From a web marketers stand point, the most valuable aspect of Pinterest is link building. As AJ Kumar pointed out the social and SEO value is obvious:
- Pinners can share content effortlessly – This leads to a high-probability for content to go viral, spreading across the network…muck like content on Tumblr.
- Each pin has a link pointing back to the original source – No matter how many times a pin was re-pinned…each pin is a unique link pointing back to the original source.
In addition, these are not “no follow” links. In other words, you get all the authority of Pinterest with each link back to your site. That could change as the popularity of the company grows…and joins the ranks of Twitter or Facebook…but in the meantime it proves useful when it comes to ranking.
Chris Silver Smith shared some great tips on Search Engine Land for optimizing Pinterest for local search. Let me summarize some of the important points:
- Make your profile public – Do not hide your Pinterest profile behind a private setting…otherwise you will not get crawled by search engines.
- Include keywords in your About profile – Just like when you are creating a profile for Google+ or Twitter, your Pinterest profile should tell who you are, what you do and convey the main benefits to anyone who might follow you. Keywords are a must.
- Set your location as specific as possible – Share both the city and state in which you work to attract and draw local traffic.
- Connect your other social sites – Go the extra step and publish the other social sites you belong to…Twitter and Facebook being the most popular options. You can also add a subscribe button.
- Use a review page for business URL – If you have a really good review on a business directory like Yelp, use that URL for your company website on Pinterest. This can feed it authority to help that review rank high.
- Create boards around your keywords – Create a board about your city and pin pictures of your city in that board. Do the same with your service or product or event. Don’t forget to tag these pins with keywords.
- Promote infographics on Pinterest – Pinterest is highly-visual, so infographics work well for items you can pin. Have one professionally created…and then pin and promote.
More than likely Pinterest didn’t use “nofollow” on the links as an incentive for people to use the service in the early stages of its growth. So, the engineers may eventually turn all out going links from Pinterest into “no follow” once they reach a critical mass.
Pinterest is clearly here to stay…and it clearly offers a new way for you to promote your business. But it is technically still in beta and the full power it has to promote brands is limited. For most brands it may not be the right platform.
But if you have the right fit for the platform, there are plenty of ways in which you can interact with your community, experimenting and innovating with the consumer experience. It’s all about the relationship anway. And for the time being, it offers good SEO benefits through its no “nofollow” policy.
Have you had any success marketing on Pinterest?