pinterest analyzing seo 4/5/2016

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Vadim Antonov

Analyzing SEO

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What is SEO?

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Robots vs Humans

VS

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What is SEO?

from wikipedia

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What is SEO?

from wikipedia

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Google search ranking

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Pinterest SEO philosophy

Expose the best content for Pinners

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Analyzing SEO

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

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Board pages experiment

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Board pages experiment

Idea: change ordering of pins on boards from historical to most engaging first

Historical order Popularity order

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Analyzing experiments results

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Web vs image search

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Web vs image search

Image Web

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Web vs image search

Image Web

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Looking deeper W/w change in traffic per page

Web Image

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What affects image search traffic?

1) Image position 2) Image presence

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What affects image search traffic?

1) Image position - reverse order of pins

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What affects image search traffic?

2) Image presence - long experiment

Image Traffic Deleted Gone immediately

Added After 3-6 months

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Results

Idea: change ordering of pins on boards from historical to most engaging first

Historical order Popularity order

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Local content experiment

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Keyword landing pages

Idea: add more popular local content to pages

Search for keywords Search for keywords with boost of local content

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What’s changing?

Boost content with more local repins

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Results

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Keyword landing pages

Idea: add more popular local content to pages

Search for keywords Search for keywords with boost of local content

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Pin page traffic

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Analyzing pin page traffic growth

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Analyzing pin page traffic growth

Does this traffic convert?

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Traffic percent growth YoY E

xist

ing

cont

ent

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Conversion rate and YoY change E

xist

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Pin category conversion rate vs average

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YoY traffic growth for one category

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Pin traffic growth learnings

Improved spam detection Helped to improve conversions

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Analyzing SEO

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

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Questions? vadim@pinterest.com

https://careers.pinterest.com/