Pinterest Analyzing SEO 4/5/2016

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Vadim Antonov
Analyzing SEO

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What is SEO?

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Robots vs Humans
VS

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What is SEO?
from wikipedia

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What is SEO?
from wikipedia

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Google search ranking

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Pinterest SEO philosophy
Expose the best content for Pinners

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Analyzing SEO
Dimensions of data:
● Countries
● Type of content
● Platform
● User types
● ...

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Board pages experiment

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Board pages experiment
Idea: change ordering of pins on boards from historical to most engaging first
Historical order Popularity order

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Analyzing experiments results

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Web vs image search

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Web vs image search
Image Web

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Web vs image search
Image Web

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Looking deeper
W/w change in traffic per page
Web
Image

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What affects image search traffic?
1) Image position
2) Image presence

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What affects image search traffic?
1) Image position - reverse order of pins

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What affects image search traffic?
2) Image presence - long experiment
Image Traffic
Deleted Gone immediately
Added After 3-6 months

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Results
Idea: change ordering of pins on boards from historical to most engaging first
Historical order Popularity order

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Local content experiment

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Keyword landing pages
Idea: add more popular local content to pages
Search for keywords Search for keywords with boost of
local content

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What’s changing?
Boost content with more local repins

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Results

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Keyword landing pages
Idea: add more popular local content to pages
Search for keywords Search for keywords with boost of
local content

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Pin page traffic

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Analyzing pin page traffic growth

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Analyzing pin page traffic growth
Does this traffic convert?

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Traffic percent growth YoY
Existingcontent

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Conversion rate and YoY change
Existingcontent

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Pin category conversion rate vs average

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YoY traffic growth for one category

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Pin traffic growth learnings
Improved spam detection
Helped to improve conversions

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Analyzing SEO
Dimensions of data:
● Countries
● Type of content
● Platform
● User types
● ...

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Questions?
vadim@pinterest.com
https://careers.pinterest.com/