E37 Auditing Pinterest Boards (part 2 of 4)
On today’s episode, Annette is talking through auditing Pinterest boards. This is part two of our series on auditing your own Pinterest account. If you’d like to listen to part one (Auditing Your Pinterest Profile), check out episode 33 here. Stick around, we’ll be back with part three next month!
And don’t miss today’s Peculiar Pin, Spidey Pancakes! This pin highlights a great tip, which is especially useful for trending content like pancake videos—using Pinterest by embedding pins! This makes roundup posts easy because you’re using Pinterest to embed content rather than trying to get permission from copyright owners to use their images on your site.
For an example of embedded pins, just scroll to the bottom of this post! We always include the Peculiar Pin as an embedded pin. To check out today’s pin and all of our Peculiar Pins, visit our Peculiar Pins Board!
Audit Your Pinterest Boards
Know Your Brand
If you are unclear about the major topics you want to be known for on Pinterest, then you’ll have trouble auditing any part of your Pinterest account. Make that list of 2–3 topics we talked about in episode 33: Auditing Your Pinterest Profile.
Example: You are an e-commerce site for women’s socks. Main topics you want to be known for on Pinterest might include
socks for women
knee-high women's socks
no-show women’s socks
socks for [charity]
Now look at your boards—there should be brand boards for those topics! You probably have one of these but have one for EACH of your major categories. These boards should only include your branded products.
Name your boards with the major topic first (so it’s searchable) AND your brand name (so your brand name gets associated with those keywords). When pinners find these boards, they’ll see entire boards of just your content.
Next, you should create those same board topics without the limit of branding. This means you’ll create the same boards BUT you’ll pin your content and outside content as well. Name them with those major topics again, but this time leave off your brand name. For an e-commerce site, these boards would contain your products plus images of different ways you could style those products—lifestyle shots that show how to use what you sell.
Last, consider adding some complementary boards (you don’t need very many!). These are topics strongly associated with your target audience. For example, if you sell athletic socks, you might have a running board. And don’t forget to includes boards for holidays that fit your product or niche!
Do Your Boards Fit Your Brand?
It’s important for your boards to fit your brand, but what if you’re not sure about your boards? Ask yourself these three questions to assess your content:
Are my boards about my content or products?
Do my boards showcase how people use my product?
Would my boards attract followers that are my target audience?
If they don’t fit well then those aren’t boards you need. BUT don’t delete boards that don’t fit your brand. Simply archive it if you don’t need it OR make it a secret board if you’re actively using it for purposes other than promoting your content or products (such as trade show display ideas).
Do You Have Enough Boards?
Some businesses find that they don’t have very many boards (less than 20), in which case, we recommend adding additional relevant boards to build out. Here’s a list of ideas to get you started:
Get more keywords that fit your brand
Consider an aesthetic board
Add complementary product boards (e.g. best shoes for no-show socks)
Holidays your brand does well with (e.g. Christmas sock gift ideas—pin your products and cute ways to package or gift those items)
Witches Night Out ideas—pin your Halloween socks and such with other costume ideas that either use your socks or could. Include some food too!
Pro Tip: The better you know your target audience, the better you’ll be able to create these boards.
How to Fill Your Boards
Please, fill out the board description space! Descriptions and titles are cataloged by Pinterest in keyword and SEO. You want keywords in your board title AND board description. Keep the board description about two sentences long and put two to three hashtags at the end.
FYI: Pinterest does not currently catalog hashtags but it will probably be coming sometime in the future.
When writing your board descriptions, keep the language natural. Don’t stuff keywords in there, but if you’re having trouble incorporating them, make your second sentence something like this: “Inspiration for socks for women, fun knee-high socks, and striped socks.”
Make sure each board has the title and description filled out correctly. DO NOT use cutesie names for your board (like “fun socks!”) because terms like that simply aren’t being searched.
Pick a Board Cover
Pick an image for the board cover—preferably your product. Don’t bother making board covers! They look pretty but there is little value added (because 1% of your followers are actually going to visit your profile) and Pinterest is always changing the images sizing, which means they may not end up looking right.
When it comes to choosing the category, get the most similar category. The categories tend to be broad, so pick the one that’s the closest. Just make sure not every board is the same! Many of your boards probably will be, but make sure you have some variety.
Check audience insights or interest coding. Check out this spreadsheet with every interest used in advertising.
The place I recommend checking is https://www.pinterest.com/categories/. Browse the categories that you think apply to your boards and see what kind of stuff is being pinned. You may find that a category you thought was a perfect fit might actually not work for that particular board.
A poorly labeled board will confuse the Pinterest search engine, so make sure you match them well and get those categories right.
Sections are NOT currently cataloged in Pinterest’s keywording. Sections are really more for better user experience, but this doesn’t mean that they won’t be of more value to account owners in the future.
Make one section (in your major topic boards) that uses your keywords and your brand again.
Board: Knee High Socks
Section: Socks R Us Knee High Socks (and move some of your pins here!)
Group boards don’t have the kind of reach they used to. If you’ve been on Pinterest for a long time you’re probably still getting good reach from your group boards (that momentum was already going). However, if you’re just joining group boards, they aren’t going to do much for you. Consider what’s valuable to your account and what’s not.
Look at the group boards you’re in and ask yourself these questions:
Do they fit my brand?
Are they still public boards on the owner's account? You may not know if it’s been archived!
Do they have over 200 contributors? These boards tend to move so fast that no one will see your content.
What else is pinned there and who are your neighbors? Don’t be afraid to leave that board!
If you want to do it by the numbers, look at your Tailwind stats for repins in the last three months after you get your repin average. (We love and recommend Tailwind! You can learn more about it here.) If you don’t have any repins after three months you don’t need that board.
If you own the board—make sure it’s being used right and check that contributors are doing the right stuff and it’s varying.
How Many Boards Do I Need?
Most accounts don’t need more than 100 boards. E-commerce accounts average fewer at just 25, and bloggers usually have more like 50 boards.
Pinterest Board Ratios
Individual to group boards—2:1
Public to secret—2:1 Don’t let the number of secret boards outweigh your public boards. Also, don’t let the secret board topics outweigh the relevant topics on your account (don’t confuse Pinterest about what you care about!)
Archived—it doesn’t matter how many you have, just use it! Pinterest likes to know you move on and start new ideas. Product line discontinued? Turns out that Valentine’s sock board doesn’t move product? Or perhaps you had a great idea to do a series of content posts about your sock company’s employees and it didn’t take? Archive them all! So far you can’t seem to have too many archived—just don’t delete them.
You may feel like you could tackle this in 10 minutes, or you may feel like it would take 10 months. What you can actually expect is that this could take you anywhere from 30 minutes to 3 hours. If this seems overwhelming, just take it in chunks and do a little every day! You can do it!
If you just can’t fit another thing onto your plate, we’ve got you! We offer done-for-you services, including account auditing and cleanup. Feel free to contact us for more information.
3:57 Peculiar Pin
6:37 Auditing Pinterest Boards
12:19 Do Your Boards Fit Your Brand
16:05 Too Few Boards
19:23 How to Fill Your Boards
22:12 Board Covers | Categories
27:04 Board Sections
28:40 Group Boards
32:43 How Many Boards | Ratios
To see this episode’s and all the Peculiar Pins, check out our Peculiar Pins Board