We're not here just to build search engine rankings for our content, although it is pretty important in the scheme of things. The main aim (of my game anyway!) is to develop content focused around my audience (such as it is!) and hopefully gain some benefit eventually from Social Media exposure.

So when you've baked what you think is a beautiful cake, full of lightness and fruit and all the good things, wouldn't you like to ice it afterwards? That's how I see search engine rankings, as the icing, the decoration of my content marketing cake!

Let's make no bones about it, Sales are what we are after, not just the occasional passer-by stopping in for a chat and a cuppa. In order to get sales our search traffic must be targeted and the social media are invaluable in that they provide an avenue for long-term sources such as email opt-ins and good quality search engine results.

According to Monetate, in August 2012 the average order size from social media was around $64, over the same period the average order from Websites was over $90, forty percent higher!

Why? Well before the internet came into being, marketers have known the intent, the actual frame of mind, of the proposed buyer makes all the difference. and that's why so many millions are spent on advertising, to try and influence their desires, their intent!

People actually searching for something online are a much more valuable commodity than those engaging in social media and they are using a very different mindset at that time. Think back to your state of mind when an advertisement interrupts your favourite TV programme compared with when you actually searched the 'phone directory for something or someone, and then think about the time your 'friend' tried to get you to 'buy into' Amway at that party!

According to another report, by Forrester in 2012, less than 1% of purchases could be directly sourced back to social media. Put another way, THE MOST MOTIVATED searchers are those who look at, or in, websites. I think that could be important to you (and me!), things may have changed since 2012, but I don't think that the situation will have changed out-of-sight.

When someone is looking for a product or service online, there's usually a good chance that they will buy it and if they're looking for information provided by your site you have a great opportunity to convert (now there's a great word to conjure with!) them into an email or newsletter subscriber and Hey! Instead of a walk-though looker, you have a long term prospect and potential buyer!

More soon