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I'm in a industrial niche that markets mostly to contractors and some government agencies, via eCommerce. Would there be any White Hat techniques that should (or should not) be used that would be different than marketing to consumers?

I've been making sites for awhile now ~10 years, mostly for small projects and friends (WordPress, Joomla, Magento) but have recently started to make sites for local businesses and am thinking of doing this more full time. I want to start experimenting with White Hat SEO and Internet Marketing...