As opposed to what many believe, Pinterest is not a social media but a search engine. Should you include the platform in your digital strategy – which we highly recommend -, you will need to work on a Pinterest SEO strategy. It is indeed the best way to make sure your pins are found by the right people, increase traffic to your website and ultimately sales.
Pinterest is a powerful visual search engine. The visual quality of pins is important as well as the content on it. However, so is Pinterest SEO and focusing on keywords and making a pin more searchable. Especially as pins may get traction weeks or months after they were initially published and unexpectedly go viral.
In this blog post we are covering how you can use Pinterest SEO to grow your brand’s presence and how optimizing your pins can help drive more traffic to your website. At the end of the day, people go to Pinterest to find new ideas and inspiration. They actively search for content so you need to make sure that your pins get in front of the right people at the right time.
Optimize your bio and profile
Pinterest is a search engine. That is why you need a SEO strategy, which will rely a lot on keywords. Thus, it is a smart idea to include relevant keywords in your display name and description. Those keywords must accurately reflect your brand but also help you to get discovered in relevant search queries.
For example, Pinterest expert Ell Duclos, whose goal is to help women go after a life that makes them happy, added to her display name the following keywords: personal growth, self-care, self-improvement. This will help her profile show in related search.
Make sure you pick a username that is concise, memorable and direct. It must be consistent with your other social media channels and show in your display name as well.
When it comes to your bio, do not hesitate to get creative. It should give away a bit more info than your username does while remaining very succinct. Your description is basically what your brand and business are about. What do you do? What value do you bring to your customers?
Again, it is a good idea to fill it with relevant keywords. You can also add a call-to-action (or CTA) in your bio. It is the first thing users will see upon landing on to your profile. Thus, it can really help increase activity and engagement.
Claim your website and set up rich pins
If you are a brand on Pinterest, you need to create a business profile to take advantage of all the tools it offers. Analytics, ads, trends, etc. They can give you good insights into what people are looking for, how your pins are performing and will allow you to set up rich pins.
However, first, you need to claim your website? How does doing so help with Pinterest SEO? Although you will always be able to add your website URL to your bio, claiming your website will verify your business on Pinterest. This will show Pinterest that you are a legitimate business. You will get access to even more metrics in your Pinterest analytics.
Once you have claimed your website, you can apply for rich pins. They are a great way to add more detail to your pins, which will help discoverability a little, and to drive more traffic to your website.
Basically, whenever you create a pin from your website, it becomes a rich pin because it pulls all the extra details from your site. There are four types of rich pins: product, article, app and recipe. They tend to perform better in Pinterest’ search ranking.
Research keywords and trends
The key to a successful Pinterest SEO strategy is keywords. You will need to find a list of keywords that are related to your niche, relevant to your content and that will help you show at the top of relevant search results.
Keywording is a way to organize your content. If I search “autumn recipe idea”, chances are pins with those words in description will show up first. Pinterest keyword search is quite similar to Google keywords. Difference is the keywords may be on the creative pin itself as well as title and short description.
Adding hashtags in your descriptions will help in search results as well. Adding keywords in the alternative text of pins will also help, giving an extra signal to Pinterest as per what that particular pin is about. When looking for pins, you can go from generic to the more specific, i.e. Recipes > Fall recipes > fall savory recipes > fall vegan savory recipes.
Typing your keywords in the search bar on Pinterest will help you see what other relating keywords are being searched for. You can then add them to your pins. Trends is also a great Pinterest SEO tool since it allows you to see what people are searching for right now. You can then create content that will fit those search queries.
Create high quality visually appealing pins
When it comes to creating content, always choose quality over quantity. Users will not be drowned to low quality pins. It is also important to follow Pinterest good practices when it comes to creating pins so that you give them the best chances.
The ideal pin ratio is 2:3 or 600×900 px. If you are unsure, you can always use Canva which has a lot of Pinterest pin templates. That optimal ratio will ensure your Pins display fully in search results — which can make all the difference when it comes to how well they perform.
There are others formats and sizes but they do not get as much traction on Pinterest, i.e. horizontal pins. Video pins can have a 9:16 ratio. 1:1 ratio images usually are reposts from Instagram and Facebook. However, since 82% of pinners scroll on mobile, verticale pins are the best option.
If you want to create a consistent brand feel to your pins, pick a color palette, font and pin layout that you will use on most of your pins. You may make some changes here and there but the essence of the brand should remain. The font should be clear and easily readable. The copy should be straightforward too.
When designing your pins, remember to add keywords to the copy. The Pinterest algorithm will be able to detect the keywords on the pin. Choose beautiful imagery and Create thumb-stopping content that users want to view, save, and engage with.
Try out video pins
Videos are the future of content. They get more attention than static content. Furthermore, they get more engagement and usually have a higher conversion rate. Pinners love videos. Views of organic video pins are up 240% year on year.
Video pins are great because they start playing before you even scroll past them, thus attracting your attention. They also allow you to show more of your brand in one pin than with an image. Plus, they are great at boosting Pinterest SEO since they always show at the top of the mobile search results.
You want to give your content the best chances to show at the top of the feed, be discovered easily. That is why video content is so helpful. Video must be at least 4 seconds and Pinterest will review them before they are live. When used with Pinterest Ads, they can get a very high conversion rate and amount of impressions.
Just like static pins, you can add a title, description and URL to a video pin. Remember to add keywords to your title and description. You can also add tags to your video pins, which are an extra indication on what your content is about. Another signal to the Pinterest algorithm to help boost your ranking.
Optimize your boards for search
When you publish a pin on Pinterest, you need to save it to a board. Boards are a way to organize your pins by specific topic within your broader niche. They are also a great opportunity to boost your discoverability on the platform. Just like pins, boards can show up in search results.
That is why you need to optimize your boards for Pinterest SEO. Make board names and descriptions that are SEO-friendly and keyword rich. Use synonyms and variations of your main keywords. For example, a client of ours, Infinity Laser Spa, has boards for “laser hair removal tips”, “laser hair removal facts”, “skincare tips”. They will save their pins in the relevant boards.
Saving specific pins to a related keyboard will help boost Pinterest SEO. It sends another signal to the algorithm. That pin about, let’s say, how to protect your skin in winter was saved in a “skincare tips” board, and therefore that pin is indeed about skincare and will show in relevant search results.
Are you ready to use Pinterest to its full potential?