Pinterest can help your business get discovered by millions looking to plan, buy and do almost anything. It’s no wonder more businesses are jumping on the Pinterest bandwagon. To ensure your business stands out (in a good way), get familiar with these eight must-dos so you’re pinning to your business Pinterest account like a pro.
1. Include Pin It buttons on your site: The Pin It button is the best way for your business to get discovered on Pinterest. When you add the Pin It button to your site’s pages, you make it easy for people to add your content and images to Pinterest. According to Pinterest, three months after Allrecipes.com added the Pin It button, people added more than 50,000 recipes from their website, leading to 139 million impressions!
2. Pin a variety of subjects: Pinterest appeals to a wide range of interests that your followers have, so why only represent a small portion of that conversation? Pin a variety of topics, not just those expected from your business. Pinterest did this themselves for the New Year with their Things to Try in 2015. They encouraged pinners to get in the action by creating boards of their own and sharing across other social networks like Facebook.
3. Pin enough content to your boards: A common mistake businesses on Pinterest make is creating too many boards that contain just a handful of pins. A more effective approach is to start with a few, broader topic but robust boards that you can add several pins to. Later, when you’ve built up the number of pins on a board and want to get more specific, Pinterest allows you to select up to 50 pins to move to a new board. You can also copy pins so they live on two different boards, or delete them. For example, build up a hefty Holidays board, then later create a more specific Valentine’s Day board off-shoot.
4. Link your pins and include a link: It’s a total buzz kill when you click a pin and it’s a dead end. Make sure you link your pins back to your website or blog to drive visits from Pinterest to your business. Pinterest drives more referral traffic than any other social network aside from Facebook, so it’s worth it to make sure your pins are linked. In addition, include the link directly in your photo caption. It eliminates the fact that you have to click twice on a pin to reach the original site, and it doubles your chances of gaining traffic back to your site.
5. Include a price: Always include a price when you pin a product or service. It makes it easy for everyone to know immediately how much something costs. If you want to take this a step further, try using Rich Pins. Rich Pins include additional information, such as when a product is in stock, or when an item changes in price. Pinterest also automatically emails anyone who has pinned that item letting him or her know about the changes. This directs more visits back to your Pinterest account, your website, and may even result even some purchases. Cool right? You’ll need to add some code to your website for this, but Pinterest has all the details to help you.
6. Use Promoted Pins: Pinterest recently announced that they’re opening up their successful paid Promoted Pin functionality to any U.S. business. Similar to promoted Facebook posts, Promoted Pins appear in search and category feeds, which reach more people. After recent beta testing, Pinterest found that Promoted Pins performed just as well, if not sometimes better than organic pins. On average, Promoted Pins are shared eleven times, which can boost the number of people who see your pin by 30 percent. You’ll have to pony up some budget for Promoted Pins, but it could be well worth it to drive engaged visits to your website.Visit the Promoted Pin page to get on the list for the program.
7. Pin offerings to build your email list: Building a solid list of engaged email subscribers is an on-going process – This is where Pinterest comes in. Use specific pins to drive people from Pinterest to an email sign up form on your website or landing page. In our post, 3 Steps to Building Your Email List with Pinterest, Melanie Duncan advises small businesses or entrepreneurs to first create an offering such as a coupon code, ebook, checklist, guide, video, online training workshop, etc. Then, you’ll want to create and upload an image advertising your offer (remember to include a call to action). Lastly, link people from your pin back to your site with a sign up form that allows people to redeem the offer. This works especially well for those who have non product-based businesses.
Here’s an example she used:
8. Measure pin success with analytics: Pinterest drives more traffic than Twitter, LinkedIn and Reddit combined, but do you know how much traffic your site gets from it? Pinterest analytics can tell you. You can also find out what people are pinning from your website and which of your pins and boards are driving the most impressions, clicks and repins. Watch this primer video and read this post to learn more about Pinterest analytics.
Image courtesy of Pinterest
If you don’t have a Pinterest for Business account, you can get yours here, or convert your existing Pinterest account here.
These eight must-dos will have you pinning like a pro in no time. Have a tip to add to our list? Share it in the comments.
Last year, we had Rand Fishkin sort us out with a comprehensive post on SEO basics, tips, and tricks. If you haven’t thought much about SEO and the traffic it can bring your blog, now would be the time to do it! Get into the right habits at the start of the year, and they’ll become second-nature.
We welcome Rand Fishkin to the ProBlogger Theme Week today to talk us through all things SEO. While this week we’re exploring all the things you can do with a post after you hit “publish”, Rand is reminding is to take a second before we do and have a look at the things you can do to optimize your post before it even gets into the hands of your readers.
For days, you’ve been agonizing over this post. The hours of guilt for not starting it sooner, the toil of finding the right topic, the relentless editing and re-editing, and now, at long last, the publish button is there, tempting you to end the struggle and at last declare this tiny battle over.
(above: the blogger’s tantalizer, teaser, needler, and tormenter)
If you give in to that sweet release, it will feel good, at least for a little while. But in the months and years to come, you’ll look back at that post and, perhaps in revery, read it again, and think to yourself:
“That was a really excellent post I published. Why has it had so little success?”
It started so well. The post had some retweets on Twitter. It got shared and liked a few times on Facebook. Maybe it even got a bit of traffic from Google+ or Pinterest. But, then, the traffic stopped. Your post wasn’t “new” anymore, and the web world, it seemed, no longer cared for something more than 24 hours ago. In fact, the data backs this up – social sharing half-lives across networks are <7 hours.
There is another way.
The vast majority of content consumed on the web isn’t actually found through social media. In fact, the largest driver of traffic to web content (outside of direct navigation) is still the same source it was 3, 5, and 10 years ago, and remarkably, in spite (or perhaps in part because) of the rise of social & mobile, this source is still growing.
You’ll probably recognize it:
Search, and Google in particular (with 90% of worldwide share), still drive vastly greater quantities of traffic than all the social networks combined (some good research from DefineMG here). Given Google’s 3.5+ Billion searches performed each day, that shouldn’t be a surprise, but to many bloggers, thinking about search, Google, and all that “SEO stuff” has been put aside in favor of Facebook shares, likes, tweets, +1s, and the more visible feedback and applause that come from social sources.
That bias is understandable – a visit from a Google search doesn’t have a fancy embeddable counter you can show off. 30,000 visits a month from search engines doesn’t carry nearly the same social proof that 30,000 Twitter followers does.
But, it should.
The vast majority of visitors who come via social have a browsing-focused intent. They’re looking for something interesting, distracting, temporal, and, only rarely, directly or immediately applicable to an activity that will lead to them accomplishing the goals you’re hoping for on your website (a subscription to your posts, a following of your social accounts, purchasing your products, etc).
On the other hand, searchers know exactly what they want and when they want it – right now. Almost no searches are entirely serendipitous, but most every social visit is entirely so. A searcher is seeking to find information, accomplish a task, or transact in some way right this minute. That’s why they performed a query. If your blog post (and your website, more broadly) helps them achieve this goal, the value of that visit to both parties can be fantastic.
Here’s the tragedy:
When you look over those past posts, you might realize that yes, dammit! It’s time to do some SEO! No more ignoring Google, Bing, Yahoo, and the rest. But, sadly, that ship has probably sailed. One of the harsh truths of blog-focused SEO is that a few hours after a post is published, 90%+ of the ranking ability is spent. Sure, you could go back and tweak some titles, language use, or even URLs (depending on your CMS), but those don’t have a good chance of helping the post perform moving forward.
It’s that first burst of activity – of social sharing and people emailing it around and links coming in – that set the stage for ranking success in the search engines. The words, particularly the title, of the post are how others will describe it when they share, link, tweet, and pin. Those words are strong signals to search engines of how and whether to include your page in the search results. Likeiwse, the first few hours are when you’re most likely to earn that attention and awareness of potential linkers. Links are still a huge part of how search engine algorithms rank pages, and without them, you’ll usually struggle to perform. Both of these are short-lived opportunities on which you need to execute if you’re going to have SEO success with your blog.
Thankfully, you can resolve to make this a priority in the future. It may sound like a bad infomercial, but you can substantially upgrade your blog’s SEO potential with less than 5 minutes per post. Here’s how:
Step 1: Keyword Research
Step 2: Post Title & Body Content Inclusion
Step 3: A Teensy Bit of Proactive Outreach
Step 1: Keyword Research
Earning additional search visits from the content your blog produces over a long streth means ranking for a keyword term or phrase that gets at least a few queries each month. You probably don’t want to tackle competitive phrases where you’ve got little chance to rank on page 1, but you also don’t want to to be ranking brilliantly for a search term no one ever types. In general, phrases with fewer searches are going to be less competitive (if you want to get more data-driven about analyzing the relative difficulty of ranking for a keyword, there’s a tool for that).
Google’s Keyword Planner Tool is still the best one out there to show relative volume levels. Here’s what it looks like:
I plugged in a few possible searches related to the post you’re reading now (which is, in a very meta way, about doing SEO for blog posts). The suggestions you see above are what Google’s keyword tool returned. They expanded on a few of my ideas and showed me some terms I wouldn’t have otherwise thought to put in. But, before we go further, there’s four important points to be wary of when you’re looking at the Keyword Planner:
A) These aren’t ALL the terms and phrases Google knows are related to your keyword(s). For whatever reason, they’re not comprehensive and, on any given search, may omit numerous good options. This is why it pays to refine and rerun once or twice, and to expand your brainstorm list of terms. It’s also why I’ll suggest using another methodology in combination with Keyword Planner below.
B) The numbers you see are not accurate. We’ve seen them show numbers that are 1/4 of the actual searches for a term and we’ve seen them show 4X the real figure. What is useful are the relative quantities. If Keyword Planner says term XYZ gets twice the searches that term ABC gets, you can be fairly sure that XYZ > ABC. Don’t panic about choosing a term with only 10 or 20 searches/month. These low numbers are actually where we see the least competition and the least accuracy from Google in under-reporting real volume.
C) This “competition” does not refer to how hard it might be to rank in the organic results for a given keyword. Keyword Planner is showing a competition level that’s related to AdWords bids and how many campaigns are targeting these terms. Don’t be too discouraged if it says “medium” or “high” as the organic results won’t always reflect what the paid ads do.
D) Likewise, the cost column can be mostly ignored when thinking about SEO. The one area it can be helpful is to provide a sense of how transactional in nature the search query is, and the value of that traffic to others. If you’re thinking about offering ads on your blog, for example, you might want to note how much advertisers are paying to be in front of searchers for a keyword related to your topic(s).
The other keyword research source I’d encourage you to pursue is Google’s autosuggest. It often illuminates keyword ideas that you may not have seen through AdWords Planner. In fact, some of the best terms and phrases to target are those Keyword Planner hasn’t listed, but autosuggest does (this is because many other SEO-focused content creators have likely missed them).
Start typing, but don’t hit enter!
Step 2: Post Title & Body Content Inclusion
Once you’ve found a few keywords that might work, modify your blog post’s title to include it if you can. For example, when I started drafting this post, I titled it “Publish Now And 1000s of Visits Will Be Forever Lost.” It had a catch and it matched the tone I was aiming for with the piece, but it didn’t target any of those lovely keywords that can help it potentially earn visits for years to come. So I thought up three more:
Publish Your Blog Post Without SEO, and 1000s of Visits Will Be Forever Lost
Your Amazing Blog Post – SEO = 1000s of Lost Visits
These Simple SEO Blogging Tips Will Save You 1000s of Lost Visits
Even though I don’t like #3, it’s probably the best optimized title (note that Google is pretty smart these days about interpreting modifications of words like “blog” and “blogging” that have the same meaning/intent). But, that doesn’t mean I’ll choose it. As I noted above, a lot of a post’s potential success is based on its ability to get in front of the right eyeballs. A title that’s optimized for keyword placement but doesn’t resonate with social sharers and potential linkers isn’t worth compromising for. Instead, I’d go with #1 or #2 and I happened to like #1 just a bit better.
The only other part of this step is to make sure the post itself has at least a mention or two of the target keyword phrase and is actually about that topic (nothing infuriates searchers more than discovering a page ranking in Google that’s not actually about what they wanted – and those user/usage metrics will, eventually, hurt your rankings).
Step 3: A Teensy Bit of Proactive Outreach
Chances are that when writing your post, you mentioned someone, used a graphic or image from somewhere else, linked to some reference-worthy content on another site, or called out a service or organization in some way. If you believe there’s any chance that they (the referenced party) would be interested in reading what you’ve written about them, don’t be shy – let them know.
Twitter makes this incredibly easy (and Google+, too, for those of you using that service). In this post, for example, I referenced a study from Bit.ly, some search stats from Statcounter, and a great post from Define Media Group. Immediately upon hitting publish, I should tweet, G+, and/or email all three of them and say thanks, making sure to point them in the direction of this post. Maybe they’ll share it, maybe they won’t, but they’ll know I appreciate their work, and that goodwill might be valuable in the future, too.
Likewise, if I know there’s a few people in my network or among those that I follow/interact with on social media or the offline world who might benefit from or enjoy this post, I should drop them a line, too.
This might be 30 seconds of thinking about who to contact and another 2 minutes sending the messages, but the reward for that effort could mean the difference between a post that spreads, earns links, and ranks, and one that falls into the tragic “Flatline of Nope.”
A few last pieces of advice:
Don’t worry too much about targeting a keyword phrase in more than one post. If at first you don’t succeed, try again! Google has no penalty for a blog that publishes 3-4 posts all chasing the same keyword. The only time I might not do this is if you’re already ranking very well for a term/phrase, in which case, I’d consider updating the old post vs. writing a completely new one.
Updating & re-publishing can be a super power! If you’ve got a post that did well, but didn’t quite make it to the first page of results, consider revising it, adding in the most modern information, and publishing a new post to replace the old one. You can use a 301 redirect or rel=canonical tag to point search engines from the old version to the new one.
If you need inspiration for titles or content in niches where you think there’s just nothing exciting to write about, I can’t recommend Buzzsumo enough. Give the tool a spin with a few searches related to your potential topics and you’ll see what I mean.
Not every post needs to be or should be SEO-targeted. Writing for your audience, for yourself, or simply to court serendipity is a wonderful thing. But every few posts (or at least every few dozen), think about all those poor souls who are searching and finding none of your amazing work – do it for them 🙂
p.s. A couple years ago, I created a presentation centered around my love for bloggers and blogging entitled: How to Earn Traffic Without Selling Your Soul. If you’re worried that SEO means sacrificing the beauty of your work, check it out – it may just restore your faith that the two can live in harmony.