Design Industry Marketing Tips
Mastering the art of Pinterest SEO is a great opportunity for any creative business marketing strategy. It is especially effective for businesses in the luxury design industry (interior designers, architects, home builders, etc.).
Since its launch in 2010, Pinterest has transformed into a powerful and profitable social media platform for savvy marketers. According to Pinterest, there are now more than 150 million monthly users.
Did you know that:
- 97 percent of Pinterest searches in 2016 were non-branded
- 80 percent of Pinterest’s traffic is mobile
- More than 2 billion searches take place on Pinterest each month
Different from its competitors, Pinterest serves a hybrid role. It’s known as a social network, but it’s increasingly also a search engine and bookmarking service.
This “discovery” platform where Pinners can find new ideas, provides an opportunity for both creativity and storytelling. Leveraging the power of Pinterest SEO will establish a foundation for continued success on the platform.
So, how does Pinterest SEO work?
Similar to other social media outlets and search engines, Pinterest has a search algorithm called the “Smart Feed.”
The way this algorithm is set up, people see the best pins first when they search for a specific phrase, instead of the newest pins first.
The algorithm determines the quality of the pin, rates the pin, assigns interests, and places the content in front of the people who are looking for it.
4 Main Factors Influencing Your Pins Being “Discovered”
According to Persuasion Nation’s article “Pinterest SEO in 2019: How to Optimize Your Pins for the Changes,” there are 4 main factors that are known to influence whether or not your pins show up on Pinterest:
- (1) Domain Quality
- Convert your profile to a business account
- Carefully choose your username
- Make it straightforward and relating to your business
- Claim your website
- Enable rich pins on your account
- Be a consistent pinner
- Suggested every day
- Pinterest prefers you to pin 10 pins a day, every day, then 70 on one day and none for the rest of the week.
- Create and pin high-quality content
- (2) Pin Quality
- Create pin-worthy graphics
- Monitor your Pinterest boards for saves and clicks
- Write compelling blog post titles
- (3) Increase Pinner Quality
- Be active on Pinterest throughout the day
- Pin already popular content to your boards
- Increase your saves
- Increase your follower engagement
- (4) Relevance
- How do your pins fit your audience’s overall interests, specific searches, and recent search history?
Once you have broken down the algorithm, you will need to leverage Pinterest SEO in a way that actively drives traffic back to your digital hub (your website).
The purpose of utilizing any social media platform is to drive traffic back to your website so potential clients convert into sales. On Pinterest, you will do this by using pins from your website.
It’s simple: post pins and get your website followers to post pins on Pinterest.
People browse the Pinterest feed like Instagram and Facebook, but they also do a lot of searching. Therefore, to drive referral traffic, you’ll need to get your pins in front of people which means optimizing for both social and search within Pinterest.
- Use a business account (for the analytics)
- Verify your website & profile links
- Use the right formatting for imagery
- Use detailed descriptions
- Link the image to the relevant URL (not just your homepage)
- Use descriptive but catchy titles
- Build up a following on your boards
- Pin lots of quality content that is not your own (ideally popular and interesting)
- Keep boards with a concise, niche theme
- Comment and re-pin to get in front of other pinners
- Collaborate with other pinners on shared boards
- Understand how Pinterest is organized.
- Explore Topics, which are the big top-level organization (example: design).
- Create Boards for Brand Terms.
- What do Pinners search for when they search for your brand?
- Understand the competition.
- What pins are showing up? What boards are showing up? Do you have something better?
Although this outline will set a strong foundation, we always recommend referring to your Pinterest analytics and your website analytics to see how your Pinterest SEO strategy is performing and how well it is driving traffic to your website.
Overall, Pinterest SEO is an excellent marketing tool. Its hybrid role as both a social network and a search engine make this platform an amazing marketing opportunity for business owners.
As one of the top social networks, Pinterest is no longer just the place to find great design inspiration but is now one of the most relevant social networks that should be leveraged and integrated into your social media marketing strategy.
Feeling like this is a bit too much to handle on your own? Ask us about integrating Pinterest into your marketing strategy today!