Pinterest SEO in 2018: How to Optimize Your Pins for the Changes (New!)

4. How to Add Keywords to Pinterest (Relevance)

Up until this point, we’ve discussed how to increase your authority in Pinterest’s eyes. But even if Pinterest views you as a high-quality pinner, they won’t show your pins to their users unless they think your pins are

relevant

to their users.

Relevance is how closely your pins fit your audience’s overall interests, specific searches, and recent search history.

If you know much about SEO, you’ll know that the only way for a search engine to know what your content is about is with

keywords

.

Just like on Google

, keywords influence what appears in searches on Pinterest.

While domain quality, pin quality and pinner quality tell Pinterest how

important

your pins are, keywords tell Pinterest what your pins are

about

.

So how do you use keywords to show Pinterest that your

content

is relevant?


Step 1. Do Pinterest keyword research.

When it comes to optimizing your pins for SEO, you may be wondering whether there is a good

Pinterest keywords tool

you can use.

Actually, the best way to do keyword research for Pinterest is on Pinterest itself. Here’s how:

When you’re typing in a search query on Pinterest, you’ll notice that it auto-suggests keywords to you. Similar to the way Google does. These suggestions are popular search phrases.

After you’ve run a search, a set of suggested keywords will appear beneath the search bar for you to add to your search to narrow it down even further.

Like Google SEO, Pinterest SEO is all about long tail keywords (think multi-word phrases rather than single words). There’s a lot of competition for general keywords, so the key is to get as targeted as possible with long tails.

Sadly, you can’t see the exact number of searches for keywords on Pinterest. But, if you’re interested you can look at

Pinterest categories

and drill down into Topics to see how many people have indicated that they’re interested in the topic. This will give you an idea of how popular any given keyword is.

Now you’re a big step ahead of the competition just by researching keywords, but you still need to know what to do with them. Where and how should you add these keywords? We’ll cover that in the following steps…


Step 2. SEO your Pinterest profile.

There are three places you can add keywords to optimize your profile:

  • Your username
  • Your business name
  • Your bio

Your

username

determines the URL of your Pinterest profile. You can use this to add one of your broader keywords or, alternatively, use your business name.

To add a

business name

, you’ll need to upgrade to a business account. You’ll get access to analytics, promoted pins, and you’ll also be able to claim your website.

Pinterest gives you plenty of space in the business name field to add keywords. Add keywords

right after your business name

to show people what you do.

For example, Pinterest experts like Peg Fitzpatrick and Anna C. Bennett show up in the top results for “Pinterest Tips” because they’ve included the “Pinterest Tips” keyword in their business name.

Next, add keywords to your bio. You’ve got a short 160-character space to fill with your bio. This is not the place to get wordy. You need to be concise, mission-focused, adding keywords and a call to action in there as well.

If you’re not sure where to start, try this

Pinterest bio formula

:

“I help __________ to __________ by __________. Learn more/Click here/Sign up for my free thing: .”

Here’s an example from Summer Tannhauser. Her bio reads:

“I teach small business owners to build a list, gain leads + secure clients through Pinterest. FREE 5 Day Pinterest Power Biz Course: bit.ly/freepintraining”


Step 3. SEO your Pinterest boards.

If you want your boards and the pins on them to be found in the search, optimize them with intelligent keywords. Both in the title of your boards and in their descriptions.

Pinterest recommends always saving your own content to your most relevant board first because the keywords of your board stay with the pin and will help Pinterest categorize it an distribute it when relevant.

This is why it’s incredibly important not to use cute board names like “Yummy!” or “My Style Miles” – these boards (and the pins on them) are probably never going to show up in a search. That’s not what you want if you’re using Pinterest for business.

As of November 2017, there doesn’t appear to be any penalty for “keyword stuffing” your board descriptions. However, this may change in the future, so strive to make your board descriptions as user-friendly as possible.

Also make sure to categorize your boards correctly. If you’re saving marketing content to a board that’s categorized as “Animals”, you’re sending conflicting messages.

Finally, you should never save irrelevant content to your boards. Pinterest has said saving content to an irrelevant board won’t help and can hurt your distribution.


Step 4. SEO your pin descriptions.


pinterest-seo-6

Don’t forget to optimize your pins themselves by adding keywords to the descriptions. As of 2018, Pinterest is experimenting with how much of the title and pin description they show in search and the home feed. It’s not enough to just write an enticing description anymore, sadly, most pinners won’t even see it unless they Inclick on your pin.

So which do you choose? Keywords or an enticing description?

You need to be doing both!

Keywords are what will get your pins found in search and enticing descriptions are what will get you the click.


Step 5. SEO your text overlays and make relevant image choices.

In 2017, Pinterest

introduced Lens

, a visual search function that allows you to take a photo of a product and Pinterest returns pins it thinks are a match.

What does this mean for you?

If you sell a physical product, make sure it’s front and center in your image!

If you don’t sell a product, this is still relevant to you because it’s clear that:

  1. Pinterest

    may

    be able to read your text overlay.

  2. Pinterest can see your images and is making associations with similar ones.

Make sure you’re using your keywords on your text overlays and making relevant image choices.


Step 6. SEO your blog posts.

Another thing you can do with your keywords is to use them in your blog post title and in the body of your post.

Using keywords here will transfer through to Pinterest if you’ve enabled rich pins.

It’s also very important to optimize your meta description (or first few sentences of your blog post) to entice Pinterest users back to your blog.

You can see from this example that the info Pinterest brings across with rich pins is far more prominent than your pin description. So, you want to optimize it to be both compelling for a reader, and keyworded for Pinterest.


Step 7. SEO your buyable pins.

If you are using

“buy it” buttons

on your pins, don’t forget to SEO those pins as well by using keywords in your pin title and description.


Step 8. SEO your hashtags.


Hashtags are new to Pinterest

, but that’s no reason not to use them! Make sure you’re choosing hashtags that are relevant and specific to your content.

When you save a pin, if you type the ‘#’ sign and start entering in a potential hashtag, Pinterest will populate a drop down list that shows how many pins are within each hashtag.


Step 9. SEO your board sections.


Board sections were rolled out on Pinterest beginning in September 2017

, and looks like they’re here to stay! Basically, board sections are like shelves within boards.

Board sections are a way to give Pinterest more data about your boards and pins, so make sure you use keywords.

Here’s a suggestion on how to use board sections:

  • use them to showcase your best pins in different categories
  • if you sell multiple types of products, use them to showcase each type
  • if you have recipe boards, use board sections to sort by meal type or by cuisine

You aren’t penalised for not using sections, but if you have a broad topic board it’s a great way to improve your SEO. For a very niched board, you don’t need to use it.


Tip:

Consider using sections for a ‘Dinner Recipes’ board, but not a ‘Chicken Recipes’ board.

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