It’s been a couple months since Bing announced “Image collections” - essentially allowing users searching for images on Bing to see related Pinterest boards alongside regular search results. Unfortunately, we're no closer to understanding how Bing ranks these "Pinners" than before, but there are some observations to be made.
For the unfamiliar, here's an example of "Image collections" in action. When a user searches for “backyard decor” under the “Images” tab on Bing, it will result in a right-hand column of results from Pinterest (see image), but what makes these featured “pinners” so special?
That's a good question. There are other pinners with similarly titled boards who have as many (if not more followers and pins) than those featured in the results. What's more interesting is that other pinners even have "exact-match" Pinboards ("backyard decor"), but boards titled "Garden Decor Ideas" or "Urns Garden Decorating" show up instead.
Perhaps, however, they key is in engagement. Bing may rank boards higher based on their author's authority, which could be calculated by the numbers of likes or re-pins they receive. All four pinners Bing featured in the image results regularly receive re-pins and likes but never really topping double digits and it’s generally re-purposed (not original pins). So what gives (err pins)?
Since this is the second images update Bing has had in 2013 (in April, they introduced the "Pin to Pinterest" feature allowing users to pin and save results directly from Bing image search), Internet professionals should keep pinning but pin smarter. Check Bing keyword data (because they have that) to see what to pin about (a.k.a. what search words people are using to get to your site) and promote your Pinterest page on other social networks and your website as well. The Pinterest and Bing integrations are sure to get even more “pinteresting”. In the meantime, here are the four pinboards that ranked in our query for "backyard decor":