I’ve noticed that Pinterest isn’t just dominating the social media scene, but it’s starting to dominate quite a few of Google’s search engine results.
Many brands and online marketers are missing the opportunity to rank high for long-tail keywords through the use of Pinterest.
What are long tail keywords? I’m going borrow the definition of a long tail keyword from an article from Search Engine Watch:
Essentially, long-tail keywords are less popular keywords because they have less search volume and less competition to rank for. Consider the following two examples: “home remedies for bed bugs” or “how to get rid of depression.” These are each considered long-tail keywords as compared to trying to rank for the much more competitive search terms “bed bugs” or “depression”.
Why would you want to use Pinterest to rank higher for keywords?
Some long tail keywords may have low competition but your website may be new and find it hard to compete for them still. The good news is that you can piggy back off of Pinterest since it is a strong domain authority site.
A strong domain authority allows for pages to show up higher on search results for relevant searches. This gives your business more visibility and higher chances of people clicking on your Pinterest. If you have some great visual content on that particular board, then it will help drive web traffic to your business website or e-commerce site.
How do you exactly use Pinterest to rank higher for the keywords you want? Here are three tactics for marketers that want to get their Pinterest page, and boards, to rank higher in search engine results.
1) Name Your Boards with Long Tail Keywords
If there’s a long tail keyword that you would like to rank well for in Google, consider naming your board with that particular keyword without sacrificing the brand.
For example the keyword, funny advertisements, has an estimated global search on Google of about 2,900 times a month for that exact term. When I type in that keyword on Google, there is only one Pinterest board specifically titled as “Funny Advertisements” that shows up on the first page of results. At the time of this writing, it was the only Pinterest board that uses that exact keyword, which is why it ranked so high. There was no competition from other pinners.
The exact url of that board looks like this:
With the board containing the keyword and also having low competition, that specific Pinterest board is on the first page of Google. When I searched for it, it was ranked number 6 in the first page of results. And yes that’s my article on 17 Funny Advertisements that’s ranked number 4.
Pinterest allows you to create up to 350 boards, though I don’t recommend you maxing the number of boards for the sake of SEO. I would suggest no more than 20 to start off since it can be time consuming to manage all. This allows you to compete in Google for 20 + additional keywords that may be harder for your own website to compete with.
2) Ensure Your Board Descriptions are Keyword Rich
One of the biggest pet peeves I have about brands that use Pinterest is their sheer laziness to fill in the description of their Pinterest boards.
This is one of the Pinterset boards from Starbucks titled, “Real Food.” From an SEO perspective, titling the board Real Food isn’t the best since most people are not searching up the term for real food. However, the name of the board needs to be aligned with a company’s brand, and it’s understandable they titled it Real Food.
What’s an absolutely travesty is that the description of the board is left blank. This can easily be corrected when you click on the edit button on the board, and to fill out the description with keywords. To help with their search engine optimization, Starbucks could have stated in the description:
“Delicious Starbucks pastries, sandwiches, and food that we love. Our board also contains some of our favourite foods and pastries that we would love to try and eat.”
This would have helped their Pinterest board be found for keywords such as Starbucks pastries, Starbucks sandwiches, and Starbucks foods on Google and other search engines.
Starbucks isn’t the only one that’s guilty of this, many social media blogs tout how great Whole Foods is using their Pinterest page, which they are when it comes to posting visual content, but when I clicked on four random boards of theirs, not one single one of them had their descriptions filled in.
Always fill in the descriptions of your Pinterest boards with keywords that your business wants to rank for.
3) Put Keywords Into Pin Descriptions
This technique most likely isn’t going to get you anywhere close to the first page of Google results for keywords, though it is possible depending on the search term, but it is still an excellent practice as it can help your Pinterest boards show up on the second and third page of Google search results for keywords.
Ensure that keywords that you want to rank for are in the pin’s description, as Google search engines do crawl the descriptions of pins, and takes it into consideration for search results. The website that shows up in the search engines for those pin descriptions will not lead directly to that specific pin’s address, instead it will be list the Pinterest Board’s url on which the pin is located.
A specific pin’s url will look like this:
And a board address looks like this:
Here’s an example of how this works. I typed into Google the following words, “Funny pins on Pinterest.”
Here are the first six results that showed up for my search:
The determining factor that the Pinterset board, 1000 repins, showed up on the first page of the results because of a single pin’s description. The actual board name doesn’t contain any of the search words, nor the actual description of the board itself, but because one of the pins had contained the words “Funny” in it, it was able to show up as result number 6 for the search words “Funny pins on Pinterest.”
In order to maximize your Pinterest page and boards on Google, ensure that your social media marketing team isn’t taking short cuts. Have the boards titled after long tail keywords that your organization wants to rank well for, as well as ensuring that descriptions are keyword rich.
Do you have any suggestions or tips on how to rank your Pinterest page higher in search engines?