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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 SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Optimizing Pinterest For Maximum Search Engagement. PRESENTATION: Why Intel Investments in SEO Paid Dividends on Pinterest - Given by Scott Jaworski, Global Social Media & Digital Strategist @scott_jaworski and Laura Mitchell, SEO Manager - Both of Intel, #SMX #23A2

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

  1. 1. #SMX #23A2 @ scott_ jaworski "Why Intel Investments in SEO Paid Dividends on Pinterest." Scott Jaworski Laura Mitchell
  2. 2. #SMX #23A2 @ 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 #23A2 @ scott_ jaworski 71% Women Source: August 2015 US ComScore Media Metrix
  4. 4. #SMX #23A2 @ scott_ jaworski 27% Use Pinterest Daily Source: The Pew Research Center – Mobile Messaging and Social Media 2015
  5. 5. #SMX #23A2 @ scott_ jaworski 93% of Pinners shopped online in the past 6 months Source: Nielsen Data reported by Pinterest November 2014
  6. 6. #SMX #23A2 @ scott_ jaworski Our Vision Drive brand awareness and affinity by telling a visual story of technology, innovation, and inspiration.
  7. 7. #SMX #23A2 @ scott_ jaworski How can insights from SEO help to drive engagement on Pinterest?
  8. 8. #SMX #23A2 @ scott_ jaworski Pinterest is a Search Engine
  9. 9. #SMX #23A2 @ scott_ jaworski What Are the Factors That Drive Visibility in Pinterest?
  10. 10. #SMX #23A2 @ scott_ jaworski Pinners Pins Boards Domains
  11. 11. #SMX #23A2 @ 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 #23A2 @ 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 #23A2 @ 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 #23A2 @ scott_ jaworski Do Pins … •  With More RePins •  With More Likes •  With More Comments •  That Use Rich Pins Perform Better? Research ? Pin Factors
  15. 15. #SMX #23A2 @ 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
  16. 16. #SMX #23A2 @ scott_ jaworski 1.  Use Rich Pins 2.  Optimize the Source URL 3.  Avoid Pinning Duplicate Content Pin Recommendations Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
  17. 17. #SMX #23A2 @ scott_ jaworski Research ? Board Factors Do … •  Boards With More Pins •  Group Boards •  Some Board Names Perform Better?
  18. 18. #SMX #23A2 @ 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
  19. 19. #SMX #23A2 @ scott_ jaworski 1.  Align with Pinterest Categories 2.  Create Boards that align with specific events and/ or holidays 3.  Inspirational boards Board Recommendations Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
  20. 20. #SMX #23A2 @ scott_ jaworski Research ? Domain Factors Which Domains … •  Are Pinned Most Often •  Are RePinned Most Often •  Are Pinned by the Most Pinners ?  
  21. 21. #SMX #23A2 @ 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
  22. 22. #SMX #23A2 @ scott_ jaworski How Did We Apply These Learnings?
  23. 23. #SMX #23A2 @ 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
  24. 24. #SMX #23A2 @ 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
  25. 25. #SMX #23A2 @ 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
  26. 26. #SMX #23A2 @ 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
  27. 27. #SMX #23A2 @ 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  
  28. 28. #SMX #23A2 @ 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
  29. 29. #SMX #23A2 @ scott_ jaworski Board Playbooks •  Insights •  Target Keywords •  Best Practices Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
  30. 30. #SMX #23A2 @ scott_ jaworski What Are The Results?
  31. 31. #SMX #23A2 @ scott_ jaworski Our Results Source: Pinterest Analytics •  Our Pins are sparking new Board themes…
  32. 32. #SMX #23A2 @ 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
  33. 33. #SMX #23A2 @ 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
  34. 34. #SMX #23A2 @ scott_ jaworski SEE YOU AT THE NEXT #SMX! THANK YOU!

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