The Pinterest Strategy
Now that your blog has reached 3,000 followers, it is time to start leaving the group boards that are no longer doing any good for you.
That may sound strange. Why should I leave the group boards that provided me so much exposure, now that my Pinterest account is growing? Won’t this hurt my profile engagement or reduce my blog traffic?
As a new Pinterest blogger with few followers, joining good group boards helps you grow your account, but now, when your Pinterest profile has attracted a high number of followers and engagement is on the rise – pinning to low-performing group boards just hurts your account.
If Pinterest aspires to be a good search engine, like Google, it must consider a blog’s backlinks as an indicator of the blog’s quality when evaluating blogs.
What does that mean?
When you optimize your blog for Google, adding new quality backlinks is an essential part of the SEO process. Google takes into consideration the sources and the number of web page backlinks when estimating the importance of a page and then ranking it.
This is also the case with Pinterest: Links to your profile from low quality group boards (through your Pins) devalue you in Pinterest’s eyes.
Since optimizing your boards is how you signal Pinterest that your profile is better than other profiles and you deserve to be ranked at the top, you should eliminate any connection to low-performing and low-quality boards!
So, if Board Strategy no. 1’s goal was to join as many group boards as you can (to gain more new followers and increase your profile engagement), the goal of Board Strategy no. 2 is to leave all the group boards that no longer help or even devalue your profile.
Please note, implementing this strategy requires Tailwind.
How to evaluate your boards with Tailwind
Tailwind provides all the necessary statistics that make it easier to optimize your Pinterest boards.
For a general overview of which board is better for you, check the boards’ Virality scores. In Tailwind, go to the “Insights” section, and then click “Boards Insights.”
There you will see that each board has a Virality Score, which appears in the second column from the right.
The Virality score shows you the ratio between Repins and Pins in each board. The higher this score – the better.
However, leaving group boards with low Virality scores is not enough. You also need to identify the group boards on which your Pins are being repined more often, if any.
To use Tailwind to check how many of your Pins were repined on each board, go to “Insights”, click on “Pin Inspector,” choose the board you want to check (“By Board”) and compare how many of your Pins were repined more than once versus the number of your pins that were not repined.
After checking these two parameters, leave the group boards that have low Virality scores and where your Pins get the lowest engagement.
When optimizing your group boards, you will notice an interesting thing: Your Pins are being repinned more often on your regular boards rather than on most of the group boards. This only reinforces the strategy of focusing more on your personal SEO optimized boards and leaving the low performing group boards.
Maybe you will be surprised to know that there are several highly popular Pinterest profiles that pin only to their regular boards and have fewer than 5 group boards.
How can you explain how these popular Pinterest Profiles get more than 3-5 million monthly views on Pinterest yet barely contribute to group boards?
YEP! The answer is: Pinterest search engine OPTIMIZATION + a high number of followers!
That means that if you are a big Pinterest profile, with a high number of followers and great profile optimization – you don’t have to contribute on any group board at all!
That’s interesting, isn’t it?!
Tailwind’s Virality Scores
In addition to your blog traffic, Virality scores on Tailwind are another indicator of the results of your optimization efforts.
There is no specific Virality score that says you should leave a certain group board, since each account is different and has a different optimization level.
Regular Board Virality Scores Optimization
In the case of regular boards optimization, you have two options to increase your boards’ Virality scores; the first is to create viral content and implement Pinterest SEO. The second option is to force the Virality score to rise by doing the following:
- Deleting all the Pins that have 0 (or a low) repin counts from the board.
- Repinning Pins from the board with a different user account (This option is risky: You might get banned by Pinterest if you overdo it, which is NOT recommended).
DON’T EVER DELETE A REGULAR BOARD.
Because you might lose followers. Instead, you can make it secret, or change its name and delete all its unrelated Pins.
Group Board Virality Scores Optimization
Apart from repinning Pins from a group board to increase its Virality score, which is pretty problematic since you might get banned by Pinterest, there is no easy way to increase a group board’s Virality score.
What can you do?
Leave the group boards one by one!
Leave all the group boards that have low Virality scores – starting from the boards with the lowest scores (according to the explained above). Leave one group board each week, don’t leave all of them at once.
Bottom line – These are the guidelines to follow for Board Strategy no. 2:
- Maintain regular board optimization.
- Expand your collection of regular boards. As you’ll start leaving group boards, your board number will decrease, and you’ll need new boards to repin to. What should you do? Add more optimized boards!
Use the SEO keywords list to reinforce your Pinterest SEO.
You don’t need tons and tons of boards, either. Just focus on the ones that best describe your business and update them thoughtfully.
- Look for new group boards and stay ONLY if they have high Virality scores and high engagement rates.
Afraid of leaving group boards
I used to be afraid too. One of the reasons was that several bloggers claim that huge group boards work well for them despite their low Virality scores.
Finally, I decided to try, and left a few group boards. Do you know what happened?
It didn’t hurt my traffic at all. On the contrary! My blog traffic increased gradually over time.
Look at the advantage of this situation: You are the one who controls your profile’s Virality score, and growing the profile depends mainly on your optimization work!
Anyway, before leaving a group board, you can always stop pinning to it for a while and see if there is any change.
Should you Delete Your Pins
Some people say that you should not delete any Pins since they might go viral after a few months.
So what is the point of deleting Pins?
When Pinterest users come across their Pinterest Smart Feed, they don’t want to waste their time on boring pins. Therefore, you should show your best Pins and the ones that are most relevant to them. Furthermore, deleting Pins will help you optimize your boards (the boards you don’t leave).
With the help of the repin-count, Pinterest can analyze and identify the pins that are good and relevant for each audience and those that ARE NOT. It is easy as that: If a Pin doesn’t have any repins, it’s not good.
When you have Pins with 0 repins, it hurts your Pinterest profile. This means that the more Pins with 0 repins that you have, the lower your Pinterest profile engagement will be.
Did you know that there is a limit for the total Pinterest Pins you can have?
Pinterest allows each profile to have no more than 200,000 Pins! That means that you will have to start deleting Pins at some point, anyway.
So, what do you do with Pins that have a low repin-count?
There are two ways to deal with 0-repined Pins. The first way is to repin them with a different account (This is not recommended since you might get blocked by Pinterest). The second way is to delete them.
To delete the 0-repined Pins, you need to find the repin-count of each Pin. Pinterest does not share the repin-count of each individual Pin, only the “Saves” number, which is the total number of times people saved your Pin (not just the original Pin) to a board.
The easiest way to find the repin-count of each Pin is to use Tailwind. Their monthly plan provides this information in the “Insights” section > “Pin Inspector”.
Another way to track Pinterest Pins repin-counts for free (without using Tailwind) is by looking at the page source of each Pin, but this can be complicated if you are not familiar with code reading.
Here is a Pinterest hack that allows you to see the individual repin count.
This is how to check the individual repin count of each Pinterest pin:
- Go to the Pin you want to check.
- Right-click on the Pin’s analytics area and select “View Page Source” (see the image below).
- Click “CTRL”+”F” and look for “repin_count”:
The repin_count value that belongs to your Pin should be right before the tracked_link. It should look like these:
Follow these guidelines when deleting Pins:
- Delete the Pins with a 0 repin-count that are not linked to your website (usually these are other users’ Pins that you have pinned) that are at least one month old.
- Delete your Pins that have 0 repins that are at least one month old.
Tip for Tailwind users – Delete the 0-repined Pins sorted by your regular boards. This way you will have a bigger impact on the boards’ “Virality score” optimization in a shorter time.
- When you finish repining/deleting all the 0-repined Pins – start deleting/repining Pins with a count of 1 repins to improve your Pinterest rates and engagement.
- Avoid deleting Pins from the “My Blog Pins” board (where they were originally pinned).
- Another important thing to know before deleting a Pin is that some Pins drive organic traffic to your blog. That organic traffic might be generated from Pinterest but it might also come from Google. For that reason, when deleting Pins, you need to make sure that the Pin’s repins and clicks counts are low to reduce the chances of deleting a good Pin that drives traffic to your blog.
PINTEREST TRAFFIC GUIDE TO INCREASE BLOG TRAFFIC– NAVIGATION
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