In 2012, Pinterest was the big story in social media marketing. In 2013, it’s going to be huge in search marketing too.
With 104 million visits in March 2012, Pinterest became the third most-trafficked social media site, moving ahead of LinkedIn (86 million) and trailing only Facebook (7 billion) and Twitter (182 million).
With so many visitors and so much potential for sharing content and expanding your reach, Pinterest offers plenty of ways to build your business’s online visibility and boost your SEO.
Here are 15 easy opportunities to do it.
1. Fill out the ‘about’ section
Sure, filling out ‘about’ sections isn’t as much fun as pinning images. But the 200-character section is vital for SEO. Use keyword-rich text that succinctly states who you are and what you do. This enables search engines to find and group your profile, boards, and pins with the proper search results.
2. Get a verification badge
Website verification allows Pinterest users to certify that the website on their Pinterest profiles is their own. To verify your site, go to ‘Settings’ and click the ‘Verify Website’ button. Verified websites have checkmarks next to the domain in search results and can increase traffic to your pages and SEO rankings.
3. Fill out SEO hot spots
Pinterest, like Google+, has certain areas of its pages scanned by search engines. Optimizing these will help you be more visible on search engines. For Pinterest, fill out your SEO title and name your individual boards (which appear on your profile) with keywords.
4. Link across platforms
Someone intrigued by your Pinterest page likely will want to see more of your offerings. Give them every opportunity to browse your content by including links from your Pinterest profile to your website, blog, and other social media platforms. Use strong calls to action, like “See more now!”, to drive users to where you want them to go.
5. Become visible to search engines
Using Pinterest can be a waste of time if people can’t find your work, and Pinterest has an option that hides pinboards from search engines. Take a second to ensure fans and prospects can find you by going to ‘Settings’ and turning off the hide from search engines option.
6. Prepare for local search
The meteoric rise of Pinterest means it will become more and more relevant to local search results. Prepare by creating a board highlighting local attractions of your business’ city or region. Include landmarks related to your business, like your storefront. This information illustrates your connection to the area and lets local customers know where to visit you.
7. Create variety of boards
The more boards you create, the more likely you will get noticed by search engine spiders, especially if the boards cover a variety of topics and have titles with strong keywords. Already created boards without keywords? Go back and edit them.
8. Categorize your boards
Failing to categorize your boards will result in visitors not finding them when they choose to browse the site by category, an oft-used function. To categorize, go to your profile and click ‘Edit’ on any board. Choose the one category that best fits.
9. Stay above the fold
Often Pinterest browsers only see the top row or two of Pinterest boards. Move up your best boards. The best have the most pins, show off what your brand is known for, and are visited most often.
10. Add keywords to file names
Cameras often create odd, nondescript file names for the images they capture. Turn those images into search engine spider magnets by renaming them with keywords. Add your business name and a name of what’s in the picture, especially if it’s a product.
11. Create good pin descriptions
Pinterest provides 500 characters to describe each pin. Take advantage of this space to boost SEO with active, keyword-optimized descriptions. In addition to including descriptions in new pins, go back and add keywords to previous pins for even more SEO.
12. Use high-quality images
Search engines, like Bing and Google, look at the quality of pins much like they scan websites for quality text and images. Use high-resolution images and pin them to the appropriate boards.
13. Research what people pin
Search engines consider engagement with pins when calculating rankings. Research what customers and followers want to see by examining what they pin themselves. Consider asking followers and fans what they want more of and providing it.
14. Diversify sources
It may be easy to get stuck in the Pinterest universe but branching out and using images from outside the social network plays a role in building SEO. Fresh content brings more attention than repins that may have already been seen on other pages.
15. Include prices and links
Showing off products in your pins is a great idea, but it can be even better. Tag pins with the price of the product and it will appear as a banner on the pin itself, making it more likely to get ‘likes’ and land on users’ gift pages. Make buying easy by adding a link to the picture that takes interested viewers directly to the product page.
Image: clasesdeperiodismo (Creative Commons)