Pinterest has started to gain traction in sending more retail referral traffic and shoppers to eCommerce websites. For several years, I stayed away from Pinterest as the cost per conversion was much higher (across the board) for my clients than other mediums. Today’s article covers a few tips for properly optimizing your Pinterest SEO:
Ensure You’re Using the Proper Keywords
The same keywords you hope to rank for in Google should be the ones used in your Pinterest campaign. Always do a search on Pinterest (and ideally Google) before deciding on a keyword. This ensures you’re ranking for a keyword that people who are actively looking to buy from companies like yours are using. A lot of companies fall into an industry bias when it comes to keywords, and this has a huge impact on SEO.
A lot of Pinterest optimizer overlook keyword research, but it’s an important step if you want your pins and boards to rank on Pinterest search. When you see a keyword getting a lot of pins, you likely have one worth optimizing for.
Don’t Just Pin Your Own Stuff
When pinning to your boards, focus primarily on creating useful resources for your target audience. In other words, be sure you are focused on creating value for your followers first, or you’re focused on quality over quantity.
Don’t just pin your own products. This won’t work for a smaller, unknown eCommerce brand.
Larger companies have a much different set of tools and strategies they can use in online marketing. While borrowing some ideas from them can be helpful, copying them exactly will likely prevent you from establishing relationships with your customers. Instead, focus on turning your company’s Pinterest board into an educational resource for potential clients. Pin useful resources to create value with your target audience.
A consistent posting schedule will outrank competitors over time. Pinning constantly keeps fresh content circulating around your brand page, and is a requirement for maintaining (and gaining) rankings. Always focus on the quality of your content over the quantity, and you want to ensure you have the maximum amount of quality pins going out every week.
Follow Relevant Accounts
Be sure to follow any other interesting and relevant Pinterest users. Sometimes they will follow you back, but more importantly, it will allow interesting pins to show up on your feed. Follow popular bloggers in your niche, active group boards and other Pinterest accounts that are currently ranking for your target keywords.