pinterest analyzing seo 4/5/2016
TRANSCRIPT
Confidential
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
ing
cont
ent
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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 ● ...
