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#smx #14C3 @scott_ jaworski
"Why Intel Investments
in SEO Paid Dividends
on Pinterest."
Scott Jaworski
Laura Mitchell
#smx #14C3 @scott_ jaworski
100M
Monthly Active Users
Source: New York Times September 16, 2015
http://mobile.nytimes.com/...
#smx #14C3 @scott_ jaworski
71%
Women
Source: August 2015 US ComScore Media Metrix
#smx #14C3 @scott_ jaworski
27%
Use Pinterest Daily
Source: The Pew Research Center – Mobile Messaging and Social Media 20...
#smx #14C3 @scott_ jaworski
93% of Pinners
shopped online in
the past 6 months
Source: Nielsen Data reported by Pinterest ...
#smx #14C3 @scott_ jaworski
Our Vision
Drive brand awareness and
affinity by telling a visual
story of technology,
innovat...
#smx #14C3 @scott_ jaworski
How can insights from
SEO help to drive
engagement on
Pinterest?
#smx #14C3 @scott_ jaworski
Pinterest is a
Search Engine
#smx #14C3 @scott_ jaworski
What Are the Factors
That Drive Visibility in
Pinterest?
#smx #14C3 @scott_ jaworski
Pinners
Pins
Boards
Domains
#smx #14C3 @scott_ jaworski
Research Methodology
The Dataset
•  Top 25 Pins per Keyword for more than 4,500
Keywords submi...
#smx #14C3 @scott_ jaworski
Research ? Pinner Factors
Do Pins from Pinners with:
•  More Pins
•  More Followers
•  That ar...
#smx #14C3 @scott_ jaworski
Research ? Pinner Factors
Pins from Pinners …
•  With More Pins
•  With More Followers
•  That...
#smx #14C3 @scott_ jaworski
Research ? Pinner Factors
CONTENT MATTERS!
AUTHORITY MATTERS!
Source: Original Research conduc...
#smx #14C3 @scott_ jaworski
Do Pins …
•  With More RePins
•  With More Likes
•  With More Comments
•  That Use Rich Pins
P...
#smx #14C3 @scott_ jaworski
Research ? Pin Factors
Pins …
•  With More RePins
•  With More Likes
•  With More Comments
•  ...
#smx #14C3 @scott_ jaworski
Research ? Pin Factors
Engagement Matters!
Source: Original Research conducted 2015 by Global ...
#smx #14C3 @scott_ jaworski
Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
1.  Use Rich...
#smx #14C3 @scott_ jaworski
Research ? Board Factors
Do …
•  Boards With More Pins
•  Group Boards
•  Some Board Names
Per...
#smx #14C3 @scott_ jaworski
Research ? Board Factors
•  Boards With More Pins
•  Group Boards
•  Some Board Names
Perform ...
#smx #14C3 @scott_ jaworski
Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
1.  Align wi...
#smx #14C3 @scott_ jaworski
Research ? Domain Factors
Which Domains …
•  Are Pinned Most Often
•  Are RePinned Most Often
...
#smx #14C3 @scott_ jaworski
Research ? Domain Factors
Domains …
•  That Are Pinned Most Often
•  That Are RePinned Most Of...
#smx #14C3 @scott_ jaworski
How Did We Apply
These Learnings?
#smx #14C3 @scott_ jaworski
Board Strategy
Create Boards …
•  Aligned with Pinterest Categories
•  Aligned with Search Opp...
#smx #14C3 @scott_ jaworski
Board Strategy
Create Boards …
•  Aligned with Pinterest Categories
•  Aligned with Search Opp...
#smx #14C3 @scott_ jaworski
Board Strategy
Create Boards …
•  Aligned with Pinterest Categories
•  Aligned with Search Opp...
#smx #14C3 @scott_ jaworski
Board Strategy
Create Boards …
•  Aligned with Pinterest Categories
•  Aligned with Search Opp...
#smx #14C3 @scott_ jaworski
Board Playbooks
•  Insights
•  Target Keywords
•  Best Practices
Source: Original Research con...
#smx #14C3 @scott_ jaworski
Board Playbooks
•  Insights
•  Target Keywords
•  Best Practices
Topic	
   SubTopic	
   keywor...
#smx #14C3 @scott_ jaworski
Board Playbooks
•  Insights
•  Target Keywords
•  Best Practices
Source: Original Research con...
#smx #14C3 @scott_ jaworski
What Are The Results?
#smx #14C3 @scott_ jaworski
Our Results
Source: Pinterest Analytics
•  Our Pins are sparking new Board themes…
#smx #14C3 @scott_ jaworski
Our Results
•  48% Increase in Avg
Monthly Engaged Viewers
•  364% Increase in Avg
Monthly Vie...
#smx #14C3 @scott_ jaworski
Key Takeaways…
•  Insights from Search drive
value well beyond the
boundaries of the tradition...
#smx #14C3 @scott_ jaworski
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016
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"Why Intel Investments in SEO Paid Dividends on Pinterest" By Scott Jaworski and Laura Mitchell

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Optimizing Pinterest For Maximum Engagement. PRESENTATION: "Why Intel Investments in SEO Paid Dividends on Pinterest" - Given by Laura Ann Mitchell, @intel, SEO Manager - Intel. #SMX #14C3

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"Why Intel Investments in SEO Paid Dividends on Pinterest" By Scott Jaworski and Laura Mitchell

  1. 1. #smx #14C3 @scott_ jaworski "Why Intel Investments in SEO Paid Dividends on Pinterest." Scott Jaworski Laura Mitchell
  2. 2. #smx #14C3 @scott_ jaworski 100M Monthly Active Users Source: New York Times September 16, 2015 http://mobile.nytimes.com/blogs/bits/2015/09/17/pinterest-crosses-user-milestone-of-100-million/
  3. 3. #smx #14C3 @scott_ jaworski 71% Women Source: August 2015 US ComScore Media Metrix
  4. 4. #smx #14C3 @scott_ jaworski 27% Use Pinterest Daily Source: The Pew Research Center – Mobile Messaging and Social Media 2015
  5. 5. #smx #14C3 @scott_ jaworski 93% of Pinners shopped online in the past 6 months Source: Nielsen Data reported by Pinterest November 2014
  6. 6. #smx #14C3 @scott_ jaworski Our Vision Drive brand awareness and affinity by telling a visual story of technology, innovation, and inspiration.
  7. 7. #smx #14C3 @scott_ jaworski How can insights from SEO help to drive engagement on Pinterest?
  8. 8. #smx #14C3 @scott_ jaworski Pinterest is a Search Engine
  9. 9. #smx #14C3 @scott_ jaworski What Are the Factors That Drive Visibility in Pinterest?
  10. 10. #smx #14C3 @scott_ jaworski Pinners Pins Boards Domains
  11. 11. #smx #14C3 @scott_ jaworski Research Methodology The Dataset •  Top 25 Pins per Keyword for more than 4,500 Keywords submitted to Pinterest Search Highlights •  110,000+ Pins •  19,000+ Pinners •  9,000+ Domains •  4M+ RePins •  800k Likes •  15k+ Comments Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
  12. 12. #smx #14C3 @scott_ jaworski Research ? Pinner Factors Do Pins from Pinners with: •  More Pins •  More Followers •  That are Following Other Pinners •  That Pin Content from Many Domains •  With Many Boards Perform Better?
  13. 13. #smx #14C3 @scott_ jaworski Research ? Pinner Factors Pins from Pinners … •  With More Pins •  With More Followers •  That are Following Other Pinners •  That Pin Content from Many Domains •  With Many Boards Perform Better •  80% of Pins Ranking in the first row come from Pinners with more than 1,400 Total Pins •  Pinners with first row ranking Pins have an Avg of 229k followers (36% higher than Pinners with Pins in rows 2-4) Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
  14. 14. #smx #14C3 @scott_ jaworski Research ? Pinner Factors CONTENT MATTERS! AUTHORITY MATTERS! Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
  15. 15. #smx #14C3 @scott_ jaworski Do Pins … •  With More RePins •  With More Likes •  With More Comments •  That Use Rich Pins Perform Better? Research ? Pin Factors
  16. 16. #smx #14C3 @scott_ jaworski Research ? Pin Factors Pins … •  With More RePins •  With More Likes •  With More Comments •  That Use Rich Pins Perform Better •  Pins Ranking in the first row have dramatically higher RePins, Likes and Comments than Pins in rows 2-4 •  87% higher RePins •  93% higher Likes •  220% higher Comments •  50% of the #1 Ranking Pins were Rich Pins Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
  17. 17. #smx #14C3 @scott_ jaworski Research ? Pin Factors Engagement Matters! Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
  18. 18. #smx #14C3 @scott_ jaworski Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company 1.  Use Rich Pins 2.  Optimize the Source URL 3.  Avoid Pinning Duplicate Content Pin Recommendations
  19. 19. #smx #14C3 @scott_ jaworski Research ? Board Factors Do … •  Boards With More Pins •  Group Boards •  Some Board Names Perform Better?
  20. 20. #smx #14C3 @scott_ jaworski Research ? Board Factors •  Boards With More Pins •  Group Boards •  Some Board Names Perform Better •  The Pinterest algorithm for Search for Boards appears to be heavily weighted for Exact Match of the Keyword in the Board Name Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
  21. 21. #smx #14C3 @scott_ jaworski Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company 1.  Align with Pinterest Categories 2.  Create Boards that align with specific events and/or holidays 3.  Inspirational boards Board Recommendations
  22. 22. #smx #14C3 @scott_ jaworski Research ? Domain Factors Which Domains … •  Are Pinned Most Often •  Are RePinned Most Often •  Are Pinned by the Most Pinners ?
  23. 23. #smx #14C3 @scott_ jaworski Research ? Domain Factors Domains … •  That Are Pinned Most Often •  That Are RePinned Most Often •  That Are Pinned by the Most Pinners Include •  YouTube •  Etsy •  Amazon •  Engadget •  Mashable •  BuzzFeed •  cNet •  Flickr Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
  24. 24. #smx #14C3 @scott_ jaworski How Did We Apply These Learnings?
  25. 25. #smx #14C3 @scott_ jaworski Board Strategy Create Boards … •  Aligned with Pinterest Categories •  Aligned with Search Opportunity •  Aligned with Events/Holidays •  Aligned with the Aspirational Nature of Pinterest Technology Women’s Fashion Men’s Fashion Health & Fitness DIY & Crafts Cars & Motorcycles Photography Art Gifts Home Décor Geek Quotes History Holidays & Events
  26. 26. #smx #14C3 @scott_ jaworski Board Strategy Create Boards … •  Aligned with Pinterest Categories •  Aligned with Search Opportunity •  Aligned with Events/Holidays •  Aligned with the Aspirational Nature of Pinterest Intel Laptops and Ultrabooks Intel Tablets 2 in 1 Laptops & Tablets Future Cars Smartphones with Intel Inside
  27. 27. #smx #14C3 @scott_ jaworski Board Strategy Create Boards … •  Aligned with Pinterest Categories •  Aligned with Search Opportunity •  Aligned with Events/Holidays •  Aligned with the Aspirational Nature of Pinterest Consumer Electronics Show Tech for Holidays The Creators Project Intel Developers Forum
  28. 28. #smx #14C3 @scott_ jaworski Board Strategy Create Boards … •  Aligned with Pinterest Categories •  Aligned with Search Opportunity •  Aligned with Events/Holidays •  Aligned with the Aspirational Nature of Pinterest Our Favorite Quotes Our History Innovation for Good Blogger’s Days Diversity and Social Responsibility
  29. 29. #smx #14C3 @scott_ jaworski Board Playbooks •  Insights •  Target Keywords •  Best Practices Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company Fashion/Clothing Wristworn Device Jewelry Headsets/Headphones Implants and Ingestibles 0 500,000 1,000,000 1,500,000 Top Wearable Device Types RePins/Likes RePins Likes
  30. 30. #smx #14C3 @scott_ jaworski Board Playbooks •  Insights •  Target Keywords •  Best Practices Topic   SubTopic   keyword   RePins   Likes   Fashion/Clothing   Shoes/Socks   smart  shoes   165,121   19,838   smart  socks   49,607   6,884   Fashion/Clothing-­‐ General   smart  clothing   94,016   17,339   color  changing  clothes   64,518   8,237   Fashion   future  of  fashion   79,766   14,766   smart  fashion   63,046   12,331   Jewelry   Jewelry   smart  jewelry   44,596   6,042   safety  jewelry   35,806   6,325   Necklaces   smart  necklace   53,305   7,032   smart  pendant   25,068   3,517   Rings/Earrings   smart  earrings   41,230   5,578   smart  rings   32,236   3,912   Wristworn  Device   AcFvity  Tracking   Band   fitness  bands   42,890   4,658   fitness  arm  band   38,045   4,052   Wristworn  Device-­‐ General   sleep  watch   33,771   5,144   health  monitor  watch   10,467   1,004   Camera/Spy  Watch   camera  watch   21,045   3,571   watch  camera   20,904   3,553   Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
  31. 31. #smx #14C3 @scott_ jaworski Board Playbooks •  Insights •  Target Keywords •  Best Practices Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
  32. 32. #smx #14C3 @scott_ jaworski What Are The Results?
  33. 33. #smx #14C3 @scott_ jaworski Our Results Source: Pinterest Analytics •  Our Pins are sparking new Board themes…
  34. 34. #smx #14C3 @scott_ jaworski Our Results •  48% Increase in Avg Monthly Engaged Viewers •  364% Increase in Avg Monthly Viewers 0 200 400 600 800 1,000 1,200 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 Pre Post Pinterest Pre/Post Average of Monthly viewers Average of Monthly engaged Source: Pinterest Analytics
  35. 35. #smx #14C3 @scott_ jaworski Key Takeaways… •  Insights from Search drive value well beyond the boundaries of the traditional search engine results page •  A marketing org structure that facilitates the sharing of insights across disciplines enables rapid innovation •  Focusing on the user reveals new ways to meet our audience where they are
  36. 36. #smx #14C3 @scott_ jaworski THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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