The new "it girl" in Hollywood may be Jennifer Lawrence, but in the online world it's Pinterest. The image content sharing service just raised $200 million at a $2.5 billion valuation and is successfully being leveraged by several online retailers and large brands.
Eighty percent of Pinterest users are women and one in five women are on it. And they're not posting pictures of their kids - like that other declining social behemoth, Facebook. No, Pinterest users are curating everything from home décor and kitchen gadgets to baby products. They're in a buying mood and they're browsing for the next "it" item. Why is that important? Simply, if you can make social profitable and influence commerce you are going to win the popularity race.
With images, video, news stories, and local search results all appearing right on the top of page one of a typical search results page, it's becoming more crowded and challenging to rank for priority keywords for typical business websites. Especially as marketers become more and more savvy. That's why it's important to optimize and leverage social media platforms, such as Pinterest, to gain additional real estate and exposure for the keywords you know work in search.
How can businesses optimize their brand on Pinterest? Here are four things you should do today:
With search engines moving more and more toward social (and taking social "signals") and Pinterest being a big referrer of organic traffic, it's going to outrank other traffic sources and searches. So if you're not yet optimized, or worse, even present on Pinterest, now is the time to give it some dedicated attention. What are some creative ways that your organization is leveraging Pinterest to impact bottom lines and supplement traditional SEO strategy?
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Crispin Sheridan is the Senior Director, Global Search at SAP. As part of the digital team, he established and leads the search and testing practices at SAP. Crispin is responsible for paid, natural, and mobile search and all online testing. Search and testing at SAP are fully centralized and globally funded and run under a hybrid in-house and agency model.
Crispin has proven that search learnings and keyword insights work hand in hand with social media marketing and together can effectively drive B2B lead generation. Furthermore, the development of the SAP.com Test Lab has contributed significant success to SAP's digital marketing efforts.
A frequent guest speaker at conferences, including SES New York, San Francisco, Toronto, London, Delhi, Shanghai, and Hong Kong, Crispin was appointed to the SES Advisory Board in December 2009. He has also been a guest speaker at the e-Metrics Summit and ad:Tech, and is a member of Google's B2B Technology Council. You can follow him on Twitter at @crispinsheridan and read his monthly SEO column on ClickZ.
December 12, 2013
1:00pm ET / 10:00am PT