Pinterest Analyzing SEO 4/5/2016

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This document discusses various experiments and analyses conducted by Pinterest to improve search engine optimization (SEO) and user experience. It describes experiments testing ordering pins by popularity versus historically on boards, boosting local content in keyword searches, and analyzing effects of image presence and position on image search traffic. Results showed changing to popularity ordering and boosting local content increased traffic and conversions. Analyzing pin page traffic growth and categories revealed improved spam detection helped increase conversions. The document examines SEO across multiple dimensions to better understand effects on traffic and user behavior.

Marketing

Conﬁdential
Pinterest SEO philosophy
Expose the best content for Pinners

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

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

Conﬁdential
Analyzing experiments results

Conﬁdential
Web vs image search
Image Web

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

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

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

Conﬁdential
What aﬀects image search traﬃc?
2) Image presence - long experiment

Image Traffic
Deleted Gone immediately
Added After 3-6 months

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

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

Conﬁdential
What’s changing?
Boost content with more local repins

Conﬁdential
Analyzing pin page traﬃc growth

Conﬁdential
Analyzing pin page traﬃc growth
Does this traffic convert?

Conﬁdential
Traﬃc percent growth YoY
Existingcontent

Conﬁdential
Conversion rate and YoY change
Existingcontent

Conﬁdential
Pin category conversion rate vs average

Conﬁdential
YoY traﬃc growth for one category

Conﬁdential
Pin traﬃc growth learnings
Improved spam detection

Helped to improve conversions

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

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Pinterest Analyzing SEO 4/5/2016

1. Conﬁdential Vadim Antonov Analyzing SEO

2. Conﬁdential What is SEO?

3. Conﬁdential Robots vs Humans VS

4. Conﬁdential What is SEO? from wikipedia

5. Conﬁdential What is SEO? from wikipedia

6. Conﬁdential Google search ranking

7. Conﬁdential Pinterest SEO philosophy Expose the best content for Pinners

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

9. Conﬁdential Board pages experiment

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

11. Conﬁdential Analyzing experiments results

12. Conﬁdential Web vs image search

13. Conﬁdential Web vs image search Image Web

14. Conﬁdential Web vs image search Image Web

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

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

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

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

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

20. Conﬁdential Local content experiment

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

22. Conﬁdential What’s changing? Boost content with more local repins

23. Conﬁdential Results

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

25. Conﬁdential Pin page traﬃc

26. Conﬁdential Analyzing pin page traﬃc growth

27. Conﬁdential Analyzing pin page traﬃc growth Does this traffic convert?

28. Conﬁdential Traﬃc percent growth YoY Existingcontent

29. Conﬁdential Conversion rate and YoY change Existingcontent

30. Conﬁdential Pin category conversion rate vs average

31. Conﬁdential YoY traﬃc growth for one category

32. Conﬁdential Pin traﬃc growth learnings Improved spam detection Helped to improve conversions

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

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