not only
is this hugely important for SEO
but these days the majority of your
visitors will be searching from mobile
devices.
4. You’ve probably heard the term
‘content is King’. This couldn’t
be more accurate in today’s SEO
landscape. It may seem obvious but
content is absolutely vital in getting
your message across and Google
reward web sites that have quality
content in terms of volume and
uniqueness over sites that have a
couple of paragraphs, duplicated from
site to site! In fact duplicate content
is just as harmful as no content!
5. If you’ve got an aging web site then
yo