Optimizing your business Pinterest to drive traffic to your website is one of the easiest tools for a small business or blog to grow. It is often viewed as a social media platform, but ultimately, Pinterest is a visual search engine.
This post will help explain how to make your pins searchable and optimize your business Pinterest account to drive traffic to your website.
Optimize Your Pinterest Page
If you are a business owner or blogger using Pinterest to grow your brand, your page and your boards are no longer your own. They belong to your target audience and it’s important to keep their best interest in mind when creating and pinning content.
The first step to achieving this is changing your page to a business page. This will allow you to have more options in customizing boards and track the analytics on your pins. Knowing what your audience is into is like having a free golden ticket to success.
(Making this change is simple – just go to SETTINGS / ACCOUNT SETTINGS and scroll down to ACCOUNT CHANGES.)
Business Pinterest Profile
Optimizing your business Pinterest page is an important step in the process that could make your next visitor either click off the page or come back for more.
One of the best things about Pinterest is that your account bio is… SEARCHABLE *cues heart eyes.*
Because of this key feature, it is important to think critically about what information you include in those 160 characters. It may feel like this is a good place to put your favorite quote, or where you’re from, maybe a cute nickname your friends refer to you as, but I’m here to kindly tell you – NO.
Instead, opt for a thread of keywords and key phrases that relate to your niche. The easiest way to determine the best key phrases to choose are type in one word in your niche and look at the suggested search options. It works best if you’ve niched down pretty specific.
You don’t have to make it too stiff though! Show some personality while explaining what it is you do. If you’ve niched down enough, this shouldn’t be too difficult of a task (and it may help you realize that you need to niche down a little further).
Here’s a screenshot of a bio I wrote for a client in the past. It’s personable, yet filled with keywords and phrases that are relevant to their niche:
Optimized Your Business Pinterest Boards
Good news – your boards are also searchable!
This is where you can really dive into the details of your niche. I like to pick anywhere from 5-8 topics and create boards that contain content around them. It’s really important that you don’t divert too far from the core of your brand here, even though it may be tempting.
In reality, no one actually reads board descriptions. But because of their searchability, it’s a great place to just plop in a string of keywords and phrases. It doesn’t have to make sense! The purpose of this copy is to help optimize Pinterest in find Pins relating to your business topics around those keywords, so get specific.
In addition to the more resourceful boards mentioned, I like to throw in a couple aesthetic boards as well. This is where you can drive up your monthly viewers in hopes they migrate to your resourceful blogs and original content.
While you can have a little more fun and flexibility with these boards, keep it somewhat relevant to your niche. For example, on my digital marketing business Pinterest account, my mood boards are: Coffee Shop Aesthetic, Business Casual / Work Wear and Book Worm.
You wouldn’t find a makeup or beauty heavy mood board on this account because it just doesn’t fit with the content I’m trying to push. Make sense?
Get Specific With Pin Descriptions
I’ve made the mistake of publishing original Pins with either no description or little text with the image in the past and cringe at the thought. While Pinterest is an image heavy platform, it’s still important to utilize the description!
Similar to your bio and boards, it’s best to put key words and phrases that relate to your niche or pin. Depending on the type of content, your descriptions may vary.
For example, when posting a “mood” image that may not necessarily link to a specific blog or relate to a topic, I take more of the board description strategy. Just string some keywords and phrases together that make sense with your brand and you’ll be good to go!
For a Pin that links to a blog post or specific piece of content on your site, opt for a more literal description that includes key phrases related to the topic. For example, a Pin that links to a blog about Pinterest may say: “Learn how to optimize your business Pinterest page with keywords, niche boards, and original pins to increase traffic to your website.”
How Does Pinterest Work?
Now that we’ve optimized our page, boards and Pins, let’s talk about how Pinterest works for businesses when it comes to sharing content.
If you’re reading this blog, you’re probably familiar with the platform. Most users log in and type keywords in the search bar looking for a new dinner recipe or inspiration for a bedroom remodel. Pinterest then populates results based on relevancy and popularity.
As we all know, this process is called a digital algorithm *sigh of anguish.* While we can’t control the way the algorithm works, we can do things to work it to our advantage.
Actively Pinning Content In Your Niche
The most simple way to get more eyes on your Pinterest page is to pin other people’s quality content. But there are wrong and right ways to do this.
First off, it is important to keep the types of content you Re-Pin aligned with your niche topics. If you create content around fitness and healthy recipes, pinning something about kids crafts won’t align with your brand.
This is where our boards come into play. If you blindly fill your boards with Pins that look pretty, but have no content behind them or don’t have anything to do with the board subject, it’s less likely a Pinner will hang out on your page.
So Pin quality, relevant content often, like 10 or so Pins a day is what I usually aim for.
A tool that I have used for myself and clients many times is called TAILWIND. It is a Pinterest approved app that allows you to schedule out Pins so you’re staying active without regularly logging on. I like to build up a que of Pins for the month and let it run, then manually do some bursts of activity throughout the week. If I get too busy, my account doesn’t go completely inactive. It’s well worth the premium membership if you want to use Pinterest to drive traffic to your website!
Publish Quality, Original Content
While the fastest way to get views is going to be Re-Pinning popular content, that doesn’t necessarily help if you don’t have content of your own! I like to say a good rule of thumb is post 80% others content and 20% your own.
This may seem like a low ratio, but in order to Pin enough to get your views up, Re-Pinning is necessary. It’s hard to post hundreds of original Pins every month! By keeping things niched down and Pinning quality content with your own, you’ll have a good chance of getting views on your own content, faster.
You can also repurpose your evergreen original content using Tailwind. By moving a Pin from a board, to a secret board, then back to its original board, You’ll get new eyes and keep all the old engagements, making the Pin more popular over a longer span of time.
Share Pinterest Friendly Images
The Pin image is SO important. Every platform has its preferred dimensions, and while Pinterest will really let you upload whatever size you want, a tall image does much better than wide.
I like to drop my full-sized, edited images in Canva and crop them for Instagram at a 4:5 ration (1080×1350), then Pinterest with the same width, but at a 2:3 ratio (1080×1620). I have these sizes saved in Canva so it’s super easy to knock them both out at the same time.
While you’re there, you can even crop a story version at 16:8 ratio (1080×1920) and you’ll have every size you need!
Another thing to keep in mind is that Pinterest actually prefers images that don’t show faces. Take the opportunity to create moody, aesthetic vibes with your photos instead of the straight-forward or full view shot. The right crop can go a long way. Get creative!
Write Valuable, Sharable Content
Even with your business Pinterest optimized and images perfectly formatted, that doesn’t mean the clicks will start rolling in. You must be producing sharable, CLICKABLE content.
This process starts all the way at the brainstorming stage. When creating web content, you must take into consideration what people are searching for.
For example, if you want to write a post about acne, your competition is HUGE. You could get a little more micro and talk about acne treatments, but that is still pretty broad. Take it to the next level of “Acne Treatments For Oily Skin.” Now you’re giving an answer to something your specific niche wants a resolution for.
By working backwards and creating your content to answer a commonly asked question, it’s more likely that someone will see your content and click. Being resourceful and informative is crucial to getting page views.
Now you’re a Pinterest Pro! (:
Although it isn’t the most complex platform to grow, it does still take a lot of time and energy. If you are looking to have someone manage your Pinterest account for your business, shoot me an email at email@example.com and I’d be more than happy to discuss service pricing with you!