Pinterest has come a long way since it’s beginning in 2010. What once began as a social media site has since turned into one of the world’s most popular image search engines. Today, there are 175+ million users on Pinterest, many of whom use Pinterest to make buying decisions or to decide what to buy on and offline. 87% of pinners have purchased something because of “pins” they found on the site, and 93% of active Pinterest users said they use the site to plan purchases.
With nearly 200 million users and an average time spent on Pinterest for about 14 minutes, there’s a huge marketing potential to capitalize on. So how can you use Pinterest SEO to your advantage to get a piece of that ready-to-buy traffic from Pinterest?
It’s simple; using SEO tactics for Pinterest isn’t actually all that different than using SEO for Google. Keep in mind that you can have the best images and content, but without the right strategy users won’t find you in the searches.
Let’s take a look at a few ways you can up your Pinterest SEO game.
One of the best ways to do keyword research on Pinterest is using the Pinterest search bar. When entering search terms, a list of suggestions will appear. These are popular searches related to your keywords. You’ll notice that they tend to be phrases rather than words. That’s because Pinterest loves long tail keywords in the form of phrases as opposed to individual words. Long tail keywords also help narrow the competition for general keywords. The more targeted the long tail keywords, the better.
Unlike Google, Pinterest doesn’t display the search volume of keywords on the website itself. You can, however, see the number of people interested in a given topic, which can give an idea of search volume.
Now that you’ve done your keyword research we can move onto optimization.
Optimizing Your Profile
First, make sure that your profile is set up as a business account. This will make sure you have access to Pinterest analytics, as well as tools to help you track traffic, pin ads, and more. You could convert your personal account to a business account but only if it makes sense to do so. Otherwise, start fresh with a new business account.
Whether you already have a Pinterest or starting from scratch, you will want to optimize for SEO. The key is putting keywords in the right places. Use your keywords in the following locations:
- Business Name
- About Section
- Board Titles
- Board Descriptions
- Board Sections
- Pin Descriptions
- Pin Image Names
- Pin Image Content
Other areas to check (if you’re using an existing Pinterest account) is your current pins. Make sure there are no broken pin links, and that pin descriptions are refreshed and up-to-date.
Pinterest boards are groups or categories that pins are grouped into. You will need at least one board to get started because you can’t pin without a board to pin it to. When creating boards, define a strategy or system for sorting them out.
Decide how you want your products, articles, and other content sorted in your boards. A few things to sort by are what topics are important enough to merit their own category, and which ones should come first? Start by placing your most important boards at the top of your profile. This is as simple as dragging and dropping your boards where you want them. You can even split boards into smaller groups called, sections, like sub-boards or sub-folders which you can organize too.
As mentioned above, use keywords in your board titles, descriptions, and titles of board sections. Pinterest has a character limit of 500 characters for board and pin descriptions. In addition to optimizing keywords, be sure to choose high quality images to be displayed on board covers, and rotate them every so often. Rotating board covers will help keep boards fresh and exciting. Board covers entice the user and enhance the experience of the board.
While boards are critical for keeping your pins organized,it’s really all about the pins themselves. Pins are the lifeblood of Pinterest, and are what attract users and push them to your website. Here are three major aspects to creating quality pins.
Rich pins show extra information on the pin itself without adding characters to the description. Pinterest has four types of rich pins: article, product, app and recipe and they each display their own metadata from your website.
Depending on your business, the most common rich pin types you will use will be product and article. Product rich pins include where to buy the product, pricing, and availability. Article rich pins can be great for blog content. They save story descriptions, add headlines, and show images and authors.
To learn how to set up rich pins, go here.
Images are essential to creating high quality pins. To create a high quality image for content from your website it needs to include a logo, an eye-catching title, and be high-resolution. Using your brand name on your images will create a solid brand consistency. Use your brand colors and to help the pin stand out and give your brand consistency a boost.
Something to be aware of is how the site handles images. Pinterest prefers portrait-oriented images as opposed to landscape-oriented images. The images will display at 238px wide in the feed, and will adjust to the length. Pins that have been clicked on will display at 735px wide, and will adjust to height. Create your images accordingly.
Pin descriptions should focus on the image portrayed, while still including keywords. In the past, Pinterest has resisted hash tagging but as of this past year, Pinterest has embraced hashtags. Pinterest now recommends a limit of 20 hashtags or less for pin descriptions, and hashtags are now searchable and clickable. However they are shown in the order, from newest to oldest, rather than by relevance. That may change down the line, but as of this article’s posting, it sorts them by age. Remember that character count is 500 when using hashtags in a description as it will eat up some of that space.
To tie it all together, we have gone over how to optimize your Pinterest profile using SEO methods and strategy. The beauty of all the Pinterest optimization tips in this article is that it carries over to mobile. Since 80% of pinners use Pinterest through mobile devices being mobile friendly is mandatory. So no matter whether pinners are using mobile or a desktop, your profile is ready to go.