Tuesday, August 6, 2013

Leveraging Pinterest for SEO and E-commerce

Pinterest has quickly evolved from a simple idea to one of the most popular, revenue generating social media platforms. In the last 5 months alone Pinterest has grown its user base 43.7 percent to more than 70 million. These users aren't merely pinning pictures; they're buying products.
Most social media channels lack the ability to drive non-assisted conversions and rely on attribution to justify spend. New studies are constantly being released showing that referral traffic from Pinterest converts directly into e-commerce conversions.
So how can SEO professionals and e-commerce companies unlock the potential of this new channel?

SEO: Acquire More Links

Building relationships is at the core of any ethical, results-oriented link building campaign. Identifying related bloggers and key influencers is the first step toward building these relationships and acquiring new links.
Pinterest is a great way to discover new blogs for your outreach campaign. Pinterest's search functionality makes it easy to find relevant boards. For example, if you work with or for a lawn care provider you may search on Pinterest for “weed control” boards and get the following result:
pinterest-weed-control

E-commerce Brands: Sell More Products

The vast majority of online retailers aren't capitalizing on the revenue potential that exists on Pinterest. Images are an extremely powerful tool that can increases sales exponentially.
What channel is seeing the largest budget and click growth amongst online retailers? What's driving all of Google's incremental ad revenue? Answer: Product Listing Ads! (For more information on the growth of PLAs check out this post.)
Pinterest is slowly but surely moving to a paid model that will mimic Google PLAs. A few months ago they introduced Rich Pins, which give advertisers the ability to include price and availability information for various products (and now Pinterest will alert users when prices drop). They have also expanded their analytics package to give advertisers more information around how users interact with their pins (translation: products).
To maximize your revenue on Pinterest, it's critical that all of your products are pinned.
Utilizing rich pins will increase your conversion rate and attract users who are buy mode. To take advantage of this new feature, companies have to format their product in one of two ways:
  • oEmbed
  • Semantic Markup using Open Graph or Schema.org
Once your formatting has been validated using the Pinterest validation tool, simply apply for inclusion in the rich pins program.

Conclusion

Pinterest represents a virtually untapped marketing channel for online retailers and brands. It's capable of driving incremental revenue, improving SEO performance, and increasing aided/unaided brand awareness. It also provides brands the ability to serve PLAs for free and diversify their online revenue sources.
Many companies are investing to reduce their dependence on Google. Given its growth and user purchase behavior, Pinterest deserves to be at the top of your consideration set.

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