Social and digital marketing is constantly evolving. Depending on the type of business you have, Pinterest may be an overlooked resource in your tool box. Here is a list of commonly asked questions (and answers!) when it comes to understanding the relationship between Pinterest, your business, and SEO.
What is Pinterest?
Pinterest is a social media platform that’s highly visual, categorically organized, and has an exploratory nature. Users can have different boards they can “pin” their interests to, and each board can have its own category. It’s essentially a collection of digital corkboards or vision boards that users can share with friends and family members.
Does Google own Pinterest?
No, Google does not own Pinterest. However, there has been talk for several years that Google might buy out Pinterest since both are interested and seriously invested in the search business. Pinterest and Google working together could mean serious growth in terms of search power. Because Pinterest’s price tag keeps going up and up each year, it’s unknown whether Google might purchase it any time soon. Pinterest has reported that it is impacted by Google and Facebook algorithm updates despite not being directly related to either.
Does Pinterest affect Google rankings?
Yes! Pinterest does affect Google rankings, but maybe not in the way you’re thinking – buckle in, this gets a little complicated.
As a business, you likely have different pins for different items. The pins themselves do not count as follow links. For example, if you create a hundred of the same pin for the same item, this alone will not impact your Google ranking on the search engine results pages (also known as the SERPS) because of this fact. However! The more interesting pins you have (quality images, quality content, logical use of keywords), the more repins and likes you’re going to receive. Likes and repins are different in that users can edit the description of a repin. It’s important to note that with both likes and repins, the original source-link remains attached to the pin. Or in this case, a repin contains a link to a product or space on your website.
The more likes and repins your original pin receives, the more exposure you have to more users, and more links to your website are floating around and being shared within a pool of your target audience. Over time, this increases actual traffic to your website, thus increasing your Google ranking.
Does Pinterest convert traffic?
Pinterest can and does convert visitors into customers, if you have the right mindset and set-up. You won’t have a high conversion rate if you don’t make it easy for your potential customers to access the product and buy it online. With each hoop a user jumps through, the less likely they are to become a customer because you’ve made it difficult for them to be one.
Examples of things that can negatively impact your Pinterest conversion rate:
- Links on pins are leading to the wrong product
- Links on pins are broken (i.e. lead to nothing)
- If you have set prices for your products, and your customers must call you for the price instead of being able to find it listed on the product page
How do I optimize my Pinterest?
There are several ways to optimize your Pinterest account. Here are a few strategies to get you started.
Step 1: Make it helpful
People use Pinterest for many different reasons. However, most of them are trying to solve a problem in an entertaining way. For example, users are searching for the best haircuts for their face shape, or gift ideas for their grandmothers. They have a problem, inquiry, or task, and they need to find a solution. This is where your Pinterest pins come into play.
Think about the audience you are trying to reach, their problems or tasks, and how your product or business fits into that equation. By having helpful pins, i.e. helpful solutions, you’re one step closer to having a Pinterest account that boosts your business.
Step 2: Make it attractive (and keep it accurate)
Pinterest is a very visual environment. While pins have a longer shelf life compared to Facebook posts or tweets, you have a limited amount of time to catch someone’s attention. By creating visually attractive and stunning pins, you’re increasing your chances of generating likes and repins.
People want to look at their own Pinterest boards and see they’ve curated something beautiful. If your pins can add value in this way, you’ve upped your chances of converting a user into a customer. However, beware of creating inaccurate pins. Make sure your images and visuals stay accurate to your product or service, and also are consistent with your brand. Building trust with your users takes time. Inaccurate portrayals of your business can prevent you from building trust, or break the trust you’ve already built.
Step 3: Use the right words
You can (and should) include words on your pins to describe them. Because Pinterest is a search engine, a good rule of thumb is to treat your pin descriptions like they’re titles of a website. Think about your target audience or who you want to reach and research trending keywords that are relevant to this audience and to your business. Try to keep the stronger keywords towards the beginning of the description you’re writing.
Most importantly, pay attention to your alt tags. By using alt tags, you not only increase your account’s accessibility, but you’re also enhancing your overall SEO.
After you’ve created interesting, valuable, and attractive pins with useful descriptions, you can keep track of progress using Pinterest Analytics. Take a look at impressions, engagement, and the behavior of who is looking at, liking, and repinning your posts. You can use this information to edit your existing pins and/or create more successful pins moving forward.
Are there any Pinterest trends I should be on the lookout for in 2020?
Customers want a seamless experience from start to finish. If your Pinterest pins aren’t lining up with the webpage you’re linking to, this can throw your potential customer off. Changes you make to one (e.g. your website), you should make to the other (e.g. your pins).
You also have to make sure your pins are fresh and intriguing. Trends are constantly changing, not only from year to year, but also from season to season. Take a look at your branding, your current color schemes, and even your website layout. If you’re noticing any inconsistencies, it’s probably time to hire an expert to help you evaluate your online presence.
How can Ventura Web Design & Marketing help me?
Whether you’re looking to incorporate social media into your marketing strategy for 2020, or you’re looking to have your current strategy updated, Ventura Web Design & Marketing is your ticket to online success. We stay updated with the latest industry trends and have decades of experience to ensure you’re getting the most from your digital agency.
From your social media accounts (including Pinterest!) to online marketing, we have the expertise and talent to take your business to the next level. Make sure to contact us today for a free consultation.