Raise your hand if you’ve ever felt overwhelmed by SEO.
I get. It can feel like a never-ending struggle, filled with keyword hunting and ever-changing rules.
But after 8 years of mastering Pinterest for traffic growth, witnessing major platform changes, and managing other accounts for a living – I’m going to share everything you need to know to make it less daunting.
Not All SEO Is Made The Same
Today, we’re not talking about Google SEO.
Something many users forget is that Pinterest isn’t just another social media platform—it’s a powerhouse search engine of its own.
That means that Google’s rules for search and discoverability do not apply the same way. We’re dealing with a unique search algorithm and different user patterns.
Google SEO is all about catering to those who are on a mission.
You know, the ones typing specific questions into the search bar, looking for concrete answers, or ready to make a purchase. It’s like a well-organized library, prioritizing detailed blog posts and product pages. Here, short-tail and long-tail keywords are the name of the game, and you can’t ignore the big players like backlinks, domain authority, and page load speed.
But Pinterest SEO? It’s a whole different ball game.
Think of it as a visual playground where users come to get inspired and discover new ideas. They’re not just searching—they’re exploring. This means your content needs to be visually appealing (think eye catching images and captivating videos.)
Long-tail keywords are your best friends here, mirroring what users type in their search quests.
Forget about backlinks and domain authority; Pinterest cares about how much users interact with your pins—saves, clicks, and repins are the golden tickets. Understanding these differences is step one in mastering Pinterest SEO!
Not All SEO Is Made The Same
The first step in cracking the Pinterest SEO code? Get inside the mind of your audience. What are they searching for? What problems are they trying to solve? This is where keyword research becomes your best friend.
Finding Keyword for Pinterest
At the top of the Pinterest homepage, you’ll see the search bar. This is your gateway to discovering popular keywords. Start by typing in a word or phrase related to your niche. Let’s say you’re in the DIY crafts niche. You might start with “DIY crafts.”
Now, pay attention to the suggestions – these are pure gold.
As you type, Pinterest will start offering suggestions in a dropdown menu. These are not random guesses—these suggestions are based on what other users are actively searching for. For example, as you type “DIY crafts,” you might see suggestions like “DIY crafts for kids,” “DIY crafts home decor,” and “DIY crafts with paper.”
Choose one of the suggested terms that fits your content. Clicking on it will take you to a results page filled with pins related to that keyword. This is a great way to see what type of content is already performing well and gather ideas for your own pins.
Explore further: Pinterest’s Guided Search Bubbles
Once you’re on a search page, Pinterest further helps users narrow down what they are looking with ‘search bubbles’. These colorful additional keywords on top can help you refine your search and discover even more specific terms!
Reminder: keep a excel/sheet handy to note down the keywords you plan on using. You should not have to repeat this every time you’re making a pin!
Pinterest Trends – Crystal Ball for Keyword Research
Once you’re on a search page, Pinterest further helps users narrow down what they are looking with ‘search bubbles’. These colorful additional keywords on top can help you refine your search and discover even more specific terms!
Visit trends.pinterest.com. If you’re already logged into your Pinterest account, you’ll be able to dive right in.
So, how exactly does Pinterest Trends work its magic?
Let’s break it down:
- Explore Popular Keywords: Start by entering a keyword related to your niche into the Pinterest Trends search bar. It will show you what content is populating search results for that keyword, related keywords, and when it’s popular. For example, if you search ‘Essential Oil’, you’ll see related searches like ‘Essential Oils for Cough’ and ‘Essential Oil Blends’.
- Discover Related Topics: Trends also reveal other topics that people searching for your keyword are interested in. So, with ‘Essential Oils’, you might also see ‘Skincare Solutions’ and ‘Perfume Recipes’. This can spark new content ideas that you now know will resonate with your audience.
- Demographic Insights: One of the coolest features is the demographic insights. You’ll get a peek into who exactly is searching for your keyword. Are they predominantly women in their 30s? Men in their 50s? Understanding the demographics allows you to tailor your content to better meet the needs and preferences of your target audience.
- Interest Over Time: Pinterest Trends provides insights into the interest over time. You can see which months certain keywords peak in popularity. For instance, if ‘Essential Oils’ sees a spike in searches during the winter months, you can plan your content calendar accordingly, focusing on related topics like ‘Essential Oils for Cold and Flu Season’ or ‘Winter Wellness with Essential Oils’ during those times.
By using Pinterest Trends, you’re not just guessing what might be popular—you’re basing your strategy on solid data.
PinClicks
Okay to be honest, we’re stil honing this one in. The team and I (link to about page hehe). Have been using this for just the past year. However, it’s been a game changer, can confirm.
PinClicks is like gaining X-ray vision powers for Pinterest.
It shows you the keywords Pinterest “reads” for each piece of content, and how the algorithm itself understands everything being posted.
It will give you keyword suggestions, similar to the Pinterest search bar. BUT what we love the most is it’s Keyword Annotation feature. Choose a topic, and PinClicks will give you top performing content (how many people pinning it, the rank, etc). Then it goes further to list out the keywords that are driving traffic to this pin. How cool is that?
Where to use keywords on Pinterest
Alright, you’ve got your shiny new keywords. Now, let’s put them to work!
Here’s where to sprinkle those keywords for maximum Pinterest SEO impact:
- Pin Titles: Make sure your pin titles are clear and keyword-rich. Think of them as mini billboards—this helps Pinterest get what your pin is all about and boosts your chances of showing up in search results.
- Pin Descriptions: Craft compelling descriptions that weave your keywords in naturally. No keyword stuffing here! Focus on creating engaging, informative descriptions that make users want to click and save your pins.
To make it easy, we usually include at least one primary and one secondary keyword in each description. Then, throw in a CTA that motivates your readers to act, and you’re on the right path.
- Profile Name and Bio: Give your profile some keyword love. Instead of just “Jane Doe,” go for something like “Jane Doe | DIY Crafts & Home Decor.” This little tweak can make a big difference in discoverability.
- Board Titles and Descriptions: Don’t forget about your boards! Optimize both the titles and descriptions with relevant keywords. This helps Pinterest categorize your boards correctly and boosts your overall profile visibility.
- On the Pins: Did you know that Pinterest’s algorithm reads text on images? Your text overlay should be intentional and feature at least one keyword! Don’t add too much text, as we still want to keep a balance of aesthetically appealing content. Users are not clicking on paragraphs!
Bonus Tip: Boost Visibility with Rich Pins
Rich Pins are your secret weapon for extra visibility. They add more context by showing additional info directly on the pin. Here’s the scoop:
- Product Pins: Show real-time pricing, availability, and where to buy.
- Recipe Pins: List ingredients, cooking times, and serving sizes.
- Article Pins: Display the headline, author, and a snippet of the article.
- App Pins: Feature an install button so users can download your app without leaving Pinterest.
To get started, add meta tags to your website and validate your Rich Pins on Pinterest. This small step can significantly boost your visibility and engagement.
Disclaimer: Not all Business Accounts find that Rich Pins help them! So test it out and track your KPIs before and after enabling Rich Pins before committing to them.
Recap: Your Pinterest SEO Blueprint
Mastering Pinterest SEO may seem daunting, but with these strategies, you’ll be a pro in no time. Let’s recap what you need to know and do:
- Understand the Platform: Remember, Pinterest is a visual search engine, not just a social media platform. Tailor your content to be visually appealing and inspiring.
Focus on creating high-quality images and videos, based on what people are searching on your niche in Pinterest. Google’s search trends are not copy pasted here!
- Research is King: Use Pinterest’s search bar and tools like PinClicks and Pinterest Trends to discover what your audience is searching for.
Plan your content calendar around trending keywords and seasonal spikes.
Rich Pins for Extra Visibility: Add context to your pins with product, recipe, article, and app pins.
If you want Pinterest done for you
Here at Matcha Creative, we’re all about helping you crush it on Pinterest. Whether you’re just dipping your toes in or ready to fine-tune your strategy, our team of Pinterest pros is here to guide you every step of the way.
Want to take your Pinterest game to the next level? Let’s talk