International Door & Operator Industry

JAN-FEB 2018

Garage door industry magazine for garage door dealers, garage door manufacturers, garage door distributors, garage door installers, loading docks, garage door operators and openers, gates, and tools for the door industry.

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V O L U M E 5 1 I S S U E 1 F E B R U A R Y 2 0 1 8 39 SALES&MARKETING Market Hardware's team of Web Marketing experts put their heads together to come up with a comprehensive list of the 4 Web trends garage door dealers need to be familiar with before 2018. Here's what you need to know: Trending Up Trending Up: Responsive Website Design (because mobile WILL rule the Web in 2018) According to Pew Research Center, 68% of American adults own a smartphone of some kind, which doesn't take into account the amount of tablet users. The mobile trend has shown no sign of stopping recently. If you're ready to upgrade your site, then Responsive Website design is a must-have in order to impress anyone using their phone or tablet. Studies consistently show that if a visitor lands on a site that is difficult to navigate and requires zooming in and out, they'll simply exit and move on to a new site. Moreover, Google has firmly hitched their wagon to the mobile trend. Since April 2015, mobile-readiness has been a huge ranking factor when it comes to identifying what companies show up highest in search results. In other words, Google wants user-friendly sites to rank highest in search results, and has already said that designation will become even more important in 2018. Trending Up: Web Security (that can impact your search rankings) 2017 has witnessed more online scams, Internet hacks and security threats than any year since the invention of the Web. And the big players in the tech industry are responding accordingly by putting a greater emphasis on security. Tools like two-step password verification, 'CAPTCHA' fields on online forms, and corporate-level email solutions are becoming more commonplace as the scramble for increased security continues. Perhaps one of the biggest surprises however, was the growth of SSL Certificates. These certificates provide a Website with an added measure of security, typically reserved for banks and financial institutions. Google shook things up in 2017 by indicating that all Websites should have SSL Certificates installed, and that they'd be using it as a factor in their search rankings, in order to encourage a safer, more secure Internet. Expect an increasing number of Websites to have these certificates installed in 2018, and keep an eye out for additional security measures to be factored into search rankings as well. Continued on page 41 4 "Need to Know" Marketing Trends for 2018 With the New Year around the corner, now is as good a time as any to reflect on how Web Marketing trends have changed this year, and start to prepare adjustments for next year. By Alain Parcan, Director of Marketing for Market Hardware, Inc. V O L U M E 5 1 I S S U E 1 F E B R U A R Y 2 0 1 8 39

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