Did you know that Pinterest and Google have similarities? And that it affects how brands use the platform?
Most marketers consider Pinterest to be a social media platform. Google, on the other hand, is a search engine.
So, what is the connection between such differing channels? More than you realize.
If you want to create a Pinterest strategy that works, you need to keep that connection in mind. We explain how.
How Pinterest and Google Intersect
Pinterest doesn’t have the same timeline layout that Twitter, Facebook, and Instagram do—posts on Pinterest are displayed according to one’s interests, rather than the time they are shared.
Content that is years old could appear on a user’s timeline because of other posts that they viewed, clicked on, or searched for.
That is where the functionality of Pinterest begins to mirror Google’s.
Your aim should be to rank on keywords on Pinterest, just as you would do on Google.
For each piece of visual content that you share on Pinterest, create a keyword list for the terms you want that content to rank for. This will help you drive traffic to your site, and boost sales and revenue.
So, how do you do this?
Start by creating an SEO strategy for Pinterest. To find keywords to target on the channel, type in your keyword of choice in the search bar.
The channel recommends related searches so you can find more longtail keywords to target—it also helps you understand users’ search intent for those topics.
Another way to find Pinterest keywords is to use the ad platform. You will need a Pinterest Business account to access this.
Double-check with Google Keyword Planner to determine how popular those searches are on the internet.
Once you have your keywords, give each pin a title and description that contains your keyword. The process is similar to creating blogs—you have to optimize your content for Pinterest the way you would for Google.
Now that you know how to use keywords on Pinterest, how can you use that strategy to create pins that will boost engagement?
Here are the kinds of pins and Pinterest marketing ideas that brands can adopt.
Redirect Pinterest users to your blog posts with an attractive blog header pin.
While you would have designed a header for the post, it may be too abstract for users to understand.
That is why brands need to design new content—with attractive visuals and text that describes the subject matter—to give users a better idea of what to expect in the blog, like this example.
Charts and Graphs
Data visualizations created for written content can be repurposed for Pinterest—resize it for the 2:3 Pinterest aspect to improve engagement.
Because of the visual nature of Pinterest, a captivating graph will draw attention and increase the chances of people clicking through to read more.
Brands should return to these charts to update the data—keeping the data relevant for audiences increases engagement.
DIY, how-to posts, and images from behind the scenes are popular pins that brands can regularly create.
The images and videos should be high-resolution—and the descriptions should share enough information about the content to keep the user engaged.
Lead generation tools such as white papers, sales ebooks, and posters for upcoming webinars make for great vertical content on Pinterest.
The covers of these documents should be incentive enough for users—creative white paper designs make for beautiful content and encourage people to click through for more information.
Infographics are an excellent visual for Pinterest—the vertical orientation is ideal for the platform.
The amount of information these graphics include also make them engaging for users, as you can see from this example.
Keep the Pinterest size in mind when sharing infographics on the channel. You don’t want the preview to crop out important content.
Businesses that sell products and services can highlight them on Pinterest using visuals.
Product marketing can be a draw for shoppers on the channel if brands take attractive and high-quality images.
Services are harder to convey in imagery, but brands can sell a lifestyle through their images to highlight how their services uplift the lives of users.
Seasonal marketing campaigns can be leveraged on Pinterest to reach new audiences.
Users who are not aware of your brand can still find you when they’re looking for seasonal content.
Key Takeaways: Optimize Pinterest Pins the Way You Would Search Content
Use your SEO strategy as a linchpin for optimizing your Pinterest marketing. Find popular keywords to target and create content around those terms.
Once you have the keywords, you can start building a marketing strategy that will increase views and engagement.