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How To Use Pinterest For Ecommerce

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How To Use Pinterest For Ecommerce

Pinterest is one of the least popular, most underused social media platforms for brand marketing.

However, the lack of popularity is not due to the lack of potential.

Pinterest, when used right, can add immense value to ecommerce brand success.

Pinterest bursts with potential, but it also has its own playbook. It is different than other social platforms, and requires a unique approach to win.

From investing in Pinterest ads to building a consistent posting schedule, in this article, you’ll find some best practices and tips on building successful Pinterest marketing campaigns.

But before we get to that, let’s first talk about whether Pinterest is good for ecommerce.

Is Pinterest Good For Ecommerce?

“Don’t spread yourself too thin!”

This is a popular piece of advice people give to ecommerce brands starting social media marketing. And it is valuable advice.

So, is it worth going into Pinterest if you already have a Facebook, Instagram, or TikTok account?

Yes, in most cases.

Pinterest has immense shopping potential, perhaps more so than all the other social media platforms.

The platform offers fluff-free, simple suggestions. This is why Pinterest is the go-to place for customers looking for new brands or product inspirations.

80% of weekly Pinterest users have discovered a new brand or product via Pinterest.

55% of Pinterest users get on the app specifically to search for products.

More importantly, Pinterest shoppers have 85% bigger baskets than shoppers on other platforms.

All of these statistics hint at one thing, and one thing only.

Pinterest is not just good for ecommerce. It is absolutely unmissable for any ecommerce brand looking to engage its audience.

A European DIY, gardening, and furniture marketplace brand, convinced of the value Pinterest offers for an ecommerce brand, jumped on the platform and tried engaging an audience from a new market using the platform’s ad products.

Their customer outreach efforts garnered 6.6 million impressions and led to a 7.9% lift in sales.

Why Use Pinterest For Ecommerce?

Besides being good for ecommerce, many other factors make Pinterest the ultimate marketing platform for brands looking to drive ecommerce growth.

Here’s why:

Pinterest Allows Omnichannel Marketing

The modern customer’s buying journey is more complex than ever.

This is why you need to multiply your customer touchpoints and be where your audience is to increase the chances of winning them as customers.

An omnichannel marketing strategy helps with that – and Pinterest helps run an omnichannel campaign.

Pinterest is home to a unique audience, using the app with a fixed goal in mind.

Marketing on Pinterest takes your brand to this audience through a content format they love the most – engaging visuals. This helps prospects remember brands and eventually shop from them when needed.

Image Search Capabilities

The rise of visual search has increased the importance of Pinterest for ecommerce.

30% of U.S. adults (34 and younger) have used visual search for shopping as of August 2022.

The Pinterest mobile app has the Pinterest Lens feature, which users can use for visual searches. This is similar to Google Lens, but Pinterest has a more extensive image database, generating better results.

Marketing on Pinterest helps you jump on the rising visual search trend before everyone else, enabling you to gain an edge over the competitors.

An Ecosystem Built To Support Brands

Pinterest has invested heavily in building an ecommerce-friendly ecosystem.

It gives verified sellers a verified merchant tag, reinforcing the brand’s credibility.

Screenshot from Pinterest, January 2023

The platform also has excellent ad products that can help brands maximize their reach and get closer to their goals.

Advanced Pinterest Analytics help you track your efforts and optimize them for better results.

Lately, Pinterest has also been experimenting with an in-app checkout feature that will let the buyers complete their purchase without leaving the app.

These features combine to make Pinterest a healthy home for ecommerce growth.

A Conversion-Focused Audience

89% of weekly Pinners use Pinterest for inspiration in their path to purchase. This is perhaps why Pinners are 7x more likely to buy things they’ve saved.

Marketing on Pinterest effectively helps you reach these conversion-ready shoppers and get them tumbling through your sales funnel.

Pinterest Ecommerce Strategy

Now that we have you all riled up about Pinterest and its ecommerce potential, let’s help you set up a Pinterest marketing campaign with some proven best practices:

Start With Creating A Business Account

First things first, you will need a Pinterest business account to start marketing on the platform, which is pretty easy to create.

A Pinterest business account gives you access to the platform’s merchant tools, like Pinterest Analytics and ads.

Make sure to include complete business information within your profile: your business name, logo, and website address.

You can only connect to one website on Pinterest. Preferably, choose the one you make sales on.

Identify Your Pinterest Goals

As with any marketing strategy, your Pinterest strategy will be defined by a set of goals.

Think: what is it that you want to achieve through Pinterest? Increased brand awareness? More sales?

Once you have identified your goals, it will become easier for you to define your content strategy and start pinning.

Create Outstanding Pins

Success on Pinterest – or any social platform, for that matter – comes from attention.

Unlike other social platforms, Pinterest is crowded with visuals. Therefore, it may be tougher to stand out with less-than-outstanding Pins.

Create aesthetically pleasing, on-brand Pins with eye-catching colors to help them stand out from the ever-growing Pinterest crowd.

When creating image Pins, stick to vertical images with a 2:3 aspect ratio to make sure your Pins appear high quality and look complete.

Outstanding pin on Pinterest exampleScreenshot from Pinterest, January 2023

Consider linking the pin to a landing page to drive traffic to your ecommerce store. Make sure the landing page content aligns with what’s featured on the pin to drive user satisfaction.

Write power titles and descriptions for your Pins. Pinterest allows 100 characters for titles, and 500 characters for descriptions. Use this space to create eye-catching and optimized titles and descriptions that drive clicks and engagement.

Try to include bullets as you write descriptions to increase the digestibility of the content. No one likes reading blocks of text, especially when they are scrolling Pinterest.

Make video Pins as well to engage your audience and keep your feed from looking monotonous.

When creating a video Pin, start with a powerful hook that captures and holds the attention and includes closed captions for people viewing on mute.

Video Pin on Pinterest exampleScreenshot from Pinterest, January 2023

The ideal length for organic videos is between 15 seconds to a minute, and 6 to 15 seconds for ads, according to Pinterest. Keep your videos within these ranges.

Video creatives matter as well. Eye-catching video creatives can go a long way. Cadbury generated 134% higher engagement rates while attempting to drive brand awareness for its new products, all through dazzling video creatives.

Pick a strong cover image for your video Pin that tells the viewers what the video is about.

Finally, don’t forget to use Idea Pins.

Idea Pins are like Pinterest stories. Pinterest calls them multi-stage canvases. Idea Pins are a great way to engage your audience and share ideas in a compelling manner.

 

Idea Pins exampleScreeshot from Pinterest Newsroom, January 2023

Build Organized Boards

As you start pinning, it is crucial to stay organized.

Sort your content out in well-defined boards.

You can create individual boards for all your product categories. For example, if you sell clothes, you can create separate boards for men, women, summer dresses, formal wear, etc.

Check out how Allrecipes has organized all their recipes into well-defined boards:

Organized board example from PinterestScreenshot from Pinterest, January 2023

Optimize Your Pins For SEO

Pinterest gets, and drives, massive traffic. In May 2022, around 945 million visits were reported to Pinterest.com.

The tremendous traffic that Pinterest is getting not only highlights exposure opportunities but also underscores its capabilities of multiplying your ecommerce store traffic.

But first, you will need to gain visibility on the platform. And for that, you will need SEO.

Pinterest SEO is pretty simple. Find out the relevant keywords. You can do this using Pinterest’s guided search, Google AdWords, or Pinterest Ad targeting.

search on PinterestScreenshot from Pinterest, January 2023

You can also pick up good keywords by searching for relevant products or themes on Pinterest and looking at how the platform has categorized and subcategorized the Pins.

Pins on search for Screenshot from Pinterest, January 2023

Looking at the competitors’ Pins may also help uncover some great keywords.

Use these keywords in your Pin titles and descriptions and board titles and descriptions to increase relevance with the users’ searches.

Besides relevance, engagement is also said to drive visibility. So, try to build engagement for increased exposure.

Stay Consistent With Publishing

As cliche as it sounds, consistency is the key to Pinterest’s success.

Build a pinning schedule and stick to it.

Brands have seen their traffic spike after increasing their pinning frequency.

There’s no magic number that you need to hit. Start with as many Pins as you can manage without compromising the quality, and gradually build your way up.

Just make sure not to post too little content. You may lose your prospects to competitors. And don’t post too frequently so as to overwhelm your audience.

Strike a nice balance.

Keep Alternating Your Content

Your users might get bored of your feed if it is filled with the same kind of content. Keep things interesting by mixing up your posts.

Share informative content like blogs, infographics, guides, product-related posts, and videos.

Invest In Pinterest Ads

If you want to kick-start your Pinterest journey, consider investing in Pinterest ads.

The platform offers a powerful advertising system. Pinterest ads are 2.3x more cost-efficient and generate 2x higher return on ad spend (ROAS) for retail brands than other social media.

You also have access to a wide variety of ad formats that you can choose from.

Pinterest also offers extensive ad targeting capabilities to help you reach your audience in the best possible ways.

Track Pinterest Analytics

Pinterest offers a platform native analytics tool – Pinterest Analytics – to help brands measure their marketing efforts against their goals.

This tool offers all the metrics you need to gain insight into your campaign performance, like referral traffic, leads generated, engagement, etc. Use these metrics to determine the efficacy of your campaigns and guide your future marketing efforts.

Tips For Successful Pinterest Marketing

The best practices in the previous section are good enough to help you set off your Pinterest journey. But here are some additional tips to further fine-tune your campaigns:

Ensure Consistent Branding

Customers shop with brands they trust – and nothing builds trust like consistent branding.

This may be why consistent branding is said to increase revenue by 33%.

Ensure your Pinterest profile is consistent with the branding across all other social platforms.

Stay Current With Trends

Pinterest, like all social media, is big on trends and rewards brands that stick to what’s trending.

Find out what’s trending on the platform at any given time. If it fits your brand, jump on the trend to demonstrate relevance and maximize exposure.

Use Rich Pins

Rich Pins pull information from your website so your users can find out all they need to know about what you are featuring in your Pins.

Use Rich Pins to drive user engagement and satisfaction. There are three different types of Rich Pins.

Use the ones that are most relevant to your brand.

Follow And Engage With Other Accounts

You need to build your community to get engagement on Pinterest. And for that, you will have to invest some time engaging with other relevant accounts on the platform.

Like, comment, and re-pin posts from various accounts to engage with others on the platform and increase your own engagement.

Final Words

Pinterest is an underused goldmine of ecommerce success.

Leverage its potential by creating outstanding Pins and sharing them through your business accounts.

Make sure your content aligns with your audience’s preferences and goes out regularly and frequently to stay on top of your customer’s minds.

Track your Pinterest analytics and use your findings to optimize your Pinterest marketing strategy for continued growth.

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Featured Image: Kaspars Grinvalds/Shutterstock



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AI Content In Search Results

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AI Content In Search Results

Google has released a statement regarding its approach to AI-generated content in search results.

The company has a long-standing policy of rewarding high-quality content, regardless of whether humans or machines produce it.

Above all, Google’s ranking systems aim to identify content that demonstrates expertise, experience, authoritativeness, and trustworthiness (E-E-A-T).

Google advises creators looking to succeed in search results to produce original, high-quality, people-first content that demonstrates E-E-A-T.

The company has updated its “Creating helpful, reliable, people-first content” help page with guidance on evaluating content in terms of “Who, How, and Why.”

Here’s how AI-generated content fits into Google’s approach to ranking high-quality content in search results.

Quality Over Production Method

Focusing on the quality of content rather than the production method has been a cornerstone of Google’s approach to ranking search results for many years.

A decade ago, there were concerns about the rise in mass-produced human-generated content.

Rather than banning all human-generated content, Google improved its systems to reward quality content.

Google’s focus on rewarding quality content, regardless of production method, continues to this day through its ranking systems and helpful content system introduced last year.

Automation & AI-Generated Content

Using automation, including AI, to generate content with the primary purpose of manipulating ranking in search results violates Google’s spam policies.

Google’s spam-fighting efforts, including its SpamBrain system, will continue to combat such practices.

However, Google realizes not all use of automation and AI-generated content is spam.

For example, publishers automate helpful content such as sports scores, weather forecasts, and transcripts.

Google says it will continue to take a responsible approach toward AI-generated content while maintaining a high bar for information quality and helpfulness in search results.

Google’s Advice For Publishers

For creators considering AI-generated content, here’s what Google advises.

Google’s concept of E-E-A-T is outlined in the “Creating helpful, reliable, people-first content” help page, which has been updated with additional guidance.

The updated help page asks publishers to think about “Who, How, and Why” concerning how content is produced.

“Who” refers to the person who created the content, and it’s important to make this clear by providing a byline or background information about the author.

“How” relates to the method used to create the content, and it’s helpful to readers to know if automation or AI was involved. If AI was involved in the content production process, Google wants you to be transparent and explain why it was used.

“Why” refers to the purpose of creating content, which should be to help people rather than to manipulate search rankings.

Evaluating your content in this way, regardless of whether AI-generated or not, will help you stay in line with what Google’s systems reward.


Featured Image: Alejandro Corral Mena/Shutterstock



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Seven tips to optimize page speed in 2023

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Tips-to-optimize-page-speed-in-2023

30-second summary:

  • There has been a gradual increase in Google’s impact of page load time on website rankings
  • Google has introduced the three Core Web Vitals metrics as ranking factors to measure user experience
  • The following steps can help you get a better idea of the performance of your website through multiple tests

A fast website not only delivers a better experience but can also increase conversion rates and improve your search engine rankings. Google has introduced the three Core Web Vitals metrics to measure user experience and is using them as a ranking factor.

Let’s take a look at what you can do to test and optimize the performance of your website.

Start in Google Search Console

Want to know if optimizing Core Web Vitals is something you should be thinking about? Use the page experience report in Google Search Console to check if any of the pages on your website are loading too slowly.

Search Console shows data that Google collects from real users in Chrome, and this is also the data that’s used as a ranking signal. You can see exactly what page URLs need to be optimized.

Optimize-to-Start-in-Google-Search-Console

Run a website speed test

Google’s real user data will tell you how fast your website is, but it won’t provide an analysis that explains why your website is slow.

Run a free website speed test to find out. Simply enter the URL of the page you want to test. You’ll get a detailed performance report for your website, including recommendations on how to optimize it.

Run-a-website-speed-test-for-optimization

Use priority hints to optimize the Largest Contentful Paint

Priority Hints are a new browser feature that came out in 2022. It allows website owners to indicate how important an image or other resource is on the page.

This is especially important when optimizing the Largest Contentful Paint, one of the three Core Web Vitals metrics. It measures how long it takes for the main page content to appear after opening the page.

By default, browsers assume that all images are low priority until the page starts rendering and the browser knows which images are visible to the user. That way bandwidth isn’t wasted on low-priority images near the bottom of the page or in the footer. But it also slows down important images at the top of the page.

Adding a fetchpriority=”high” attribute to the img element that’s responsible for the Largest Contentful Paint ensures that it’s downloaded quickly.

Use native image lazy loading for optimization

Image lazy loading means only loading images when they become visible to the user. It’s a great way to help the browser focus on the most important content first.

However, image lazy loading can also slow cause images to take longer to load, especially when using a JavaScript lazy loading library. In that case, the browser first needs to load the JavaScript library before starting to load images. This long request chain means that it takes a while for the browser to load the image.

Use-native-image-lazy-loading-for-optimization

Today browsers support native lazy loading with the loading=”lazy” attribute for images. That way you can get the benefits of lazy loading without incurring the cost of having to download a JavaScript library first.

Remove and optimize render-blocking resources

Render-blocking resources are network requests that the browser needs to make before it can show any page content to the user. They include the HTML document, CSS stylesheets, as well as some JavaScript files.

Since these resources have such a big impact on page load time you should check each one to see if it’s truly necessary. The async keyword on the HTML script tag lets you load JavaScript code without blocking rendering.

If a resource has to block rendering check if you can optimize the request to load the resource more quickly, for example by improving compression or loading the file from your main web server instead of from a third party.

Remove-and-optimize-render-blocking-resources

Optimize with the new interaction to Next Paint metric

Google has announced a new metric called Interaction to Next Paint. This metric measures how quickly your site responds to user input and is likely to become one of the Core Web Vitals in the future.

You can already see how your website is doing on this metric using tools like PageSpeed Insights.

Optimize-with-new-Interaction-to-Next-Paint-metric

Continuously monitor your site performance

One-off site speed tests can identify performance issues on your website, but they don’t make it easy to keep track of your test results and confirm that your optimizations are working.

DebugBear continuously monitors your website to check and alerts you when there’s a problem. The tool also makes it easy to show off the impact of your work to clients and share test results with your team.

Try DebugBear with a free 14-day trial.

Continuously-monitor-your-site-performance

 

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What Is User Experience? How Design Matters To SEO

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What Is User Experience? How Design Matters To SEO

User experience is the foundation of a site’s usability, and it’s an aspect of on-page SEO that many people overlook.

If your site lacks the positive user experience and ease of use that end users require to navigate your site, you’ll push visitors to your competitors.

In this guide, you’ll learn what user experience (UX) entails, the types of experiences, the difference between UI and UX, and why it matters to SEO.

What Is User Experience (UX)?

UX is how people interact with your website.

You’ll also find this term used for products, but we’re focusing strictly on websites at the moment.

If you have a, intuitive user interface design, users will have an easier time navigating your site and finding the information they want.

If you do have a digital product, such as a SaaS solution, this interaction will also occur on your digital product.

User experience elicits a couple of things:

In short, user experience can provide a positive experience with your website – or it can lead to frustration among users.

Note: Usability is not UX design. It’s a component of UX that works with design to create the experience your users desire.

What Are The Types Of User Experience?

User experience evaluation must look at the three types of UX design to best understand the needs of the end user.

The three types of UX include:

  • Information: One aspect of a content strategy that goes overlooked is information architecture. Time must be spent on how information on a site is organized and presented. User flows and navigation must be considered for all forms of information you present.
  • Interaction: Your site has an interaction design pattern – or a certain way that users interact with the site. Components of a site that fall under the interaction UX type include buttons, interfaces, and menus.
  • Visual design: Look and feel matter for the end user. You want your website to have cohesion between its color, typography, and images. User interface (UI) will fall under this type of UX, but it’s important to note that UI is not interchangeable with UX.

What Is The Difference Between UI & UX?

Speaking of UX and UI, it’s important to have a firm understanding of the difference between the two to better understand user experience.

User Interface

UI design is your site’s visual elements, including:

Visual elements on your site are part of the user interface.

UI definitely overlaps with UX to an extent, but they’re not the same.

Steve Krug also has a great book on usability, titled “Don’t Make Me Think, Revisited: A Common Sense Approach to Web Usability.” It was first published in 2000, and the book is a #1 bestseller today.

Steve’s insight from over 20 years ago (although we’re now on the 3rd edition of the book) provides guidelines on usability that include:

  • Desktop.
  • Mobile.
  • Ease of use.
  • Layouts.
  • Everything UX.

If there’s one thing this book will teach you about usability, it’s to focus on intuitive navigation. Frustrating website users is the exact opposite of a good user experience.

User Experience

UX works on UI and how the user will:

  • Interact with your site.
  • Feel during the interaction.

Think of Google for a moment.

A simple landing page that is visually appealing, but Spartan in nature, is the face of the Internet. In terms of UX, Google is one of the best sites in the world, although it lacks a spectacular UI.

In fact, the UI needs to be functional and appealing, but the UX is what will stand out the most.

Imagine if you tried performing a search on Google and it displayed the wrong results or took one minute for a query to run. In this case, even the nicest UI would not compensate for the poor UX.

Peter Morville’s user experience honeycomb is one of the prime examples of how to move beyond simple usability and focus on UX in new, exciting ways.

The honeycomb includes multiple points that are all combined to maximize the user experience. These facets are:

  • Accessible.
  • Credible.
  • Desirable.
  • Findable.
  • Usable.
  • Useful.
  • Valuable.

When you focus on all of these elements, you’ll improve the user experience dramatically.

Why User Experience Matters To SEO

By this point, you understand that UX is very important to your site’s visitors and audience.

A lot of time, analysis, and refinement must go into UX design. However, there’s another reason to redirect your attention to user experience: SEO.

Google Page Experience Update

When Google’s Page Experience Update was fully rolled out, it had an impact on websites that offered a poor user experience.

The page experience update is now slowly rolling out for desktop. It will be complete by the end of March 2022. Learn more about the update: https://t.co/FQvMx3Ymaf

— Google Search Central (@googlesearchc) February 22, 2022

Multiple aspects of UX are part of the ranking factors of the update, including:

  • Intrusive adverts.
  • Core Web Vitals.
  • HTTPS Security.

You can run a Core Web Vitals report here and make corrections to meet these requirements. Additionally, you should know whether your site has intrusive ads that irritate users, and if your site lacks HTTPS.

Page performance works to improve your SEO. Google’s research shows that focusing on UX can:

  • Reduce site abandonment by as much as 24%.
  • Improve web conversions.
  • Increase the average page views per session by as much as 15%.
  • Boost advertising revenue by 18% or more.

When you spend time improving your site’s UX, you benefit from higher rankings, lower page abandonment, improved conversions, and even more revenue.

Plus, many of the practices to improve UX are also crucial components of a site’s on-page SEO, such as:

  • Proper header usage.
  • Adding lists to your content.
  • Making use of images.
  • Optimizing images for faster loading times.
  • Filling content gaps with useful information.
  • Reducing “content fluff.”
  • Using graphs.
  • Testing usability across devices.

When you improve UX, you create a positive experience for users, while also improving many of the on-page SEO foundations of your website.

Final Comments

Customer experience must go beyond simple responsive web design.

Hick’s law dictates that when you present more choices to users, it takes longer to reach a decision. You’ve likely seen this yourself when shopping online and finding hundreds of options.

When people land on your site, they’re looking for answers or knowledge – not confusion.

User research, usability testing, and revisiting user experience design often will help you inch closer to satisfying the SEO requirements of design while keeping your visitors (or customers) happier.

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Featured Image: NicoElNino/Shutterstock



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