Alisa Meredith — Traffic, Leads, and Sales: Everything You Need to Know About Pinterest SEO
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These slides were presented at the SEMrush webinar "Traffic, Leads, and Sales: Everything You Need to Know About Pinterest SEO". Video replay and transcript are available at https://www.semrush.com/webinars/traffic-leads-and-sales-everything-you-need-to-know-about-pinterest-seo/
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Alisa Meredith — Traffic, Leads, and Sales: Everything You Need to Know About Pinterest SEO
- 1. Traffic, Leads, & Sales Everything You Need to Know About Pinterest SEO + Alisa Meredith Andrea D’Ottavio Jeff Sieh
- 2. What We’ll Cover Why Pinterest? What Pinners Want SEO for Pinterest A 5-Minute Trick for 600% More Pinterest Traffic A special offer from Tailwind
- 4. 300300 million monthly active users bit.ly/300MPin
- 7. 78%78%of people on Pinterest say content from brands is useful bit.ly/PinterestStats1 - much higher than on other platforms
- 8. 77%77%have found a new product or brand on Pinterest bit.ly/PinterestStats1
- 9. Share of Referral Traffic… 1H’16 2H’16 1H’17 2H’17 30.9 27.1 18.2 30.9 6.1 6.1 7.5 4.5 FacebookPinterest source: shareaholic
- 16. ACTION ITEM
- 19. ACTION ITEM
- 20. Where People Find Your Pins
- 21. Search
- 22. Home Feed
- 23. Following Feed
- 24. More Like This
- 26. ACTION ITEM 98% Unbranded Layout Before and After On a Budget Decor Color Combos Farmhouse Style #hashtags ACTION ITEM
- 29. Pinterest SEO How Pinterest Knows What You Pinned
- 30. You Can’t Have Pinterest Without Interest(s) For this Pin, we get P2I results, in format (taxonomy_level, label, score): • (3, dogs, 0.83) • (2, mammals, 0.7) • (1, animals, 0.82) • (3, skiing, 0.83) • (3, snowboarding, 0.79) • (2, winter sports, 0.75) • (3, snowboarding, 0.79) • (2, winter sports, 0.75) • (3, ski trips, 0.76) • (2, travel ideas, 0.65) • (1, travel, 0.71) https://medium.com/pinterest-engineering/pin2interest-a-scalable-system-for-content-classification-41a586675ee7
- 31. 20K+ Interests! Man Cave Grammar Pub Wedding Annelid (worm) https://docs.google.com/spreadsheets/d/1HxL-0Z3p2fgxis9YBP2HWC3tvPrs1hAuHDRtH-NJTIM/edit#gid=118370875
- 32. Pin Title Pin Description Board Name Board Description Linked Page Title, Description, Main Text https://medium.com/pinterest-engineering/understanding-pins-through-keyword-extraction-40cf94214c18 Keyword Extraction Search Queries that frequently lead to clicks on that Pin Name of objects detected in an image - Image Annotations OCR - optical character recognition - text on Pin Lexical Expansion
- 33. https://medium.com/pinterest-engineering/understanding-pins-through-keyword-extraction-40cf94214c18 Keywords on Pinterest Pin Title Board Description Board Name Rich Pin Description ACTION ITEM
- 34. Linked Page Title, Description, & Text ACTION ITEM https://medium.com/pinterest-engineering/understanding-pins-through-keyword-extraction-40cf94214c18
- 35. Search Queries That Lead To Clicks on Your Pin
- 36. For this Pin, we might extract the following annotations: • (EN, sloth sanctuary, 0.99) • (EN, sloths, 0.95) • (EN, costa rica, 0.9) • (EN, caribbean, 0.85) • (EN, animals, 0.80) • (EN, travel, 0.80) https://medium.com/pinterest-engineering/understanding-pins-through-keyword-extraction-40cf94214c18 Objects in Your Image ACTION ITEM
- 37. https://medium.com/pinterest-engineering/understanding-pins-through-keyword-extraction-40cf94214c18 They Read Your Text! ACTION ITEM
- 39. https://medium.com/pinterest-engineering/understanding-pins-through-keyword-extraction-40cf94214c18 How Does Pinterest See My Pin? ACTION ITEM
- 40. Pinterest SEO How Pins are Ranked
- 41. Relevance to Query Text relatedness - Is the text found in multiple places? Pin cohesion Measures relatedness of: • Image visual SIMILARITY • Image semantic similarly - images interpreted as text • Image to text similarity Pin engagement/popularity Personalized engagement based on identifiers (gender, etc.) Personalized - maps to YOUR interests Personal preference for type of Pin, country, etc. https://medium.com/pinterest-engineering/building-pin-cohesion-229c19fc617e
- 44. Semantically-Related Images ACTION ITEM https://medium.com/pinterest-engineering/building-pin-cohesion-229c19fc617e We built another raw signal to capture image semantic similarity by transforming images to text annotations.
- 45. Image to Text Similarity ACTION ITEM https://medium.com/pinterest-engineering/building-pin-cohesion-229c19fc617e
- 47. Who Are You?
- 48. What Are YOU Interested In? Man Cave Pub Wedding Glamping Normcore
- 49. What Kind of Pins Do You Like? https://medium.com/pinterest-engineering/hybrid-search-building-a-textual-and-visual-discovery-experience-at-pinterest-8527ba9728a9
- 50. Keyword Research
- 55. +6%+6%more sales bit.ly/webinars-from-pinterest Include a CTA in the image and description
- 56. +13%+13%more sales bit.ly/webinars-from-pinterest Keep it consistent with the landing page
- 57. +20%+20%more sales bit.ly/webinars-from-pinterest Lean in to seasonal events and everyday moments
- 59. Action Items Create new, optimized Pins at LEAST weekly Get to know analytics Remember how people search - for inspiration and ideas Use your keywords in all key places
- 60. Action Items Send Pinterest consistent signals - across images, text, and with your activity bit.ly/semrush-pinterest Save $30
- 61. Questions?