Pinterest is an innovative platform focused on visually captivating consumers and promoting product discovery. That’s why more and more businesses are moving digital marketing efforts towards Pinterest and ensuring their content is search engine optimised. As business owners get their products on Pinterest, they open themselves to opportunities to get them shared, bought, loved, and known to more consumers.

In this article, you’ll learn more about the best Pinterest SEO strategies this year to help you kickstart your marketing efforts using this platform.

What Is Pinterest?

Pinterest is a rapidly growing popular social media network that enables users to create an account and share images associated with their products, projects, and services. Browsing images on Pinterest posted by other people is a fantastic way to discover new interests and gather inspiration, whether you’re looking for fashion ideas or interior trends.

Functionally, Pinterest resembles an online bulletin board or pinboard and has exceptional organisational capabilities. Users can search the site freely and ‘pin’ images they like, creating customised boards to their interests. Private individuals and businesses can use this website free of charge, and business accounts even have access to analytics and special promotion functions.

But given it’s an image-focused application, how does Pinterest relate to SEO?

What is Pinterest SEO?

You may be surprised to learn that Pinterest is more than just a gallery of pinned images. It’s a search engine with its own algorithm, and thus, SEO strategies can be applied. Much like on other search engines, SEO on Pinterest involves strategies that improve ranking and ultimately, grow visibility and website traffic. These factors determine where pins or posts get shown.

Like Google, Pinterest also keeps their exact algorithm data on the down-low to avoid abuse of guidelines. That’s why business owners and marketers need to ensure they utilise the best white-hat SEO tactics, like creating quality content, and avoid black hat practices that can jeopardise performance.

So, what are the best Pinterest SEO strategies to use in 2020?

Best Pinterest SEO Strategies

  1. Create a Pinterest Business Account

The first strategy to kickstart your Pinterest SEO is to create a Pinterest business account. After which, you’ll have to claim a website to show you’re the legitimate owner. Setting up a business account gives you access to other features, such as Rich Pins that’ll further help your SEO efforts.

Pinterest Analytics are unlocked to business account holders. The data provided by Pinterest Analytics is valuable in understanding consumer demographics, purchasing behaviours, and the overall qualities of your target audience.

When it comes to your Pinterest SEO, there are two sections you should spend time building: your username and profile or bio.

  • Choose the Best Username For Your Business – Creating a great username is key to visibility, as it determines whether your page is identifiable and easy to find or lost among the millions of other users. This username will be used to create your Pinterest URL, too, so ensure it’s not too complicated. Pinterest allows usernames consisting of three to 30 characters long—with 3-15 considered optimal—so try to pick something as close to your actual business name as possible, but shorten it if need be.
  • Write an Impressive Bio – The “About” section is important to Pinterest SEO as it may display in user searches. Up to 160 characters are allowed in the profile bio, so make them count. Include your tagline, use keywords for your SEO, insert a call to action, add your location, and link to your website and social media accounts. A short and succinct profile will keep users engaged. Don’t forget to upload a high-quality business logo, so your brand is recognisable.

  1. Optimise Your Boards

Create quality Pinterest board names and descriptions to improve your SEO performance. Select a relevant board category by using the pencil icon in your board, and choosing the category that best describes your business. This signals to Pinterest what your business is about.

To SEO optimise your boards, make sure to:

  • Avoid Playful Names: Don’t use playful or vague terms when writing your board names, like “Happy Board” if the board is about snowboarding. It doesn’t tell Pinterest exactly what the board is all about. Make sure to attribute accurate labels to each board to help with your SEO.
  • Include Keywords: Include some keywords when writing your Pinterest board descriptions. Be creative—up to 500 characters—and avoid keyword stuffing to prevent issues later on. SEO Optimise Your Pins

What are “Pins” on Pinterest? Pins refer to bookmarks that people use to save the ideas they love or have interest in on Pinterest. Users can search, save, and click on pins. They can even create their own boards based on their favorite pins. Businesses can create curated boards with pins to exhibit their products and ideas, and link them back to their website.

The following tips can help you SEO optimise your pins:

  • Use Rich Pins: Rich Pins are a feature of business accounts whereby additional metadata information is attached to the Pin, which help improve SEO ranking. The four types of Rich Pins are:
  • Apps, so users can download your app while remaining on Pinterest.
  • Articles, including aspects of an article like the title, meta description and date.
  • Recipes, including key information like ingredients and preparation time.
  • Products, which function like free ads with live pricing and a link to purchase.
  • Pin Vertically: Vertical images tend to perform better than horizontal or square images, due to the way Pinterest boards are organised and display.
  • Be Consistent: Save your Pins to relevant boards for consistency. Keep in mind, when you create a Pin, it’ll always remain associated with the first board it was created with. The more relevant your Pin is to your board, the greater the chance of it ranking higher, helping your Pinterest SEO.

  1. Pin Regularly

How frequently should you Pin on Pinterest? Check out these Pinning tips on Pinterest:

  • Pin Frequencies: In 2020, the quality of Pins is considered more important than the quantity. The average content creator and marketer who takes advantage of Pinterest marketing typically does between six and 25 pins a day. These should be a combination of curated content and fresh content. Avoid excessive Pinning and spend your energy creating new and engaging Pins instead.
  • Consistency: Pinterest appreciates consistency, like Google does, which is highly beneficial to your SEO. Sharing high-quality content consistently is important, such as informative blog articles and beautiful images.
  • Maximise Reach: To attain maximum reach, Pin the same content across multiple relevant boards. Use boards with overlapping themes and make sure they all relate to a particular topic or niche your target audience is probably interested in. You can also try creating several graphics or images connected to one key piece of content like an article, each with different backgrounds or slightly different wording. Keep the content fresh and it’s more likely to perform.
  • Don’t Waste Time Deleting Pins: Contrary to rumors, deleting Pins that aren’t getting traction is a waste of time. Instead of doing this, it’s best to focus on creating new content and executing a Pinterest marketing strategy with engagement goals. Ensure you Pin high-quality images and create a consistent Pinning schedule.
  1. Monitor Pin Engagement

Like any digital marketing strategy, your Pins may not get noticed unless you invest time and effort into them. Pinterest focuses on the quality of content and will likely push strong Pins with original content up higher in the search results. The strongest indicators of successful Pins include:

  • Re-pins: The number of people who re-pin your Pins in their boards.
  • Saves: The number of people who save your Pins.
  • Clicks: The number of people who click on your Pins.

When it comes to content creation and marketing via Pinterest, you should avoid duplicating content. But what does duplicate content look like for a visual social media platform?

Duplicated Pins are those with the exact same Pin image, description, and link. While you can create multiple pins for the same piece of content, it’s best to use different Pin images and meta descriptions in each. Even if you have Pins that performed well previously, it’s safer to re-pin them after three to six months with slightly altered descriptions and perhaps a new graphic to avoid duplication.

Conclusion

Pinterest is a prominent social media platform with search engine capabilities. Optimising your business presence on Pinterest is a great way to boost brand awareness, website traffic, and conversions. As Pins inspire and trigger purchasing actions, businesses can use this platform for marketing products and services. That’s why it’s important to focus on improving your Pinterest SEO.

Make sure to create and upload high-quality content and images for your Pins and boards. Avoid keyword stuffing, duplicating content, and using vague Pin names. Your Pins should also be created with the goal of encouraging users to click, re-pin, and save them. Once you have mastered consistency in Pinning, generating high-quality content, and marketing your pins, you’re on your way to achieving strong Pinterest SEO.