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Pinterest can be a great source of traffic for your law firm. In order to take advantage of Pinterest, you must have a pinnable image or video in your content for others to share. The image above was added for that purpose.
Name your images before you upload them to your website. Instead of uploading an image named “045900.jpg,” use a keyword. For example, “chicago-personal-injury-lawyer.jpg” would be an ideal image using the keyword “Chicago personal injury lawyer.” Images that use keywords for their file names (with words separated with dashes) are more SEO-friendly (search engine optimization) and may be more likely to be found in a Google image search.
Studies have shown that tall images are repinned less. Make sure images are not too large or too small. Images up to 600 pixels wide are ideal.
Often, it is difficult to find an appropriate image for your content. Using text-based images is ideal for this type of content. Many law firms list their practice areas and specializations on individual pages. In these cases, it would ideal to have a text-based image. The image at the top of this article is what I would describe as a text-based image. It describes the content. So if your content is about Chicago DUI laws, then you should have a text-based image that says “Chicago DUI laws.”
Use descriptive titles for your images. This is not to be confused with image file names. The highlighted section in the image below is what I’m referring to:
When users repin your images, Pinterest naturally pulls the image title. You can add your Twitter handle, URL, hashtags, and more to your titles. When your content is repinned, it will include this information in the comment area.
Make sure your images can be shared easily. Add a Pinterest “share” button, a Pinterest “follow” button, and more to your profiles for easy sharing. The easier your images are to share, the more likely it is that they will be shared.
Share Buttons and Follow Codes – http://pinterest.com/about/goodies/1
Pin It Over Images Plugin – http://wordpress.org/extend/plugins/pinterest-pin-it-button-for-images/2
When you create your board title, I recommend you use either your law firm’s name or your main keyword phrase. The reason you should do this is because whatever you choose for your account title will be the main permalink associated with your account. A permalink using a keyword is an important ranking factor for search engines.
(Note: The permalink can be between three and 15 characters long.)
http://pinterest.com/sandiegolawfirm/3 ( the keyword after / is the permalink /sandiegolawfirm/)
In order to receive a do-follow link from Pinterest, which is currently (12/18/12) a Page Rank 8, or PR8, website, all you have to do is verify your website in the profile section.
Go to: Profile > Settings > Website
Syndicate your pins on your social networks (Facebook, Twitter, LinkedIn, etc.). It’s a great way to get more visibility to your most popular images and videos.
(Note: Do not share every pin or repin to your social accounts.)
Go to: Profile > Settings > Facebook & Twitter
Boards at the top of your profile have the highest click density. Law firms should utilize the top positions for their appropriate specializations.
(Special note: The upper-left board is the most visible board of your profile because of the Pinterest app for smartphones, which features this board above the fold on mobile phones.)
Create an identity and provide content for a specific audience. Do not generalize and pin any and every image. Give your audience a reason to come back. You want your users to have an idea of what you do.
On Pinterest, people often reciprocate by commenting, liking, and repinning images. By being active in the community, you will acquire more followers, likes, and repins. Attorneys can do searches for local pinners. For example, if you are an attorney in Chicago, you can do a search for “Chicago.” You will get results for boards and, more importantly, pinners. If you take a close look, you’ll be able identify local residents and businesses. It’s a great way to connect with local residents.
Here are some pinning and repinning tips:
(Note: If you haven’t read Pinterest/etiquette, take a moment to do so here: http://about.pinterest.com/en/acceptable-use-policy4)
Follow local businesses, niche-appropriate boards, competing firms, residents, etc. There is a direct correlation between the number of accounts you follow and your followers. The more often you follow appropriate boards and accounts, the more often they will follow you back and the higher the likelihood their followers will follow you back.
Commenting and liking images and boards are great ways to build an audience, and these actions work in the same ways repinning does. Commenting is also a great place to insert a keyword into the content. The more descriptive your comments are, the more visibility they will receive.
Check to see which pins are sending you the most traffic and which pins are getting repinned so you can evaluate what is working. Here are two methods to do so: