Have you ever wondered how people find your pins on Pinterest? Follow these tips to get seen in the right kinds of searches.
Like many other social media platforms, Pinterest has been evolving very quickly, and continues to present new challenges and opportunities for business users. If you're attempting to reach potential customers on Pinterest, it's important to understand how people use it, and how the information posted there is shown in searches.
As a brief overview, let's look at the four major ways in which your pins get seen—and how you can optimize your pins for best results.
1. Pinterest Feed
If you go to the main Pinterest URL, you'll land on your personal feed, which is created based on a lot of factors that we can only guess about, since Pinterest doesn't share that information. It's clear, however, that this feed is strongly influenced by what you've added to your own account, the kinds of pins you've engaged with in the past, the boards and accounts you follow, and the types of searches you've initiated recently.
Your own pins could show up in other people's feeds in the same way. Unfortunately, we don't really know how many people actually visit their own feeds, and can't predict how strongly those feeds will affect your Pinterest traffic.
2. Pinterest Search
Search has become a major factor in the way people use Pinterest. The platform uses its own search engine to make decisions about which pins to show in search results. This internal algorithm might also affect what's shown in personal feeds (see above).
The search engine is still young and unsophisticated, but it pays to optimize all of your pins with platform-specific SEO in mind. The places that are important to optimize are:
All of these locations will be considered when the search engine is attempting to decide whether or not to show a particular pin in search results. There are some indications that the name of your account might also have some impact on search. Make sure to create thoughtful, keyword rich text throughout your account, so that you have a chance to be seen by people who are looking for content like yours.
3. Google Search
You might have noticed that Google includes social media content in search results, and that Pinterest boards and pins often come up as suggestions. It isn't clear how the Google algorithm judges the quality and "authoritativeness" of this content, but it's helpful to be aware that your pin could show up there. If you would like to optimize for Google, focus on all the text in your account, and use the same sorts of techniques you would use for any web page or site.
4. Outside Links
Your pins can also be found via links that appear in other social media accounts, on website pages, in blogs, or elsewhere. This isn't a search function, but does contribute to how customers reach your Pinterest content.
Note that your text should always contain information and statements that will help to engage customers once they interact with your pin. So avoid keyword strings or unnatural sounding language that isn't interesting to customers or could trigger a bad reaction from search engines. Pinterest even recommends that you avoid hashtags. Follow the same copywriting guidelines you would use in other venues.
Does this give you some new ideas about how to attract more traffic to your valuable pins? Feel free to comment or ask a question. And browse the blog for more on social media, SEO, copywriting and marketing.
Need immediate help? Consider a professional consult or coaching session to get you going. Visit The Copywriting Coach on Etsy for details. For larger sites and projects, visit Services here for a free consultation.
Barbara Clavan provides copywriting, coaching and consulting services to high-growth businesses, high-profile individuals and creative entrepreneurs.
Visit Services to learn more.