A huge part of Pinterest marketing is being searchable or “findable.” You want people to go looking for content like yours on Pinterest and find it.
How do you do that? By being smart about keywords.
To harness the power of keywords, you need to do keyword research for Pinterest to learn what people are searching and how to help them find your content.
How Pinterest Works
The most important thing to know about Pinterest is that it is NOT a typical social media platform. The social aspect is strong of course, but at its core, Pinterest is a search engine like Google, Bing, or Amazon.
Search engines work by using keywords (entered by users) to find and deliver relevant information. Those keywords are, well, key to making sure your content ends up in front of the people who are searching for it.
There’s a lot of content out there, which means it’s competing for viewers’ attention. This is true whether it’s a Google Search or an entry in the search bar of Pinterest. You want to learn to optimize those keywords to your advantage.
You’ve probably heard of SEO, or Search Engine Optimization. This is the science of telling the search engine what your content is about so it can deliver it to people who are searching for that.
There could be a lot of keywords that lead users to the same piece of content.
For example, if you’re pinning crockpot chicken recipes, you want your content to pop up whenever someone searches “crockpot chicken recipes,” or maybe even “fast and easy chicken recipes” or “quick and easy dinner recipes” or “slow cooker chicken.”
That may sound overwhelming, especially if this is a brand new concept. What are people searching for? How do you make sure they find your content?
How to Find Relevant Keywords
The first step is to come up with basic keywords that can help you discover MORE keywords that people are actually searching.
To do that, we’ll need to think about what your content is about.
Think about your customer. What problem are you solving for them with your content?
With that in mind, brainstorm some simple keywords for your content.
Let’s continue with the crockpot chicken example.
Here are some examples of basic keyword users might enter to find your content:
- Slow cooker
- Healthy dinner
- Healthy recipe
This is a starting point.
How to Find Keywords That People Are Searching
Now you’re going to actually enter your basic keywords into Pinterest to find better, more targeted keywords that people are actually searching.
Go to the search bar at the top of the Pinterest homepage.
Type one of those keywords into the search bar, but don’t hit Enter yet.
Immediately, a drop down will appear with some keywords that build on the keyword you entered. These are terms people are searching for.
Those are all terms you could use to help people find your content. Take note of these terms and enter them into a spreadsheet or doc with “Crockpot” as the header (just to keep things organized.) Do this with all of your keywords.
Next, take this one step further and hit “enter”. Pinterest will bring up a lot of pins that have to do with that keyword, and they’ll also give you additional keywords lined up along the top of the screen.
These are even more keyword add-ons that might be relevant to your content. Record the relevant ones in your spreadsheet.
Just from this search, we get keywords like “crockpot chicken,” “crockpot meals,” “crockpot recipes,” etc.
You can even click on one of these to find even more targeted keywords. For example, I just clicked “chicken” and got this:
Voilà! Even more targeted keywords! Enter these into your spreadsheet.
Repeat this process with all of your basic keywords, and you should find a ton of more specific keywords you can use to make your account and content more searchable.
Some of your keywords will be really broad, and some will be really specific. This is a good thing!
One trick to SEO, whether you’re optimizing for Google, Bing, or Pinterest, is to use some really broad, general terms (like crockpot chicken) as well as some really specific, targeted words that are EXACTLY what someone might be looking for (like healthy crockpot chicken taco recipe).
A lot of content is competing for “crockpot chicken”, but there is a lot less competing for “healthy crockpot chicken taco recipe.”
It’s like diversifying an investment portfolio. You want a good mix of low, moderate, and high risk investments.
So what do you do with this information?
Keep an eye out for the next post where we’ll learn how to keyword optimize your Pinterest account.
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