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

#SMX #23A2 @ scott_ jaworski

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


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/


71% Women

Source: August 2015 US ComScore Media Metrix


27% Use Pinterest Daily

Source: The Pew Research Center – Mobile Messaging and Social Media 2015


93% of Pinners shopped online in the

past 6 months

Source: Nielsen Data reported by Pinterest November 2014


Our Vision Drive brand awareness and affinity by telling a visual story of technology, innovation, and inspiration.


How can insights from SEO help to drive engagement on Pinterest?


Pinterest is a Search Engine


What Are the Factors That Drive Visibility in Pinterest?


Pinners

Pins

Boards

Domains


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


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?


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)



Do Pins … •  With More RePins •  With More Likes •  With More Comments •  That Use Rich Pins

Perform Better?

Research ? Pin Factors


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



1.  Use Rich Pins

2.  Optimize the Source URL

3.  Avoid Pinning Duplicate Content

Pin Recommendations



Research ? Board Factors

Do … •  Boards With More Pins •  Group Boards •  Some Board Names

Perform Better?


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



1.  Align with Pinterest Categories

2.  Create Boards that align with specific events and/or holidays

3.  Inspirational boards

Board Recommendations



Research ? Domain Factors

Which Domains … •  Are Pinned Most Often •  Are RePinned Most Often •  Are Pinned by the Most Pinners

?


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


How Did We Apply These Learnings?


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


Board Strategy




Nature of Pinterest

Intel Laptops and Ultrabooks

Intel Tablets

2 in 1 Laptops & Tablets

Future Cars

Smartphones with Intel Inside


Board Strategy




Nature of Pinterest Consumer Electronics Show

Tech for Holidays

The Creators Project

Intel Developers Forum


Board Strategy




Nature of Pinterest

Our Favorite Quotes

Our History

Innovation for Good

Blogger’s Days

Diversity and Social Responsibility


Board Playbooks

•  Insights •  Target Keywords •  Best Practices


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


Board Playbooks


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


Board Playbooks




What Are The Results?


Our Results

Source: Pinterest Analytics

•  Our Pins are sparking new Board themes…


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


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


SEE YOU AT THE NEXT #SMX!

THANK YOU!