As you look to climb the ranks of search results organically, there is one tool you might not be utilizing to its full potential: Pinterest. That’s right. The same place you search for recipes and DIY craft inspiration, is one of the best places to start utilizing search engine optimization for your business.
Right after Google and YouTube, Pinterest is one of the largest search engines online. It’s more than just a social media platform. Often referred to as a ‘visual discovery engine,’ the Pinterest algorithm sends each user content in categories based on previous "pins" they have searched for, linked, and repinned for themselves. So, how do you optimize your pins to attract customers?
While the shelf-life of Pinterest content is often way longer than that of Instagram or Twitter, it’s important to continue to add new pins rather than focusing on spending your time resharing or saving existing pins. At the 2020 Pinterest Creators Festival, Pinterest informed its creators that new pins will be prioritized over already-pinned content. Pinterest encourages creators to publish new, original content on a regular basis.
According to Pinterest Newsroom, views continue to increase on organic video pins. Video pins perform better and help create a larger audience for brands. To increase visibility with video pins, videos should be between 45 seconds and 3 minutes long. Video content should be evergreen and published consistently.
After you’ve done keyword research for your brand, you can start to include them within different elements of a Pinterest account, including the name, bio, and boards. Adding relevant keywords to your name and bio are ways to help users find your Pinterest page quickly when they’re searching. Including keywords within your board names and descriptions will allow users to discover pins more easily.
Here is the part where the “social” of this social media platform comes into play. Following other accounts will help increase your visibility. You should follow other accounts that are relevant to your brand. Pinterest uses your following list to determine where you’ll appear in suggested boards and accounts to follow, as well as where your pins will be shown.
While all of the tips above can help improve your account visibility, the root of Pinterest SEO is optimizing the pins themselves. When creating a new, original pin:
Pinterest Analytics helps brands understand their overall presence on Pinterest. It shows what content, both paid and organic, produces the most interactions and click-throughs on Pinterest. By reviewing the data in Pinterest Analytics, brands can tweak and make needed changes to their SEO strategy.
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