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Archive for year: 2013
As Pinterest continues to gain popularity around the world, we wanted to check exactly in which country is the most popular. There are many data based on site like Alexa, Google website trends etc. and … there is also Facebook and its data that helps targeting ads. In advanced targeting option Facebook lets us specify our interest. Typing in “Pinterest” we get a number of people in a particular country, who are interested in Pinterest. This group contains Facebook users who liked Pinterest or it appeared in their activities and interests. It may also include people who use Facebook to log in to their Pinterest accounts.
Below we present the map – how popular Pinterest is around the world according to Facebook:
As we could predict the most popular Pinterest is in the United States – Facebook showed 22 million people interested.
This is the top 10 countries:
1. United States – 22 million
2. Brazil – 3,4 million
3. Canada – 1,6 million
4. United Kingdom – 1,24 million
5. Mexico – 1,18 million
6. Colombia – 1,16 million
7. Philippines – 1,02 million
8. Italy – 0,94 million
9. India – 0,88 million
10. Australia – 0,82 million
In the top 5 we could find all three North America’s countries. In the top 10 we have 2 countries from South America, Europe and Asia. In Africa the most popular Pinterest is in Egypt – placed 16 with 0,44 million users.
Of course this ranking depends a lot of popularity of Facebook itself (in China there are only 10400 people interested in Pinterest), however it gives additional view on popularity of Pinterest around the world.
We start our series of articles focusing on Pinterest search results for the most popular and competitive keywords. Last few months we’ve been doing daily check of the following search queries: clothing, fashion, fashion blog, food, home, lingerie, style and travel.
What was the purpose of such a choice?
As you can see, we selected 5 terms related to the fashion industry, as this is the “most e-commerce” market advertised on Pinterest, with the highest potential for online sales as well. Three other keywords (food, home and travel) are the top searched queries expressing our dreams or things we plan to do in the future.
Lately we have received many questions about Pinterest’s SEO. The most common question was whether Pinterest displays results randomly or if there exists any correlation between some factors and order of pins showed up in the search results.
In this article we’d like to prove that Pinterest doesn’t display pins randomly. I guess this statement might worry some of pinners. Why? Mostly, because we like to simplify things around us. Although Pinterest’s popularity grows very fast, it is still a very young social media site. Probably the youngest one among all the biggest social platforms. We want to believe that it is still not developed much and the Pinterest’s algorithm is easy to get around. Checking search results and looking for any correlation we take into consideration only few factors. Couldn’t figure out what really has impact on search list we finish our research saying that there is no correlation and pins must be displayed randomly.
Unfortunately both answers are wrong because there is correlation or rather there are many correlations. The whole process is called Pinterest’s SEO and it is definitely much more complex than we want it to be.
Today we present again the results of our first Pinterest’s campaign for Lingerose.com – lingerie wholesale site. As a quick reminder – this campaign let us discover the impact of Pinterest on Google search results (our publication at SocialMediaToday.com). It’s been also very successful in Pinterest itself where pins which come from this account rank very well. Till the end of September we were focused mainly on the “lingerie wholesale” query. Since the middle of March 2013 we have conquered search results list for these keywords.
These results showed that our pins are regularly indexed and displayed by Pinterest and could be considered as a proof that search list is not created in a random way. However, some of you are not convinced that it is enough to give the final answer as the “lingerie wholesale” query is not as competitive as the keywords mentioned at the beginning of this article. We decided to expand the scope of our research and get focused on the “lingerie” query. We were sure that the account of Lingerose is strong enough to reach the first 100 results for this keyword. It’s important from the research point of view. Basing on the experience from the other campaigns we knew that creating a new board provides an additional signal for Pinterest to index pins.
At the beginning of September we created “Lingerie Wholesale Blog” board and started adding photos from the Lingerose’s blog articles. As predicted the new pins ranked very well. All the pins descriptions contained the names of the articles they came from (mostly “brand’s name + lingerie”) and additionally we included “lingerie wholesale blog” there.
After a few days on the 10th of September Lingerose’s pins appeared in the top 100 for the “lingerie” query:
What was interesting they were very similar to the results for the “lingerie wholesale” query:
That means that Pinterest displayed pins in similar order. If a particular pin was important enough to be displayed as the first one for the “lingerie wholesale” – it also occupied the highest position among our pins in the “lingerie” search results. Pinterest changed its results and displayed new pins every few days for both of the queries.
On the 14th of September our pins showed up in the top 60 for the “lingerie” query. During the next few weeks some new pins from Lingerose’s account which were the highest ranked, appeared always between the 50th and the 70th position.
On the 20th of September we decided to check how many pins are displayed for the “lingerie” query. We found 100 pins in the first 600 results displayed by Pinterest. So one of each 6 pins which showed up belonged to Lingerose’s account. All of the pins came from the new board “Lingerie Wholesale Blog”.
By the way I want to say that having so many pins displayed for competitive keywords brings great results – number of repins, likes, new followers and visits to your account. Further information soon, below I present some pins from the “Lingerie Wholesale Blog” board.
At the beginning of October we started our tests, optimizing pins description to find the best possible one. We tried many possibilities changing the order of keywords or removing them from the description. Whenever we changed the description’s pattern we noticed some discrepancies of our pins’ positions in search results. For some patterns the highest ranked photos were placed lower than usually or there were not so many pins displayed in the first 200-300 results.
In the meantime one of our pin reached the top of search results for the “lingerie” query and was indexed as the first one:
As you can see this pin contained the first pattern of descriptions that we used for the purpose of our research. After almost 4 weeks of tests we also noticed that this is the most effective pattern from all we tried. Few days ago we decided to use again this description. The positions of our pins in Pinterest search results have been exactly the same as they were in September. There is also the same correlation between results for the “lingerie” and “lingerie wholesale” queries.
Below results from the 28th of October:
Our research definitely proves that Pinterest doesn’t display pins randomly. There are many factors which play important role for the Pinterest’s algorithm. There also many strategies which help optimize our pins. In the next articles we are going to show more analysis of the results for the most competitive keywords in Pinterest. We will also demonstrate how worthy and important is being ranked high in search results.
In the article published at SocialMediaToday.com we described the impact that our Pinterest’s campaign had on Google search results. Thanks to Pinterest we reached the top of Google for the “lingerie wholesale” query. This time we’d like to give more details why the Group Boards strategy which we followed has been so successful.
First months of our Pinterest adventure wasn’t really exciting experience and didn’t happen a lot. Till the 2nd of March when we received an invitation to one of the biggest lingerie group board on Pinterest. And that’s how it started.
We were lucky that someone noticed our photos and invited us to a very popular lingerie group board. Finally, our pins could be displayed to thousands of pinners and the account was getting stronger receiving new followers. Each pin added to the group board was liked and what is more important – they were repined going viral. Pinterest’s search engine started indexing our account. After two months of sharing our photos with other pinners from all the group boards we contributed to, our account reached 1000 followers.
Unfortunately, you are not invited to a new board every day. Pinterest doesn’t facilitate pinners communication in order to exchange invitations. Pinterest gives you just one opportunity to communicate to other users – by leaving a comment under pins. It doesn’t seem to be very professional to me. BoardInviter.com was created – the platform where you can easily exchange group boards invitations with other pinners. To get invitation from other users, you use points which you may gather inviting others to group boards where you belong to. Of course you decide who you invite or not – you may refuse any invitation request you don’t want.
We reached the top of Pinterest for the “lingerie” keyword
Thanks to the group board strategy our pin was indexed as the first one for the “lingerie” query (very competitive one). Within three days only it received 350 repins, 50 likes and our account – 60 additional followers attracted by this pin.
Below we present the gallery of our most popular photos on Pinterest.
As usually we visited Polish Fashion Week. It was the 9th edition of this event organized in Lodz – the most fashion industrial city in Poland.
I think I understand now why Pinterest pays so much attention to the Fashion Weeks events. In one place you can find fashion designers, photographers, fashion journalists, bloggers, models and what is most important lots, lots of fashion design and products. You could make thousands of photos and all of them would be repined immediately. Everything what is most important for Pinterest – just its pure essence.
It would be pointless to compare Polish Fashion Week to the biggest events from New York, London, Paris or Milan, as those cities attract the most popular designers in the world. Fashion Week Lodz is for local designers rather. However, Pinterest should take into consideration being present at smaller fashion shows as well. It is a very good opportunity to make it popular (I mean Pinterest) on local markets. Especially if it is a country of 40 million people, where social media are very popular and e-commerce sector is one of the highest developed in Europe.
Unfortunately, the Pinterest awareness among Poles is not yet as high as it could be. I talked to the most influential Polish fashion bloggers and I was a bit surprised. Of course they have heard about Pinterest but they don’t use it yet. It seems to be kind of a mystery to them or they prefer Instagram.
According to the last discoveries and the article about the exact match keywords and the order of keywords, I decided to do some test to check my observations.
I added 7 pins with the following descriptions:
4 – “Axami Lingerie Blog” – to see if it is better indexed for the “lingerie blog”
3 – “Axami Blog Lingerie” – to see if it is better indexed for the “blog lingerie”
“Lingerie Blog” results:
As I supposed, the new added pins with exact match keywords “lingerie blog” in their descriptions are displayed much higher than my previous pins. However, I didn’t expect they could be displayed on the very top of the search results. That shows how strong and powerful is the Lingerose’s account.
“Blog Lingerie” results:
We’ve got analogical situation with the query “blog lingerie”, also here my pins conquered the top of search results.
These tests confirm my theory. To display the most relevant results, Pinterest check the exact match and keywords order used in pins descriptions. Of course the strength of an account also matters.
Anais Apparel – sensual lingerie
“Probably the sexiest in the world” – that is a promise of Anais Apparel’s producer. The company has existed at the Polish market since 2003 and it specializes in producing lingerie for young, independent and emancipated women. Those are very originally designed pieces of underwear and if you have ever wanted to buy something different, something bold and not so repeatable – you should certainly invest in some Anais Apparel collections.
It is worth mentioning that Anais lingerie is integrally produced in Poland – the fabrics used are of European origin only. Designed and manufactured by young, enthusiastic people in a very creative way the lingerie reflects the newest European fashion and design trends.
The brand is manifesting its passion of creating some innovative and fresh patterns which are supposed to inspire their customers and to excite the senses. The customers are supposed to follow their dreams choosing some unique products of Anais. The producer invites to trying some erotic collections (such as: “angelic seduction”) and promises to extract and emphasize the feminine beauty of each woman wearing it. To explore their sexuality, fulfill their dreams, visit the world of sensual desires and dive into the ocean of passion – women frequently choose Anais Apparel.
What pieces of this seductive lingerie can you get at our page of luxurious lingerie Lingerose.com? Some erotic, sexy, arousing bras. Seductive, sensible, appealing panties. Charming, alluring, tempting nightwear. Elegant and glamorous body corsets with some provocative and inviting elements of hosiery. All of this you can find under one world: “erotic”. Probably the sexiest in the world? Go for it! 🙂
During my Pinterests SEO’s research today, I’ve checked also the “wholesale” keyword to see if Lingerose’s pins are also indexed for this searched term – and they are. The first pin is indexed at about 20th position and was added 4 weeks earlier.
The next pins keep the positions between 60 and 80.
They are almost the same as the highest indexed pins for for the “lingerie” and “lingerie wholesale” query.
But what about “lingerie blog”? This query should be definitely more competitive than the previous one that I checked. I found the first results out of top 200.
The indexed photos were also very similar to the highest indexed pins for all the keywords mentioned in this article before. What could be the possible explanation?
I’ve investigated about 50 first results and almost all of their descriptions contain the exact phrase “lingerie blog”.
All my pins added to the “lingerie wholesale blog” board contain “lingerie wholesale blog”. So, there is an additional word “wholesale”. This might be the reason why Pinterest indexed the pins much lower than the other Lingerose’s pins for all the queries checked today. Definitely the “lingerie blog” keywords is less competitive than “lingerie”. If so, my pins for “lingerie blog” shouldn’t be lower than for “lingerie”, but they are.
Before I go further I want to mention about one exception among the first 50 results for the “lingerie blog” query. I’ve found a pin with the following description: “lingerie green”. Where is the missing “blog” word?
As you can see it’s on the image. So, the image recognition system not only can recognize shapes and other things, but it can read as well. What is more important, Pinterest’s search engine may use writings from images as one of the factors which build a list of search results.
Ok let’s get back to my results, if it all is true and Pinterest likes so much exact match keywords, what about the order of keywords, does it matter?
I’m typing in “blog lingerie” and I see completely different results than those for “lingerie blog”.
There are lots of my pins indexed and they keep higher positions. I checked first ten results and the pins descriptions contain:
so, Pinterest search engine sees almost the exact queries to our searched one.
After the top ten results my pins start showing up. How would I explain this situation if pins from Lingerose’s account contain “lingerie wholesale blog”. The order is different and there is additional word “wholesale” between our two keywords. I think there are not many results related to the query, the order of words in “blog lingerie” is not natural. So Piterest has displayed the most relevant results first, then selected my pins as they come from very strong account and contain both keywords.
CEO of Pinterest – Ben Silbermann announced today: “we’re going to start experimenting with promoting certain pins from a select group of businessem”.
So I decided to share with you one of my ideas for advertising on Pinterest which I came up with .
Below, I’m presetting with details: “Limited albums” as the future advertising and engagement Pinterest’s program.
Of course, it is just my theory. However, this program could be used for online marketing purposes to gather new users and to keep pinners engaged. It might also be used as a part of Pinterest’s future advertising program. It definitely requires creation of some special app.
This idea reminds me my childhood and one of the collecting passions I had. When I was about 10 years old it was very popular to collect special stickers from chewing gums. You received a paper album that showed you what photos (stickers) you need to find in chewing gums. Below I present a sample of Chabel – chewing gum album:
I know that kids (including myself) spent a fortune to grab all stickers and to win a prize.
So, what doest it have to do with Pinterest and how could it be used?
Ok, we have another collecting idea and a quantity limited album. We can organize a competition with prizes as well. To explain it better, I use an example of the very popular fashion brand – Louis Vuitton.
Louis Vuitton wants to advertise his new collection on Pinterest. Pinterest offers organizing a contest with prizes and provides a special app – the limited album of 30 pins of products from the new Louis’ collection. For each Pinterest’s user who will gather all of the 30 pins, Louis Vuitton provides prizes – for example some products from the new collection. Louis also pays to Pinterest for the advertising possibility.
The special app might be downloaded from Louis’ Pinterest account. An user visits the account and clicks the board “Join the contest”. The limited board is automatically installed/created onto the user account. It might look like the Chabel’s album presented above. If empty (no photo repined yet) there are two color photos, just to indicate what pins the user should be looking for. That’s how the game starts.
Now, there are a few important questions. First of all, how the photos should be tagged or signed. When the user repins the photo that matches to the limited album, our app needs to recognize it and stick it automatically to the right place. It may use image recognition system that I’m sure Pinterest has or kind of special tagging. Anyway I leave this question unanswered at this moment.
Another questions are, if one participant may repin photos to his limited board from the other participant’s limited board? If the limited album and the photos added should be visible?
I considered all pros and cons and I’d leave the decision to users. We could use the same system as exists in Pinterest now – normal boards and private boards. I guess that most users will choose secret board’s option, while bloggers or fashion portals go for normal board’s option. That way they might get a lot of new followers and their accounts visitors.
The last important question is, how the special photos should be distributed for the contest’s purposes? Of course, all of the photos should be added via Pinterest. We should divide those 30 photos into smaller parts (for example 10, 8, 5, 3, 2, 1, 1) not to add all of them at one time. This will definitely let us keep users engaged on Pinterest. The frequency depends on the contest’s duration. The photos should be added to many places, some of them the users may not be aware of yet. We need to make pinners search a lot and interact with each other before they find the right pins. For the contest’s purposes we might use the accounts of Luois, Pinterest or the others (for example a fashion portal could distribute one photo on its Pinterest account and could pay for this). The photos also could be added randomly to search results in “everything” or “fashion” category – if possible.
That’s how I see it could look like. I’m sure that this kind of marketing would engage a lot of users and let gather new ones. Of course, there are many other things that should be discussed.