I recently wrote an article for B2B Marketer where I talked about the concept of 'If Content is King, Quotability is Queen'. I looked at the opportunities for organisations to improve their social search optimisation with the changes to Google's approach to search ranking.
However, it got me thinking that one of the perennial problems for many organisations has been how to make the most of their image libraries for search optimisation. Traditional techniques tend to focus around use of file names and alternative text through to setting up Flickr accounts etc - but there has never been a really nice solution. However, Pinterest finally feels like a really robust step in the right direction.
Inspired by a tweet by @daniepote over in our San Francisco office – I started looking into some more specific techniques around the increasingly popular Pinterest site. There are already some really good articles and blog posts out there which talk about this subject – including Ragans PR Daily, Lee Smallwood's blog to the SubmitInMe blog which all outline some useful tips to be aware of. There are common themes across all of the articles out there right now, so combining these with our experience here at LEWIS PR, I have developed the top 5 Pinterest Search Optimisation tips:
- Use smart keywords – use accurate descriptions of your Pins which also include keywords relevant to your brand, and you know are successful at driving traffic to you elsewhere (e.g. check your analytics)
- Make it easy to share - Make sure you have a 'Pin it' button to your website and consider embedding the images from your Pinterest account directly into your site – to make it as easy as possible to share
- Repin and promote others – Pinterest states in its guidelines that self-promotion is a no-no. So make sure you are actively promoting others, and consider ways to create campaigns that get audiences to add Pins relevant to your brand – instead of doing it all yourself
- Get Connected – make sure you select the settings options to connect your Pinterest account with your other social media accounts I.e. Facebook and Twitter - this will help make it seamless for users and for you
- Create great visual content – make sure your visual content is memorable, instead of bland product pack shots think about how you can dress the scene to be bolder, more creative. Infographics have finally found a natural home on Pinterest too – so look at how you can make the most out of your data and insights visually
With the rise of Pinterest, now is a great time to update your communications strategy to find a way to incorporate it to build your brand awareness and importantly improve your rankings on Google.
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